SHE’S A HEARTBREAKER

*Some prices have been converted to AUD and are subject to change.

Translated from the Indonesian word for ‘pyjama’, this coveted loungewear brand is the labour of love brought to you by Brisbane-based mother-daughter trio – Pea, Greer and Maddie. Let us introduce you to Piyama as we chat to one-third of this Brissy business success story.

By BETHAN WARRIOR

Hi Greer, thanks for chatting with us! Tell us about your brand…

Hi! Our label is called Piyama and we are the mother (Pea) and daughter (Greer) co-founders with my sister Maddie joining us halfway into our 10-year business journey.

Are you Brissy locals?

Yes, mum grew up in Ascot and my sister and I grew up on the Shorncliffe waterfront. We will always remain Brissy northsiders.

What made you want to start Piyama?

Mum was the one who noticed a gap in the market in 2012 for sleepwear that was fashionable and feminine, but also of great value. After a couple of family holidays to Bali, where some of our friends ran their clothing labels, we decided we would give our concept a go.

What does a typical day look like for you?

We have a small team who work from our Brisbane office and the manufacturing and export operations happen out of our Bali office. Here in Brisbane, no one day is the same, we could be reviewing fabric or pattern samples, planning photoshoots, working with our web developer, or catching up with our warehouse partners – the list goes on.

Loungewear has skyrocketed in popularity over recent years. Why do you think this is?

During the pandemic, working from home became the new norm and there was also an increased focus on health, wellbeing, and self-care which has contributed to the growth of this space. Investing in high-quality lounge and sleepwear became justifiable, as people were spending so much time in their homes. We’ve always emphasised using more natural fibres including rayon, cotton and lyocell, for their lower environmental impact and breathability. I think the general trend towards responsible manufacturing and materials has worked in our favour too.

How is it working together as a family?

The three of us have generationally different styles, which we all know and respect. Mum is considerate of the more mature market, I have recently been more focused on maternity-friendly shapes, and Maddie has been across a younger demographic. This mixed input has worked well in terms of offering a wider range of shapes and styles. We love working together – seeing our little brand grow each year has been so rewarding as a family unit.

PIYAMA.COM.AU