Coffee With Clare Hornby
of Pyjama Room 
 Clare cofounded luxury pyjama and loungewear store, Pyjama Room with her long term friend and business partner Emma Howarth. Clare lives in Labroke Grove with her husband and daughters in the week and spends her weekends at their house in West Sussex.
We had a coffee with Clare to find out what inspired her to set up her own business, dig deep about all about her shopping habits and discover where she likes to shop online.
 What inspired you to create Pyjama Room?
I’ve always wanted to have my own company and thought Emma would be the perfect partner. We were both working in advertising, both had two children and were on holiday together when we decided to start something.
We had a list of criteria to start a business and wanted to find a niche in the market for unloved sections of retail. The White Company had done it for linen, Juicy Couture for tracksuits and Jo Malone for candles...
We went through everything until we finally came to pyjamas. They’re always at the back of the store, fairly unloved and not very exciting and after a bit if research we found our niche for a luxury brand.
What makes your product unique?
The cut and the fact that for the first time you can be comfortable and look elegant. Our aim with Pyjama Room is to create comfort and style wherever you want to relax, be it at home or on a flight to New York.
How do you get a good work/life balance?
My life is incredibly busy with both work and family and I think it's really important to get a good balance. I have two little girls, three step children, a house in London and one in the country (that are both being done up at the same time!) so I have to manage my time.
I try to structure my week carefully because guilt is a nightmare when you’re a working mum. I make sure I pick the girls up from school twice a week and try to put them to bed in the evenings.
 On Mondays once they’re asleep, I have my beauty treatments done at home for a bit of me time which again I think is really important.
The only way to do it is to surround yourself with brilliant people and I couldn’t do it without my phenomenal nanny – she really is a godsend!
What’s your best selling product / label?
The Black Long Wrap Top . It sells like hot cakes and we literally can’t get it produced fast enough.
How would you characterise your fashion style?
Classic, simple and effortless.
Who is your style icon?
It’s actually one of my greatest friends, Sue. She's the most stylish person I know and looks fantastic whatever the weather come day or night.
Where do you buy your denim and why?
It has been Seven for all Mankind for years but I’ve just discovered 18th Amendment - it's a great cut for me.
Where do you buy your knitwear and why?
Joseph and Paul & Joe . I actually think very few people do beautiful cashmere well - they both do.
Heels or flats and where do you buy them?
Flats! I have mountains of ballet shoes! I’ve just bought the most incredible pair from Lanvin and another pair from Chloe - I know they'll be my summer staples over the next few months.
 Where did you shop for your maternity wear?
I wore a lot of Juicy Couture tracksuits and Diane Von Furstenberg dresses. Seraphine also did some great black T-shirts and I couldn't have lived without my Seven For All Mankind maternity jeans.
Where do you shop for childrenswear?
I love Bonpoint . They have some really gorgeous clothes for kids and I usually mix them with a few things from Gap.
Do you eat organic and live an eco conscious lifestyle?
No! I live on Starbucks!
Do you ever buy food online?
Yes, always from Ocado .
What beauty products are currently in your bathroom cabinet?
Kiehls body cream and lip balm, Eve Lom Cleanser and Estee Lauder Day Wear Plus moisturiser. I couldn’t be without any of them!
What skincare brand do you depend on?
It has to be Eve Lom - it really is unbeatable.
What are your three must-have make up products?
I always have a Nars Multiple Stick with me and a Laura Mercier Concealer but I don’t wear a huge amount of make up.
How would you describe the style of your home?
Changing! But the aim is for it to be sort of classic contemporary.
 Where do you buy your furniture and home accessories?
I think The Conran Shop is brilliant for home accessories. And whilst we're redoing our houses, The Rug Company has been fantastic. Otherwise I love wandering down Golborne Road and looking in all the amazing antique shops.
And finally, what else do you love to indulge?
Net A Porter (of course), Amazon and The White Company . |
