This is a perfect example, of the patience that I’ve learnt, on my iPhone photo to fabric design journey.
Patience is something that eludes me in most areas of my life, because my mind races continuously with pattern, print and of course colour, and I want to see them all, now! The introduction to Photoshop for the final stage of the building of the fabric prints, has humbled me, and I now know that what I see in my design brain, requires many hours of patience, to achieve the final result. This rose print, that I created from a photo that I took with my iPhone, of a beautiful pink rose in my garden, and then put through some very interesting apps on my iPad, is an example of the patience that I’ve learnt on my photo to fabric design journey.
I built this rose print from scratch, and out of interest I’m logging the hours for these prints. This one took 15 hours. It was intense because it’s the first time I’ve gone down this print road, but the result has been so incredibly rewarding. I’ve seen the samples on, and they do exactly what the plan is, fit and flatter, and offer the colour that my market so desperately want to wear.
I design for a hugely diverse market, and my objective when planning the prints, is to always take into account how much cover I can achieve, whilst still offering the maximum amount of colour. The lighter colours are a challenge because they tend to show every lump and bump, but when you choose a crazy colour like this vibrant lilac, and you cover it with roses, which just happen to be one of my favourite flowers, you fool the eyes of the beholder, because between the colour and the print, there is so much going on, that lumps and bumps don’t have a chance to feature.
Not sure how many of these marathon prints I can do, but I’ve dreamt of a print like this for so long, and knowing that I can create it myself, makes me a very happy fabric and fashion designer.
I often used to joke that if I had my life over, I would have chosen fabric design rather than dress design, because my frustration in my line of work, has always been my inability to buy prints that I can see so clearly in my head.
Being a Plus size myself, and designing for Plus sizes, means that I have a pretty good idea of what works in terms of prints.
My aim on my new fabric design journey, is to debunk the theory that Plus size women don’t do colour, and that they don’t do bold, because they do, and my sales statistics prove exactly that.
So with my passion burning, I have realised my dream, and am designing and printing my own designs, that have been carefully thought through. I want to offer exclusive designs that have never been seen before, and I want extraordinary, because it’s time.
It’s been a really interesting experience, because I’ve designed so many potential prints that have ended up being deleted. Having the luxury of being able to print a sample, and see the print before it physically goes into production, means that I have complete control over the quality and design of the print and the colours. I’m also able to test the market by making a sample first, and I’ve loved the response to the sample made up in this design. I’ve had to put a note on it saying “Sample only, not for sale!”
I cannot even begin to explain the feeling I had two weeks ago, when I saw my fabric design dream come true.
I had plain white fabric at 9am, I had my own exclusive print at 11am and I had my first Hayley Joy original at 1pm.
This wonderful Lime Green print with so many design options makes me so proud. I spent a long time creating it, because I knew what I wanted. I just had to teach myself how to create it.
There are no limits to dream and I’m dreaming very, very big.
I’m of that age where the simplest, smallest thing makes me stop and reflect on the amazing world we live in.
I subscribe to many different business and fashion publications, and over the last couple of days all I’ve read about is doom and gloom in the retail sector. I agree that fashion retail is facing challenging times, but I still maintain that as long as humans have a heart and a soul, they are going to want to interact with other humans. I think the secret is in creating an environment that is unique, special, interesting and most importantly welcoming.
The world is so much smarter, and so much more convenient, and so many more people are shopping online. How do you stay afloat in these interesting times?
You assume nothing and you stick to what has always worked. For Hayley Joy, it’s a combination of respectful sizing and exceptionally respectful service.
I had a moment today when I sorted out the paperwork with the courier who collects our online parcels. He was busy filling in the waybill slips, and I stood looking at him, thinking to myself, that this man is the amazing conduit between my clients and I. He seamlessly arrives twice a day, picks up my parcels, and magically they are delivered the next day, all over the country. I’ve never really stopped to think how far we’ve evolved in seamless service. Back in the day you would pack a parcel, get in your car, drive to a post office, stand in a queue, book it in, and have no clue when it would reach its destination. Now I’m pretty much guaranteed that it will be there the next day.
Taking Hayley Joy online has been a very interesting experience, and the ease that online affords you, to reach clients who cannot physically come to the store, is the thing that has really excited me. For so many years I would get desperate emails from all over the country, begging for access to real Plus sizes.
