A Pinch-Me Moment: Winning Gold at the JDAs

A Pinch-Me Moment: Winning Gold at the JDAs

Yesterday was one of those rare, unforgettable days — the kind where you wake up to an email that makes you literally jump in the air with joy. When I opened my inbox to find out that we had won Gold for Best Newcomer at the JDA, it was a true pinch-me moment.

For over 20 years, I worked as an international buyer — a career that took me around the world, from fabric markets to design studios, choosing trims, fabrics, and developing ranges that would eventually land in stores across the globe. I loved every minute of it. Work never felt like “work.” When those development samples arrived, I would sprint to the post room with the excitement of a child on Christmas morning.

But as thrilling as that life was, something was missing. After years of chasing the next trend, producing item after item destined for mass consumption, I began to feel the need for something more meaningful. A new challenge. Something lasting.

The shift came after I had my daughter. Suddenly, the idea of creating not just for the now, but for the future — for her, for the next generation — became the only path I wanted to follow. I longed to build something that wasn’t disposable, but rather an heirloom. Something that carried a story, a purpose, and a sense of timelessness.

And that’s where the brand was born.

Winning this award feels like validation of that leap of faith — proof that following your heart, your instincts, and your values can lead you somewhere truly special. This is only the beginning, and I couldn’t be more excited for what’s ahead.

Here’s to building something that lasts.