How does a background in hospitality and fashion production lead to revolutionizing the luxury hotel industry? Join us as we chat with Jason Lurie, the mastermind behind Jalen Designs, who has turned the world of hospitality uniform design on its head. From his beginnings making costumes for Disney and Marvel to an unexpected pivot into outfitting elite private members clubs, Jason's journey is a testament to innovation and adaptability. Discover how a chance meeting with Forbes Travel Guide opened the doors to a global luxury market and learn about the meticulous approach Jason takes to understand each hotel's unique regionality and history.
Get ready to explore the cutting-edge trends of 2024 in hospitality uniform design, where fashion meets functionality in ways never seen before. Jason reveals how today's uniforms are moving away from traditional, logo-heavy designs towards more personalized, stylish garments that celebrate individuality while maintaining team cohesion.
Learn about the game-changing benefits of modern fabric blends, the scalability of production for large hotel chains, and the versatility of using consistent base garments across various roles. As we wrap up, Jason shares how you can connect with Jalen Design for your next project, where he emphasizes the importance of a progressive uniform design in fostering a proud and engaged workforce.
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
I think for us what creating magic is all about and
it's all very specific, all veryspecific in terms of
regionality.
Like for the Caribbean would besomething that's very different
.
London would be somethingcompletely different.
I think it's reallyunderstanding going into the
hotel, visiting the hotel,seeing the space, seeing the
history, really understandingwhere the hotel has come from.
Speaker 2 (00:31):
Hello everyone, welcome back to another exciting
edition live here from LasVegas at the Forbes Travel
Summit.
I'm now joined by a reallyunique guest, someone I was
actually very keen to speak tobecause his company, jalen
Designs, has come up in a numberof conversations with hotel GMs
because they love what hiscompany does.
They make the uniforms for manyof these incredible five-star
hotels.
And I have the privilege now tospeak to Jason Lurie, who is
(00:55):
the founder of Jalen.
Welcome, jason, great to haveyou with us.
Speaker 1 (00:58):
Hi, dan, it's great to be here.
Thank you so much.
Speaker 2 (01:00):
Of course.
Now I understand you're fromSouth Africa, but you live in
London.
Speaker 1 (01:04):
Live in London.
Speaker 2 (01:05):
And you created this company with your wife nearly
two decades ago.
So tell me how you got intothis business and how you
actually decided to focus onhospitality.
Speaker 1 (01:15):
So I come from a restauranteur background.
My parents are restauranteurs,so I've always had the love of
hospitality, known the industryintimately, and my wife Lindy
she's been in fashion productionfor many, many years, so we
both have a real creativeinstinct in us.
So when we met we joined forcesand we decided to open up this
(01:36):
lovely company called JalenDesign, which has now been going
almost 20 hours an hour.
Speaker 2 (01:40):
Yeah, that's incredible, but did you guys
actually decide when you firstcreated the business to focus on
hospitality?
Was that a specific focus?
Speaker 1 (01:47):
I would say it's a real organic process, the way we
started.
When we first started weactually were and we still are.
It's a big part of our business.
We create costumes for the filmindustry.
So we work for Disney andMarvel all the amazing big
productions that we work for.
So it was originally J JLDesign was only doing costumes
for film.
Then we got an amazing callfrom a costume designer who was
(02:11):
working at a private membersclub in London which is 5
Hartford Street, and that kindof turned from costume into
uniform for a beautiful membersclub.
So it was a really organicprocess that went from film into
five-star luxury privatemembers clubs and then it went
into all the different hotels.
Speaker 2 (02:29):
Fascinating.
Well, some questions I reallywant to ask you about design,
but I want to make sure I makethe connection too in terms of
being here at the Forbes Summit.
So when was it that youactually put more of an effort
and a focus into travel andhospitality?
Is it specifically hotels?
And then what ultimately kindof brought you to be part of the
Forbes Summit?
Speaker 1 (02:48):
So what about seven years ago?
We attended the chiefconference in Puerto Rico, which
is the Caribbean conference,and we had a talk with the
incredibly inspiring JerryInzarello, the ex-CEO of Forbes
Travel Guide.
So I was sitting therelistening to him and thinking,
incredibly inspiring, I wouldlove to be part of this team.
So I was sitting therelistening to him and thinking,
incredibly inspiring, I wouldlove to be part of this team.
So I got back to London anddecided to email him and I did.
(03:11):
Then got an incredible responseback to say we'd love you to be
part of the team, and that'show the journey with Forbes
Travel Guide started.
Speaker 2 (03:18):
Amazing.
So did you start therelationship with Forbes and
then start to produce more forhospitality businesses?
I think what?
Speaker 1 (03:28):
happens when we our first client was that private
members club that went into theincredible properties in London
like the Mayborn Group, barclays, claridge's, etc.
Etc.
And that started going aroundthe world.
That also went into theCaribbean, which we now have an
office there, and then that kindof linked into the Forbes
travel guide.
How can we expand?
(03:48):
How can we increase ourpresence globally?
How do we reach more people?
Because what we do is work onthe luxury level and we really
understand what a hotel needs,what it requires, because it's a
very difficult thing to run,but when it's done beautifully
and uniforms and garments aredone beautifully and people look
incredible, it's it's creatingmagic.
And that's what we love to dois create magic yeah, no, it's
(04:10):
fast.
Speaker 2 (04:11):
So here's the question I'm desperate to ask
you, because you can educate meand our listeners on this is
that my son wants to be a pilotand, um, he's a few years away
from that but nevertheless he's,uh, completely focused on
becoming a pilot.
