Baukjen De Swaan Arons is the woman behind Baukjen as you know it. Although originally born in Amsterdam, she’s a Londoner at heart - having first moved to the city aged five. After the birth of her first child she launched the luxury maternity brand Isabella Oliver and a few years later Baukjen followed. Here she shares the inspiration behind the brand…
What compelled you to launch the label?
Life is an extremely busy juggling act, it's the same for every woman I know. I found that although I had my favourite go-to brands for things like the weekly food shop, I didn’t have a clothing equivalent: a collection that I could rely upon to edit out faddy trends, put relevant looks together and afford me clothes that fit beautifully and stand the test of time. This dilemma inspired Baukjen. We aim to offer effortless outfits to women with a busy lifestyle.
How would you describe the collections?
It’s about those key pieces a woman needs in her wardrobe. From the perfect white tee, to the ultimate jeans; the jersey dress that does day or night or a timeless leather jacket. Women have many aspects to their life. I want Baukjen to be there for them.
At the heart of each collection is a classic colour palette, although we’re not averse to a well-placed pop of colour or a stylish print.
The Baukjen collection isn’t about fast trends, it’s centred around modern classics that are designed with the woman and her lifestyle at the centre of it. If someone buys a winter coat from us, I want them to enjoy that coat for years to come.
We design everything in-house which means we work really closely together, constantly bouncing ideas off each other.
Tell us about the team behind the collections
We design everything in-house which means we work really closely together, constantly bouncing ideas off each other. We also have a sample room where patterns are cut and samples are made and tried on for fit. It means we’re really close to the product to get the fit and quality the way we want it.
A lot of the designs are intended to be timeless. Which Baukjen pieces do you find yourself wearing over and over?
This season I’ve had our leather leggings on constantly, often worn with our pink boyfriend cardigan and our white Coco Shirt to work. Our Boyfriend Jeans are another weekend go-to, while the Lexden Blazer in white has made appearances on pretty much every day of the week. I knew as soon as we saw the sample that I had to have it, but it’s exceeded expectations. I can't deny there are perks to this job!
You and your husband, Geoff, run the brand as a team. How do you cope; living and working together?
A lot of my friends say ‘I could never do that’, but actually it’s nice to have a common interest outside the family arena. He concentrates on the financial and operational side of the business, whereas I focus on the creative elements like the collections, photo shoots and catalogues etc. So we complement each other well. I’m lucky, I really enjoy working with him. He drives me mad sometimes but that’s to be expected. I’m sure he’d say the same about me.
Why not read...