Keeping it in the family
Baukjen, the little sister of chic maternity line Isabella Oliver, has
grown up, and is stepping out of its sibling's long shadow, says
The expansion of designer Baukjen de Swaan Arons' empire runs parallel to that of her own family. In 2002, while pregnant with her first child, de Swaan Arons struggled to find anything chic, flattering and comfortable to wear. A year later, and with an 11-month-old son, she and husband Geoff launched maternity line Isabella Oliver from their own home.
Over the past decade the brand has expanded internationally, with the maternity wear loved by some of the biggest names in Hollywood: Gwen Stefani, Angelina Jolie and Jessica Alba to name but three alpha mothers.
Of course maternity-wear customers have a relatively short period of interest and in 2009, by which time de Swaan Arons was a mother of three, Isabella Oliver expanded to include non-materity womenswear. This season, de Swaan Arons has relaunched womenswear under the moniker Baukjen. She felt "it needed its own identity, with plenty of space to live and breathe. It had grown so much faster than we'd ever expected".
For autumn/winter, customers will find every wardrobe solution catered to in typically classic style. With military coats, denim shirtwaisters and Breton stripe jersey dresses alongside leather skirts, modern tailoring and glitzy evening dresses.
"We design clothes we want to work in every aspect of our daily lives," says de Swaan Arons. "We take inspiration from real life: our customer is time poor and style savvy, aware of the trends but not led by them. She is all about creating a capsule wardrobe and investing in key pieces that will last for years."
As a busy working mother and internet entrepreneur, de Swaan Arons understands what that target demographic needs and how to provide it such as an e-stylist service, in which customers can receive trend advice via a 20-minute webcam chat.
Life & Style blogs
Plus live in a folly tower and Towcester growth
Plus how much you need to earn to rent in London, and new homes figures
Plus where The Apprentices live, house price growth outside London, and househunter numbers
The 10 Best Scotch Whiskies
Casualty in crisis: A&E - a service in meltdown
The myth of the modern dad exposed: New book claims men still won't sacrifice their careers for fatherhood
The experts' guide to summer: From getting fit for the beach to recreating that Olympic buzz
Obsessive compulsive hoarding: A serious health risk in store
- 1 Tears and cheers as David Beckham ends glittering career after helping PSG to final win
- 2 Heading for America? Prepare for the longest US immigration queues ever
- 3 You thought Ryanair's attendants had it bad? Wait 'til you hear about their pilots
- 4 Cameron goes to war with press over 'swivel-eyed loons' slur
- 5 It’s official: thanks to Stephen Hawking's Israel boycott, anti-Semitism is no more
BMF is the UK’s biggest and best loved outdoor fitness classes
Find out what The Independent's resident travel expert has to say about one of the most beautiful small cities in the world
Win anything from gadgets to five-star holidays on our competitions and offers page.
£50000 - £58000 per annum + Benefits and Bonus: Progressive Recruitment: SAP F...
£30000 - £40000 per annum + BENS: Progressive Recruitment: Drupal Developer A ...
£45000 - £50000 per annum + bens: Progressive Recruitment: C# WEB DEVELOPER Le...
£240 - £260 per day: Progressive Recruitment: WPF Developer (C#, VB.Net) North...