By 
After having my son, I discovered many fantastic brands making children’s clothing but struggled to find stylish kids’ pyjamas. Bedtime is a priority in our home, and the adjustment to sleepless nights as a new mother was a big challenge. I focused on making his bedroom inviting to encourage sleep. Returning to my job in fashion, with frequent travel, didn’t align with family life. Starting my own pyjama brand seemed ideal; I aimed to create nightwear as trendy as daywear, with seasonal releases like adult fashion.
Our designs draw inspiration from diverse sources, favoring bold, graphic shapes. There’s an abundance of overly cutesy designs in the market; we don’t need more butterflies and tractors. Collaborating is a highlight for us; it’s exciting to see different creative perspectives. We’ve created two prints with Sarah Dyer, a talented children’s illustrator and author known for her charming characters and stories, and have another collaboration with her underway. Additional exciting partnerships are also in the works.
Running a business involves many unexpected challenges. While I knew how to bring a product to market, I wasn’t familiar with managing finances or sales. The variety of roles you must take on as a business owner was surprising. The notion of never fully “switching off” only made sense once I was immersed in it, working most evenings and even dreaming about pyjamas.
Life has significantly shifted since becoming a parent. In my previous job at a sizable company, I had benefits like a steady salary, paid leave, and coworkers, with the freedom to hand over products once samples were ready. However, I had limited flexibility, needing to travel as the company dictated. I had to rethink my approach to work entirely.
Social media is crucial to our business, allowing us to directly engage with our audience and influence sales. Posting product photos can drive traffic straight to our site, making it a powerful communication tool with customers.
The most fulfilling part of owning a business is the achievement you feel when things go well. Seeing a product sell out quickly or receive media attention brings a rewarding sense of accomplishment. After having children, my work started to feel somewhat superficial, but turning my passion into a business has been incredibly gratifying—a feeling I struggled to find working for someone else.
