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Jelani is a fashion and swimwear brand that prioritizes self-expression, mental wellness, and community. Inspired by the founder Natalia's angels, Kalani and Georgia, Jelani honours their memory and addresses the stigma of mental health. Natalia, who deeply cares about this cause, created Jelani to foster a future where people are more aware of their emotions and learn to work with them, not against them.

Jelani stands out in a crowded market by emphasising the importance of rest and self-care in its messaging and product offerings, empowering customers to feel confident and comfortable in their own skin. The brand's luxurious, high-quality pieces are designed for the modern man and woman who values both comfort and style.

Natalia began Jelani by hand-making soy wax candles at home, and her journey into fashion started with learning to sew and creating the first piece of clothing Jelani sold, the 'Oasis' skirt. Although Jelani cannot yet claim to be 100% sustainable, Natalia is committed to moving towards a sustainable future for the brand, starting with the use of sustainable fabrics for Jelani's bikinis.

Jelani's mission aims to provide a safe and nurturing environment that prioritises self-care and rest while offering high-quality fashion and accessories that empower and inspire confidence and comfort.