HER Biz: Jasmine Edwards, Jasmine & Will

After noticing a gap in the market for sleepwear that was timeless, high-quality and affordable, Jasmine Edwards expertly crafted a label that has since become a fashion favourite among Australian bedrooms. Jasmine & Will, founded in 2015, isn’t like other sleepwear brands though, thanks to its chic designs that can all be customised and personalised with the brand’s bespoke monogramming service (a favourite among bridal parties!). If you’re looking to add a sleek sophistication to your home attire, look no further than Jasmine & Will. As part of HER BLACK BOOK’s Festival of Her, a shopping event to support female-founded businesses, Edwards shares some insight into her business journey so far.

“I was frustrated by the sleepwear choices available in Australia so I developed some key pieces, launched an online store and ran Jasmine & Will as a side business (I had a full-time job in finance) until it had built enough brand awareness to leave my corporate job and run it full-time.”

“I hit roadblocks weekly, sometimes daily, running a business takes grit and constant problem solving. What I will say is that the hurdles become easier to jump over as time progresses and you become confident in your skillset and problem solving ability.”

“Our quality of product – it’s something I’m very proud of. Manufacturing can appear simple but to achieve the perfect fit and garment longevity takes dedication and commitment.”

“I’m pregnant at the moment so I am living in Stylerunner leggings and bike shorts with tanks, blazers and chunky sandals. Comfortable and practical!”