Fashionista Priya Scroggins has scoured the planet to create a shopping Nirvana that taps into the bathing suit beauty within women of all shapes and sizes. Incorporating the four primary emphasis points of “Fit, Form, Function and Fashion” – which she dubs the “Fit Philosophy” – Scroggins has ingeniously removed the stress and guesswork from choosing the most flattering and fashionable swimwear for women. Scroggins’ own battle...s with understanding the importance of fit and confidence stemmed from her childhood of being teased about her looks and body. During and after that stage of her life, she became increasingly determined to develop an understanding of fashion, style, makeup and hair. Once she figured this out for herself, she began helping friends, fellow college students and co-workers, eventually realizing how she could help millions of other women face this challenge of finding the right look – whether with apparel, hair and/or makeup. With her mother - a multi-cultural diversity director hailing from Kerala, India - and her father being an African American artist and Professor, Priya was biologically inclined to be inspired by art, creativity, culture and travel. After receiving her degree in Journalism with a concentration on fashion and entertainment at the University of Kentucky, she moved to New York City eager to establish herself in the competitive and fast-paced environment. She began working in the magazine industry with top publications such as InStyle, Marie Claire and Harpers Bazaar. She then moved through career experiences that included the music industry, and writing and producing for television and film at IMG Media and Our Stories Films. In 2007, she founded Beloved Star, LLC. Three years later, she realized how many women were “fit challenged” and shifted her company focus to bringing fit consciousness to the forefront. Out of this discovery came her latest company which she aptly calls, Fx4boutique.com.

The concept was created when Scroggins realized buying swimwear is one of the most daunting experiences for women because we are constantly bombarded with images of airbrushed campaign models which continue to perpetuate a negative body image among women. Her interest in swimwear piqued during all of her adventures and travels to tropical climates and glamorous destinations during which she noticed most women (regardless of age, status or size) did not know what worked for their body type. It was with this niche in mind, Scroggins created the Fit Therapist and the Fit Philosophy which includes Fit + Form + Function + Fashion (hence the name fx4boutique) and uses video tutorials, images of real women and showcases the swimwear on mannequins to ensure the swimwear is the focus - not the size 0 model wearing it.

Fx4boutique has taken this challenge head on and intends to meet the expectations of consumers by taking the guesswork out of buying swimwear online with the Fit Philosophy application (coming soon) and the information provided in the videos to help with the decision making process. The application will help each consumer determine the correct size, style, coverage and occasion to meets her needs. With products ranging in price points for the “frugalistas” to high-end “fashionistas” and from plus-size, maternity and special needs, Fx4boutique.com has something for every woman.