Having worked in fashion retail for twenty years and frustrated with fast fashion, Hayley had always wanted to do things better. It took her husband’s cancer diagnosis in 2017 to make her realise that life is far too short. That year, Eleven Loves was born. The brand started with a range of organic cotton jersey wear with day-to-night appeal and a contemporary twist. Since then the brand has expanded to offer modern classics and statement foreverwear.