About the Brand
About
Before I Wake was born from a desire to create premium sleepwear that is as beautiful as it is comfortable. Designed in Los Angeles, our garments are crafted from thoughtfully sourced fabrics that prioritize quality, longevity, and everyday luxury.
Before I Wake exists to make comfort more intentional. We’re redefining loungewear through elevated, thoughtfully designed pieces that blend femininity, nostalgia, and everyday luxury with more conscious choices. From selecting sustainable and ethically sourced fabrics to creating garments designed with quality and longevity in mind, we believe fashion can be beautiful, responsible, and worth cherishing. Our mission is to create loungewear that feels as good on you as it does for the world around you.
Inspired by the belief that everyone deserves to feel seen, valued, and beautiful, our debut Once Upon a Bedtime Collection reimagines sleepwear as a celebration of self-worth. Every piece is designed to evoke the feeling of stepping into your own fairytale—because luxury, comfort, and confidence should belong to everyone.
Founding Story
Before I Wake was founded by Jazmine in 2025 after a personal search for sustainable, thoughtfully designed sleepwear that combined luxury, comfort, and longevity. Recognizing a gap in the market, particularly among Black female-owned brands in the category, she set out to create the brand she wished existed.
With a background in Fashion Design and a degree in Merchandise Product Development from FIDM, Jazmine built Before I Wake from the ground up, leading every aspect of the brand from product development and packaging to marketing and creative direction while working a full-time corporate job.
In April 2026, she left her 9-to-5 to pursue her vision full-time. Just months later, the debut Once Upon a Bedtime Collection sold out in under 10 minutes, a testament to the community she cultivated by bringing customers along every step of the journey.
Today, Before I Wake stands as a celebration of intentional design, community, and the power of believing in your dreams.
Signature Products
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Fashion & Accessories
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Fashion & Accessories
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Team & Experts
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Press Coverage
VOYAGE LA
Aug 9, 2026
Meet Jazmine Bell of Before I Wake
The VoyageLA article highlights Jazmine Bell, founder of Before I Wake, and her journey from working a traditional 9–5 to building a premium pajama brand inspired by femininity, nostalgia, and the feeling of being at home. It explores her entrepreneurial journey, the challenges of building a fashion business independently, and her vision for creating beautiful, high-quality sleepwear while carving out space for representation in the industry.
Asset Library
Editorial-ready assets. All images cleared for press use with credit.
Press Contact
BW
Primary press contact
Before I wake
Press inquiries
- info@shopbeforeiwake.com
- Replies within 24 hours