We talk to Alice Whiteley, whose busy life as a working mother and management consultant helped her build a brand focussing on helping women slowing down.

Yawn is a British brand launched in 2014 and born out of founder Alice Whiteley’s busy life as a working mother and management consultant.

Alice teamed up with co-founders, designers Philip Koh and Roly Grant, to build a brand that focused on helping women to slow down.


Yawn is growing fast, selling directly from www.loveyawn.com.

What was the inspiration behind the website?

I dreamt up Yawn because I was finding it increasingly hard to relax – and the women in my life were feeling the same. I wanted to make beautiful pyjamas that give you a hug; that say it’s ok - good even - to slow down.

When did you launch the site?

September 2014. I can still remember the thrill of our first customer order (from someone we didn't know) - Margaret from Scotland.

What are your greatest challenges?

The mental one. Keeping positive and persevering when things get tough (as they do) is really important. I have definitely got better at this over time!

Please recommend a website and / or app that helps you promote your site or that you simply couldn't live without.

Klaviyo has been fantastic for us - we manage our emails through them and it is a very successful marketing channel. Ocado so that I can organise the weekly shop on my way home - the drivers are fantastic and it saves lots of time.

Do you have a favourite business podcast?

Yes! How I Built This is brilliant. I love hearing from other business founders, I find it incredibly reassuring that even those who are huge successes today had to face obstacles along the way - and got over them

What is your motto?

At work - to always put the customer first.
In general - to aim high, work hard and be kind.

September 2019