Our Story
Yvette Jelfs has established herself as one of the top British hat designers making bespoke hats for Royal families, celebrities and private clients; as well as working with some of the best international designers and fashion houses.
Mentored by master hat-makers Fredrick Fox and Graham Smith in the 1980s, Yvette founded her business in Luton, the millinery capital of the UK. She designs and creates bespoke and couture hats for private clients as well as producing hats for exclusive boutiques and wholesalers. Present at all the major equestrian events, from Royal Ascot to Longines Global showjumping , she has been a BBC fashion correspondent and more recently an interlocutor between Chinese Cultural ministers and the UK textiles industry.
Yvette has been recognised in the UK and in China for her dedication to preserving the traditional craftsmanship and heritage of millinery, hat-making and fashion and has always been a strong supporter of small and local businesses. Including the organisations that seek to preserve them such as the National Trust and the Worshipful Company of Feltmakers; as well as encouraging new designers and students of fashion and textile design. Yvette has run her own courses, taken students from a wide range of establishments, including the Princes' Youth Business Trust, to help develop their abilities, pass on her experience and keep the traditional skills alive.
Due to covid and the lack of events such as Horseracing and weddings, we have had to pivot the brand and our capabilities. We are now shifting our focus towards creating a new lifestyle concept that combines healthy living with luxury to bring you new and exciting products in sectors such as fashion, homeware, beauty and jewellery. All of which will reflect a high level of craftsmanship, community and sustainability.
YJL is based in the Scottish Borders and operates across the UK textile and fashion industry. Historically, this has been one of the leading regions for textiles and craftsmanship. However over the past 30 years, due to lack of investment, overseas competition and employment opportunities, particularly across the cashmere and knitting factories of Hawick and Galashiels, only a few of the larger companies now remain. Due to its remote location, sustainability and resilience has always been a way of life here, and the traditional production methods, resources and skilled craftspeople of the Borders are alive and well; they just need opportunity.
YJL has always sought to harness the best of the area -- the people, the skills and the resources and has began implementing the following in order to take the business forward.
Training and developing young people in traditional sustainable techniques and skills. This benefits the local economy, celebrates the best of British craftsmanship and will teach bespoke skills, influence and develop sustainable production methods for both the region and as an industry show case. We want to make jobs for life so the education on sustainable fashion can be passed on. It will give a positive effect of activity on the community and well-being of the individuals and their families.
Developing a model to source natural, sustainable resources. To date we have relied on informal local and regional networks, engaging with landowners, industry and retailers. We would like to formalise this activity: improving the ability to operate in a more sustainable way; using the latent abundance of resources currently under-utilised; reinforcing the opportunity to work with local sustainable companies (this is a team effort); and celebrating this in our communication and engagement plan -- the best of British with international impact. YJL will help the societal impact in the area to show other companies how we run happily and in harmony as a forward-thinking inclusive company.
Recycled Fashion. By using vintage and thrown-away fabrics, we can sell the products at a better price than brand new ones. We've found since the pandemic people are not spending as much and see the new lifestyle brand as a place to buy a one-off, beautiful piece either for their home, a present or a once in lifetime outfit as good value for money as well as been individual. These will be sold in store and via the internet on our social media and websites.
Decarbonisation Plan. We're working with the Scottish Industrial Energy Transformation Fund about decarbonisation - our blocks in the past were heated via gas and we are working with National Manufacturing Institute Scotland to make them be heated via electricity.
We fully support the royalfoundation.com and all they are doing for mental health and sustainability.
We must all work towards reducing our carbon footprint and ending fast fashion.
#Harmonyinlife #Waste-freeworld