“Hi, I’m Géraldine, originally from the Alpes-de-Haute-Provence and now living in Nice. I’m the founder of Choos’in, a creative and committed women’s sports swimwear brand.
Through my activities and travels, I realized that in France, there was a lack of stylish and functional sports swimwear—especially bra-style designs—for one of my favorite sports, kitesurfing.
Frustrated by not finding anything truly suitable, I felt the need to create my own designs, made to move, perform, and stay feminine. In line with my values, I embarked on the Choos’in journey.
Endlessly optimistic, full of energy and determination, I believe deeply in Choos’in’s potential and dedicate all my energy to making it a success.”
Géraldine Ivaldi – La Fondatrice
Behind every brand, there is a human story.
This is where ideas, desires, and first actions are born.
But there are also doubts, fears, and failures.
Thankfully, there are also victories and defining moments.
“Successful companies are those with a soul.”
— Jean-Louis Brault
It took me 35 years to reach a turning point—
the moment I truly fulfilled myself and turned a passion into a concrete project.
Choosing becomes a victory when it comes from the heart
After 11 years as an employee, including 9 in the same company, one thing became clear:
I no longer wanted to work without passion.
I realized that making a decision had become necessary.
To choose, to commit, to move forward. A simple act for some—but a difficult one for me…
And yet, choosing becomes a victory when it comes from the heart.
“Whenever you see a successful business, know that someone once made a decision.”
— Peter Drucker
“Choose a job you love, and you will never have to work a day in your life.” — Confucius
Leaving a stable job is never easy.
Even when you know it’s the right thing for you.
Letting go of security was, however, the first step toward my freedom.
That decision gave me the courage to start my own business.
It led to the creation of Choos’in, a women’s sports swimwear brand—
a brand designed to combine passion, movement, and purpose.
Today, I truly believe that nothing is impossible if you give yourself the means to achieve it.
For a long time, I didn’t really choose.
My path was shaped by a series of opportunities.
Studies, degrees, jobs… without a deep sense of purpose.
I was mostly living for what came after work—
dance classes, personal passions, moments for myself.
Work itself was just something I had to do.
Then the years went by.
Eleven years passed in what felt like a moment.
Combining passion and work is a universal dream.
As a child, I wanted to be an artist—
a dancer, a singer, an actress.
To create, to express myself, to feel alive.
But reality is more complex.
Fear of failure and financial instability often holds us back.
So we listen to advice.
We choose security, sometimes at the expense of who we truly are.
“Reducing risk becomes dangerous when it prevents us from taking any.”
— Philippe Bloch
Reading “Ne me dites plus jamais bon courage !” by Philippe Bloch was a turning point for me…
This book helped me become aware of my situation.
Change had become essential.
Today, I’ve chosen to take measured risks, to live according to my values, and to build a business that truly reflects who I am.
Choos’in was born from that decision—
a women’s sports swimwear brand designed for freedom, movement, and confidence.
Explore our sports swimwear and follow the story as it continues to unfold.