Creating an online store wasn’t easy, because this is not a run of the mill product that you put online and wait for somebody to buy. I suddenly had to start convincing new clients, that my sizing is genuine Plus sizes. The trauma around the lack of decent Plus size clothing has inspired me to keep creating, to keep honouring and to keep flying the flag for genuine Plus sizes, and in this very smart world we live in, that dream becomes easier and easier to become a reality.
The smart world excites me and at 52 years old I am in the perfect position to take Hayley Joy to the next level, and debunk all the doom and gloom about retail. I’m so up for the challenge.
I get asked this question all the time…please open a shop in Pretoria, please open on the East Rand, West Rand, please open in Durban, Cape Town, P.E., Bloem, please open in London, Sydney, Germany, New York etc. etc. I get emails requesting agencies, and so it goes on. I’m going to attempt to explain the ‘why’ behind my decision…here goes…
I could never in my wildest dreams, have imagined how crazy things would become at Hayley Joy. I opened a store, in a small centre, doing something nobody else was doing. I set out to create a beautiful, safe space, that all the forgotten women out there, could claim as their own. Being Plus size myself, meant that I knew exactly what was needed. I also quickly realised, that the need for realistic regular sizes and odd sizes, was a very real need, so I went from setting out to open an exclusive Plus size store, to having a store that supplies all sizes. This decision has proved to be incredibly rewarding.
Not only do I have the store, I also have a full production facility, that supplies the store. Hayley Joy production, supplies Hayley Joy retail with 99% of it’s stock. I wear many hats at Hayley Joy, but my main job is to develop the shapes and styles, which are unique to Hayley Joy. I have developed a unique size curve, exclusive to Hayley Joy, based on true body measurements. This is what really sets us apart, the Hayley Joy, Plus size range, fits and flatters like a true Plus size range should. The Hayley Joy range is all about respect and honesty. I was determined that when you come shopping at Hayley Joy, there will be enough variety that will afford you choices, you won’t just have to buy something, because that’s all there is.
So to the dilemma of expansion. Because I wear so many hats at Hayley Joy, I have had to accept my limitations. I cannot be everywhere all the time. The two most important factors to me are the quality and styling of the garments. It takes a huge amount of my time to develop a new style, and I can never delegate this. A lot of the designs come together while I am working in the store. I’ll be chatting to a client and we’ll start thrashing out ideas and I will take that with me to production the following morning, and it’s there that my production manager Tina and I, will start planning a new concept. I’m hands on in production and am militant about quality. I never, ever waiver in my quest to put out beautifully designed, perfectly manufactured garments. It says so much about who and what Hayley Joy is about, good quality shows that we respect ourselves and our business. Once again time is a factor here. Because I insist on such stellar quality, our production is a bit slower, this means that unless I give work out, we can never open more stores. I have attempted to give work out, unfortunately it’s always a disaster, as the quality is never up to ‘my’ scratch. I have an awesome production unit and am really loathe to mess with it. It took a huge amount of input to get it to where it is today. There is such a fine line between growth and reality.
The reality is that I absolutely love what I do, I have more passion now than ever before. I want to always feel this way, and I honestly believe that the day it all becomes overwhelming, is the day I will stop loving what I do, and it will show in the final product.
In my search to find a way to offer Hayley Joy to women all over the world, I took Hayley Joy online, because this is an expansion that doesn’t require me to be too involved. All the background aspects are taken care of by a team, and I only get involved when I need to liaise with a client in connection with size. It will never be as effective as opening bricks and mortar stores, but it carries so many fewer risks, and it allows me to take care of what is most important, and that is constantly creating new styles and shapes, that fit and flatter all of us.
In a bold move, I opted to remove all the sizes from the labels in my garments, and replace them with shapes.
After many years on the shop floor at Hayley Joy, I felt that it was time for me to lead the way in eliminating body shaming, with dignity. I’ve spent many hours in one-on-one consultations and it always comes down to the same thing – low self-esteem – which isn’t helped by having to buy clothing with a 5XL, 6XL and 7XL label in it. Removing sizes from my garment labels, seemed the most obvious thing to do, after the umpteenth call from a client asking us to cut out the labels from their clothing, because their husband, son, son-in-law or boss were coming to collect on their behalf, and “they absolutely couldn’t have them see what size she is buying.” The final affirmation for me was when a client sent me a picture of a Hayley Joy garment belonging to her mom, that had the corner of the label cut out, where the size normally is.
