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We are British brand specialising in creating timeless, forever pieces made from the finest fabrics.

How did it all begin?

Jane Lewis, Founder and Creative Director of JANE, is a quintessential self-made woman. A working mother of three living in London, Lewis has been at the helm of the independently owned label since its inception (as Goat) nearly two decades ago. She believes that her absence of formal fashion training has enabled her to learn “on the go” through sheer grit, hard work and life experience. Formerly assistant to Elspeth Gibson, working on beautiful, elegant evening wear, Jane was inspired to shift her attention to something every woman needs: a functional everyday wardrobe of timeless investment pieces.

Through the highs and lows of the past few years, Lewis has run a brand that has steadily grown without the bells and whistles of the fashion world. Jane’s discreet celebrity following epitomises the modern successful woman: hard working, at the top of her game, effortlessly stylish. Many business leaders, Royals and celebrities are among the brand’s quiet celebrity clientele.

What sets your business apart?

At the heart of the Jane ethos is ‘buy less, buy better’. Every piece in the collection is made with longevity and flexibility in mind. Jane offers a heavily edited collection of timeless investment pieces which can be trusted for seasons to come.

What is the concept behind your business or the problem you’re solving?

The emphasis is on the style rather than fashion. Creating timeless, investment pieces that will complement the existing pieces in your wardrobe, can be dressed up or down and worn from day to evening. Styles that stand the test of time.

Where to next/What is your brand vision?

To continue to consolidate our brand, expand across territories and open a new store in central London in the future.

Jane Lewis

Founder of

Jane Atelier

What do you feel passionate about/what drives you?

My customers. They are at the forefront of everything we do from the initial drawing to the final concept.

Share an example of early life that has shaped you?

The untimely death of my eldest sister when I was sixteen was a seminal moment. The impact it had on the entire family was extraordinary – both my parents have always been, and continue to be very dynamic and inspirational. Tireless and unrelenting in their involvement and commitment in business, charity etc. has shown me resilience and fortitude in the face of adversity.

Perseverance, vision and an open mind to be able to press on and achieve. It’s taught me to pursue my dreams by virtue of the fact that I can. Because I’m here.

Highlights of your business journey so far?

Coming though the pandemic as a business and as a team. JANE is such a big part of my life so the people I choose to work with are so important. You’re as strong as your team and we came out of that challenging period in-tact and together. The experience has really shaped us and made us stronger.

Key lessons you have learned along the way?

Have humility, be kind, brave and fearless. Dare to dream.

Best piece of advice you have received?

Not to be seduced by turnover. Sometimes it’s a vanity.

Advice to an aspiring entrepreneur or woman just starting her career?

One day is no better than another, just begin.

What funding route have you chosen for your business and why?

Self-funding. I’ve chosen to grow organically to maintain control.

Some of the challenges you have faced and how you overcame them?

Brexit, the pandemic closely followed by a re-brand from Goat to Jane in 2021 were all challenging.

We faced these practically as a team and worked collaboratively to overcome any issues as they emerged. During the pandemic we reduced collections and our production, scaled down wherever we could and came out the other side.

The re-brand was about putting my name to a company/brand that I had been at the helm of for over 20 years. It was important to me and the team to communicate that the only thing changing was the name – the product and vision was unchanged.

It’s important to be flexible and adaptable during uncertain times. Be prepared to think both pragmatically and laterally. Know when to listen to your head and when to listen to your heart.

Why is it important to support women-led business?

Opportunity is for everyone and I believe in creating an environment and community for women to thrive and succeed.




Jane Lewis

My inspiration is...


My greatest fear is...


The most courageous thing I’ve ever done is...

Become a mother.

Guilty pleasure?

Sunglasses. I collect them.

Mantra you live by?

Do better.

Female role model?

My Mother. She is a holocaust survivor and despite the horror of her childhood experiences remains the kindest, most dignified person I know.

Women-led brand you love?

Gucci Westman.

Top productivity tool?

Blackwing matt pencils for drawing.

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