Local label with a comfort focus

A desire to do something creative led one Geelong mum to swap her life in the corporate world for the world of fashion.

Carlie O’Loughlin is the owner of Jade and May, a small boutique store in Newtown, stocking her own label and a collection of other smaller brands and complementary items.

The idea for the business came when O’Loughlin was on a family trip in Vietnam where she was inspired to get some clothing made for herself.

“I quite liked what I got made for me and then decided to get some more made to sell at markets, which I did; at the end of 2018 I did the Piccadilly Christmas Market,” she said.

 

The success of the market prompted the online store, before opening a shopfront the following year.

Coming from a background in corporate travel, O’Loughlin is a completely self-taught designer, drawing the inspiration for her designs from things she would wear herself.

Pieces that are easy wear, classic and relaxed are the majority of her clothing, with the hope people find comfort in the range.

“I just try to keep it all really simple, things that I wear, things that are either comfy for sleeping or easy just to wear around the house or out and about,” she said.

The process of designing a collection with no previous experience has been challenging for O’Loughlin, going backwards and forwards with the manufacturers from rough drawings.

“I’m not really sure I knew what I was getting myself into, and then it’s just kind of got bigger and I’m just trying to learn as I go.”

 

The pieces within the Jade and May collection are all made using natural fibres, adding to the level of comfort customers experience.

Creating new products and designs for the children’s line is one of her favourite parts of the business, with more items in the sampling stage.

When starting the business, O’Loughlin didn’t expect to be stocking as wide of a range as what she has now, or that most of the designs would be her own.

“I pictured myself doing a few ranges of pyjamas and then having bits and pieces in the gift shop,” she said.

“It’s kind of flipped – it’s mostly my own designs now, with a few complementary pieces in the shop.”

 

Jade and May has also expanded during that time, starting off with a very basic pyjama range and growing to include lounge wear, resort and day apparel, shirts, homewares and more.

O’Loughlin always thought she would have her own business but was just never sure of exactly what it would be. Seven years on, she’s proud of how far she’s come.

“COVID was a big eye-opener, I had to grow really quickly and try and keep up and I didn’t really know what I was doing,” she said.

“That was a big learning curve, and there was pretty serious burnout after that.”

 

Along with stocking the Jade and May collection, the store offers customers a range of other brands and items from cups and mugs through to children’s books and everything in between.

“All of the brands we have in here are independent, family businesses or smaller businesses and artists and creators,” O’Loughlin said.

“The store is probably unique in that we try to keep it for smaller makers than the bigger makers.

“Everything we have in store is about creating a home, it’s easy to wear pieces but it’s soft natural fibre blankets, kids toys and books.”

 

Jade and May is also introducing a rotating art wall, designed for local artists to come in and share their pieces.

O’Loughlin decided on the addition following a mini renovation in store, which left her with a white wall.

“I had this big space that was available, so I thought ‘Let’s do a rotation of art’.

“We’re going to have a new artist come in every month and pop their art up on the wall for the month and have a bit of a display.”

As the business continues to grow and change, O’Loughlin is looking at expanding the Jade and May collection.

“We’re hoping to start wholesaling our range, we’re trying to work on that at the moment, to open that up, to expand around the country a little bit more,” she said.

For more, head to jadeandmay.com.au or follow @jadeandmay on Instagram.