When the world came to a halt and our normal day jobs as wedding photographers disappeared overnight, Lovaine Store became our lifeline to help us navigate our way through COVID-19. Born in our spare bedroom, we focus on slow fashion, producing in conscious, small batches and releasing only 1 small capsule collection per year, rather than choosing to release a new collection every season, like most mass, fast-fashion brands.
Emilie Layla Lovaine-James - Founder & Photographer, slow living by the ocean in West-Wales, with my husband Jon and our beautiful pup Maggie. Lovaine Store has been a complete labour of love for my husband and I, with every aspect of our online store done in-house, solely by us. From shooting all the video and photographic content, building the website, email newsletters and doing all the branding too, it's been a complete labour of love. A special thank you to my husband Jon, who has always supported me. Thanks for helping me turn our local community hall into a functioning photo studio, letting me turn our spare bedroom into a stock room, sitting through my daily fashion shows and giving me feedback as I tried and tested the samples in our living room and for being our driver and cook on our recent photoshoots.
For a little look behind the scenes, or for a constant stream of pup spam, join me over on Instagram: @Lovaine_James.