And for some reason, when wewere discussing it, we go to
these pilot stores and theyoffer all of the clothing for
pilots, so the bags and the hats.
And so we ended up looking intothe history of the pilot
(04:34):
uniform, which I didn't realizecame from the cruise industry
and it came from ships.
And it hit me like, obviouslyit's so bloody obvious once you
make the connection.
And it hit me like, obviouslyit's so bloody obvious once you
make the connection.
But to give people theconfidence, like in the 1950s
and 60s, to fly, they wanted tomake sure that you felt that you
could see the crew and thatthey looked a certain way that
(04:55):
gave you the same confidence,like you were boarding a ship,
and so you had the captain.
And so, knowing that smalllittle insight, how does that
work?
When it comes to thehospitality industry, is there a
specific intention with thedesign of the clothing, either
leading up to today or maybeeven some of the modern designs
you're doing in terms of howit's expected to resonate with
(05:17):
the guest.
Speaker 1 (05:19):
I think for us what creating magic is all about and
it's all very specific, all veryspecific in terms of
regionality, like for theCaribbean.
It would be something verydifferent.
London would be somethingthat's very different.
London will be somethingcompletely different.
I think it's reallyunderstanding going into the
hotel, visiting hotel, seeingthe space, seeing the history,
really understanding where thehotel has come from.
I'll give you one example likeclaridge's in london is one of
the most historical old hotelsand we will give them to us of
(05:41):
create, creating a look that wasmodern but yet also referenced
the 1940s and 1950s.
So creating real, a modernuniform that fits people well
and, of course, all the workthat goes into it fitting people
, understanding how the bodyworks, understanding how
movement works, creating fabricsat last.
But what looks modern but hasthe essence of history?
(06:03):
What people are walking to thehalls of Claridge's?
They want to see somethingamazing.
They want to see people lookamazing.
When you drive up to Claridge's, what does the dormant look
like?
So it's just creating a designand it's the fit of the garment,
it's everything that goes intothe history, the design, the
make of the garment and that Imentioned.
We have incredible clients allover the world.
We have Sandy Lane in Barbadosand Rosewood Miramar in
(06:25):
California some incredible,incredible properties that we
love, and the partnership isreally strong.
Speaker 2 (06:30):
Yeah, I'd love to ask you too, what are some of the
two or three uniforms that youcould point to that our audience
may be able to identify with?
I mean, I'm thinking about PanAm back in the day, right?
So like in some of these iconicoutfits.
So I'm still, I guess, on theairline theme.
But let's shift to hotels andhospitality.
You mentioned the dormantthat's a great example
(06:51):
especially in london.
Speaker 1 (06:51):
Yeah, like the regalia, like there's, there is
absolutely yeah, so yeah,highlight some of the aspects of
iconic design for hotelierswhat I for me, talking about
carriages again just findingabout the period, detailing and,
for example, putting on theepaulette hand sewn gold
embroidery.
But that references a time tothe past.
(07:13):
Although it's done in modernways, modern times, it's
referencing a way that you woulddo gold embroidery from the
past buttons that reference ahistorical past, embroidered
crested buttons, crested goldbuttons that reference the
Claridge's crest.
I mentioned another property,sandy Lane in Barbados.
The owner, which we've known foryears, is incredible, loves the
(07:34):
color pink.
How do you bring pink into atropical resort that brings a
modern touch?
So making a bespoke tropicalprint in the color pink,
different shades of pink, andalso, what's so important is the
different body shapes.
How do you make someone inLondon feel good and someone in
the Caribbean feel good, wherethere are so many different body
shapes?
What we've done is created avery specific pattern for the
(07:54):
Caribbean that shows othercompanies how clothes are meant
to fit on a Caribbean body.
Speaker 2 (08:00):
Very interesting, very interesting.
Well, obviously you mentionedpink, because the pink sand
beaches that they're famous forin Bermuda, right yeah.
So how does it work?
So the pink sand beaches thatthey're famous for in Bermuda,
right, exactly, yeah.
So how does it work?
Because a new client comes toyou.
So if you meet someone here,I'm assuming that's one of the
benefits of being here at theForbes Travel.
Summit, because you'll meet newhoteliers or GMs.
Speaker 1 (08:16):
It's about personality meeting people,
understanding the personality.
Speaker 2 (08:20):
And then they'll brief you on the fact they need
new uniforms, yes, and thenyou'll take it away and come
back with design options.
Just tell us a bit more aboutthat process.
I'm just intrigued tounderstand how this all works.
Speaker 1 (08:29):
So our company has an incredible design and
development team.
So you'd meet someone on site.
We prefer to meet people.
Of course you can have a teamschool, but it's amazing to meet
people.
We understand their ethos,their company.
We'd go back to the designboard, understand the spaces,
the interiors, the exteriors.
You, the interiors, theexteriors.
(08:50):
You know the ethos of thecompany and then create a real
design, mood, images, pieces offabric, embroideries, buttons,
just trims, just a little ethosof what we think the company is.
And we present that.
We either fly it in and presentor we send it to them, just
presenting a real ethos of whatwe believe the company to be.
And that could be a color of afabric, that could be a
silhouette, it could be acertain pattern we've done it
(09:10):
could be an embroidery, andthat's what we call the initial
move-over, just to make surethat we are finding the right
path, because the journeytogether is a very intimate one
and I think sometimes hoteliersreally know that it's a really
intimate thing to creategarments for their people.
