We had the good fortune of connecting with Laïla B. Potvin and we’ve shared our conversation below.

Hi Laïla, what do you attribute your success to?
The key to our success lies in our unwavering commitment to delivering on our promise of creating truly timeless garments that customers will reach for time and time again. We produce everything in small batches, repeatedly, to show our customers that their investment in our brand remains valuable—even years after their initial purchase. We’re not just selling clothes; we’re here to support our customers on their journey toward a more intentional lifestyle. Our customer service feels more like a genuine friendship, built on mutual respect, and I believe this connection has fostered a deep loyalty that we’re incredibly grateful for.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
I design feminine, vintage-inspired womenswear with the intention that each piece will be cherished and worn for years to come. Every garment is ethically made in Canada, with our knitwear crafted in Peru, using only natural fibers. I started my brand in 2017 with the goal of bringing positive change to the fashion industry. When I began, terms like ‘slow’ and ‘sustainable fashion’ were still quite novel. While I’m glad that awareness has grown, I’m also concerned about how these terms have been co-opted by larger fashion giants for greenwashing. Despite that, what truly sets harly jae apart is our deep commitment to our customers’ journey toward an intentional lifestyle. For us, it’s not about buying new clothes—it’s about carefully selecting and investing in pieces that will serve you well for years to come.

It wasn’t easy to get to where we are today, and the journey has taught me one invaluable lesson that keeps resurfacing: stay true to yourself and your values. If you’re going to start a brand, lean into what makes it uniquely yours—something that no one else can replicate. It’s that distinct essence and perspective that will keep customers coming back to you time and time again.

Last year, I took an unusual step by moving my brand from a bustling city to a quiet coastal town, driven by the simple promise of a more balanced life. It was a daunting move, but one that has paid off tenfold—not just because of the change in scenery, but because of the renewed energy and focus it has brought to my work. This decision allowed me to realign with my core values, and that authenticity continues to resonate with our customers.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
It’s hard to narrow it down to just one because, truly, it’s the women who have had the most impact on my journey. From our incredibly skilled pattern maker to my very first hire at 19, to the mentors who’ve guided me—Shannon in the early days of my brand and Mary now. I’m constantly amazed by the talent, strength, and support of the women around me. They’ve been instrumental in getting me to where I am today, and I’m deeply grateful for their impact.

Website: https://www.harlyjae.com

Instagram: https://www.instagram.com/harlyjae/

Image Credits
Rachael Willson and Olivia Van Dyke

Nominate Someone: ShoutoutLA is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.