The Story Behind Devina Louise: A Journey of Self-Acceptance, Creativity, and Care

When I started Devina Louise back in 2016, it wasn’t just because I wanted to create clothing — it was because I was going through my own journey of learning to feel beautiful and comfortable in my own skin.
After years of self-doubt and comparison, I realised that true beauty isn't about fitting into a mould; it's about embracing who you are, as you are. And I wanted to create clothing that supported other women in feeling that way too.

But it wasn’t only about the self-acceptance journey. I’ve always loved the hands-on side of creating: the feel of natural fabrics, the excitement of finding beautiful materials, the joy of working with colour and texture, and the quiet magic of bringing something new into the world. There’s something grounding about the physical process — and it’s still one of the parts I love most.

Of course, the journey hasn’t been easy.
There have been many sacrifices — weekends working instead of spending time with friends and family, late nights, missed events, financial uncertainty. Building something from nothing means constantly choosing the bigger vision, even when the immediate rewards aren’t there.
It means facing fear after fear:

• Doubting whether my designs were good enough.

• Doubting whether people would care.

• Feeling overwhelmed by everything small business owners have to do: social media, marketing, customer service, product development — wearing all the hats at once.

There were many tears. Times I thought about giving up.
Even close people around me questioned whether I could make it work — and their doubts became my own sometimes. 
But every time, an order would come through, or a kind message from a customer would land in my inbox. And it reminded me why I started.
There’s no easy path when you’re building something.
I've had to stretch outside my comfort zone again and again — from approaching people I didn't know, to learning to be visible, to trusting that connection always starts with vulnerability.
I've found support through mentoring, through connecting with other small business owners, and through doing a lot of inner work — including working with a psychologist, who has gently reminded me that what I’m doing is hard, and it’s completely normal to feel all the things I feel.

Still, despite everything, I kept going.
Because deep down, I know why I started: I want to bring more care into the world. I want to make a difference.
Even though part of me still craves to blend in and play small, I’m learning to stand out — even when it feels uncomfortable and messy and challenging.

Today, Devina Louise exists to offer something simple but meaningful: effortless, timeless clothing that doesn't demand too much thought or energy to wear — clothes that feel good and remind women of their natural beauty.
I use only natural fibres and non-toxic dyes, because I believe that what we wear should nourish and respect us — not just on the surface, but in every way.

This brand is an extension of my heart, my journey, and my hope that every woman can wake up, throw on something beautiful and effortless, and feel completely herself — no compromises, no hiding.

Thank you for being part of this journey with me.