How Sant And Abel’s Founder Landed A Sleepwear Collaboration With The Beverly Hills Hotel

Coffee With Sophie Lovejoy, Founder Of Sant and Abel


“Coffee With…” is an ongoing array that comforts stories and recommendation from womanlike founders. The interviews are conversations we actually had over lattes, with cinema to infer it.

Julie Sygiel

Sophie Lovejoy during a Beverly Hills Hotel Cabana Cafe

Sophie Lovejoy and we met for coffee during a Beverly Hills Hotel poolside Cabana Cafe, an good plcae given that Lovejoy collaborated with a hotel in 2016 on a sleepwear collection featuring their signature Martinique print. My oddity was irritated as we wondered how Sant and Abel, her then-small line of reward string pajamas, had managed to sign a understanding with one of a many storied hotels in Los Angeles. The Sant and Abel code is now carried in over 100 boutiques, hotels and resorts opposite a US and Australia, as good as online. The Beverly Hills Hotel collection led to several successive partnerships with review hotels, as good as a partnership with Chiara Ferragni, a famed blogger behind The Blond Salad.

When we met, Lovejoy and we connected over a hurdles of prolongation a earthy product. She had usually perceived a call a night before observant a bureau was prepared to boat an whole collection though couldn’t find a distance “Large“ labels. Despite a occasional hiccups that come along with manufacturing, Lovejoy says she is blissful that she chose to emanate a sleepwear line as pajamas tend to have a lax fit gripping lapse rates low. She got a thought for sleepwear when her mom started offered men’s fighter shorts in her homewares store in Adelaide, Australia. “She wanted a classical stripes and checks.“ Lovejoy removed that classical designs were surprisingly tough to find and was desirous to emanate her own.

Julie Sygiel

An Iced Coffee, Green Juice, and Crudité during a Beverly Hills Hotel Cabana Cafe with Sophie Lovejoy

Her hermit was vital in Bali during a time so she got a thought to try prolongation options there. Lovejoy was operative as a radio writer in Sydney, Australia and in March, 2011 she took 3 weeks off work to find a bureau in Bali. That Aug she launched a tiny collection of nap shorts and pajama pants for men, women, and children both online and in her mother’s shop.

“Within dual months there were 11 stores that wanted to lift a line.“ Lovejoy recounted. She credits a news of her new line swelling by amicable media campaigns and photoshoots featuring her friends as models. “I would tab them on Facebook and a photos would seem in their friends‘ newsfeeds.“ It was a bustling time as she was still operative in radio full time when a code launched. She remembered pushing to work in a morning with piles of orders to dump off during a post bureau during lunchtime.

One year after she motionless to pierce from Sydney to Los Angeles to strech a US market. She set adult a room in Los Angeles and combined a US chronicle of a website. Her subsequent step was to vaunt a line during a slip and sleepwear trade uncover in Las Vegas. She used to go to trade shows with her mom as a customer so she knew what she indispensable to do to mount out from a crowd. “I had palm trees and a Sant and Abel roller board. There was a clothesline with a kids pajamas…People adore anything that’s pint sized.“ Her investment in a counter pattern paid off as Lovejoy picked adult 22 sell accounts.

Sophie Lovejoy

Sant and Abel’s counter during a CurvExpo Trade Show in Las Vegas

Many of a orders came from upscale hotels and resorts, including a Four Seasons in Miami, Beverly Hills, Santa Barbara and Scottsdale. Lovejoy satisfied that resorts and hotels were a earnest eventuality and motionless to pursue a area further. In January, 2015 there was an eventuality in Sonoma with several buyers for hotels and resorts in attendance. Lovejoy knew that many of a sponsoring brands would be in skincare and motionless it competence be to her advantage to be a usually sponsoring sleepwear brand. By chance, during a acquire cooking she happened to be seated subsequent to a Spa Director during a Beverly Hills Hotel. Lovejoy was thrilled. “I pronounced to her, ‘Oh my gosh, we have been wanting to get my code into a Beverly Hills Hotel for so long.'” Lovejoy had attempted to make hit with a hotel formerly though had perceived no response. She followed adult 3 times after a Sonoma eventuality seeking to be put in hold with a sell director, any time with no response. Lovejoy’s diligence finally paid off when she perceived an email out of a blue in Apr from a sell executive observant he would adore to meet. He said, “Can we come tomorrow morning?” and Lovejoy responded that she would be there. He placed an initial sequence of approximately 100 pieces and a small over a year later, Lovejoy pitched a thought of a line with a hotel’s famous banana root Martinique print. The sell executive pronounced approbation and placed an sequence for some-more than 2,000 units, including prolonged and brief sleeve pajamas, kids pajamas, dog bandanas, eye masks and cosmetic bags.

Currently, Sant and Abel manufactures during dual facilities, one in Los Angeles and one in Asia. The Beverly Hills Hotel collection was privately made in Los Angeles as Lovejoy wanted to support internal attention while also being means to keep an eye on such an critical collection. These days her time is filled by checking in with indiscriminate accounts, analogous with press and amicable media influencers, operative with striking and weave designers and pitching new partnerships. She frequently gets up by 6:00AM to conform with accounts on a East Coast and is online into a dusk to coordinate with her Asian prolongation facility, holding a integrate hours off in a afternoon to suffer a California sunshine. While Lovejoy has one full-time employee, dual part-time employees, and several freelance practical contractors all over a world, she still privately stops by to check on prolongation during their Los Angeles manufacturer.

When we asked Lovejoy to simulate behind on what it was like to container adult and pierce to Los Angeles for a business, she replied, “There were really times I’d call adult my Mum and Dad in tears, saying, ‘What am we doing?'” She recounted that there were many times when she had appointments to uncover a collection to boutiques and they would cancel 5 mins before when she was pulling into to their parking lot. Lovejoy explained that it got easier over time as her proceed to vital in a new city is, “You need to give yourself during smallest 12 months when we pierce to a new place and we have to acquire your stripes. we feel like we have to acquire a honour of people here and uncover that you’re genuine.”

Image by Julie Sygiel

Quote by Sophie Lovejoy

When asked what’s subsequent for Sant and Abel, Lovejoy replied that she is already tough during work removing prepared to launch a new partnership with a Parker Palm Springs this year, as good as dual some-more partnerships that will come out in time for a holidays, along with “a special sleep-focused project.” Who knows what a puzzling plan will entail, though as Lovejoy implements her 2018 skeleton with loyalty and unconstrained energy, it appears that this owner has warranted her stripes by now.

Like this interview? The previous #coffeewith post is with Shilpa Shah, the cofounder of womenswear code Cuyana. Shah common Cuyana’s proceed to a gaunt supply sequence and her recommendation on building clever relations with suppliers.  

If you’d like to accept an email with links to Julie’s many new “Coffee With…” posts, we can sign adult here.

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