• Joey Clothing founder Rashmi Wijekoon on the brand’s inspiring journey

Rashmi Wijekoon, the founder of Joey Clothing, recently celebrated the grand opening of the brand’s flagship store on Isipathana Mawatha, Colombo 5. Known for its unique ‘HappinessWear,’ Joey Clothing has quickly become a beloved name among Sri Lankan women seeking stylish and comfortable apparel.

Rashmi’s journey from struggling to find postpartum clothing that combined comfort and style to creating a brand that uplifts and inspires is truly remarkable. The Daily Morning Brunch sat down with Rashmi as she shared the story behind Joey Clothing, the concept of ‘HappinessWear,’ the challenges she has faced, and her plans for the future. Let’s take a look into the heart and soul of Joey Clothing and discover what makes this brand a standout in Sri Lanka’s fashion landscape.

Following are excerpts from the interview:

Congratulations on the opening of Joey Clothing’s flagship store. Can you tell us a bit about the inspiration behind Joey Clothing and what led to its creation?

Thank you. Joey Clothing was inspired by my personal journey, especially after giving birth to my son. I struggled to find clothes that were comfortable, stylish, and made me feel confident. This challenge led to the creation of Joey Clothing, transforming a mere idea into a reality. Our brand is all about clothing that makes you happy when you wear it. We use the finest, comfiest lightweight fabrics in pleasing colours and mesmerising patterns to lift your spirits.

The concept of ‘HappinessWear’ is quite unique. Could you explain what it means and how it’s integrated into your designs?

‘HappinessWear’ is the heart of Joey Clothing. It’s about more than just clothes; it’s about creating pieces that bring joy and comfort to the wearer. Our styles, cuts, and fits are designed specifically for the Sri Lankan body structure and shape. We select our fabrics and prints carefully to ensure they deliver on our promise of comfort and style. When you choose your ‘HappinessWear’ from Joey, you’re choosing to feel cosy and confident, breaking the rules of fashion to follow your heart to happiness.

Your flagship store in Colombo 5 has received a lot of attention. What can customers expect when they visit?

Our flagship store is designed to offer a unique and inviting shopping experience. It’s vibrant yet minimal, reflecting the essence of Joey Clothing. Customers can explore racks of our signature ‘HappinessWear,’ each piece crafted to uplift spirits. The store provides a chance to experience the joy of Joey Clothing in person, with a wide selection of our collections available for purchase.

What are some of the challenges you’ve faced in building Joey Clothing, and how have you overcome them?

Building Joey Clothing has certainly come with its share of challenges. One of the biggest hurdles was ensuring consistent quality while scaling up production. We wanted to maintain the high standards that our customers expect while growing our operations. To overcome this, we focused on building strong relationships with our suppliers and investing in training for our production team.

Another challenge was establishing a strong brand identity in a competitive market. We overcame this by staying true to our core values and consistently delivering on our promise of comfort, style, and happiness.

How do you stay inspired and keep your designs fresh and relevant?

Inspiration comes from many places – from everyday life, nature, and even from our customers. We stay attuned to the latest fashion trends but always adapt them to fit our brand’s philosophy of comfort and happiness. Listening to our customers’ feedback is crucial; their insights help us understand what they love and what they need. Additionally, our team of designers is always experimenting with new fabrics, patterns, and styles to keep our collections fresh and exciting. It’s a collaborative process that ensures our designs are both relevant and true to the essence of Joey Clothing.

Can you tell us about the #Happinessquad and its significance to Joey Clothing?

The #Happinessquad is our core, comprising our entire value chain from suppliers and designers to the production floor, administration, and customers. We are committed to positive partnerships and supporting each other. Our mission is to make each other happy in big and small ways through our creations and the process of creating.

Since August 2019, the #Happinessquad has grown stronger with every step, and we aim to spread the story of #HappinessWear beyond Sri Lanka within the next three years.

What sets Joey Clothing apart from other fashion brands in Sri Lanka?

Our commitment to creating joyful, comfortable clothing is what truly sets us apart. We guarantee that you won’t find a 100% replication of #HappinessWear anywhere else in the world. Each piece is stitched flawlessly from lightweight fabrics, designed with unique styles that fit the Sri Lankan body structure perfectly. Our authentic connection with the brand and our customers has helped Joey Clothing stand out in the market.

What are your future plans for Joey Clothing?

We plan to continue growing organically and spreading happiness through our clothing. We’re focused on expanding beyond Sri Lanka within the next three years, bringing our unique concept of #HappinessWear to more women around the world. We’ll keep innovating and creating designs that make our customers feel confident and comfortable.

Do you have any message for your customers and supporters?

I want to thank all our customers and supporters for their overwhelming response and loyalty. Your support confirms the real need for what we’re creating. Keep following your heart to happiness, and whenever you feel like going easy and feeling cosy, choose your #HappinessWear from Joey. We’re excited to continue this journey with you!