Speaker 2 (09:25):
And in terms of these clients, when you have a
long-term engagement, whichclearly you have with many of
your clients, what does thetypical cycle look like in terms
of ordering new uniforms?
So, if you make a newpartnership and you produce
their uniforms, is it acontinuous collaboration because
they're always in need of newuniforms for their team?
Is it something you do for andthen they produce them for a set
(09:48):
period of time and they refresh?
How does that process work?
Speaker 1 (09:50):
I would say there's two different ways.
For example, in London, let'ssay for the Lanesville, it's all
made to measure, it's allseveral rows, all bespoke.
So you'd go in, you'd measuresomeone, you would make it for
them, for each person.
So that would be done like that.
The Caribbean tends to be quitedifferent.
Once you've done the design,you roll out the design, you
have a yearly reorder.
So it's a much easier process.
(10:12):
But I would say it's a reallyintimate relationship from
design, presentation to samplingto production.
So yes, our clients have beenwith us for 10, 15 years.
If you work very well together,you tend not to lose each other
.
You tend to stay together for along time.
So I would say it's along-lasting relationship.
They could have a big reorder.
In the Caribbean they place anorder of a thousand garments.
(10:35):
Or for Claridge's, for example,they need a top-up of two,
three people for the door.
So that could be an order ofsix coats.
So very much dependent on theclient, on where they are and
what they need.
Speaker 2 (10:44):
Right, and now one of the things that's come to my
understanding, being here forthe first time and I really
wanted to speak to you, as wellas Frate, which is another
supplier vendor to many of thehigh-end hotels with their
linens, and just understandingthe ecosystem, so knowing that
you're the go-to partner foruniforms, they're the go-to
partner for linens and bedding.
Speaker 1 (11:04):
Clearly, these partnerships have great
long-term value Absolutely, andI think what it is about
personal relations, I think thevery fact that I met Jerry and
emailed him immediately.
It's all about something verypersonal, and I think Forbes has
always been part of the luxurytravel industry and Jalen Design
always has been as well, so Ithink there was a real meeting
(11:25):
of minds and understanding ofworking together.
Another thing that I shouldmention I know, talking of
trends of luxury hospitality,there's um a trend now to go
towards a more other thancreating bespoke for each and
every person.
There's tending towards morestock supported.
So what we've done is createdan incredible line which is
stock support line called jay,which is our new sustainable,
(11:47):
which is made from organiccotton and recycled polyester,
which is a line that's carriedthat people can order Chino.
That's just friendlier for theenvironment If you need five
Chinos that are stock supported,ready to send out, rather than
the factory making it each time.
So it's just an easier processfor the hotels.
If they want a bunch of Chinossent out, we can do that, or
they want to bespoke, we can dothat as well, just making it
(12:08):
easier for the client to orderyeah, all the way.
Speaker 2 (12:10):
Yeah, that's really interesting.
I'm curious to know also whatsome of the other benefits of
being here clearly partnershipsand networking, but in terms of
the content, I know there's alot that's happening on the main
stage and with some of thebreakout sessions.
Is that content relevant to you?
Are there any other aspects, uh, to this conference that
particularly resonates with youor that you know that are
insights you're taking away frombeing here yesterday and today?
Speaker 1 (12:31):
I think what's so exciting for me, coming to the
conference every year, is thatseeing other hoteliers win
awards and why they win awardsand how they better themselves
and all about the guestexperience Just to see it on the
screen, who's winning, whythey're winning and what the
hospitality trends are.
So it's not just chatting topeople and getting clients,
which is incredible, but it'sactually seeing what trends are,
(12:52):
understanding the future of theindustry and just understanding
the future of the industry andsee what current trends are.
Yeah Well, let me ask you alittle bit more about that,
because obviously we've touchedon Forbes and why?
Speaker 2 (13:03):
we're all together here and various benefits of
that.
But I really do want to touch onthe trends, because obviously
that's a theme of the show andunderstanding travel trends for
2024.
But I've never had anyone on theshow that is in the uniform and
garment industry within travel,and I've got so many questions.
I know I have to be mindful oftime, but I guess what I'd like
to understand and you can evenhelp me with framing the
(13:25):
question but what I would loveto know is that when I think
back to starting in the travelindustry and even people that
work with travel tour operatorsand they have, sometimes there's
a dread associated with theuniform that they have to wear,
right, they're all kind of putin a certain uniform and the
organization decides that forthem Sometimes it's not
particularly comfortable,whether it's the fabric, it
(13:46):
doesn't fit well and they wantto wear their own comfortable
clothes.
And there has been thismovement towards casual
workplace, business, casualenvironment and that's been a
big shift, certainly even fromthe time I came into the
workforce, which is only 20years ago, but when it was 20
years ago you had to dressbusiness attire, corporate.
Corporate you had to wearcorporate and now so many office
(14:09):
environs are casual and I'veseen some organizations that
have gone to a more casualenvironment or allow.
I'll give you an extremeexample outside of hospitality
in retail Costco Costco stores,which I know, you have a
different concept and you're notsure who works there or not,
based on the attire.
So, when it comes to designtrends in hospitality, talk us
(14:33):
through what you're seeing in2024 and what organizations are
looking for or what you'readvising organizations to take
on board from your insights.
Speaker 1 (14:40):
So it's a really interesting question because for
us we have that knowledge ofthe corporate background.
You know, in the 1970s therewas the corporate, for example,
not for seasons, but it could beany Ritz-Carl background.
