Tegan Smith is a storyteller at heart, whether she’s behind the camera or running her empowering swimwear brand, Shades of Jade.
In South Africa’s creative scene, it’s rare to find someone who can balance artistry and entrepreneurship so well, but that’s exactly what Tegan does. Known for her evocative lifestyle photography, she has translated that same eye for detail and storytelling into swimwear that celebrates women and makes them feel confident, comfortable and just a little bit unstoppable.
Tegan’s journey is a lesson in following your passions while building something real. From capturing light and life through her lens to bringing a brand from idea to reality, she embodies creative entrepreneurship, thoughtful, hands-on and very much her own.
Before Shades of Jade, Tegan had already made her mark as one of South Africa’s go-to lifestyle photographers. Her work is known for its warmth, intimacy and authenticity, a reflection of her understanding of people and moments. That same sensibility now flows through her brand.
“I was used to telling stories through photography. When I started thinking about swimwear, I realised the same principles applied, creating pieces that let women feel confident and authentic, just like I do when I capture them.”
Juggling two creative worlds is no small feat, but Tegan does it with ease. She balances artistry with business smarts, showing that intuition and strategy can work together.
Designing Confidence
The secret to Tegan’s success is empathy. She designs swimwear with real women in mind, thinking about how we sit, swim, walk and live. It is not about idealised silhouettes, it is about creating confidence.
“Every piece of swimwear is designed with empathy, for real women, real movement, and real confidence.” — Tegan Smith
This philosophy carries through her photography as well. Whether behind the lens or at the design table, Tegan’s goal is simple: make women feel seen, authentic and empowered.
Shades of Jade – More Than Swimwear
At the heart of Tegan’s entrepreneurial story is Shades of Jade, a brand that reflects her personal style, values, and commitment to women. Tegan named the brand after her love of the colour jade, which evokes natural beauty and calm, and the word “shades” reflects the range of tones and personalities she wants every woman to feel when she wears her swimwear.
The idea was born out of frustration, she could not find swimwear that combined fit, comfort, and style, so she made it herself.
“I wanted swimwear that made women feel confident in their own skin, not self-conscious or restricted. That became the starting point for everything.”
Fun fact: Tegan’s favourite print to design and wear is animal print, which she says adds a bold, confident energy to any collection.
Shades of Jade is not just about looking good, it is about feeling good. Each piece is designed for movement, support, and versatility, proving that comfort and style can go hand in hand.
- Confidence Through Fit: Pieces that move with real bodies, helping women feel confident wherever they go.
- Timeless Design: Clean, flattering lines and classic colours that last beyond trends.
- Empowerment: Celebrating women and encouraging them to feel secure, seen, and unapologetically themselves.
- Sustainability and Responsibility: Thoughtful fabrics and local production for ethical, conscious style.
For Tegan, running a business has been as much a personal journey as a professional one. Building Shades of Jade required courage, patience and trust in her instincts.
Q&A: Tegan Smith
- How did your background in photography influence the way you approached creating Shades of Jade?
Photography taught me to observe, listen, and understand people. That perspective translated perfectly into swimwear design, it is always about the woman wearing it, not just the garment. - What’s been the most unexpected lesson from building your own business?
Patience. Growth has a rhythm you cannot rush. Long-term success comes from careful, thoughtful choices, not shortcuts. - As a woman entrepreneur in a creative industry, what advice would you give to other women starting their own brand?
Trust your instincts, know your values, and don’t compromise. Surround yourself with people who believe in your vision but are brave enough to challenge you.
Tegan is a rare mix: a creative eye, sharp business sense, and strong intuition. Shades of Jade is not just swimwear, it is a celebration of confidence, integrity, and women who want more from the brands they choose.
For Tegan, style is not about labels or price tags, it is about the freedom to create, the courage to lead, and the joy of making a difference.