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Meet Kelly Morrissey and Lisa Loyd of JJwinks

Today we’d like to introduce you to Kelly Morrissey and Lisa Loyd.

Kelly and Lisa, can you briefly walk us through your story – how you started and how you got to where you are today.
JJwinks was formed out of necessity. Co-created by us, two friends who were simply tired of not being able to find cute sleep or loungewear that didn’t require a bra or bulky insert. We wanted modesty around our family members yet to feel attractive and stylish for our husbands or unexpected guests.

We kept asking each other, why do pajamas only come in two styles: sexy lingerie that can’t leave the bedroom or modest granny flannels that flatter absolutely no one? While there’s plenty of loungewear out there, most either require a bra or have built in pads that no woman wants to sleep in. But, let’s face it – friends and family don’t want to see your headlights. That’s how JJwinks was born.

Our “light hug” allows you to lounge braless and sleep in every JJwinks top. Our bottoms are fit to flatter any age and any figure. Both are modest enough for surprise guests and comfy enough to catch a few winks. All in luxurious fabrics and made in Los Angeles.

We found a partner we could scale with in Vector Apparel in Los Angeles and we were off and running from there, launching in January 2018. We are all e-commerce, with the exception of an occasional Pop-up store. Our office is in Huntington Beach. Our cars are on autopilot from OC to LA.

Entering our 3rd year in business, we feel like we’ve gone from a start up to a small business with the steady growth that has provided enough proof of concept for us to stay in the game and keep building this business of ours.

Has it been a smooth road?
Navigating the garment industry in the Fashion District has probably been the most difficult step for us. We’ve made a lot of mistakes along the way because neither of us had a ton of experience in the business. There are so many moving parts and so many times where we didn’t know what we didn’t know. But, we chalk each misstep to a lesson learned and try to not beat ourselves up too much for it, trying to make sure they are not repeated. We have never regretted our decision to purchase from only LA-based fabric suppliers and to make our garments here. It’s proven to help minimize the repercussions of mistakes we have made. We can react quicker to problems with all of our team nearby.

So let’s switch gears a bit and go into the JJwinks in story. Tell us more about the business.
We make loungewear/sleepwear. We are known for the development of our Light Hug™ design which is our version of an inside shelf that goes in all of our tops and nightgowns. Our designs allow women to feel comfy and chic without shouting to the world that she is braless. We originally designed JJs as sleepwear, but customers began telling us they were living in them in and out of the house. We have evolved into a loungewear brand that you can live and sleep in.

We are most proud of the fact that women tell us daily how JJwinks have changed the way they live and how they can’t wait to get their regular clothes off after a long day and get their JJs on. We love knowing that we help women feel beautiful when they are the most comfortable.

It’s such a simple idea, being able to not wear a bra. But, it’s not always possible when there are people/kids around. When men ask us why this is so important, we ask them if they would ever be truly comfortable laying around the house in a jock strap. Of course they say, “no”. Well, that’s how it is for we women — we just want to be braless every minute we can. And, if we can help someone feel more comfy, then we are solving a problem.

We are also proud to know that as our business grows, so do opportunities for work for the friends we’ve made in the garment industry. We like knowing that a few more people get jobs because our customers want more JJs. It feels good to know that any success we have has a ripple effect in our community.

How do you think the industry will change over the next decade?
We see the trend of braless living only increasing. In terms of the way in which we sell, we see e-commerce as still our best bet, with no immediate big shifts or changes.

Contact Info:

  • Website:
  • Phone: 844-757-8834
  • Email:
  • Instagram: @JJwinks
  • Facebook: @JJwinks

Image Credit:
The model shots were taken by Catherine Asanov & Lauren Nabers.

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