You know, in the 1970s therewas the corporate, for example,
not for seasons, but it could beany Ritz Carlton.
You have a corporate uniform,you stick a logo on the chest
and that's a uniform.
But that has changed so much.
So what we find in our companyI think why it sets it apart
from other companies everyonethat comes into our company is
(15:02):
from a fashion background.
So garments are designed.
If you stick out chinos on arack in a shop, they look like a
fashion chino.
If you stick out trousers in ashop or a jacket, it looks like
a fashion jacket.
It's just engineered withblends of fabrics that make it
last longer.
It's engineered in factoriesthat understand how to make a
uniform.
But if you stuck out uniformson anyone, they look like
(15:23):
fashion.
So all the people that work forus, the incredible team that we
have, are from the fashionbackground and develop fabrics
geared towards the fashionbackground.
So it doesn't look like auniform.
And also I think we have,because of our standing in the
industry.
We can tell clients, we can geton the call to a big brand and
say actually, you don't need tohave that logo on the chest,
(15:44):
it's not necessary anymore.
If you stick 20 people in abeautiful blue trouser, it looks
like a team.
So it's not about everyonelooking the same.
Let people be, have someindividuality, look different.
You can have different shadesof blue.
If front desk, for example,there's 12 people, they can have
different shades of blue,different shapes, different
(16:05):
silhouettes.
You don't have to stick awaistcoat on a man and woman.
Let the woman be woman, the manbe man.
It can be completely different.
Let people be themselves and Ithink people walk into a space
and they will see that those areproud people that work in the
hotel.
They don't need to stick a logoon the chest for someone to
work in a hotel and I thinkthat's what we're very vocal in
telling hotels it's time to moveon.
(16:26):
There are some incrediblepartner clients we have.
We just started working withGeorge Tsang in Paris Incredible
fashion collection,unbelievable.
But there are some clients whosay look, we can move forward,
let's push the boundaries andit's possible and it's actually
quite easy.
Speaker 2 (16:41):
Yeah, fascinating.
So, in terms of the partnersyou work with, is it often that
these are boutique five-starproperties, or are they also the
Marriott's or some of thelarger chain organizations, and
do you work at scale with largecompanies like that?
Speaker 1 (16:58):
So what we find is how do you create magic?
You can have a lovely12-bedroom property in Anguilla,
which is easy to do, but whenyou try to scale it up, you want
to create that magic across theboard.
But what we do find is, whenyou are scaling up, sometimes
it's easier because if you wantto buy fabric for five people,
that becomes prohibitivelyexpensive.
But if you want to create abeautiful French fabric in a
(17:23):
jacquard, for example, for 100to 300 people, it actually
becomes more reasonable.
So you can roll a program outover 800 people, but you just
scale it up.
So we have incredible partnerfactories that we worked with
for many, many years and we justscale the production up.
The design is, in essence, thesame.
The fashion forward, collectionis the same.
All it is is scaled up.
So what we're finding?
Back to trends.
What we're finding is hotelierswould say we don't need one
color Chino in front desk, onecolor Chino in F&B.
(17:44):
You can have one beautifulbeige Chino cross board and then
you can dress it up, you canuse accessories, you can dress
it up, play it down.
There's a lot of differentthings that you can do in a
hotel to keep it.
Speaker 2 (17:54):
Keep the collection tight, absolutely yeah, and
interesting now you've come allthe way across from london, but
you also spend time in uhbarbados as well.
Yes, beautiful part of theworld is there yeah, a great
place for the studio to be um.
What are some of your travelplans for 2024?
So some new destinations,either for business travel or
for personal travel this year.
Speaker 1 (18:14):
This year.
I think it's really excitingfor us because this year we have
just opened up our office inScottsdale, so we've got an
incredible presence in America.
So we'd like to explore the.
I'll be going on the weekendthe first time to Scottsdale,
never been before, so somethingreally interesting.
And there's just so much inAmerica that's opening.
We work in LA, work in New York, so in terms of business,
there's a lot happening aroundScottsdale and different parts
(18:35):
of America which I'd love totravel to.
We've also recently kind ofmoved into Puerto Rico, which is
another incredible island thatwe've been to, and also moving
more and more of the islands.
It's like Caribbean islands arelike a drug.
I'm happy to see them.
Speaker 2 (18:55):
All you could design uniforms all day for the
Caribbean All day, visit all day.
Speaker 1 (19:00):
Have face-to-face meetings as many times a day as
possible.
Speaker 2 (19:04):
Did you ever have to do the Bermuda shorts for any of
the organizations?
Speaker 1 (19:07):
We actually did we designed Bermuda shorts for any
of the organizations.
We actually did.
We designed Bermuda shorts.
We had beautiful Bermuda socksas well, and when we got that,
wow, it's not just in the movies, it really is a pink Bermuda
short and a pink Bermuda sockand it actually looks incredible
.
Speaker 2 (19:19):
Is that right?
Speaker 1 (19:20):
It actually really looks good.
I mean, I went for the pinkBermuda shorts, but not the
socks.
Speaker 2 (19:25):
I left the socks off.
Well, it's been so enjoyable totalk to you and get your
perspective.
I do want to make sure thatanyone listening to this that is
in the industry, that hasadditional questions and wants
to be able to follow up with you, jalen Design.
So tell everyone, if youwouldn't mind, how to reach your
organization or get in touchfor more details.
Speaker 1 (19:42):
Lovely, so I'd love to reach.
I'd love to hear from anyonethat's interested.
