For a long time, sleepwear was the one part of my wardrobe I did not think about. At the end of the day I would pull on an old t-shirt or whatever was nearby and that was it. It was only when we went away or stayed with friends that I would suddenly think, I really should have something nicer to wear. If you have ever felt your sleepwear did not feel as good as you hoped, or it was comfy but had a boxy, frumpy fit that left you reaching for a robe to cover up, you are not alone.
At the same time, I had a love for beautiful, boho-inspired fashion. Floaty prints, beautiful details and pieces that feel easy to wear and make you feel special. I could find dresses and blouses that ticked that box, but when it came to sleepwear, there was nothing that felt right. Nothing that combined that soft, relaxed, boho feel with breathable fabrics and shapes I could live in, not just sleep in.
That is where the idea started. I felt there was a genuine gap in the market for women who wanted more from their pyjamas than novelty prints or basic basics, but still wanted practicality and comfort. I wanted sleepwear you would look forward to slipping on each night. Pieces that felt beautiful against your skin, with a lovely drape and a fit you know is right the moment you put it on.
Before Lucia, I had a children's clothing brand, so fashion and ecommerce were not new to me. My production team in Bali, who I trusted and respected, were already part of my world. As my toddlers became teenagers, my heart slowly shifted away from childrenswear, just as I thought it might. In the back of my mind, I kept circling back to sleepwear ideas. I would catch myself thinking through prints, shapes and sets that I could never find in stores.
In early 2020, while on holidays (the only time I properly slow down and let my ideas flow), I told my family that I was going ahead with a sleepwear brand. It felt like the right decision. Then Covid arrived.
Everything became more difficult. Communication slowed down. Shipping was unpredictable. Bali suffered as tourism stopped. Working with my existing Bali team meant I could at least continue to support people I knew, while we slowly built something new together. Samples took time. Some did not work. We kept going.
Through 2020 I worked on getting the details right. Fabric that felt soft, lightweight and breathable. Prints that felt like modern boho, fits that were relaxed without being shapeless. By the end of the year we were ready to launch our first collection. A true boho sleepwear range with long sleeve and long pants sets, cami and long pants sets, shorts and cami sets and a kimono robe. Many of those styles are still with us today, refined over time. Our robe, for example, has evolved into a style with pockets, because I felt so many robes were missing that simple, very real detail.
What you often don't see online is how hard this work can be. It is easy from the outside to think it is all pretty photos, "selling fast" captions and constant excitement. The reality is that ecommerce is not easy. You can have lots of orders, but unless the business is healthy and sustainable, the numbers do not mean much. Stock is expensive. Ads are expensive. Fabric, sampling, freight, photography and packaging all add up. Most of what you make goes straight back into more stock and improving what you offer.
So when I see new brands loudly promoting how many orders they have taken, I understand the marketing side of it, but I also know that big sales claims do not always tell the full story. Creating FOMO is one thing. Building something that lasts is another.
If anyone is thinking of starting an ecommerce brand purely to make quick money, my honest advice would be to think carefully. It requires time, patience, care and an ongoing investment. You have to genuinely care about the product and about the person who will wear it and be passionate about what you are doing, because it will take up a lot of your time.
For me, that person is always front of mind. I am constantly trying new designs, and many never make it past the sample stage. I test new fabrics and wear every single style myself before it goes into production. If the fabric does not feel beautiful on the skin, if the drape is wrong, if the straps rub, if the shorts ride up, if the fit is not something you would happily stay in until lunchtime on a Sunday, or throw on with a jacket and shoes for school drop off, it does not go ahead.
That is what I want for you. Sleepwear that you look forward to slipping into at night. A set that feels soft and light on your skin, with that barely-there feel. A print that feels like your style. A fit that feels right the moment you move in it. Something you are comfortable being seen in at home, on holidays, at the letterbox, wherever life happens.
Over the years we have grown into a brand that many of our customers now choose over and over, among so many Australian PJ brands. We are often found by women searching for the best women's sleepwear brands in Australia, but what means the most to me is the repeat names on orders, the beautiful messages from customers Those are the moments where I honestly have to stop and take it all in.
I am a perfectionist by nature, which can be exhausting, but it is also the reason our pieces are what they are. If it is not good enough for me to wear, it is not good enough for you.
If you’ve been searching for sleepwear that feels soft, considered and easy to live in, I hope you find that here. And if there’s something you always wish your sleepwear did better, tell me - I’m listening. Every bit of feedback helps guide what we make next.
Marina x
