We’re excited to introduce you to the always interesting and insightful Sarah Brown. We hope you’ll enjoy our conversation with Sarah below.

Alright, Sarah thanks for taking the time to share your stories and insights with us today. One of the toughest parts of scaling a business is maintaining quality as you grow. How have you managed to maintain quality? Any stories or advice?

One of the biggest challenges for small clothing businesses like my own is maintaining competitive pricing, competing with larger brands offering similar styles, low quality standards and at a fraction of the price.

Currently all my pyjamas are handmade to order, by myself from my studio in Hackney in London. I’ve received orders from every corner of the world and my pieces have appeared in American Vogue, WWD, Refinery 29, LOVE among others. I feel I’ve achieved so much considering I’m a one-woman business. But I am looking to move to the next stage and I am currently seeking funding to start working with a manufacturer in the UK. There are countless positives for manufacturing in the UK and its not as expensive as most people think (compared to manufacturing in China). Its exciting to see that factories in the UK are reopening, there is a quick turnaround for orders compared with overseas. More people are willing to pay for a product that’s locally made. UK is also 4th in the worlds most respected ‘made in…’ countries

The reason for this change is due to my current challenge, although my customers love the fact that each item is handmade to order, the wait time can be inconvenient for some, especially if you’d want to buy a pair for a last minute holiday etc. I’m excited to find a UK factory that will give me more time to spend on designing new pieces and the customer will not have to wait weeks for their pyjamas. However, a bespoke service will always be available.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I am the owner, designer, maker of Sarah Brown London pyjama brand. These pyjamas are handmade to order in London and crafted from high-quality materials such as 100% cotton poplin, or Scottish heritage tartan in brushed cotton, providing a luxurious feel and comfort. I pay meticulous attention to detail in the design and construction of every pair of pyjamas, incorporating intricate patterns, French seams, embroidered monogramming on request, countless colourways with Ricrac detailing, Peter Pan collars, that set them apart from mass-produced sleepwear. I focus on creating timeless designs that exude elegance and sophistication, ensuring that the pyjamas remain stylish season after season.

Currently every pair is made to order giving each pair a more exclusive appeal and customers appreciate my commitment to ethical and sustainable, small scale, UK based production. All fabrics and components are responsibly sourced using trusted, family-run UK businesses. All pyjamas are made from 100% cotton poplin which is OEKO-TEX certified – a global testing and accreditation program that tests chemicals and substances in fabrics that can be harmful to the environment.
Overall my pyjamas offer a combination of luxury, craftsmanship, and uniqueness that sets them apart in the world of sleepwear.

How’d you build such a strong reputation within your market?

My customers love the personal approach and fact that these pyjamas are made in the UK, not to mention I also offer a personalized/bespoke service. The quality in fabric and detailing such as the French seams make them out from mass-produced pyjamas. The attention to detail and care put into each stitch can result in higher-quality pyjamas that are more durable and comfortable.

Customers love buying from small businesses as it supports artisans, fostering a sense of community and connection with the creator. Many people appreciate the idea of supporting independent craftspeople rather than large corporations. Handmade pyjamas are often seen as more sustainable than their large scale mass-produced equivalents. They typically involve less waste and may use eco-friendly materials, contributing to a more environmentally friendly wardrobe.
Overall, the combination of uniqueness, quality craftsmanship, support for artisans, sustainability, and sentimental value contributes to why I have so many returning customers.

Where do you think you get most of your clients from?

I would definitely say influencers. I have received a lot of support from Influencers in the past that love what I do, it has helped build my reputation by leveraging their credibility, reach, and engagement with their audience. Their endorsement has enhanced my brand visibility and trustworthiness which has lead to increased brand awareness, customer loyalty, and ultimately, sales.

Over the years I have also received a lot of support from stylists and fashion editorial, especially during the pandemic, the support I received was overwhelming.

Contact Info:

• Website: www.sarahbrownlondon.com
• Instagram: @sarahbrownlondon