How Jessica Williamson Built and Sold Ete Swimwear and Reinvented Her Career

Building Ete Swimwear: From Startup Vision to International Growth

At just 22 years old, Jessica Williamson was like many eager creators: excited about launching a business while juggling ideas and her background in digital marketing. In 2016, what started as an idea driven by her passion for fashion and social media transformed intoEte Swimwear, an Australian brand focused on stylish, empowering swimwear for women. Unlike many would-be founders, Jessica didn’t sit on her idea or let perfection slow her down. She put her digital know-how to use day one, started small, but kept her sights on scaling quickly.

Rapid Launch to Global Reach

Getting traction required more than just a good product. Jessica poured hours into Ete’s setup. Within just seven months, the brand outgrew its home roots, establishing not only a legit online presence but also international warehouses to handle demand — especially from a growing US base. Her approach combinedInstagram marketingand clever collaborations with influencers. Pretty quickly, Ete was shipping overseas, smoothing out logistics, and building an efficient system for regular sales.

Juggling Growth and Burnout

Many dream of running multiple companies, but Jessica’s reality was tough: by 2019, she was steering five businesses. The constant hustle and relentless need to make every brand a success eventually caught up. She experienced major burnout, and even though Ete didn’t demand every hour, it took up precious mental bandwidth — something she realized she wanted back.

The Hard Decision to Sell

Jessica’s journey wasn’t just about creating another swimwear shop. Every detail in Ete mattered — late nights, careful product design, choosing colors, engaging with loyal fans online. By 2019, she questioned the wisdom of holding onto something just because she’d built it from scratch. "That was amazing, that was part of who I am, my journey, but I am opening myself up now to what gets to be my new chapter," she reflects. She entertained the idea of selling and wanted the process to be personal: the new owner needed to really care about the vision and not just see dollar signs.

Exiting on Flippa: Global Buyers, Real Value

Traditional business brokers didn’t get ecommerce. Jessica took her exit online toFlippa, a marketplace for digital businesses. This decision gave her offers from buyers around the world and more choice about picking someone who shared Ete’s values and ambition. She recalls, “Being on Flippa allowed me to reach people all over the world... my customers and warehouses were in the U.S., so that was massive.” Eventually, she selected a passionate buyer who promised to take Ete to another level.

Why Exiting Isn’t Failing: More Freedom, Less Stress

It’s tempting to view selling as giving up. Jessica challenges this head-on: letting go isn’t failure, but a chance to free your mind and energy for new possibilities. For her, the exit meant less stress, more wellbeing, and making real space for self-development. "Flippa really changed my life," she says — not just with the sale, but the options it created. She also urges founders not to rely on chance or old-school brokers when a global online marketplace can open the right doors.

Life After Ete: Becoming a Business & Mindset Coach

After selling, Jessica found her next purpose: helping other women build businesses and confidence. Today, she runs coaching programs, podcasts, and shares tough lessons about self-belief and stepping out of your comfort zone. Her personal experience scaling and exiting a brand gives her sessions real authority.

What New Founders Can Learn from the Ete Story

• Start lean but systematize early.Jessica didn’t wait for everything to be perfect—she launched, then added systems as demand rose.
• Use social media from day one.Instagram was crucial, both in building community and as a channel for launching and selling products internationally.
• Be open to change.Clinging too tightly, out of pride or habit, can block you from seizing bigger or more fulfilling opportunities down the line.
• Don’t romanticize the grind.Burnout is real, and sometimes, the best choice is to exit rather than work yourself into the ground.
• Selling is an option for success, not just escape.Exiting at the right time can kick off even bigger ventures.

Conclusion: Redefining Success

Jessica Williamson’s story isn’t some fairytale about overnight success or celebrity luck. It’s about smart branding, real hustle, fast systems, and knowing when to call time on your first baby. Her unapologetic honesty about burnout and mental health adds a raw layer, one that doesn’t always get enough airtime when we talk about those Instagram-perfect businesses. Lessons from Ete Swimwear stick: embrace the leap, market lean and smart, and don’t be afraid of a new beginning.