Jeannie’s Story

Dear Reader,

This, is Jeannie’s story.

Love, Jeannie. Established in late 2024, with the first ever release launched on 05.02.2025 is not just a clothing brand, but a culmination of passion, heartbreak, love, and desire. 

Founder, Siân Jeanne O’Callaghan, has had a passion for the fashion industry since early childhood. From sitting and watching her mother, Adele, sew her first outfits, to borrowing fabric from her grandma, Evelyn, in high school, to make her own. The passion has forever been there, and no matter what direction Siân took in life, it would always find its way back to her.

Just like many of the best love songs are built off heartbreak, Love, Jeannie wasn’t so different. Although the concept and first designs began prior, it wasn’t until an unexpected heartbreak came that things really took off. As the heartbreak brought with it a fall through of plans to move to Melbourne and a bunch of savings that were now just sitting there. The need to stay busy and the funds that were meant to start a new life between Siân and her ex-partner became the fuel that took Love, Jeannie, from concept to action. 

Alongside fashion, Sian always did love to write. Whether that be writing down thoughts into notebooks, or stories during class, she always saw writing as a therapeutic practice. Combining poetry and creative style writing with the formatting style of a journal, she would often sign off her work, under the alias, Jeannie. So derived from her middle name, Jeanne, given after her nan, the name Love, Jeannie was born. However it is not only in the name of the brand that Siân would incorporate her writing, as she always knew, that whatever she was in the process of creating was not and was never going to be… just a clothing brand.

Now to step out of the mind, and back into the body. If there was one thing Sian always had a desire for, it was comfort. As a little girl who grew up hearing beauty is pain, having hair tugged tightly for dance competitions and ears pierced with earrings and an apple the day of her cousin’s wedding. Sian was very familiar with discomfort being part of a beautiful appearance. As she grew older, she wanted to change that. As she consistently reached for leggings over jeans and tank tops over blouses, Sian wanted to be able to not only look beautiful, but feel beautiful whilst doing it. And with that, came the idea of… loungewear, you can wear anywhere.

So this culmination of passion, heartbreak, love, and desire were simply the building blocks of the very first chapter of Love, Jeannie. These very building blocks are no stranger to the average person, like you and me. Looking back, we were all once children, with big dreams and a heart full of love… for many of us, something changed that, and for most of us, that something wasn’t just age or time. I believe that with the right words, a bit of love, and a sense of comfort, we are able to, even if just for moments, come back to a place where we once again feel like that child, the one with a dream, and a heart, full of love.

With this being said, I bring to you, a brand, not only designed to make you feel good and to make you look good, but most importantly, a brand designed to expand love. 

Thank you for being here and thank you for reading. 

Signed off by yours truly.

Love,

Jeannie.