This is wwwjlindesigncom.
We're pretty much open becauseof all our different areas.
We're pretty much open 24-7.
So I'd love to hear from youand we welcome for any questions
, emails or phone calls.
Speaker 2 (20:00):
Terrific.
Well, it's a real pleasuremeeting you, Jason.
Good luck the next couple ofdays at the conference.
Speaker 1 (20:04):
I look forward to keeping in touch.
Thank you so much.
Speaker 2 (20:06):
Thank you.
Speaker 1 (20:06):
Great to be here, thank you.
I think for us what creating magic is all about and
it's all very specific, all veryspecific in terms of
regionality.
Like for the Caribbean would besomething that's very different
.
London would be somethingcompletely different.
I think it's reallyunderstanding going into the
hotel, visiting the hotel,seeing the space, seeing the
history, really understandingwhere the hotel has come from.
Speaker 2 (00:31):
Hello everyone, welcome back to another exciting
edition live here from LasVegas at the Forbes Travel
Summit.
I'm now joined by a reallyunique guest, someone I was
actually very keen to speak tobecause his company, jalen
Designs, has come up in a numberof conversations with hotel GMs
because they love what hiscompany does.
They make the uniforms for manyof these incredible five-star
hotels.
And I have the privilege now tospeak to Jason Lurie, who is
(00:55):
the founder of Jalen.
Welcome, jason, great to haveyou with us.
Speaker 1 (00:58):
Hi, dan, it's great to be here.
Thank you so much.
Speaker 2 (01:00):
Of course.
Now I understand you're fromSouth Africa, but you live in
London.
Speaker 1 (01:04):
Live in London.
Speaker 2 (01:05):
And you created this company with your wife nearly
two decades ago.
So tell me how you got intothis business and how you
actually decided to focus onhospitality.
Speaker 1 (01:15):
So I come from a restauranteur background.
My parents are restauranteurs,so I've always had the love of
hospitality, known the industryintimately, and my wife Lindy
she's been in fashion productionfor many, many years, so we
both have a real creativeinstinct in us.
So when we met we joined forcesand we decided to open up this
(01:36):
lovely company called JalenDesign, which has now been going
almost 20 hours an hour.
Speaker 2 (01:40):
Yeah, that's incredible, but did you guys
actually decide when you firstcreated the business to focus on
hospitality?
Was that a specific focus?
Speaker 1 (01:47):
I would say it's a real organic process, the way we
started.
When we first started weactually were and we still are.
It's a big part of our business.
We create costumes for the filmindustry.
So we work for Disney andMarvel all the amazing big
productions that we work for.
So it was originally J JLDesign was only doing costumes
for film.
Then we got an amazing callfrom a costume designer who was
(02:11):
working at a private membersclub in London which is 5
Hartford Street, and that kindof turned from costume into
uniform for a beautiful membersclub.
So it was a really organicprocess that went from film into
five-star luxury privatemembers clubs and then it went
into all the different hotels.
Speaker 2 (02:29):
Fascinating.
Well, some questions I reallywant to ask you about design,
but I want to make sure I makethe connection too in terms of
being here at the Forbes Summit.
So when was it that youactually put more of an effort
and a focus into travel andhospitality?
Is it specifically hotels?
And then what ultimately kindof brought you to be part of the
Forbes Summit?
Speaker 1 (02:48):
So what about seven years ago?
We attended the chiefconference in Puerto Rico, which
is the Caribbean conference,and we had a talk with the
incredibly inspiring JerryInzarello, the ex-CEO of Forbes
Travel Guide.
So I was sitting therelistening to him and thinking,
incredibly inspiring, I wouldlove to be part of this team.
So I was sitting therelistening to him and thinking,
incredibly inspiring, I wouldlove to be part of this team.
So I got back to London anddecided to email him and I did.
(03:11):
Then got an incredible responseback to say we'd love you to be
part of the team, and that'show the journey with Forbes
Travel Guide started.
Speaker 2 (03:18):
Amazing.
So did you start therelationship with Forbes and
then start to produce more forhospitality businesses?
I think what?
Speaker 1 (03:28):
happens when we our first client was that private
members club that went into theincredible properties in London
like the Mayborn Group, barclays, claridge's, etc.
Etc.
And that started going aroundthe world.
That also went into theCaribbean, which we now have an
office there, and then that kindof linked into the Forbes
travel guide.
How can we expand?
(03:48):
How can we increase ourpresence globally?
How do we reach more people?
Because what we do is work onthe luxury level and we really
understand what a hotel needs,what it requires, because it's a
very difficult thing to run,but when it's done beautifully
and uniforms and garments aredone beautifully and people look
incredible, it's it's creatingmagic.
And that's what we love to dois create magic yeah, no, it's
(04:10):
fast.
Speaker 2 (04:11):
So here's the question I'm desperate to ask
you, because you can educate meand our listeners on this is
that my son wants to be a pilotand, um, he's a few years away
from that but nevertheless he's,uh, completely focused on
becoming a pilot.
And for some reason, when wewere discussing it, we go to
these pilot stores and theyoffer all of the clothing for
pilots, so the bags and the hats.
And so we ended up looking intothe history of the pilot
(04:34):
uniform, which I didn't realizecame from the cruise industry
and it came from ships.
And it hit me like, obviouslyit's so bloody obvious once you
make the connection.
And it hit me like, obviouslyit's so bloody obvious once you
make the connection.
