The Shirt Company


Donna Middleton has over 20 years experience in the fashion industry. Originally from New Zealand, Donna studied for her BA at London College of Fashion and New York’s Fashion Institute of Technology. She has worked for global brands such as Karen Walker, Amanda Wakely, TSE and Whistles, before leaving to set up The Shirt Company. Based in East London, Donna now brings her wealth of experience to the running of the business and designing the beautiful and innovative collections which The Shirt Company has become known for.


The Shirt Company is dedicated to producing luxury women’s shirts and blouses. Each collection explores the purity of the white shirt in addition to classic trans-seasonal hues.  With an emphasis on creating unique go-to wardrobe staples The Shirt Company promotes simplicity and minimalism in design and living.

Manufactured entirely from fine Italian shirting fabric in specialised European shirting factories, the shirts embody innovation, luxury and effortless style. Combining modern aesthetic with femininity each seasonal range showcases intricately designed blouses accented with pin-tucks, frills, ruffles and pleats




Baukjen De Swaan Arons is the woman behind the eponymous label, Baukjen. Originally born in Amsterdam, she’s a Londoner at heart - having first moved to the city aged five. After the birth of her first child she launched the luxury maternity brand Isabella Oliver and a few years later Baukjen followed.

"Life is an extremely busy juggling act, it's the same for every woman I know. I couldn’t find a clothing brand that was both comfortable and chic, but also offered women a collection of pieces they could style from desk to dinner. Hence the brand Baukjen was born


A London-based womenswear brand with a single-minded vision: to create clothes that empower and inspire the busy modern woman. From sketch to sample, it all happens in Baujken's London studio. It's a vibrant place, constantly buzzing with activity and inspiration. Timeless, easy and everyday style - this is their forte. The collections are punctuated with cool, classic pieces that are easy to style and combine. Crucially, they don't just design clothes. Baujken designs effortless style. Whatever the season. Whatever your mood.



Isabella Oliver


For Baukjen De Swaan Arons, Founder, style has always been important. As her first baby bump grew, she found the transition from her pre-pregnancy to pregnancy wardrobe left her personal style and taste behind. It was Baukjen’s belief that pregnancy clothes should be fun and enjoyable that gave her the inspiration to launch her own fashion label. She remembers, “When I was pregnant with my first child, I struggled to find maternity clothing that reflected my pre-pregnancy style. Not only did I want clothes that I felt comfortable in but I also that was great quality so that I could wear them time and again as my pregnancy progressed. We did lots of research and I realised there was little out there for women and this is where the inspiration for Isabella Oliver came from.”


Maternity & Beyond

Award winning brand Isabella Oliver, understands that buying a maternity wardrobe is an investment, so they employ clever built-in design techniques to ensure that many pieces in their collection can be worn beyond pregnancy.  This includes subtle wrapping and ruching, strategic pleat placements, tucks and gathers. Each detail is carefully and intricately crafted and considered. Moreover, Isabella Oliver's 'Maternity & Beyond' collection is designed to offer women a stylish curation of effortless designs that you'll depend on during pregnancy and love afterwards.