I’m never one to play it safe, so I decided to go where no other clothing designer and manufacturer had really gone before. I allocated colours to the various sizes, and it felt so good to say you’re a yellow, or a pink, or a green. And then at 3am one morning, which is when my brain tends to decide to have it’s real moments, I woke with absolute clarity…I needed to have coloured labels with shapes. This would mean that instead of clients referring to their size as a 2XL, they become a pink heart (which is the new label for a 2XL HJ garment). As a shapely women, it made perfect sense to me, and I knew it would make perfect sense to my clients, and in turn, would eliminate the stress of a number in a label.
Many clothing brands have dropped the plus-size from the description of their ranges, and are seeing a marked increase in profits, but nobody has gone as far as removing sizes completely. Practically I think it’s difficult to remove sizes if you are a store carrying multiple brands. For Hayley Joy it makes perfect sense, because we manufacture all our collections in our own production facility, exclusively for our retail store. It’s easier for us to educate our present and future clients on how to buy the ranges. It also allows for us to demonstrate our respect for the issues around sizing. I’d spent months on the internet reading comments on anything Plus-size related, and the recurring gripe is this, “Why do we have to be labelled, why can’t we just be part of the consumer chain?”
I had given it much thought, and was in agreement. It was time to start offering fashion in all sizes, with no stigma. Hayley Joy is known as a Plus-size brand, but the reality is that we cater for all sizes. I have many clients who buy Hayley Joy small, because they like the styles and the look and feel. They are really not fazed by what size we go up to. In fact, they are often in awe, that there is a brand who is taking a small pattern, and sizing it all the way up to a 7XL.
As a small independent boutique, attempting to do something that radical, within the clothing space, was risky. But for me, I believe that the time was right for somebody to make a move in this very maligned area of fashion.
Plus-size clothing has a stigma, there is no denying it. I’m hoping that by making the changes and removing sizes completely, HJ has created a precedent, and at the same time, demonstrated to women out there, that somebody has taken heed of all the feedback, and come up with a fun, quirky way to limit the stigma and remove the trauma of shopping by size. I think we’ve been so fixated on size for so long, that we’ve forgotten that we have a shape too, and it’s our shape that defines the clothing we wish to wear.
I hope that this will revolutionise the way women are marketed to in fashion, globally. It’s time for women of all shapes and sizes to be honoured. I want this to become a global undertaking. We the designers, who are claiming to know a thing or two about Plus-size fashion, need to realise that our clients needs are not that complicated, they just want respectfully designed, well fitting, fashion forward clothing, without stigma around their size.
I want to be that designer who changed the way women of all sizes are marketed to. In my own small way, I hoped that this would revolutionise the way women were marketed to in fashion, globally. It was time for women of all shapes and sizes to be honoured. I wanted this to become a global undertaking. We the designers, who claim to know a thing or two about Plus-size fashion, needed to start realising that our clients needs are not that complicated, they just want respectfully designed, well fitting, fashion forward clothing, without stigma around their size. I believed that the first step in taking the trauma out of sizing…and the first step for Hayley Joy towards this, was to make fashion about a Shape, not a Size.
I’ve never been more determined than I was, to make it out of 2016 with my confidence and my determination intact, and I’ve never wanted to persevere as much as I do in 2017. 2016 was a challenging year but I didn’t allow it to take me down. I went back at it hard and focused on the end goal, which is always to deliver 100%. I made an interesting observation about ones state of mind in tough times. It seems to be so much easier to succumb than to fight back. Well I fought back, I never gave up (there were times when my faith was tested), but if I know nothing else, I know that I must succeed, there is to much at stake for me to crumble.
During the last 6 months of 2016, I had an awakening, I started to see things completely differently, and I started to really feel 2017. I’m not the biggest planner, I tend to wake up and see how I feel, which usually dictates the plan (interesting way to operate as an entrepeneur I hear you say). But it’s how I’ve always done things, and I’m lucky to have a team that flow with the uneven and unpredictable tide. The only plan that I ‘planned’, was to become more aware, more in the moment, and more determined to see only beauty in 2017.