But to give people theconfidence, like in the 1950s
and 60s, to fly, they wanted tomake sure that you felt that you
could see the crew and thatthey looked a certain way that
(04:55):
gave you the same confidence,like you were boarding a ship,
and so you had the captain.
And so, knowing that smalllittle insight, how does that
work?
When it comes to thehospitality industry, is there a
specific intention with thedesign of the clothing, either
leading up to today or maybeeven some of the modern designs
you're doing in terms of howit's expected to resonate with
(05:17):
the guest.
Speaker 1 (05:19):
I think for us what creating magic is all about and
it's all very specific, all veryspecific in terms of
regionality, like for theCaribbean.
It would be something verydifferent.
London would be somethingthat's very different.
London will be somethingcompletely different.
I think it's reallyunderstanding going into the
hotel, visiting hotel, seeingthe space, seeing the history,
really understanding where thehotel has come from.
I'll give you one example likeclaridge's in london is one of
the most historical old hotelsand we will give them to us of
(05:41):
create, creating a look that wasmodern but yet also referenced
the 1940s and 1950s.
So creating real, a modernuniform that fits people well
and, of course, all the workthat goes into it fitting people
, understanding how the bodyworks, understanding how
movement works, creating fabricsat last.
But what looks modern but hasthe essence of history?
(06:03):
What people are walking to thehalls of Claridge's?
They want to see somethingamazing.
They want to see people lookamazing.
When you drive up to Claridge's, what does the dormant look
like?
So it's just creating a designand it's the fit of the garment,
it's everything that goes intothe history, the design, the
make of the garment and that Imentioned.
We have incredible clients allover the world.
We have Sandy Lane in Barbadosand Rosewood Miramar in
(06:25):
California some incredible,incredible properties that we
love, and the partnership isreally strong.
Speaker 2 (06:30):
Yeah, I'd love to ask you too, what are some of the
two or three uniforms that youcould point to that our audience
may be able to identify with?
I mean, I'm thinking about PanAm back in the day, right?
So like in some of these iconicoutfits.
So I'm still, I guess, on theairline theme.
But let's shift to hotels andhospitality.
You mentioned the dormantthat's a great example
(06:51):
especially in london.
Speaker 1 (06:51):
Yeah, like the regalia, like there's, there is
absolutely yeah, so yeah,highlight some of the aspects of
iconic design for hotelierswhat I for me, talking about
carriages again just findingabout the period, detailing and,
for example, putting on theepaulette hand sewn gold
embroidery.
But that references a time tothe past.
(07:13):
Although it's done in modernways, modern times, it's
referencing a way that you woulddo gold embroidery from the
past buttons that reference ahistorical past, embroidered
crested buttons, crested goldbuttons that reference the
Claridge's crest.
I mentioned another property,sandy Lane in Barbados.
The owner, which we've known foryears, is incredible, loves the
(07:34):
color pink.
How do you bring pink into atropical resort that brings a
modern touch?
So making a bespoke tropicalprint in the color pink,
different shades of pink, andalso, what's so important is the
different body shapes.
How do you make someone inLondon feel good and someone in
the Caribbean feel good, wherethere are so many different body
shapes?
What we've done is created avery specific pattern for the
(07:54):
Caribbean that shows othercompanies how clothes are meant
to fit on a Caribbean body.
Speaker 2 (08:00):
Very interesting, very interesting.
Well, obviously you mentionedpink, because the pink sand
beaches that they're famous forin Bermuda, right yeah.
So how does it work?
So the pink sand beaches thatthey're famous for in Bermuda,
right, exactly, yeah.
So how does it work?
Because a new client comes toyou.
So if you meet someone here,I'm assuming that's one of the
benefits of being here at theForbes Travel.
Summit, because you'll meet newhoteliers or GMs.
Speaker 1 (08:16):
It's about personality meeting people,
understanding the personality.
Speaker 2 (08:20):
And then they'll brief you on the fact they need
new uniforms, yes, and thenyou'll take it away and come
back with design options.
Just tell us a bit more aboutthat process.
I'm just intrigued tounderstand how this all works.
Speaker 1 (08:29):
So our company has an incredible design and
development team.
So you'd meet someone on site.
We prefer to meet people.
Of course you can have a teamschool, but it's amazing to meet
people.
We understand their ethos,their company.
We'd go back to the designboard, understand the spaces,
the interiors, the exteriors.
You, the interiors, theexteriors.
(08:50):
You know the ethos of thecompany and then create a real
design, mood, images, pieces offabric, embroideries, buttons,
just trims, just a little ethosof what we think the company is.
And we present that.
We either fly it in and presentor we send it to them, just
presenting a real ethos of whatwe believe the company to be.
And that could be a color of afabric, that could be a
silhouette, it could be acertain pattern we've done it
(09:10):
could be an embroidery, andthat's what we call the initial
move-over, just to make surethat we are finding the right
path, because the journeytogether is a very intimate one
and I think sometimes hoteliersreally know that it's a really
intimate thing to creategarments for their people.
Speaker 2 (09:25):
And in terms of these clients, when you have a
long-term engagement, whichclearly you have with many of
your clients, what does thetypical cycle look like in terms
of ordering new uniforms?
So, if you make a newpartnership and you produce
their uniforms, is it acontinuous collaboration because
they're always in need of newuniforms for their team?
Is it something you do for andthen they produce them for a set
(09:48):
period of time and they refresh?
How does that process work?
Speaker 1 (09:50):
I would say there's two different ways.
