Founder Jess Jeetly, a petite 5’1" optometrist always found shopping for work clothes an uphill battle, having to spend extra money on alterations to every garment. Jess wanted fashionable, tailored suits and dresses that nipped in at the waist and could be dressed up or down; feminine, sharp shirts that would last wash after wash. The very few established petite brands in the UK were catered to a mature customer and their smallest sizes were still wide and unflattering on her petite silhouette. Trawling through racks of short versions of skirts and dresses at her favourite high street stores just to make-do wasn’t successful either. Often dresses were too short to be professional enough for business wear. So it was time to make a change and supported by her husband Jay Jeetly, Co-Founder and marketing director, they launched the brand online in 2012.
“I want to give petite women a voice in the clothing industry. For too long our clothing choice has been limited and determined by designers and high-street retailers. Although there have been positive changes in casual wear, petites still have a restricted choice of high quality, on-trend clothes to wear at work. In today’s world everything from food to fashion relies on inspired presentation and it’s especially true in the competitive corporate world where young, ambitious petite women want their attire to reflect their attitude. It is precisely to meet their requirements that I introduced JEETLY. I want petite women to feel individual and directional with their clothing and not purely fashion-led.