Sant and Abel – how Sophie Lovejoy creates and manufactures luxury leisurewear, now selling on several continents

Adelaide-born and raised Sophie Lovejoy jumped from being a well-paid TV producer into the precarious, fickle world of fashion, when she started out creating and then manufacturing cute boxer shorts to sell in her mum’s homewares store in Norwood, Adelaide. Fast forward a few years and Sophie took the plunge to move herself and her business to Los Angeles. Along the way she had transformed her brand Sant and Abel, into a luxury sleepwear and leisurewear fashion range that caught the eye of celebrities like the Kardashians and TV host Jimmy Fallon, who gave her brand the tick of approval by wearing her PJs, thereby helping catapult Sant and Abel to brand awareness and sales stardom in the biggest, juiciest clothing market in the world, the USA.

Hope you enjoy Sophie Lovejoy’s inspiring entrepreneurial story.

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