Fabric inspiration

Hayley Joy Blog Print Journey

Not because I’m clever, but because I’m soooooo damn determined!

Being able to share this print journey with you, from a photo taken by me on my iPhone, to a complete garment, is indeed a very special moment.


Ordinary to Extraordinary.

This is a print journey that starts with an out of focus orange Gazania Daisy taken in my garden, and ends in a fabric print that I’m so incredibly proud of. I spent days figuring out a way to get to the final result, and I do think that I went to the moon and back…probably unnecessarily…but it was sooooo worth the result, considering I don’t really know very much about fabric design. What I do know though, is that you don’t have to be clever, you just have to be determined!


Out of focus, Gazania daisy, about to embark on a very exciting editing journey.

So what to do with an out of focus photo? I’ve been incredibly lucky to be part of the iPhone Photography School, and have been introduced to so many amazing apps, that are available to us all via the App Store. As I was about to delete the photo, I changed my mind and converted the ‘bad photo’ to black and white. Violá, totally blown away, I loved that the sprinklings of pollen looked like glitter.


Converted to black and white, now I’m sparkling.

Whilst playing around in numerous apps I tried a mosaic effect, but I realised that it’s very in your face, so I carried on experimenting, and then happened upon a grunge filter which was perfect.


The journey to get to the mosaic print.

On my buying trips to Hong Kong, I used to see these kinds of prints, in these grunge colours, and I so yearned for somebody to import them into South Africa. I was just never able to get any of the importers to understand the need for these kinds of prints. Being able to design them myself, and print them, and then manufacture collections out of them, is down to pure determination.


Grunge print.

I’m passionate about Roses and could quite happily put them on every future print. I took a photo of a beautiful pink rose in my garden, and put it through the same grunge process.


Pink rose from my garden.

I then went on an editing journey that took a very long time, actually an insanely long time, because I’m such a perfectionist. I’ve come to realise though, that if I want perfection, I’m going to have to learn patience.


From B&W to Grunge…because anything is possible.

Placing the roses perfectly in the lines of the mosaic was a mammoth undertaking, but I taught myself how to do it and this Grunge Rose print is the result.


Dreamed by me, designed by me, printed by me…I love the sound of these words.

I’ve printed it in plain, and then I had some real fun with it in my numerous apps, and I came up with some fun prints by adding coloured hearts. Hearts and roses work really well for me, they make me happy.

Knowing that this process starts with a plain piece of white fabric, and in a couple of hours it’s printed fabric, and in another couple of hours, it’s a fabulous Plus size, Miracle shape top, makes me a very happy fabric designer, and an even happier fashion designer. I now have access to anything and everything I dream of, because if I dream it, I can now have it.


Grunge print, Miracle shape top designed by Hayley Joy


❤ Hayley

Hayley Joy Blog

My year of juxtapositions…so far.

In conversation with a very dear client this week, she told me that I absolutely have to share my experiences so far in 2017, because there are so many people going through so much, and sometimes it takes somebody else’s experiences to put your own into perspective…so here goes…whew, and it’s only the middle of March!

2016 was a year of immense challenges both personally and as an entrepeneur. The world as we knew it shifted once again, and new challenges presented themselves. Personally I was dealing with watching my beloved father dying a very slow death in front of me. Watching the slow degradation really took its toll on me towards the end of 2016, and it was only my faith in focusing on the light, that enabled me to keep the darkness at bay.


My words.


But then as life does, it always offers up two choices. I had embarked on a journey to realising my dream of designing and printing my own exclusive fashion fabrics, that would allow me to take my Plus size fashion collections to a whole new level, and that was my welcome diversion. I completely immersed myself in my great love which is all things fabric related. And so 2016 came to an end, and I was able to go away for 4 days and indulge my love for iPhone photography. I discovered a love for bugs and macro photography, and captured nature at it’s really ‘up close’ best.


Totally in love with capturing the Bug World with my iPhone.

And into 2017 I came with an excitement I hadn’t felt in a long time. I went full steam into converting my iPhone photos into fabric prints, and on the 10th of February we printed our first samples of my exclusive designs. Realising my 25 year dream was a defining moment, and I came alive with a feeling that made me really excited. I rushed home after work to share my excitement, only to find that my Dad had taken a really bad turn. An hour later he died in front of us, and even though I never got to share my news with him, I knew that he had moved on, to release me to be able to go forth and give this new venture my all. It is a venture that will prove many things, because I’ve gone into it knowing very little, but am determined to take full advantage of the amazingly smart world we live in.


A Rose captured, edited and transformed into an exclusive Hayley Joy fabric print.

