An Ettalong local is taking Australia’s leisurewear industry by storm with her back to basics range of comfortable, support driven garments.
Belinda Jane Keehn is the creative force behind BJ’s PJ’s, an Australian brand striving to insert comfort and simplicity back into the forefront of women’s fashion.
Designed for every woman who is sick of trading confidence for comfort, Keehn’s star has well and truly been on the rise in 2020, with her brand picking up a handful of awards and accolades.
In the past nine months BJ’s PJ’s have been featured in the 2020 Australian Women of the Year Awards, scored Women With Altitude’s Best Handmade/Original Product Award, were named LUXlife’s Best Eco-Ethical Women’s Loungewear Brand of 2020 and delved into the world of men’s fashion, launching its first men’s range just in time for Father’s Day.
Keehn is also a finalist in the 2020 AusMumpreneur Awards in the Fashion Business category, no small achievement for a first-time nominee.
But it’s not all been smooth sailing, with the pandemic testing her business and ability to bounce back amidst a major crisis.
“When the pandemic first hit, it was very hard to tell how things would pan out for BJ’s PJ’s,” Keehn explained.
“I wasn’t working my regular job, was losing a lot of money and just found it genuinely difficult to design and be hopeful when the entire community seemed so wrapped up in dread.
“It was very anxiety-inducing and it took a toll on my mental health.
“I lost my momentum and I really struggled to refocus until we came out of lockdown and things started feeling okay again.”
But getting back on the horse proved easier than she expected when her award nominations came in, and with something to look forward to, Keehn said she found it easier to continue ramping up the launch of her menswear range which had also been disrupted by the pandemic.
“The nominations were definitely a mood lifter and when I found out I won I was ecstatic.
“They were a real confidence boost when I needed it most,” Keehn said.
With the Ausmumpreneur Award winners due to be announced next week, Keehn said she was optimistic of her chances.
“I was so grateful to make it to the finals and now that I’m here I’d be lying if I didn’t say I want to win.
“It would be such a boost to the business and really validate my vision for BJ’s PJ’s.”
That vision remains an ethically sourced, sustainably produced all Australian brand and business that any Aussie can feel comfortable and confident wearing.
“The goal has always been to make fashion comfortable and I like to think BJ’s PJ’s are changing the game in leisurewear fashion with classic styles, wire-free breast support and quality fabrics that make every woman feel confident and supported.
Likewise with the men’s range.
“Men want more options than just daggy trackies when they’re relaxing and that’s what we’re aiming to deliver,” Keehn said.
Dilon Luke