Joel Jeffery and Molly Goddard grew up on opposite sides of the world (one in England the other in Australia), met in Canada and then parted to return to their native countries. They promised to keep in touch, and so they did – the two would routinely skype on Sundays. When the two reunited in England, their former long-distance relationship along with Molly’s regular habit to wear Joel’s shirts to bed fostered and eventually set in motion an exciting business idea: to create pajamas for both men and women in an effort to inspire people to treasure their Sundays. Desmond & Dempsey launched in 2014, offering quality-cotton pajamas exclusively designed and hand-painted in London by Joel’s brother, a graphic artist. We sat down with Joel, the Desmond bit, and Molly, the Dempsey bit, to discuss nightwear becoming rapidly competitive, the value of the product and conquering the retail space.
Tell us a few words about your background, and what you were doing before Desmond & Dempsey.
Joel and I were both in digital marketing. Joel was working closely with Twitter, opening a new market in South Africa. I had just moved to London, and after working for a digital agency on the Molson Coors accounts (which involved mainly beer and football), I went into work for the startup newspaper Courier Paper.
How do you choose the colors and prints you use for your creations?
We start with inspiration from our latest adventures. We try to find local artisans around the world, and work with them to create unique prints. Our most recent collection was designed in collaboration with a Florentine bookbinder, Alberto Cozzi. We made a little video of the process, which is worth a watch!
How do you introduce new pieces into your collections?
We spend a lot of time on our silhouettes (the fit of our PJ’s). We are just about to introduce a nightie, which took a full year designing. Before any production, we ask friends, family and good customers to try it on, and give as much feedback as possible.
Are there any dominant trends in your industry?
Nightwear as daywear is a huge trend at the moment! The slip dress/the silky pyjama sets. Everywhere!
Do you wear specific hats? What are your roles exact in your company?
We are like the mad hatters. Different hats on different days. As a young company, we do lots of everything, but, as we grow, we are learning what we do best, and beginning to take on separate responsibilities.
Joel is far more practical and patient then I am, so he takes on the majority of the logistics and planning.
I am terribly dyslexic, so I lead on the things that are not spelling and numbers. Mainly the marketing and selling! We both have a strong focus on the brand and product, though!
Is nightwear a competitive industry?
With the nightwear trend all over the runaway, we have seen lots more brands pop up. There are some beautiful silk brands and more trend-lead fashion brands. Fashion labels are also introducing sleepwear – so, yes, it is becoming very competitive.
We truly believe in our mission, though, (to help everyone treasure Sunday’s), and the quality of our products, so are not worried about finding our place within the market.
When you started, did you focus on conquering the digital or the physical markets?
When we launched Desmond & Dempsey, we had planned on only being e-commerce. We were approached by some amazing retailers, and the opportunity to work with and learn from them was too great to turn down!
What advice do you have to give to someone starting their own brand today?
The same advice given to me: focus on the product! Focus on WHY it will bring happiness to your customer.
What do you consider the company’s biggest milestone to date?
The team and people we have backing us! We have people who have joined us, from really big names and fashion labels to people who never intended to be in fashion, but believed in our business so much that they have jumped onboard.
What are your future plans?
Well, Joely is pretty desperate to get into his own set of D&D’s…
www.desmondanddemspey.com
Images © Desmond & Dempsey