So it’s back to work on the 9th Jan and part of the perseverance plan is to take me and my business to a new level. I have nurtured a great team around me, who are able to take care of themselves, so for me it’s off to have some fun. I’m going inside my creative brain and I am hoping to deliver the most wonderful and innovative designs that can be applied to any surface. I’ve seen a mock up of one design on a variety of surfaces, from bags, to cushion covers, to T-shirts to canvases, and the cliché ‘the sky’s the limit’ has never been more appropriate.
The photos that I took of these mushrooms, made me really think about perseverance. They were growing out of a pile of debris, and yet their determination to show off their beauty and determination, was never going to be impacted by their surroundings. In 2017, I’ll be looking to nature as my constant inspiration, and these photos prove how much inspiration there is all around us, if we just take some time to look.
2016 was a year of learning for me. In my 52nd year I went back to school for the first time in 35 years. I chose to do an online digital marketing course with Getsmarter…yes me…the once VERY technologically challenged girl!
I ran my business and I studied for 10 very intense weeks, and I passed…proudly.
I learnt how to REALLY delegate. Yes me the one time control freak. And how did it feel I hear you asking, it felt sooooooo liberating. If you’re not good at it, try it, it is life changing. Hire right, my business coach Brent Spilkin from Growing Pains said, never a truer word spoken. Delegating allows you to dream big, and deliver even bigger.
I learnt how to take a random chance and I signed up for an online iPhone photography course, that has completely transformed my life. It has unleashed a creativity in me that I never knew was there. It has taught me patience, it’s taught me to be so much more observant, it’s connected me with some of the most amazing humans all over the world. It’s awoken my creativity on an explosive level.
I learnt how to expand my business without stretching myself thin. I took Hayley Joy online and have enabled women all over the world to have access to true Plus size fashion, designed by a genuine Plus size designer. To date we have not had one garment returned for a refund, and have only had two size changes. That is an enormous achievement in the online sales world.
So how do I top 2016 in 2017?
I go back to school to do an online graphic design course, to realise a 30 year dream, to design and print my own exclusive ranges of fashion fabrics. They say that the only way we are going to make it in business, going forward, is to stand out. I have every intention of taking my new found love and knowledge of photography, and creating collections of fabrics that have never been seen before. I am going to listen to the future predictors, and I’m sooooooo going to stand out. I want to be that girl that at 52 took on the world and did it her way.
I get really, really irritated when people tell me how lucky I am to have my own business, be my own boss, have my own choices blah, blah, blah. I’ve decided to become ‘unirritated’ and choose to accept that I’m incredibly blessed with luck. Blessed to do what I love, blessed to make a difference, and especially blessed to work with some of the most amazing women.
I’m going to be featuring some of those amazing women through 2017. I thought I should kick off the initiative by featuring a woman who inspires me, who makes me so proud to dress her, and a woman we should all know about because she embraces who she is…very proudly.
Mari Lee is the founder and CEO of DevCom, a company that prides itself on creating a direct link between effective communication, and achieving business objectives. Mari has 18 years experience in development, project management and strategic projects.
Dressing Mari is inspiring on so many levels. I’ve dressed her personally, I’ve dressed her team for corporate events, and every time I work with DevCom, I’m reminded of how blessed I am to have such grateful and loyal clients…and very lucky too!
Mari shared these photos with me, and has graciously consented to me sharing them with all of you.
I’m combining my passion for fashion, with my passion for print. Welcome to the beginning of my print journey. I hope you enjoy the evolution of my next venture of developing exclusive fabric prints, for my in store, and online Hayley Joy collections.
For as long as I can remember, I’ve had a dream to design my own fashion fabric prints. For the last five years I’ve been privileged to have a wonderful partner in China, who allowed me the freedom to design my own fabric collections. The only drawback was that I had to use existing prints, that I could tweak colours and layouts of, in order to allow me to order smaller quantities, rather than the usual 1000 metres per colour, per print.
2017 is the year that’s going to allow me the opportunity to design and print my own exclusive designs, in any quantity I desire.
I’m taking my love for flowers, and my new found passion for editing photos with a variety of mind blowing apps, and I’m creating a series of prints, that will become future fabrics, exclusively for my Hayley Joy Collections.
This first series is called FLOATING. The original photo is a Hibiscus flower taken in my garden with my iPhone.