This month in our flagship store we are stocking ‘Yolke‘ silk pyjamas. Once reserved solely for the bedroom, pyjamas have made the transition into daywear. No longer needing to choose between comfort and style women can ride the fashion wave whether it be in a full set or separates mix and matched. Yolke’s loungewear collections invite you to give it a try, with all pieces tailored to flatter both in and out of the bedroom. a brand that was created to provide desirable products that take responsibility for their origin. All Yolke sleepwear is lovingly produced just across the water in Europe.
We talked to Ellie and Anna, Yolke founders about their inspiration, style and Beulah…
Who is your biggest inspiration and why?
Anna – In a business sense, women like Natalie Massenet and Anya Hindmarsh, who have built fantastic fashion companies whilst having families and a life at the same time.
What are your aspirations as a businesswoman for the next 5 years?
Anna – To expand YOLKE further internationally and potentially open our own little flagship. There are a lot of ideas we have that need some bricks and mortar to display in!
Ellie – Getting Yolke stateside and into some more great international stores whilst expanding the collections to include men’s, children’s and possibly homewares but that might be in the 7-8 year plan!
What is your favourite quote or mantra?
Anna – “It’s all relative.”
Ellie – “Cast you bread upon the water & get back buttered toast.”
What is your favourite flower?
Anna – Peonies
Ellie – Peonies
How would you describe your style?
Anna – Low maintenance and always in need of a hairbrush.
Ellie – Practical for the daytime and currently chaplin’esque for heading out in the evenings.
What is your favourite Beulah piece?
Anna – The trouser suit with matching boxy jacket (‘Senna’ jacket in Renaissance Red, ‘Radiance’ tee in Ivory and ‘Evelyn’ cigarette trousers in Renaissance Red as seen on Beulah co-founder Lavinia Brennan below.)
Ellie – I love the Sia blouse and the Veil skirt in Navy. I would wear them with some Charlottes O’s with bows on and ruby red lipstick.
Tell us about the story behind Yolke
We met working for another brand years ago and following stints at fashion college and working in different fields (Ella -fashion, Anna – PR and interior design) we pooled our experience and resources and decided it was time to work for ourselves. We’ve always had a very similar aesthetic so it wasn’t a hard decision to make.
What do you think of what Beulah stands for and the work it does through the Beulah Trust?
It’s of course fantastic to be able to to have a charitable element to any company and Beulah has really set an example of how you can use a huge industry to increase awareness and contribute towards a cause.