Some brand collab launches feel like they materialize overnight. A capsule drops, a quick social post follows, and then it’s over. But Ricki Beach Club is playing a different game. Each creator collaboration is a carefully crafted beach town story, not a one-and-done moment.

Ricki Beach Club began as an ode to beach towns everywhere, the places that shaped us and hold our fondest memories. Over time, founder Lauren Browning shifted from a classic swimwear label into a lifestyle brand where limited edition capsules are co-created with a featured influencer. Each capsule is inspired by the collaborator’s favorite beach town and every creator earns a share of the revenue.

This is not about slapping a logo on something and calling it a day. Lauren builds genuine narratives with each creator, weaving nostalgia and place into shape, print, and fabric. That creative partnership is the reason fans do not just tune in, they show up eager and ready for swimwear that feels like a memory they can wear.

I have had the pleasure of working with Lauren and her businesses so I’ve seen firsthand how she turns a good idea into something that works. We talked about how she chooses collaborators, what she’s learned about fan behavior, and why private channels are the secret weapon most brands are sleeping on.

Before launching Ricki Beach Club, Lauren Browning wasn’t deeply embedded in the influencer world. She followed a few people but didn’t consider herself “in the scene.” As she began shaping her vision, she started screenshotting creators from her TikTok and Instagram feeds, studying their niches, and thinking about who might be a good fit for a collaboration. Her first partner was Julia Ricketti, a Boston-based micro influencer. Both were early in their journeys and, as Lauren puts it, “taking a chance on each other.”

Lauren has learned that follower count isn’t everything. In fact, the smallest audience in a recent season brought in the strongest collection performance. Over time, she’s become more intentional about who she works with, focusing less on size and more on substance. “Micro influencers have so much influence,” Lauren shared.

What Lauren looks for now:

For Lauren, pre-launch is everything. The most successful Ricki Beach Club collection sold 72% of its inventory on launch day, thanks to a deliberate rollout.

Keys to that success:

Private and closed groups like SMS lists to broadcast channels to private memberships consistently deliver the highest conversion rates.

One thing that stood out to me in talking with Lauren is how intentional she is about avoiding what she calls the “lazy collab.” Consumers can tell when a creator simply puts their name on a product without real involvement and Lauren is committed to true co-creation. She invites collaborators into the design process, giving them space to bring their vision to life while guiding them toward styles, colors, and cuts that will actually sell. Over time, she has learned how to push back diplomatically when an idea is not commercially viable.

Lauren also draws a clear line between creators and influencers. Creators produce beautiful content and curate an aesthetic, while influencers actively shape the purchase decisions and lifestyle choices of their audience. The people who influence Lauren the most are often smaller accounts or individuals she has followed for years, where trust has been built over time.

I couldn’t agree more with this! The other day, a comedian that I follow recommended a sparkling water flavor and I bought it that same day. To the people who can (unfairly) roll their eyes at the concept of an influencer, I push back. An influencer is anyone and everyone. It could be you, me, someone influencing full time, or someone who isn’t making a single dollar!

Lauren’s approach to collaborations is as much about relationships as it is about results. Her advice for brands looking to work with a collaborator’s audience in a way that feels authentic (and actually converts) includes both online strategy and offline connection points: