JAEYLU was established in 2010 as the passion project of Sharleen J Lagon who, at the time, was a recent graduate Fashion Design Student and long-time visual artist. In collaboration with siblings Toyla J Lagon as Brand and Business Developer and Jean-Claude E Lagon as Operations Manager, the fashion house was gradually built on the strength of superior quality, unique contemporary designs, and a cultural selling point.
The brand quickly became popular in the Saint Lucian local and diaspora spheres, particularly for the fashionable highlight of the cultural "madras" fabric. Accordingly, the brand pulled high-profile clients, including dignitaries and national cultural ambassadors. The grandeur and elite aesthetic of JAEYLU's designs typically took center stage in regional and international pageants. This consequently led to the brand's extension and diversification into costumery and designing for several carnival festivals locally and regionally.
Whilst JAEYLU continues to develop and excel in Haute Couture and Carnival Costumery, the ultimate rebranding goals realign to the designer's passion for Visual Arts and Fashion in its entirety - ranging from unique accessory designs to fast fashion and luxury interior design.
Rebranding to "JAEYLU Atelier" is the trio's signal of their mission to revolutionize the Caribbean Fashion Industry at such a pivotal time, where digital markets are on the rise. Notwithstanding the drive to gain international appeal, JAEYLU remains committed to interweaving Caribbean Culture and Superior Quality in all designs and artistic projects.