On the 11th of February, 24 hours after my Dad passed on, my beloved mother tripped over a shoe and fractured her hip. At this stage you’re probably reading this going “what!!”, well I felt the same way as I stood looking at her lying on the floor. It is 5 weeks since her fall and I have been ‘nursing’ her, never having taken care of anybody on this level before. I’ve been asked so many times how I do it, and it’s a crazy thing, but there’s a side of you that kicks in and you just do it. As negative as the actual experience was, there are many positives that have come out of it, the most important one being reconnection. We had all become so disconnected whilst dealing with my Dad’s illness, and in a crazy twist, my Mom’s fall forced us all to reconnect.


Reflections, reactions, reconnections.

They say that things happen in 3’s and I so hoped that it wouldn’t be true, but unfortunately we’ve been dealt another devastating blow. Three weeks ago my father in law was diagnosed with incurable lung cancer, and has been given four to six months to live. I’ve had to go from being supported to being the supporter.

I’m not one to question, so I’ve accepted that this is our journey in 2017, and our lives at the moment are filled with many juxtapositions. We live with tremendous sadness, and we live with tremendous excitement. The diversion that the excitement provides from the sadness, is one we will only truly understand in the months to come.


Floral photography – my necessary diversions.

You’re probably asking how I’ve stayed upbeat and focused. My only advice is to find something that you can immerse yourself in when the going gets tough. I hope that your going is not as tough as mine has been, but my iPhone photography and iPhone editing, has been my absolute ‘sanity saver’.


A Hayley Joy original fabric print inspired by all things floral.

Life as I knew it, is going to be forever changed in 2017, but I have a little toolbox in my head, filled with ‘life tools’ and I think I’m going to be calling on them a lot. Feel free to reach out if you need support.
❤ Hayley

Plain white fabric at 9am, print at 11am, Hayley Joy original at 1pm…dreams coming true.

I often used to joke that if I had my life over, I would have chosen fabric design rather than dress design, because my frustration in my line of work, has always been my inability to buy prints that I can see so clearly in my head.


Quote I live by.

Being a Plus size myself, and designing for Plus sizes, means that I have a pretty good idea of what works in terms of prints.
My aim on my new fabric design journey, is to debunk the theory that Plus size women don’t do colour, and that they don’t do bold, because they do, and my sales statistics prove exactly that.


Bold and colourful prints designed for a future Hayley Joy, Plus size collection.

So with my passion burning, I have realised my dream, and am designing and printing my own designs, that have been carefully thought through. I want to offer exclusive designs that have never been seen before, and I want extraordinary, because it’s time.


Future fabric designs, designed by Hayley Joy.

It’s been a really interesting experience, because I’ve designed so many potential prints that have ended up being deleted. Having the luxury of being able to print a sample, and see the print before it physically goes into production, means that I have complete control over the quality and design of the print and the colours. I’m also able to test the market by making a sample first, and I’ve loved the response to the sample made up in this design. I’ve had to put a note on it saying “Sample only, not for sale!”


Never ending possibilities.

I cannot even begin to explain the feeling I had two weeks ago, when I saw my fabric design dream come true.
I had plain white fabric at 9am, I had my own exclusive print at 11am and I had my first Hayley Joy original at 1pm.


Hayley Joy shape top in Lime Green print with black mesh overlay.

This wonderful Lime Green print with so many design options makes me so proud. I spent a long time creating it, because I knew what I wanted.  I just had to teach myself how to create it.
There are no limits to dream and I’m dreaming very, very big.

❤ Hayley

I’m taking full advantage of the incredibly smart world we live in.

A year ago I entered the world of online studying, and it proved to be life changing on so many levels. This week I entered that world again, and into day three I’m reflecting on how much my life has changed in a year.



I chose to do an Online Digital Marketing course with Getsmarter, and I became enlightened as to how smart the world is, that we live in. One of the things that really stood out for me was the constant reference to ‘images are king’. It made perfect sense, that in a world where so much information is coming at us every second, the only thing that would stop us in our scrolling tracks, would be an amazing image.

With that knowledge in hand, I decided to sign up to a random online iPhone photography course, that completely changed my life. If like me you believe in the law of attraction, then this course epitomises all that I believe. One month into the course, I started designing potential future fabric prints, with all the new apps I’d been introduced to, and the incredibly generous advice that I was given by the members in the Facebook group. A whole new world opened up, and that very distant fabric design dream, started to not look so distant. In November last year I was introduced to the world of sublimation printing, and I saw my iPhone photos, that I’ve manipulated into fabric print designs, come to life.


This course proves how smart technology really is.

Just over a year later I’ve signed up to study again. I’m now going to learn how to put the photos that I’ve taken, and edited, into proper print ready designs, so that I can produce exclusive fashion fabrics for Hayley Joy. I’ve seen the samples, and I feel like a kid whose been gifted a new toy, that is very, very clever. This world we live in is exceptional, we should all focus a little more on that, you will be blown away by what is at your fingertips.


Future fabric prints designed by Hayley Joy.

