Geelong brand Jade And May is all about simple pieces made with comfort in mind

Based in Geelong, Jade And May is an independent Australian, female-owned multi-brand business that also has its own line of natural-fibre sleepwear and loungewear. It was launched in 2019 by Carlie O’Loughlin when she and her daughter came up with the idea.


“The idea started in 2018 after a family holiday to Vietnam and visiting some of the incredible local tailors and makers there,” Carlie explains. 

“We launched with a small range of bathrobes at a local makers market at the start of 2019, and then branched into online and then opened a store in the Arts Precinct on Rutland St in Newtown, Geelong, at the end of 2019.”

Since its launch, Jade And May has grown rapidly, from bathrobes to pyjamas, loungewear, homewares and baby items. They doubled the size of their shop by 2021, and Carlie says they have even bigger plans for 2024.  

Despite having no background in fashion – Carlie only admits to having an obsession with fabric – she jumped into the industry with both feet and eyes wide open. The brand is named after the middle names of Carlie and her daughter.


According to Carlie, the core brand products – sleepwear and loungewear – are made from sustainable, natural fabrics, and the design concept is based on wearability. 

“We want our pieces to be easy to wear … Classic, comfy and easy. We create simple pieces made with comfort in mind,” Carlie says.

Alongside their own label garments, Jade And May also supports other local makers and creators both online and in their store.

“Our brand is only part of our business – we have curated a collection of independent brands to stock alongside our own brand, both in-store and online,” says Carlie.  “All of the brands are like-minded businesses with similar values and ethics.”

“We are creating our pieces and supporting local makers and creators – and loving every second of it.”

You can shop Jade And May online at, or visit their shop at 7a Rutland St, Newtown, Geelong. You can also follow the brand at @jadeandmay. Discover more Local Brands & Designers

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