For example, in London, let'ssay for the Lanesville, it's all
made to measure, it's allseveral rows, all bespoke.
So you'd go in, you'd measuresomeone, you would make it for
them, for each person.
So that would be done like that.
The Caribbean tends to be quitedifferent.
Once you've done the design,you roll out the design, you
have a yearly reorder.
So it's a much easier process.
(10:12):
But I would say it's a reallyintimate relationship from
design, presentation to samplingto production.
So yes, our clients have beenwith us for 10, 15 years.
If you work very well together,you tend not to lose each other
.
You tend to stay together for along time.
So I would say it's along-lasting relationship.
They could have a big reorder.
In the Caribbean they place anorder of a thousand garments.
(10:35):
Or for Claridge's, for example,they need a top-up of two,
three people for the door.
So that could be an order ofsix coats.
So very much dependent on theclient, on where they are and
what they need.
Speaker 2 (10:44):
Right, and now one of the things that's come to my
understanding, being here forthe first time and I really
wanted to speak to you, as wellas Frate, which is another
supplier vendor to many of thehigh-end hotels with their
linens, and just understandingthe ecosystem, so knowing that
you're the go-to partner foruniforms, they're the go-to
partner for linens and bedding.
Speaker 1 (11:04):
Clearly, these partnerships have great
long-term value Absolutely, andI think what it is about
personal relations, I think thevery fact that I met Jerry and
emailed him immediately.
It's all about something verypersonal, and I think Forbes has
always been part of the luxurytravel industry and Jalen Design
always has been as well, so Ithink there was a real meeting
(11:25):
of minds and understanding ofworking together.
Another thing that I shouldmention I know, talking of
trends of luxury hospitality,there's um a trend now to go
towards a more other thancreating bespoke for each and
every person.
There's tending towards morestock supported.
So what we've done is createdan incredible line which is
stock support line called jay,which is our new sustainable,
(11:47):
which is made from organiccotton and recycled polyester,
which is a line that's carriedthat people can order Chino.
That's just friendlier for theenvironment If you need five
Chinos that are stock supported,ready to send out, rather than
the factory making it each time.
So it's just an easier processfor the hotels.
If they want a bunch of Chinossent out, we can do that, or
they want to bespoke, we can dothat as well, just making it
(12:08):
easier for the client to orderyeah, all the way.
Speaker 2 (12:10):
Yeah, that's really interesting.
I'm curious to know also whatsome of the other benefits of
being here clearly partnershipsand networking, but in terms of
the content, I know there's alot that's happening on the main
stage and with some of thebreakout sessions.
Is that content relevant to you?
Are there any other aspects, uh, to this conference that
particularly resonates with youor that you know that are
insights you're taking away frombeing here yesterday and today?
Speaker 1 (12:31):
I think what's so exciting for me, coming to the
conference every year, is thatseeing other hoteliers win
awards and why they win awardsand how they better themselves
and all about the guestexperience Just to see it on the
screen, who's winning, whythey're winning and what the
hospitality trends are.
So it's not just chatting topeople and getting clients,
which is incredible, but it'sactually seeing what trends are,
(12:52):
understanding the future of theindustry and just understanding
the future of the industry andsee what current trends are.
Yeah Well, let me ask you alittle bit more about that,
because obviously we've touchedon Forbes and why?
Speaker 2 (13:03):
we're all together here and various benefits of
that.
But I really do want to touch onthe trends, because obviously
that's a theme of the show andunderstanding travel trends for
2024.
But I've never had anyone on theshow that is in the uniform and
garment industry within travel,and I've got so many questions.
I know I have to be mindful oftime, but I guess what I'd like
to understand and you can evenhelp me with framing the
(13:25):
question but what I would loveto know is that when I think
back to starting in the travelindustry and even people that
work with travel tour operatorsand they have, sometimes there's
a dread associated with theuniform that they have to wear,
right, they're all kind of putin a certain uniform and the
organization decides that forthem Sometimes it's not
particularly comfortable,whether it's the fabric, it
(13:46):
doesn't fit well and they wantto wear their own comfortable
clothes.
And there has been thismovement towards casual
workplace, business, casualenvironment and that's been a
big shift, certainly even fromthe time I came into the
workforce, which is only 20years ago, but when it was 20
years ago you had to dressbusiness attire, corporate.
Corporate you had to wearcorporate and now so many office
(14:09):
environs are casual and I'veseen some organizations that
have gone to a more casualenvironment or allow.
I'll give you an extremeexample outside of hospitality
in retail Costco Costco stores,which I know, you have a
different concept and you're notsure who works there or not,
based on the attire.
So, when it comes to designtrends in hospitality, talk us
(14:33):
through what you're seeing in2024 and what organizations are
looking for or what you'readvising organizations to take
on board from your insights.
Speaker 1 (14:40):
So it's a really interesting question because for
us we have that knowledge ofthe corporate background.
You know, in the 1970s therewas the corporate, for example,
not for seasons, but it could beany Ritz-Carl background.
You know, in the 1970s therewas the corporate, for example,
not for seasons, but it could beany Ritz Carlton.
You have a corporate uniform,you stick a logo on the chest
and that's a uniform.
But that has changed so much.
So what we find in our companyI think why it sets it apart
from other companies everyonethat comes into our company is
(15:02):
from a fashion background.
So garments are designed.
If you stick out chinos on arack in a shop, they look like a
fashion chino.
If you stick out trousers in ashop or a jacket, it looks like
a fashion jacket.
It's just engineered withblends of fabrics that make it
last longer.