I dream about filling Hayley Joy Shop, and Hayley Joy online, with the most sensational prints. By designing and manufacturing my own exclusive prints, I offer my loyal clientele the next level in Plus Size fashion, and that is exclusivity. Wherever you go in your Hayley Joy designs, you will stand out, because I’m going to now design the prints that we’ve all been dreaming about. No more lamenting about what we can’t have, now we can have anything and everything we dream about. If you want pink and purple with a touch of grey, I can create that. If you want a marble print (which is one print I’ve been dreaming about, and have never seen in South Africa), I can design it. The world of design is now my playground, and I am going to prove that there really are no limits to dream.

❤ Hayley


Determination and Perseverance.

I’ve never been more determined than I was, to make it out of 2016 with my confidence and my determination intact, and I’ve never wanted to persevere as much as I do in 2017. 2016 was a challenging year but I didn’t allow it to take me down. I went back at it hard and focused on the end goal, which is always to deliver 100%. I made an interesting observation about ones state of mind in tough times. It seems to be so much easier to succumb than to fight back. Well I fought back, I never gave up (there were times when my faith was tested), but if I know nothing else, I know that I must succeed, there is to much at stake for me to crumble.



During the last 6 months of 2016, I had an awakening, I started to see things completely differently, and I started to really feel 2017. I’m not the biggest planner, I tend to wake up and see how I feel, which usually dictates the plan (interesting way to operate as an entrepeneur I hear you say). But it’s how I’ve always done things, and I’m lucky to have a team that flow with the uneven and unpredictable tide. The only plan that I ‘planned’, was to become more aware, more in the moment, and more determined to see only beauty in 2017.


Against all odds.

So it’s back to work on the 9th Jan and part of the perseverance plan is to take me and my business to a new level. I have nurtured a great team around me, who are able to take care of themselves, so for me it’s off to have some fun. I’m going inside my creative brain and I am hoping to deliver the most wonderful and innovative designs that can be applied to any surface. I’ve seen a mock up of one design on a variety of surfaces, from bags, to cushion covers, to T-shirts to canvases, and the cliché ‘the sky’s the limit’ has never been more appropriate.


No limit is to dream. Anything is possible.

The photos that I took of these mushrooms, made me really think about perseverance. They were growing out of a pile of debris, and yet their determination to show off their beauty and determination, was never going to be impacted by their surroundings. In 2017, I’ll be looking to nature as my constant inspiration, and these photos prove how much inspiration there is all around us, if we just take some time to look.



❤ Hayley

Reflecting and Projecting

2016 was a year of learning for me. In my 52nd year I went back to school for the first time in 35 years. I chose to do an online digital marketing course with Getsmarter…yes me…the once VERY technologically challenged girl!
I ran my business and I studied for 10 very intense weeks, and I passed…proudly.


A certificate that makes me really proud.

I learnt how to REALLY delegate. Yes me the one time control freak. And how did it feel I hear you asking, it felt sooooooo liberating. If you’re not good at it, try it, it is life changing. Hire right, my business coach Brent Spilkin from Growing Pains said, never a truer word spoken. Delegating allows you to dream big, and deliver even bigger.


I love these words.

I learnt how to take a random chance and I signed up for an online iPhone photography course, that has completely transformed my life. It has unleashed a creativity in me that I never knew was there. It has taught me patience, it’s taught me to be so much more observant, it’s connected me with some of the most amazing humans all over the world. It’s awoken my creativity on an explosive level.


One of my favourite photos on my new iPhone photography journey.

I learnt how to expand my business without stretching myself thin. I took Hayley Joy online and have enabled women all over the world to have access to true Plus size fashion, designed by a genuine Plus size designer. To date we have not had one garment returned for a refund, and have only had two size changes. That is an enormous achievement in the online sales world.


So how do I top 2016 in 2017?

I go back to school to do an online graphic design course, to realise a 30 year dream, to design and print my own exclusive ranges of fashion fabrics. They say that the only way we are going to make it in business, going forward, is to stand out. I have every intention of taking my new found love and knowledge of photography, and creating collections of fabrics that have never been seen before. I am going to listen to the future predictors, and I’m sooooooo going to stand out. I want to be that girl that at 52 took on the world and did it her way.


Future fabric inspiration from my magnificent Jacaranda tree in my garden.

❤ Hayley

A jacket in a packet.

My Plus size fashion journey is about to take on a whole new direction.


A Pink jacket in a Lime green packet.

I don’t believe in coincidences, but I most definitely believe in destiny. Signing up to do a random photography course five months ago has set me on a life changing path with destiny, that is going to explode on so many levels in 2017. I love how quickly my eye has become trained, to see a photographic opportunity in every single thing I see. Whilst packing a pink mesh Miracle jacket, into a lime green carrier bag, for a client, I knew I needed to take a photograph. She looked at me a little strangely…


My inspiration, my design, my amazing results.

