I'm officially jealous.  Jealous that I didn't think of this first!  Lounge-wear comfortable enough to sleep in....  With support.  It's called Shelfie and it's the revolutionary movement in lounge-wear and pajamas.  


Family Physician Turned Stay-at-home Mom Launches a Loungewear Line for Women

Hello! I'm Joanne Jarrett. I am a retired family physician. Not the “golden years” type of retired, but more the “retired sounds better than I quit to raise my kids.” If you want to read more about how and why I made this decision, check out this article.


I don’t know a single woman who doesn’t want to rip off her underwire bra the minute she walks through her door. But I also don’t know many who are totally comfortable hanging around with NO support and coverage. I mean, what if the doorbell rings, God forbid?! What if your kids have friends over? After years of googling “shelf bra pajamas” and “shelf bra nightgown” and coming up with nothing except slinky lingerie (please!!! Who wants to deal with their dishues in slinky lingerie? Sheesh!), I had no choice by to take matters in my own hands!


We need a little coverage and support despite that fact that the bra is “off the team” at home. I had discovered shelf-bra camis and began wearing them as loungewear and pajamas. I could never figure out why this concept wasn’t expanded into other pieces. I envisioned something that feels and looks great to wear in the no-bra-zone but that is fit for public consumption should the need arise (I know I’m not the only one who occasionally wears my pajamas to school drop-off!).

I designed and made the first prototype of Shelfies in my home sewing room. I named them Shelfies because of the “shelf bra” inside layer. All women know what this is, but the term baffles men, which is ok! This stuff is for women! And not all shelf bras are created equally, if you know what I mean. I set out to design the perfectly soft but flattering shelf that has just enough thickness for coverage (no one needs a push up or 1 inch thick cup at home!) and enough separation to look great (to avoid that loaf-of-bread look). I drew up the six pieces I wanted in my at-home wardrobe and then worked with a specialty pattern maker. We came up with soft, cozy clothes with the perfect amount of support and coverage, and each outfit has a phone pocket!

Shelfies are made from the highest quality knits containing rayon, cotton, and spandex for a soft feel, a nice stretch, and a good bounce-back. The unique built-in second layer contains super soft and slightly stretchy cups with the perfect amount of thickness and separation. The elastic is plush and soft, and there are no itchy tags or seams. The Spring/Summer line includes a sleeveless maxi dress, a short sleeved just above the knee dress, a sleeveless tunic, a kangaroo pocket short-sleeved top, shorts, and leggings. All pieces are available in three colors, and two of the three include a fun, whimsical print.


I have written some blog posts about the process along the way. If you are curious about the process I went through between the initial idea and the first pattern, you can check that out here. To learn more about my journey to a trademark, read this article (don’t worry, it’ short). To hear more about the pieces in the collection, the patterns, the fabrics, and the fit samples, click here. And to see a quick recap of the photo shoot, jump over to this article. It has been so much fun! I told my husband Scott that I think I have earned at least a few honorary degrees. I’ve taken many classes, both online and in person (in SanFrancisco and Oakland), and I have done a ton of googling. I’m like a whole extra person now!


After way more work than I ever could have anticipated, the Shelfie Shoppe Kickstarter campaign is live! It’s a 30 day campaign with the goal of getting enough backers through pre-orders to fund the first production run. As of this moment, 13 days in, the campaign is 45 % funded with 59 backers and going strong. My plan is to develop a plus-sized branch of the line if we get up to 200%!

I think the most crucial thing about this phase of the game is getting the word out, so when you see those big blue social share buttons about a quarter of the way down the post, I’d be forever grateful if you’d click on one or both and share the project to your network! Another crucial ingredient is media coverage, which has been a real challenge! I’ve sent out hundreds of emails to journalists, bloggers, and stylists. I am honored to say that I have had the opportunity to guest post on several blogs including Ruby for Women Magazine, Kind Over MatterHer View From HomeAdore Them (and this one, too), and a couple of future articles on Power of Moms. Reno Moms Blog has also done a (really funny!) story about Shelfies! And I have an article coming out in a major print magazine later this month, and once it prints, I’ll show you!

Thanks so much for reading about my crazy endeavor!                -Joanne Jarrett


Want to get in on the Shelfie movement?  Visit the Shelfie Kickstarter page to get started.

Chelsea K. RayComment