About Jade Heather

Clothes made for the woman you are now.

It started in a fitting room

Not with a business plan, and certainly not with an ambition to build a label.

It started with a woman standing under a bad light, holding a dress that had been designed for a body she hadn’t had in twenty years — and quietly deciding she was tired of it.

The high street seemed to have split the world in two. On one side, everything cut for someone half her age. On the other, everything designed to cover her up entirely, in the sort of colours you wear when you’ve agreed to fade into the background. Nothing in between for a woman who still wanted to feel like herself.

So Jade started sketching. Not a collection — just the dress she wanted and couldn’t find anywhere.

Sleeves that covered the upper arm without adding bulk. A waist that sat where a real waist sits, not three inches higher. Fabric that moved with her instead of clinging to every line. A print that was pretty without being fussy.

Friends asked where she’d bought it. That question, asked often enough, became Jade Heather.

What we believe

A good fit is kindness. Nothing here needs holding in, tugging down or thinking about halfway through the afternoon. If a piece only looks right standing perfectly still, it doesn’t make it into the collection.

Comfort is not the opposite of beautiful. Soft fabrics, considered drape, room where you want it and shape where it matters. You should be able to sit through a long lunch in it and still like the photographs afterwards.

Colour is not just for the young. Florals, stripes, embroidery, a clean white midi in high summer. Visibility is a choice, and we’d like to make it an easy one.

Clothes are for wearing. Not for saving. Not for the diet, the occasion or the someday. The best compliment we receive is that a dress has been worn until it’s soft at the seams.

Why every piece has a name

Yvonne. Beatrice. Cordelia. Patricia. Scarlett.

Our pieces carry women’s names rather than style codes, because that’s how they’re designed — with a particular woman in mind, not a size chart. It keeps us honest. It’s much harder to cut a careless sleeve when you’ve given the dress a name.

How we work

We design in small, considered ranges rather than chasing every trend that passes. A style earns its place by fit first, then fabric, then everything else.

We also read our emails. Feedback about a hemline, a sleeve, a length that runs short — it goes straight back into the next round. A great deal of what we make now exists because a customer told us what was missing.

Our promise to you

• 30-day money-back guarantee. If it isn’t right, send it back within 30 days for a full refund. No awkward questions.
• Free UK delivery on every order, with full tracking from our door to yours.
• Secure checkout with all major credit and debit cards, plus Apple Pay, Google Pay, PayPal, Klarna and Shop Pay.
• A real person on the other end. Our team answers Monday to Friday, 9:00am – 5:00pm, and weekends from 12:00pm – 5:00pm (BST).

Come and find something you’ll actually wear

Whether it’s a wedding-guest midi, a jumpsuit that carries you from lunch to evening, or the everyday dress that ends up living at the front of the wardrobe — we hope you find it here.

And if you don’t, tell us. We’re listening.

With love,
Jade Heather