I then explained that I’m on a design journey, that is going to culminate in me designing my own exclusives fabric prints for my Hayley Joy collections. I’ve embarked on an amazing journey and am in awe of what is achievable.


Twirling and Whirling.

The capabilities of an iPhone and the endless supply of apps has been mind blowing for me from a design perspective. However, if I’m going to achieve the ultimate in fabric design, I’m going to need to know a bit more….sooooooo…it’s back to school in the new year. Time to go and learn all about graphic design, so that we can step and repeat our prints perfectly.


No limits to design.

When I look at these designs that I’ve created from a simple jacket in a packet, I get all tingly, because I know that 6 months from now, I’ll look at them, and know that going back to ‘school’ was a very good idea. But for now, if this was all I was able to accomplish, I’d be happy, because I absolutely love the resulting prints gained from my ‘jacket in a packet’ photograph.


Never ending possibilities.

? Hayley



Floating – a series of future fabric prints, designed by Hayley Joy, for Hayley Joy.

I’m combining my passion for fashion, with my passion for print. Welcome to the beginning of my print journey. I hope you enjoy the evolution of my next venture of developing exclusive fabric prints, for my in store, and online Hayley Joy collections.

Original Hibiscus fkower

Hibiscus flower, my inspiration for the print series called Floating.

For as long as I can remember, I’ve had a dream to design my own fashion fabric prints. For the last five years I’ve been privileged to have a wonderful partner in China, who allowed me the freedom to design my own fabric collections. The only drawback was that I had to use existing prints, that I could tweak colours and layouts of, in order to allow me to order smaller quantities, rather than the usual 1000 metres per colour, per print.

Masked Hibiscus flower

Edited Hibiscus flower providing the inspiration for the ‘Floating’ series of fabric prints.

2017 is the year that’s going to allow me the opportunity to design and print my own exclusive designs, in any quantity I desire.


Now we’re  really ‘Floating’

I’m taking my love for flowers, and my new found passion for editing photos with a variety of mind blowing apps, and I’m creating a series of prints, that will  become future fabrics, exclusively for my Hayley Joy Collections.


Striped Petals

This first series is called FLOATING. The original photo is a Hibiscus flower taken in my garden with my iPhone.


Pretty Petals

❤️ Hayley




‘Floating Petals’

The endless possibilities of the Miracle Shape top.

I’m so proud of this incredibly rewarding shape. It allows me to accomodate all shapes and sizes, with the confidence that I need, to be able to convince my clients that I really do understand their needs.


Miracle Shape top with Daisy detail.

So what exactly are the needs of a Plus size women? They’re actually pretty simple if you understand the requirements of a Plus size shape. Being Plus size myself, qualifies me to REALLY understand the needs.

When I started out designing this shape, the first thing that I created was a basic shape that had shape. In my experience on the floor in the store, I came to understand that we don’t put weight on in our shoulders, and we have a waist, yes we really do!


Miracle Shape top in Multi coloured animal print.

I’ve taken this basic shape and interpreted many different styles onto it, and I love the response that they all get. This past Saturday in the store, really affirmed for me, how perfect this shape is for my market. I’ve built shape into the waist, and given the tummy, hips and behind the correct amount of swing, in order to flatter all shapes.

My reward for the commitment to attempting to accomodate all shapes and sizes is the gratitude received from all of you who wear this wonderful style.


Miracle Shape top Zig Zag multi floral angle top.

We have a variety of different styles of the Miracle Shape top in store, and online at www.hayleyjoy.com.  I’m sharing some of my favourites with you.

❤️ Hayley


Manufacturing privilege.

I am so privileged to have my own factory. Manufacturing my own collections, allows me so many freedoms to do things that I would never be able to do, if I was bound to outsourced production.

I am able to respond to the needs in my retail store, as and when they occur. When I bought this range of prints, it was this red print that really stood out, and I knew it would sell out fast, I just didn’t expect it to sell out in a day!


Red African print Mracle Shape top.

I was lucky enough to be able to get more fabric, and the next morning, all other production was put on hold, and we cut another range of Miracle shape tops, and they were in store two days later. It still gives me goosebumps, 30 years later, that we can respond the way we do.


Production on the rail, always a welcome sight in Hayley Joy production.

I often feel like a live in a fashion dream world, because in the real world  you wouldn’t be able to repeat on demand. I have geared my production, so that there is always room to change the plan. I like that we can, it may not always make good business sense, but it sure keeps things interesting.

Walking into Hayley Joy production, is like walking into a sweet factory for me. Seeing the stock hanging on the rails is a moment I always cherish. I have a wonderful team, a beautiful working space and a job that I love with everything I have. I make clothes and I make a difference, my perfect combination.