Looking online for genuine silk clothing can often feel like wandering through a market bazaar of old searching high and low, hunting treasures. Whispered promises of silk that turn out to be a barrage of polyester, and shiny look-alikes, but you continue to search for that elusive mirage of silken dreams. That’s when you’ve probably came upon the shop Julianna Rae, where they sell the good stuff, the real stuff. It’s a cornerstone of the online silk market and a joy to find when you’re looking for a lovely gift for yourself or someone special.
We had the opportunity to chat with the Julianna Rae founder, Juli Lee, who shared her insights into buying silk, how to care for it, and how keeping in touch with her customer has helped her grow her business for twenty years.
Julianna Rae is an online cornerstone of fine silk intimates. How long have you been in the industry to be able to present such luxury items on such scale?
We’ve been really fortunate to be designing and selling silks for just under 20 years now. It’s hard to believe that the idea we had in 2003 has grown to be the business that it is. It’s difficult to identify exactly what keeps your brand relevant for such a long period of time. Certainly, our products are attractive, well-made and designed to be – and remain – classics in your wardrobe. But I think that in any business, staying in touch with your customer, attuned to her or his needs (and sometimes getting out in front of them!) and consistently exceeding their expectations is what drives success. I know in our business, creating joy for our customer is a feature in every conversation about what we are doing and what we’ll do next.
What items do people purchase the most during the holiday season?
Without a doubt, robes and pajamas are the center of the winter holiday season. Most shoppers are looking for something that’s beautiful but not outlandish. Something that will make a holiday memorable for mom, sister, best friend, partner or themselves!
Our Heavenly Spa Reversible Silk/Cotton Robe is a perennial favorite. Customers love the fact that it’s both stylish and practical. And our Natalya Silk Pajamas, which has been selected by the New York Time’s Wirecutter as their favorite silk pajamas, and Evening Lounge PJs make a perfect gift and will be a favorite piece to wear every day.
You have considerably expanded your selections and styles over the years. Are there any upcoming products that we can look forward to?
While we can’t give away too many details, we’ll be focusing on loungewear this coming season…making everyday feel like a spa day! For fabrics, we’ll be working with knits, like natural silk cashmere. Light pieces, that drape well; soft, so they wrap you in comfort. You can expect a multi-piece collection with easy mix and match…tanks, tunics, easy pull on pants. Pieces you can wear at home or throw on to run to the store or to a casual lunch. For colors, we see tones like washed river rocks, pearly creams, whisper blues, and the like.
Who is the Julianna Rae woman?
Our customer is a fabulous woman!! Seriously, our customer is primarily a woman who has an established lifestyle, and one who is looking for timeless design, quality craftsmanship and a relationship with a brand that is enduring and supportive. She wants to feel like we get her and her lifestyle. She is fashion-forward without being a fashionista. And she’s buying for herself, or her sister or a friend. She’s comfortable with who she is and knows what she wants to buy.
What should consumers look for in quality silk?
Without getting technical, the first thing to look for in quality silk is the hand feel. Does the silk feel smooth to the touch? Does it have a “poid” or weight to it? You will want a silk that is heavy enough to drape beautifully but not so heavy that it can’t be tailored into a flattering, artful design. This is important because you want the silk to flow on the body, to accentuate your figure and not just cover it. Experts use the term “momme” when comparing silk grades. While it’s not exactly a weight reference, you can think of it as something similar to thread count. We design using mostly 19 momme silk. It looks beautiful on the human form, when designed and cut correctly, and will last for years if cared for correctly. And, no matter how good the silk you use, the key to getting a good silk garment lies in the design, the cut and the sew. Silk is a difficult fabric to work with so quality workmanship matters.
Do you have any tips for caring for fine silk and lace intimates?
Silk is actually a very strong natural fiber. It can take endless wear. What it doesn’t like are chemicals and heat. If you purchase a quality silk garment, you’ll want to wash it gently and dry it naturally. Optimally, you will wash it by hand in a non-corrosive soap and dry it on the flat, laid out on a towel or hung dry away from a heater or window (which act like a magnifying glass, concentrating any sunlight coming through). Some silks will take washing in a washing machine on gentle in cold water, with the proper soap. If you do machine wash, we recommend you put your silks in a mesh laundry bag, so they don’t catch on hooks, zippers, buttons or the machine itself. One thing to remember is that silk dries very quickly (that’s the beauty of taking it on trips!) If you leave it wrinkled when wet, that’s how it will dry. If you smooth it out to dry, you won’t even need an iron! Once or twice a year, give your silks a treat and take them to a dry cleaner to spiff them up. It’s like giving it a facial or spa treatment!
