Plus-size fashion

Dreaming, designing and delivering.

I’ve dreamt for forever about filling my retail store Hayley Joy, and my online store hayleyjoy.com with fabric prints, that have beautiful vertical ob art lines, that would draw the eye down, creating dramatic skimming illusions. As a Plus size Fashion designer, and a Plus size woman myself, those are the lines that make perfect sense for Plus size styles.

Cerise and a Black Raindrops, Miracle Shape top.

Nobody ever listened and it was always one of my great frustrations…until I took genuine control of my entire process, and started designing my own fabric prints. Now I’m buried in the most incredible design journey, and I have to remember to enter the real world occasionally. My whole way of designing and planning has shifted, and I love that with access to all the incredible technology that we’re surrounded by, I can realise my need, want and passion.

Cerise and Black Raindrops fabric designed and printed by Hayley Joy.

Being able to create a picture with different shapes, on an iPhone, and then take it on an editing journey through a bunch of smart apps, and come out with these results, really cements for me how privileged I am.

Random shapes manipulated into the Coral and Navy Raindrops print, designed and printed exclusively for Hayley Joy.

I’ve completed a collection of fabrics called Abstract Raindrops whereby I created these long ob art line illusions in all the colours that you my wonderful clients have asked for. From pretty Pinks and Mints, to Corals and Navy, and finally to dramatic Cerise and Black, this collection is a very important one for me. Firstly because you have all reacted and responded with so much love for what I’m producing, and secondly because it proves that absolutely EVERYTHING is possible.

Abstract Raindrops print for Miracle Shape tops, designed and printed exclusively for Hayley Joy.

Always feel free to send me suggestions, you are all very, very much a part of this incredible journey.

You can email me at info@hayleyjoy.co.za

❤ Hayley

I dreamed it, I designed it, and now you can wear it.

I created a Plus size collection, from a simple photo that I took of a Double Delight Rose.

A beautiful Double Delight rose in a vase at Glendas restaurant.
One the highlights of my fabric design journey has been learning how to manipulate my iPhone photos into prints that are purposefully designed with Plus size shapes in mind. Having been frustrated for so long at the lack of appropriate prints, this is like finding the pot of gold. Being able to create interesting vertical lines that are a kind of a stripe, but not really a stripe, means that I’m now not only creating flattering lines, but I’m also creating illusions. 

Double Delight masked Rose and manipulated print.

Double Delight rose and fabric print designed from it.


So to the journey of the Rose. There is a wonderful eatery that has opened up across the road from where my store is, called Glendas’s. It’s owned and run by Glenda herself, and the food and ambience are just perfect. She has a long table in a quiet corner, that is my favourite place to sit. I go to meetings there, I do social there and I do lots of designing there to. On a visit there she had a huge glass case filled with an assortment of beautiful roses, but it was the beauty of the Double Delight Rose, that really caught my eye. It wasn’t the greatest photo, because the lighting isn’t great for photos, the restaurant was very full, and the vase stands in a high traffic area. One of the things I love most about iPhone photography is that it really doesn’t matter how bad the photo is, because there is always an app that can be used to resurrect it into something beautiful.

Glendas Double Delight rose masked in an iPhone app.

Masked Double Delight rose.


Designing a dress with a matching jacket, and a mix and match twinset, that can be worn casually as well as smart/casual is something that was paramount in my mind for this coming Summer ’17 season. So many of my Plus size clients need a dress for a day wedding which is in lighter colours. The aim with this print was to create something that was dark enough to flatter, and light enough to fill the continuous brief of no black to a day wedding. I put tiny bits of black in the initial build and they provided exactly what I saw in my mind. I really took this print to fabulous creative and technical levels, and the hugest advantage is, that I now know I can. 

Summer Miracle Shape long dress with matching Mesh Miracle point jacket.

Glendas Rose print Miracle Shape long dress with matching Miracle Mesh jacket.

 
Glendas Rose, Hayley Joy Miracle thick strap camisole, and Miracle Mesh jacket

Glendas Rose Miracle thick strap Camisole with matching Miracle Mesh point jacket.


