Lazur began with a longing—for something beautiful, effortless, and made with care. Founder Ellie Quach grew up in the quiet hum of her parents’ sewing machine shop in a small town in Vietnam, surrounded by sewing machines, fabric scraps, and the gentle rhythm of a needle pulling thread. She learned to sew at just seven years old, and even then, she knew: she wanted to create pieces that made women feel something.

Her parents always told her, “When you do things from the heart, people will feel it.”

That became her compass.

Years later, while preparing for a beach trip with her closest friends, Ellie found herself searching for swimwear that felt like her - timeless, effortlessly sexy, high-quality. But everything she tried on felt either too trendy or too thoughtless. So she created Lazur: a love letter to quiet confidence, feminine silhouettes, and intentional design.

Each piece is reversible, timeless with a twist, and made to be worn over and over again—because beauty should never come at the cost of the planet. Whether you’re lounging by the pool or chasing sunlight by the sea, Lazur is here to make you feel like your favorite version of yourself.