My Cart

Close

About

The Beginning:

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. 

The Collection: 

Growing up with 4 brothers, I was always inspired by menswear, constantly wearing my brothers clothes and always preferring to shop in the men's sections in stores. I always struggled to find a women's clothing brand that spoke to me, so I decided to go on the journey of creating my own. The Drifters Collection was inspired by those who don't just follow one path, with hints of western and military influence, complimented by relaxed boyfriend style fits and a rich, earthy colour palette. This collection features my key wardrobe staples, which can transition with you throughout the whole year.

About me:

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.