At Jeetly we challenge the status quo, we believe in being the change that petite women want to see. Jeetly is the first clothing brand that gives petite women worldwide the power to decide which clothes get manufactured.
We aim to fulfill the wardrobe needs of petite women with smart, stylish clothing, that is work-appropriate. Our focus is on timeless pieces in quality fabrics which can be worn from day to night and are interchangeable season to season, making petite women feel
Founder Jess Jeetly, 5’1: It all began in my professional life as an optometrist when I would call patients into my room and they would stare and say to me...
I would feel frustrated when this type of comment became more and more frequent. As petites we know we are short but we do not want to look like a child. It was then that I realised I needed to invest in a ‘grown up’ wardrobe for work instead of shopping in the teens department.
As cruel as it sounds, we are all judged by the way we look. This is particularly true in the workplace where our style and presentation determine our professional credibility.
Shopping for work attire became an uphill struggle:
-The few established petite brands in the UK were catered to a mature customer and their smallest sizes were still wide and unflattering.
-Short skirts and dresses at high street stores just to make-do wasn’t successful, the dresses were too short to be professional enough for business wear.
-Children's clothing fit, but was not cut for breasts and hips.
-Suit jackets and dresses from high street stores gaped at the shoulders requiring alterations - not an easy job for tailors to fix and therefore didn’t come cheap.
-Sleeves on shirts and blouses for work would overhang.
After speaking to professional women who were petite (shorter than 5’3 in height), it became obvious that the most common problem for all of us was the lack of professional clothing in petite proportions.
Despite the fact that there are more than 60 countries in the world where the average height of a woman is below 5’3 and in the UK and US alone petite women make up 35% of the female population, there was still no petite-exclusive clothing brand. Why had the fashion industry not acknowledged petite sizing? After all we are not a minority so being petite or short is not something we should be ashamed of just because fashion designers and the media glorify the woman who is 5’8 or taller.
I decided in 2013 it was time to make a change for every petite woman who felt the same way and wanted clothes that fit and flattered, to finally dress as a successful woman.
Every Jeetly collection is chosen by our petite customers via our IN or OUT feature, which showcases our design samples so that they can be voted in or out of the next season’s products. In this way petite women will have control of the styles that go ahead for manufacture and they will finally have a say in a clothing industry which has ignored such a large proportion of female shoppers.
“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. It is precisely to meet their requirements that I introduced JEETLY. Petite women should feel individual and directional with their clothing and not slaves to fashion."
Watch and wait…we have grand and exciting plans yet to unfold…our future will be shaped by the petite woman’s demands.