A luxe nightwear brand with a social mission to support disadvantaged women to have a safe night's sleep and fulfil their dreams through our partner charities. Effortless and elegant pieces for brunching.
We want to give the feeling of comfort and security to women in need, like when you put on a pair of pyjamas.
How did it all begin?
Siân Esther was created after Siân lost her parents and grief greatly impacted her sleep, however she was hugely grateful for the support network of friends and family, and a lovely home. Many women go through tough challenges, but don’t have this support network and it is these women we want to help through the profits of our pyjamas.
What sets your business apart?
Beautiful cotton fabrics in effortless and elegant cuts. Our designs are traditional with modern touches and with a focus on the little details.
What is the concept behind your business or the problem you’re solving?
Siân struggled to find pyjamas that would make a fabulous gift, in beautiful cottons, that were neither too sexy nor too frumpy. Siân Esther seeks to bridge this gap.
Where to next/What is your brand vision?
Ultimately, we would like to employ women who find it difficult to get into work into our business.
Siân Adkins
Founder of
Siân Esther
What do you feel passionate about/what drives you?
I would like all our customers to fall in love with the pieces they buy and provide a little bit of sparkle and joy when they receive them. The ambition is that those who purchase our products also feel empowered by knowing they are supporting women in need. My heart’s wish is to help women in need and give that feeling of comfort and security, like when you put on your favourite pjs.
Share an example of early life that has shaped you?
My Grandmother bought the contents of a haberdashery shop when it was closing down, so I have always grown up surrounded by buttons, ribbons and threads. I love the joy that creativity brings and my Grandmother and Mum were definitely two hugely inspirational women to me.
Highlights of your business journey so far?
Seeing our products feature in Stella and Red magazines were fantastic moments. Meeting so many other entrepreneurs through events and pop-up shops has been a great highlight – it is so encouraging to hear the stories and see the passion from other brand leaders. I believe it is vital to build up this community.
Key lessons you have learned along the way?
To stay focussed on what you are known for and build the brand slowly and organically. It can be easy at the beginning to spread yourself too thinly and try different things, but I think this can mean you lose your identity and what you stand for.
Best piece of advice you have received?
To not be afraid to ask for help. I’ve realised since starting the business, that people are often delighted to be asked for support or advice. Within your community there are usually many different skills which you can utilise.
Advice to an aspiring entrepreneur or woman just starting her career?
Be prepared to be flexible – the journey often turns out to be more of a web than a ladder.
What funding route have you chosen for your business and why?
The business has been self-funded so far. This route was chosen as I wanted to build the brand organically and steadily, ensuring key foundations were put in place and I had full control of the decision making.
Some of the challenges you have faced and how you overcame them?
Visibility is difficult at the beginning as no-one knows who you are – I’ve found networking at events a great way to chat to people face to face about the brand, but also build a community. It can be very lonely when you are starting out.
Why is it important to support women-led business?
To create and build up a network of passionate women who can encourage one another and are usually providing unique and differentiated products and services to the market.
60
Seconds
with
Siân Adkins
My inspiration is...
My Mum and her ethos to buy fewer, better quality pieces.
My greatest fear is...
Spiders!
The most courageous thing I’ve ever done is...
La Face ski run in Val D'Isere.
Guilty pleasure?
Cake.
Mantra you live by?
Each new day brings new opportunity.
Female role model?
Annita Roddick.
Women-led brand you love?
Beulah.
Top productivity tool?
Planoly and Canva.
