Meet the Founder: Alice Whiteley, Founder & Managing Director of Yawn
A shared belief in sleep and relaxation sits at the heart of this conversation with Alice Whiteley, Founder of Yawn.
At Hampshire hotel, Careys Manor & SenSpa, we believe in the importance of sleep and relaxation as the foundations of wellbeing – simple, everyday practices that help us slow down and feel restored. Set within the New Forest, our surroundings naturally encourage a gentler pace, whether that’s switching off for the evening or making time to properly rest.
With this shared outlook in mind, we caught up with Alice Whiteley, Founder and Managing Director of Yawn, to talk about her journey, the realities of building a wellness-focused brand, and why creating space to relax matters more than ever.
Let’s start at the beginning – tell us a little about your background and the path that led you to founding Yawn.
I have always been a ‘people person’ and love learning and throwing myself into things. I studied hard at school and have always been curious about the world. I was lucky enough to get into Oxford University where I studied Politics, Philosophy and Economics. I loved it. I started my career as a management consultant at McKinsey and subsequently worked in business development. I had always wanted to set up my own business but knew it would be hard. I wanted to first build confidence, a network and skills that would earn me good money and that I could fall back on. I loved my early career, working in creative and exciting industries (venture capital, tv and film) with some inspiring and entrepreneurial individuals. I met my husband, got married and had my first child quite young – at 27. Going on to have three children totally informed the way I then built my career. Life as a mother became more complicated but also more wonderful.
Before Yawn existed, what experiences shaped the kind of business you wanted to build?
I had another business in my late twenties – selling second hand kids stuff – which I loved and raised investment for but it folded when we ran out of money in the financial crash of 2008. Having had a big loss of confidence I built it back again by working as an independent management consultant. It was a lucrative career but I was really tired. As a working mum I wanted to build a female-friendly business and one that would work for me as an owner. I noticed a gap in the market for a characterful, colourful nightwear brand that was all about making women feel good for themselves. That was the starting point. I put savings aside from my other company and decided to get going with my own business again – but in an organic way
Yawn sits within the wellness space — what have been some of the realities of building a brand in this area?
It has taken so much longer than I could have imagined and the business has hit some big road bumps along the way. We have been through Brexit, Covid and a cost of living crisis. The life of an entrepreneur can also be very lonely – but I am so proud that we are still here as a business.
What does wellness mean to you personally, and how does that influence the way you live and work?
For me life is all about relationships – it’s back to people. I have always been more motivated by experiences than stuff. In particular, wellness comes from spending time with the people I love and value. Family, friends and brilliant work colleagues. I try and surround myself with ‘radiators’ – people whose natural default is to spread joy and positivity, try hard and make the most of this ‘one wild and precious life’.
When do you feel most relaxed, and how does that inform the way you think about nightwear and comfort?
It often looks very simple – a night in, on the sofa, watching a gripping boxset with my husband and kids (Night Manager, Traitors anyone?). A bath with a good book. The right clothes matter and so Yawn in my head is for making women feel great when they are at their most relaxed and comfortable – at home, sleeping, hanging out in their slippers. It’s for them as they are, not as they feel they should be.
Can you talk us through your creative process — from print and colour to fabric and feel?
We love storytelling with our hand-drawn prints – understanding places, spaces, moments that make people happy and running with that. The way colour makes us feel is also really interesting – it informs a lot of what we do and our bestselling colours have remained consistent. Fabrics are also really key. We love to invest in natural fabrics and our organic cotton is the key reason that our customers come back.
You’ve spent time in the New Forest — what draws you to it, and what does time there give you?
We are big advocates in my family of making the most of what is on our doorstep here in the UK –a ‘staycation’ is right up our street. We have done a lot of camping and caravanning and love an adventure. I am a huge fan of this beautiful island we live on – we have so much natural beauty on our doorstep. A walk in the New Forest is a perfect day for us – chats are always brilliant when we are surrounded by inspiring nature.
For those finding it hard to slow down, what have you learned about protecting time for rest and self-care?
I had a health scare in the last few years – endometriosis and adenomyosis made me very ill for a long time. Frustratingly they are both chronic conditions that have been under-invested in. Luckily I got diagnosed and was able to have a life-changing operation. It made me acutely aware of the need to carve out more time to relax. Self-care for me is now making sure to relax more but also exercise properly. Weight training and flexibility become more important as we age. I have also started going to Zumba locally – it’s a weekly shot of joy.
Looking ahead, what feels important for Yawn in its next chapter?
I hope to grow a business over time that makes women feel fantastic. There are so many products that can do that and there is so much to do – but I am taking a patient approach to growth. The last few years have been challenging so we are now in a time of quiet but purposeful renewal. Watch this space!
Alice’s thoughtful approach to rest, comfort and self-care resonates deeply with our own philosophy here at Careys Manor & SenSpa where unhurried mornings, woodland walks and deeply restful nights invite a gentler pace of life. We’re excited to share something relaxing with Yawn very soon – a little surprise to help you unwind and make time for yourself.
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