THE creators behind stylish sleepwear label Jasmine & Will know better than anyone the benefit of a good night’s sleep.
Last year they roused their label from a two-year nap to re-enter the fashion fold after using the downtime to redefine and redirect the label to ensure it became the go-to sleepwear label they always dreamed it would be.
Now, well and truly back in the game, the label has placed a clear a focus on “timeless, elegant sleepwear with a playful sensibility”, bringing a touch of luxury to the everyday wardrobe necessity. In doing so they’ve managed to redefine what it means to look good in bed and have provided their customers with ample reason to lounge around in PJ’s all day.
The label was originally launched in 2009 by niece (Jasmine Lindsay) and aunt (Kaye Williams) team after the two discussed what they felt was a gap in the Australian market for stylish sleepwear. However, what started as a family project has fast became a large-scale operation with Jasmine & Will now stocked throughout stores in Australia and available internationally via its online store. Adding to the label’s success was its introduction of its bespoke monogram service last year which allows customers to personalise their favourite PJs.
Stylehunter was lucky enough to interrupt the beauty sleep of one half of the brand’s dynamic duo to delve into some real pillow-talk.
Within a few minutes of meeting Jasmine, it was obvious the Jasmine & Will brand was a direct reflection of her own sense of style. The creative stunner was not only humble, but stylish, successful and intelligent. And – like all good things – we wanted know more, so we spent a few minutes chatting about the new Jasmine & Will campaign, the importance of a cheer squad and her favourite place to sip Bellini’s.
FIVE MINUTES WITH JASMINE
Tell us a little bit about the Jasmine & Will story so far …
Jasmine & Will originally started in 2009 as a side project but life and corporate careers got in the way so we took a break in 2013 and relaunched in 2015. Stepping away for two years meant we were able to refine our product and suppliers, review our market objectively and ultimately relaunch as the brand we want to be.
What are the most rewarding and challenging aspects of running your own business?
Accountability. It is both rewarding and daunting to be accountable for the success of a business.
Tell us about your new collection and where your inspiration came from ?
2016 is the first collection we’ve launched since taking a two-year hiatus so it really embodies who we are as a brand now. It’s classic, relaxed and a little luxurious.
What are the unique qualities and aspects that set Jasmine & Will apart?
We provide complimentary customised monogramming for our online customers which they love!
Who is the quintessential Jasmine & Will customer?
Our classic cuts and prints appeal across the ages so I think above all she is someone who appreciates quality and has a timeless sensibility when it comes to style.
What has been your biggest ‘pinch myself” moment so far in the Jasmine & Will journey?
Shooting the 2016 campaign was really a wonderful moment – seeing all of the hard work come to fruition.
Who have been your greatest supporters / your cheer squad, along the way?
Everyone needs cheerleaders! I make a conscious effort to surround myself with positive, motivated , hard-working friends. My family are also an amazing support network – I’m very fortunate in that sense.
SPEED DATE WITH JASMINE
Top three style icons: Lauren Hutton, Jane Birkin, Victoria Beckham
Is there anyone that you would love to see wearing your pyjamas? No, I just want people to really enjoy wearing our pyjamas
If you weren’t building a pyjama empire what would you be doing? Interior Design
Your favourite place to sip champagne: Bellini’s at the Intercontinental Rooftop Bar in Double Bay
Your most extravagant purchase: My watch, a forever piece that I never take off.
Your favourite holiday destination: St Barths
Stay social with Jasmine & Will on Instagram: (@jasmineandwill) and for stockists and online shopping, head to www.jasmineandwill.com
Quite frankly, bedtime has never been more chic xo
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