Laura Jane the Label: Quality, Fit, and a Growing Vision
Dublin Horse Show, Day Four — In the bustle of the RDS main hall, Laura Jane is right where many returning visitors expect to find her. Stand C15 has become something of a meeting point for loyal customers who come back year after year — and for Laura, it’s a joy to reconnect.
“This is my fourth year doing the Dublin Horse Show, and it’s just been amazing,” she says, smiling at familiar faces. “I’m meeting the same repeat customers that are coming back and giving lovely feedback on pieces they’ve bought from me previously… the quality is amazing and all of that lovely feedback, which I already know, but it’s so lovely to hear it back from the customers.”
The brand, Laura Jane the Label, began not from a manufacturing plant or boardroom, but from a stylist’s frustration. Laura’s years as a personal stylist meant she was constantly talking about clothes — how they should fit, how they should work harder for their wearer. But finding pieces that met those standards proved harder than expected.
“I struggled to find those pieces for the clients,” she recalls. “So I decided, well, if I can’t find the pieces that are good quality and have the little features my clients need, then I’m just going to create the brand.”
With a friend who was also a designer and stylist, Laura launched a small, considered collection — “pieces that we felt every woman needed in their wardrobe.” That was three years ago.
From the outset, two priorities defined her work: quality and fit. “Quality and fabric are absolute key, because I want them to stand the test of time,” she explains. The brand’s white T-shirt remains the core product and an example of that philosophy. “Rather than buying five lesser quality t-shirts per year, you just need this one t-shirt that’s going to stand the test of time.” Fit was equally important — “women have lots of different body shapes. We wanted to cover as many body shapes and to complement as many body shapes as we could.”
For the future, Laura’s vision is expanding. While the business is currently online-first, with appearances at events like the Dublin Horse Show, she is looking to grow her physical retail presence. “I would love to go into bigger department stores and have more of a retail presence,” she says. “It’s lovely online and the website, but…” — she gestures at the hall around her — “it’s these face-to-face connections that really make it.”
For now, customers can find her at the RDS Main Hall, Stand C15 until Sunday, or visit laurajanethelabel.com, as well as on Facebook and Instagram at @laurajanethelabel.