It's engineered in factoriesthat understand how to make a
uniform.
But if you stuck out uniformson anyone, they look like
(15:23):
fashion.
So all the people that work forus, the incredible team that we
have, are from the fashionbackground and develop fabrics
geared towards the fashionbackground.
So it doesn't look like auniform.
And also I think we have,because of our standing in the
industry.
We can tell clients, we can geton the call to a big brand and
say actually, you don't need tohave that logo on the chest,
(15:44):
it's not necessary anymore.
If you stick 20 people in abeautiful blue trouser, it looks
like a team.
So it's not about everyonelooking the same.
Let people be, have someindividuality, look different.
You can have different shadesof blue.
If front desk, for example,there's 12 people, they can have
different shades of blue,different shapes, different
(16:05):
silhouettes.
You don't have to stick awaistcoat on a man and woman.
Let the woman be woman, the manbe man.
It can be completely different.
Let people be themselves and Ithink people walk into a space
and they will see that those areproud people that work in the
hotel.
They don't need to stick a logoon the chest for someone to
work in a hotel and I thinkthat's what we're very vocal in
telling hotels it's time to moveon.
(16:26):
There are some incrediblepartner clients we have.
We just started working withGeorge Tsang in Paris Incredible
fashion collection,unbelievable.
But there are some clients whosay look, we can move forward,
let's push the boundaries andit's possible and it's actually
quite easy.
Speaker 2 (16:41):
Yeah, fascinating.
So, in terms of the partnersyou work with, is it often that
these are boutique five-starproperties, or are they also the
Marriott's or some of thelarger chain organizations, and
do you work at scale with largecompanies like that?
Speaker 1 (16:58):
So what we find is how do you create magic?
You can have a lovely12-bedroom property in Anguilla,
which is easy to do, but whenyou try to scale it up, you want
to create that magic across theboard.
But what we do find is, whenyou are scaling up, sometimes
it's easier because if you wantto buy fabric for five people,
that becomes prohibitivelyexpensive.
But if you want to create abeautiful French fabric in a
(17:23):
jacquard, for example, for 100to 300 people, it actually
becomes more reasonable.
So you can roll a program outover 800 people, but you just
scale it up.
So we have incredible partnerfactories that we worked with
for many, many years and we justscale the production up.
The design is, in essence, thesame.
The fashion forward, collectionis the same.
All it is is scaled up.
So what we're finding?
Back to trends.
What we're finding is hotelierswould say we don't need one
color Chino in front desk, onecolor Chino in F&B.
(17:44):
You can have one beautifulbeige Chino cross board and then
you can dress it up, you canuse accessories, you can dress
it up, play it down.
There's a lot of differentthings that you can do in a
hotel to keep it.
Speaker 2 (17:54):
Keep the collection tight, absolutely yeah, and
interesting now you've come allthe way across from london, but
you also spend time in uhbarbados as well.
Yes, beautiful part of theworld is there yeah, a great
place for the studio to be um.
What are some of your travelplans for 2024?
So some new destinations,either for business travel or
for personal travel this year.
Speaker 1 (18:14):
This year.
I think it's really excitingfor us because this year we have
just opened up our office inScottsdale, so we've got an
incredible presence in America.
So we'd like to explore the.
I'll be going on the weekendthe first time to Scottsdale,
never been before, so somethingreally interesting.
And there's just so much inAmerica that's opening.
We work in LA, work in New York, so in terms of business,
there's a lot happening aroundScottsdale and different parts
(18:35):
of America which I'd love totravel to.
We've also recently kind ofmoved into Puerto Rico, which is
another incredible island thatwe've been to, and also moving
more and more of the islands.
It's like Caribbean islands arelike a drug.
I'm happy to see them.
Speaker 2 (18:55):
All you could design uniforms all day for the
Caribbean All day, visit all day.
Speaker 1 (19:00):
Have face-to-face meetings as many times a day as
possible.
Speaker 2 (19:04):
Did you ever have to do the Bermuda shorts for any of
the organizations?
Speaker 1 (19:07):
We actually did we designed Bermuda shorts for any
of the organizations.
We actually did.
We designed Bermuda shorts.
We had beautiful Bermuda socksas well, and when we got that,
wow, it's not just in the movies, it really is a pink Bermuda
short and a pink Bermuda sockand it actually looks incredible
.
Speaker 2 (19:19):
Is that right?
Speaker 1 (19:20):
It actually really looks good.
I mean, I went for the pinkBermuda shorts, but not the
socks.
Speaker 2 (19:25):
I left the socks off.
Well, it's been so enjoyable totalk to you and get your
perspective.
I do want to make sure thatanyone listening to this that is
in the industry, that hasadditional questions and wants
to be able to follow up with you, jalen Design.
So tell everyone, if youwouldn't mind, how to reach your
organization or get in touchfor more details.
Speaker 1 (19:42):
Lovely, so I'd love to reach.
I'd love to hear from anyonethat's interested.
This is wwwjlindesigncom.
We're pretty much open becauseof all our different areas.
We're pretty much open 24-7.
So I'd love to hear from youand we welcome for any questions
, emails or phone calls.
Speaker 2 (20:00):
Terrific.
Well, it's a real pleasuremeeting you, Jason.
Good luck the next couple ofdays at the conference.
Speaker 1 (20:04):
I look forward to keeping in touch.
Thank you so much.
Speaker 2 (20:06):
Thank you.
Speaker 1 (20:06):
Great to be here, thank you.
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