✨ Hello From Me ✨ We've had a wonderful influx of new followers recently and I'm always a nosy parker and love learning more about the people behind the business. So... I'm Emily. My mum Issy, set up IOI over 12 years ago with me taking over in 2020. The business she cleverly created was a ship on its way - I guess we (my small but mighty team of 3!) have added a little wind behind the sails and taken it in some new directions. But the essence of what we do and stand for has never wavered. So, what is it that we are about? Most importantly, we believe in the true joy and power of the nightdress. We design clothing that makes women of many ages, stages and sizes feel comfortable and beautiful. Our designs are romantic, inherently pretty - they feel special but are also one of the hardest wearing pieces in your wardrobe, getting softer after every wash. We care about the cut, fit and details a lot. They're what make each piece truly special and in turn, make you feel gorgeous. We also care about the people who make our clothes and the materials we use. We have worked closely with the same factory in New Delhi for over 10 years - they are our colleagues and I rely on them for their exceptional craftmanship and knowledge. More importantly is appreciating the way they are treated in their workplace - respectfully and fairly. We order small batches with longer lead-times - meaning better working hours and expectation for our team whilst not adding to the fast fashion cycle. We use natural materials. They are breathable and won't add to landfill in years to come. Lastly, and perhaps most importantly, is our true belief in the magic a nightie can bring. The feeling of comfort after a long day, a blanket of security during a particularly tough time, or even accompanying you during those monumental occasions like bringing new life into the world. I have such emotional ties and memories of time spent in my nighties throughout my life and it's that feeling, of home and warmth, that we hope weaves its way into everything we do 🤍 #ifonlyifnightwear #ifonlyif #luxurysleepwear #sustainablematerials #brandstory #femalefounder #familybusiness