Hayes has a background as a senior purchaser for N Brown (1997-2020) and a purchaser at Freemans (2021-2024).
She launched the Samantha Jane occasionwear model when in January, and its first assortment will debut at Harrogate Trend Week in August.
The model goals to recognise a spot out there for contemporary takes on dressing for moms of the bride or groom by way of “subtle, modern outfits, at business worth factors”.
The gathering consists of midi and maxi clothes, three-piece units and marriage ceremony equipment.
Costs vary from £29 for a fascinator to £350 for an embellished maxi costume.
Hayes stated: “For too lengthy, moms of the bride and groom have confronted a selection between outdated, inflexible types or exorbitant worth tags, I imagine each girl deserves to really feel assured and fabulous on such a special occasion. Samantha Jane is about celebrating the fashionable mom.”