I’m not sure if I’ll ever be able to put into words that feeling of being in total control of the design process. I have taken huge design steps in the last six weeks and am gaining more and more confidence, as I see my life long dream all starting to come together.
❤️ Hayley

Glendas Rose print.

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.

IMG_8831

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.

DD847B91-34F7-4429-8893-362C894E9007

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.

0180EAFC-A519-4180-8BB5-67DD293FA8B7

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.

IMG_1715

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.

FullSizeRender

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’.

IMG_1734

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

Celebrating a life, rather than mourning a death.

img_1326On the 10th of February 2017 my 88 year old Dad passed away. It was not a life to be mourned, because that’s not what he would have wanted.

So how do I honour the man, who was so proud of my commitment to making a difference in the lives of Plus size women, and who had such a profound influence on my entrepreneurial journey. I spent the week after his death thinking about a lot of things, and the recurring message that kept coming through, was to celebrate his life, rather than to mourn his death.

img_1103

My Celebration of Life promotion.

 

I’m a great believer in the law of attraction, and live my life based on a simple philosophy of “do good, get good”. With this in mind, the Celebration of Life special came to be. In my Dad’s honour, I marked every piece of summer stock (old and new) down to R250, for one week, and oh my word, what a celebration it has been. This is how you honour and celebrate a life.

It’s only when you embark on a journey of giving on this scale, that you realise on a whole other level, how powerful the simple philosophy of the law of attraction, really is.

img_1236

I’m sharing with you messages from clients who are part of the Hayley Joy family, and have been a part of my Plus size journey for many years. Situations change, finances change, but what doesn’t change, is my desire to make Hayley Joy accessible to everybody, and this Celebration promotion allowed me to do just that.

img_1315

This gratitude is what inspires me, every single day.

The gratitude from my clients cannot be measured, it has been so overwhelmingly beautiful, and I know that my Dad is looking down knowing that he has truly been honoured.

❤ Hayley

img_1333

So many beautiful flowers from so many kind clients.

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.

fullsizerender

Determination.

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.

img_7914

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.

img_8540

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.

img_8528

Reflections.

❤ Hayley

I’ve discovered that there is a difference between being lucky, and being blessed with luck.

I get really, really irritated when people tell me how lucky I am to have my own business, be my own boss, have my own choices blah, blah, blah. I’ve decided to become ‘unirritated’ and choose to accept that I’m incredibly blessed with luck. Blessed to do what I love, blessed to make a difference, and especially blessed to work with some of the most amazing women.

img_7216

I’m going to be featuring some of those amazing women through 2017. I thought I should kick off the initiative by featuring a woman who inspires me, who makes me so proud to dress her, and a woman we should all know about because she embraces who she is…very proudly.

img_7218

Mari Lee is the founder and CEO of DevCom, a company that prides itself on creating a direct link between effective communication, and achieving business objectives. Mari has 18 years experience in development, project management and strategic projects.

img_7221

Dressing Mari is inspiring on so many levels. I’ve dressed her personally, I’ve dressed her team for corporate events, and every time I work with DevCom, I’m reminded of how blessed I am to have such grateful and loyal clients…and very lucky too!

img_7225

Mari shared these photos with me, and has graciously consented to me sharing them with all of you.

❤ Hayley

 

A jacket in a packet.

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

snapseed

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…

img_6916

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.

img_6917

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.

img_6922

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.

img_8429

Never ending possibilities.

? Hayley

 

 

Understanding the law of attraction

In the past two weeks, I have come to REALLY understand the law of attraction.

img_6499

No Limits.

I could never have imagined that putting a picture of myself (very apprehensively), doing Pilates in a pair of Hayley Joy, Plus size, Active wear leggings, would unleash this kind of reaction.
I live my life based on a very simple philosophy…exactly what you put out, is exactly what you get back. I’ve proved it over and over again to myself, that in it’s simplicity, this philosophy is the most simple path to follow, but sometimes the most difficult one to embrace.

