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Jasmine Edwards On The Myth Of ‘Having It All’

We Visited Jasmine Edwards In Her Family Home In Woollahra To Hear All About Her Journey Into Motherhood And What She’s Learned Along The Way

As one of four children in a close-knit family, motherhood was never a question for Jasmine, but a matter of timing. “I was 36 when I had my daughter Paloma, which my 20-year-old self would have said is ‘old’, but having met my husband Sam at 33, becoming a mum happened a little later in life for me,” Jasmine tells The Inarra

A modern love story, the founder and director of Australian sleepwear label, Jasmine and Will, met her partner Sam through dating app Bumble. The couple got engaged in Byron Bay and later eloped in Palm Beach amid the Covid-19 pandemic. Now, they’re navigating parenthood together. 

“Becoming a mum has taught me to open up and let the love in,” Jasmine says. “I express much more emotional and physical love in comparison to when I was younger, because I want Paloma to know how loved she is.”

“I often say Jasmine and Will is built on family values, and by that, I mean integrity, patience, and that warm fuzzy feeling. I can’t put a label on our parenting style, but it’s all of those things wrapped up in plenty of cuddles.”

"I express much more emotional and physical love in comparison to when I was younger, because I want Paloma to know how loved she is."

With a degree in commerce, Jasmine was working in finance in Dubai when she noticed a gap in the market for stylish yet affordable sleepwear. After a long-term relationship broke down, she took the opportunity to move back to Australia to launch Jasmine and Will as a side hustle in 2015.  

“As any founder of a start-up will agree, you don’t have much time for anything else in those early days,” she says. “It was a cathartic distraction at a time in my life where I felt rather lonely, but above all it was a product I truly believed in.”

The first pyjama brand to launch a bespoke monogramming service, Jasmine and Will quickly began to garner a cult following. This inspired the designer to take the leap and leave her corporate 9-5 behind to focus on the business full-time. 

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Jasmine wears Matteau

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Jasmine wears AREA

Fast forward to 2023, and Jasmine is now the face of Australia’s leading sleepwear brand with Bloomingdale’s, David Jones, and The Iconic stocking her luxury pyjamas. But juggling a successful business and motherhood isn’t always easy. 

“We’ve been conditioned to think we can have it all – the career, the children, the well-managed home,” Jasmine says. “It has taken me until recently (and a very near burnout) to realise that this is honestly not possible, even for someone like me, who by my own admission can manage a big to-do list efficiently.” 

“After becoming parents, you realise it’s so easy to prioritise your child at the expense of neglecting each other,” she adds. “But checking in and being kind to one another, even in the hard times, makes parenting much more enjoyable. Once Paloma is in bed, we often have ‘wine time’. Date nights at home are something we’ve become really good at.”

Alongside making time for your partner is another piece of parenting advice that has stuck with Jasmine. When pregnant with Paloma, a fellow mum advised always getting dressed, no matter how busy life gets.  

“It sounds so simple, but finding 15 minutes in the morning to get dressed and put on a little make-up makes a world of difference,” Jasmine says. “Yes, my hair is generally slicked back and my clothes are more mum-life friendly… but the therapy is in the doing.”

Since parenthood, Jasmine’s style hasn’t really changed. On maternity leave, she ‘lived in’ Toteme leggings and relied on her trusty trench to elevate the look. She can often be found scrolling for investment pieces online. In her basket at the moment? Saint Laurent statement earrings, The Row suiting, and anything Khaite. 

“My love for a minimal colour palette has not waned, but my Napisan bill has certainly skyrocketed!” she jokes. “For the everyday, I rely on a handful of basics that I can easily mix and match. I pair them with sneakers or ballet flats, as we’re always on the go.” 

“For Paloma, I love local brands such as Marlow and Mae, Printebabe, and for something special: Bonpoint.”

Since welcoming their first child together, Jasmine and Sam have been finding joy in the everyday moments, from beach days to their first holiday as a family of three. When asked what her favourite thing about motherhood is so far, Jasmine simply replies: “Unconditional love. Is there anything better?”

By Danielle Fowler

"It’s so easy to prioritise your child at the expense of neglecting each other.. but checking in and being kind to one another, even in the hard times, makes parenting much more enjoyable."

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