22 minutes with Loren and Estelle, founders of the BRAI brand
BRAI is a French brand of eco-responsible but above all very comfortable pyjamas and loungewear. Founded by Estelle and Loren, the two Brai sisters wanted to offer stylish pyjamas and loungewear for the whole family in France.
We invite you to discover the portrait of Estelle and Loren, founders of BRAI.
Spends the most time in the bathroom?
It's me (Estelle), I buy billions of creams, I'm completely addicted. The bathroom is where I can relax and clear my head.
Is she the most addicted to Instagram?
It's also me (Estelle), firstly because I manage BRAI'sinstagram so it takes up a lot of my time. But I love it, creating content and seeing the reaction of our community instantly is very exciting. The only time I don't post much is when I'm on vacation, but then I take over on my personal Insta!
@Brai
@Brai
Is it the greediest?
The most gourmand is without hesitation Loren! Our desks are glued to Fred's Merveilleux... I'll let you imagine the carnage at snack time.
Is she the most talkative?
It's me (Estelle), but on the whole we're both talkative, our favorite time is Monday morning when we arrive at the office and we can debrief about our weekend, it's always nice to know that Monday morning is going to be fun.
Is it the most optimistic?
That's Loren without hesitation, Loren can make you fit squares into circles even if you've explained to her A+B that it won't work. She always tells herself it's going to work, and in the end it does, just barely, but it works!
Could go around the world?
Loren too! She's clearly more adventurous than I am. After that, I wouldn't say no to a round-the-world trip, but I'd avoid countries with too many bugs.
@Brai
@Brai
Could live in pyjamas?
It's me (Estelle), there's nothing I love more in the world than doing nothing at the weekend. So staying in pajamas all day watching movies is a dream come true for me!
Do you love jewelry the most?
I think it's also me (Estelle), Loren attaches less importance to it and especially if she doesn't lose it it's a miracle.
Is it the sportiest?
The most sporty is Loren, but we do sport together, well from March to September to prepare the bikini body, the rest of the time it's more raclette body.
Is it the funniest?
It pains me to say it, but I think it's Loren, for me she's the person who makes me laugh the most.
@Brai
@Brai
How did you start the BRAI adventure?
In 2017, after 4 years in Los Angeles and the desire to bring this loungewear culture back to the family in France.
What is BRAI's philosophy?
PJ all day!
How would you define your customers in three words?
Committed, independent, strong.
Why the world of pyjamas and loungewear?
I couldn't find the pyjamas in Paris that I'd bought in Los Angeles, and after 4 years working at Juicy Couture, I already had a foot in the world of pilou pilou jogging suits, so pyjamas were a logical next step.
For BRAI, it's important to feel good and beautiful even in your pajamas?
You need to be able to feel good and beautiful 24 hours a day, because life doesn't stop at 8pm when you get home from the office. It's comforting to know that the outfit you chill in and sleep in is one you've chosen and love!
Your BRAI favorite, your must-have?
My Braintwood pyjamas and my Cozying sweater, which I wear summer and winter alike. And it says BRAI on it in case I forget my name!
@Brai
@Brai
How does BRAI fit into your daily life?
We live, we eat, we breathe, and we sleep too, ahah. During the week it's non-stop, but at the weekend I don't like to talk about work. You have to know how to cut back to come back on Monday.
How are BRAI prints created?
We exchange a lot of images and inspirations on our whatsapp groups, often the idea is born from a photo, then I draw and the print takes shape. A lot of them end up in the garbage can, but some rise from the ashes, sometimes it's a question of timing.
How do you manage family entrepreneurship?
All right, then! That's all we know anyway. But clearly we wouldn't have it any other way. We've got a great balance. It's a great achievement to have been able to bring this project together as a family.
What does your brand's eco-responsibility mean?
Everything at BRAI is designed to be eco-responsible. Products, transport, packaging. For us, it's essential. There is no Planet B.
What's your dream for BRAI?
To find BRAI stores in every major city in France and beyond. The dream is about to become a reality - it just takes a lot of hard work and patience.
@Brai
What's your favorite Poinçon 22 jewel?
For me (Estelle) my favourite piece of jewellery is the Ligne Diamants hoop earrings, mixing yellow and white gold on the same ear!
For Loren it's the Maillons necklace - 18K gold, a timeless piece !
THANK YOU ESTELLE AND LOREN
Through this portrait we wanted to highlight two sparkling women who transmit positive energy to those around them. We'd like to thank Estelle and Loren for sharing their time with us.