I am a Plus size woman, who designs and manufactures Plus size fashion, and yet I struggle to put myself out there as the face of the brand. Why? I don’t have an answer to that question, I guess it’s because I’m a woman with issues, simply put!! But these two weeks have enabled me to have an answer, for what happens when you do put yourself out there, and that is that the rewards are enormous.
I have communicated with women from all over the world, who have come forward and shared their frustrations around being Plus size, and being so frustrated at the lack of availability of respectful Plus size fashion, and especially Plus size Activewear.

I’ve also had an amazingly rewarding time, doing a lot of one-on-one consultations with new clients, who have come to the store because they read my story. I laughed with them, and I cried with them, but most importantly I established a trust with them. In honouring myself, I have proved that I honoured them as women first, and that there is no judgement at Hayley Joy. Your size is of no importance to me, my sole mission is to provide you with a wardrobe of respectfully designed clothing, that makes you feel respected as a woman.

Stepping out of my comfort zone as an entrepreneur is one thing, but it’s stepping out as a woman with body image issues, that has unleashed the greatest rewards of gratitude. I have been completely overwhelmed by the outpouring of gratitude and it has inspired me to keep pushing the boundaries, because I’ve proved with this new little venture, that there are no limits, the only limits are the ones we put on ourselves.

I am in awe of the gratitude. Thank you to all of you who have supported my quest to make a difference, and there are MANY of you.
❤️ Hayley

 

Photography and Fashion…my absolute Passion.

image

Peace Rose in my garden.

Signing up to a random iPhone photography course has opened me up to a whole new world, one that enables me to combine my love for natures beauty, with my love for fashion design.

image

Peace in Reflections.

I have a really beautiful garden that I used to spend very little time in, it was never a priority…and then I started taking photos of everything and anything, and now I spend every available moment, zooming in on all this incredible beauty that surrounds me.

image

Peace Rose Perfection.

My mom-in-law, who is a landscaper, has planted some very special roses for me. My most favourite is a rose called Peace. It reminds me of a marshmallow. The colours are so soft and the scent is beautiful.

image

Peace up close.

I had a reward of two beautiful flowers at the same time, and have had the most inspiring time editing them for all different uses.

image

Peace Reflected.

In light of the craziness that has happened in the world this last week I share with you my magnificent Peace rose.

image

Peace

? Hayley

A photographer I’m not, but a lover of beautiful things I definitely am.

 

image

Hayley Joy up close with our real food provider, who provided me with the most wonderful details.

I signed up to do an iPhone photography course, to learn how to get the maximum benefit out of my iPhone 6S+. To say I’m blown away by what what I’ve learnt in the last two months, would really be an understatement, but more importantly I wanted to share the incredible outlet it’s given me.

Overseeing the running of Hayley Joy production where we manufacture all the various collections for Hayley Joy retail, and overseeing the running of Hayley Joy retail is extremely demanding. I’m the Boss, so you all know what that means, long hours and loads of pressure.
Since I started taking photos of anything that moves and everything that is pretty, I cannot believe the difference it’s made to my temperament. I have discovered macro photography which requires me to zoom in on a subject and really, really concentrate.

image

Emergence.

My big problem is, that whatever I do, my mind finds a way to go back to work, as there is always such exciting stuff going on, but I also know that I have to have a break, and discovering the wonders of photography on my phone, has given me a diversion that is inspiring me on new levels, and that is in turn, calming me down and unleashing wonderful new creativity. It’s also getting me outside more, and away from all my devices, besides my phone of course, but that is now being used primarily for taking beautiful photos.

I’m always on the hunt for great subject matter for my mood and style boards. I’m spending lots of time in my own garden and I am continuously blown away by the colours in nature. I have been watch a group of Aloes that have begun flowering, and I am in awe of their beauty. I have fallen in love with Macro photography and especially taking close up photos of Bees, so I share these photos of our very special food providers, and their food, with love.

❤️ Hayley

image

An Aloe up close.