Lucky Jade
Lucky Jade is an American childrenswear brand founded by designer Leslie Pitts. It started with cashmere blankets and now makes layette, knitwear, dresses and gifts for babies and young children.
| Founder | Leslie Pitts |
|---|---|
| Country | United States |
| Category | Baby and childrenswear |
| Origin product | Cashmere blankets |
| Wholesale programme | Boutiques Only Program |
| Website | luckyjade.com |
What is Lucky Jade?
Lucky Jade is a childrenswear label founded by Leslie Pitts, who serves as its creative director. Pitts designed women's clothing before moving into children's wear.
History
The brand began with cashmere blankets and expanded step by step into layette, clothing and gift items for babies and children.
Products and positioning
Lucky Jade focuses on soft fabrics for everyday wear by young children.
- Sweaters in a machine-washable cashmere blend
- Knitted and woven pieces in soft fabrics
- Dresses and rompers in playful prints such as llamas, butterflies and geometric hearts
- Gift items for babies
Distribution
Alongside its own sales, Lucky Jade runs a Boutiques Only Program: collections designed exclusively for independent children's boutiques that do not appear on the brand's website or at large retailers. The programme debuted at the Children's Club trade show, with new items delivered every 8 to 12 weeks and marketing material supplied to stockists.
Why it matters
The boutique-only approach is a deliberate answer to channel conflict, giving independent retailers product they cannot be undercut on online.
Frequently asked questions
Who founded Lucky Jade?
Lucky Jade was founded by Leslie Pitts, a former womenswear designer who is the brand's creative director.
What does Lucky Jade sell?
Lucky Jade sells baby and children's clothing, including cashmere blend knitwear, dresses, rompers, layette and gifts.