I’m still spending a lot of time in pjs as I’m still not going out all that much and my husband is sick of seeing me in my old sweats! I started looking for cozy pajamas that I’d be ok wearing during the day as well as to sleep in. Enter nightrose!
Since nightrose is a local business I was able to visit Sharon, Justine, and Alayna in their showroom. Seeing the beautiful pajamas and hearing their passion as they spoke about their business was a great reminder to me as to why I love to support small businesses, especially those that are female owned and run. I happy to support and share nightrose with you.
How did you start your business?
During Lockdown 2020, Sharon and her daughter Alayna were on a zoom call with their South African family and Alayna was wearing her Yakira pj’s, which her and the whole family had been living in during Covid as they were comfy but also beautiful. Yakira pajamas are designed in South Africa by Sharon’s aunt, a well-known fashion designer, and the seed idea was birthed to bring these pajamas to the USA. Sharon then spoke to Justine, a friend with a penchant for startups, and she joined them on this adventure. Little did we know that we would launch a full scale business. We are astonished when we look around and realized we have turned this idea into a real business.
Where are your pajamas and robes made?
Our pajamas and robes are designed in South Africa by Jeanette Curitz and made in Jaipur, India. Jeanette has a 40 year relationship with the producer in India and working with him is wonderful. At the moment, however, India is in lockdown and we are very concerned about Tanmay, his family and employees.
Where are the fabrics from and how do you choose the ones you use?
Our fabrics are 100% Indian cotton so they are super soft and breathable, chosen/designed by Jeanette Curitz and either screen printed or digitally printed in our producer Tanmay’s factory in India. Jeanette shared with us her recent range and nightrose chose the collection they felt would best suit their market, or sometimes just chose the ones they loved the most or made us happy. It is a deeply collaborative effort with lots of notes and feedback, back and forth. We plan to now extend our robe line which has shown some promise and add on a shorty pajama range for the summer and possibly some men’s lines for the fall.
How would you describe your brand?
Women owned, bubbly but not giddy, confident but not arrogant, honest, creative and spirited and a little sassy (DOABH: Justine, Sharon, and Alayna are amazing. So much fun, so knowledgable, and incredibly dedicated to building their business.)
What does a typical day look like for you, or do you even have “typical days”?
Sharon and Justine have a few roles – Sharon is on the Board of many philanthropic organizations, is an artist, and runs her family foundation. Justine is an active yoga teacher and also on the Board of a philanthropic organization and both are moms- so I would say like most women it’s hard to see the main gig from the side gigs. There are no typical days but that certainly makes life colorful and varied. We work when we can, sometimes when we can’t sleep, and often on the weekends. Between multiple cups of coffee and lots of chocolate we are in major multi-tasking mode – from fulfilling orders to managing our social media presence. It is crazy and hectic, but we are really loving it.,
Alayna who started the business with us is now working for an LA Agency full-time and helps out, particularly with the technology, when she can.
What is the meaning of Yakira?
Yakira means Precious in Hebrew. nightrose is named for the partners in the business (Rosenbaum) and our first range of pj’s (although we wear them all day – not just at night!!!)
As you expand, what other products can we look forward to seeing at Nightrose?
The strategy is to expand our range of sleepwear and loungewear, and into all things home. We would like to do this by showcasing artisanal designers from South Africa and across the globe. We both are South African, so have a deep connection to South Africa and there is an enormous amount of creativity coming out of the country/continent that we would love to have in our homes and share on our nightrose platform.
What is Tanmay’s Girl Education Fund?
Tanmay provides funding for schooling to the daughters of his employees. Amazing. (DOABH: A portion of all sales is contributed to Tanmay’s Girl Education Fund.)
nightrose pajamas are as comfortable as they are beautiful. When I visited the showroom I was shown pajama sets that had been washed a number of times. They were still so soft and the colors remain vibrant wash after wash.
Vibrant is a great word to describe the pajamas and the amazing women who are building this wonderful business. If you’re looking for incredible loungewear, you’ll find them at nightrose!
Don’t forget to use the code boredhousewife10 for 10% off your first order.