Helena Steele
Designer Helena Steele conceived of her line, Jessie Steele, while on a plane high above the Pacific Ocean. It was late September 2001, and she was returning home with yet more vintage aprons for her collection. A visionary, Helena realized with certitude that now was the time to do what she promised her children each time they cooked together every holiday season; to bring back the once- loved hostess apron.
Drawing on cocktail napkins, (she still has them) Steele started sketching designs and laying out the groundwork to launch this rarest of things: a niche market product! Using her experience with trade shows, merchandising, and sewing, Helena realized that a fast branding start would mean everything in capturing this new market, and that she would need a partner. Steele pitched the idea to her daughter Claire, explaining the broad market that they could create and Claire, an avid entertainer with a love of the 20th Century, was sold. Determined to stay family owned, Helena worked days with her design firm, Golden Gate Kitchens, while nights and weekends were spent developing and sewing samples of the new brand.
The Jessie Steele aprons have a cross-generational appeal that evokes designs from the past, yet unlike the vintage items they are figure-flattering for today's woman. The final cuts fit sizes 0 to 18. In September 2002 Jessie Steele was officially launched at its first trade show.
Jessie Steele focuses on Story, Play and Meaning. Story: the aprons are named after 20th Century actresses evoking memories of a simpler idealized time. Play: bringing "joy of life" into the home and enhancing America's revived love affair with great food. Meaning: the kitchen being the heart of the home and a core place for family bonding. With this philosophy in mind Jessie Steele offers timeless mother-daughter styles.
The Jessie Steele line was named after Helena's beloved Grandmother Jessie, who lived nearby her home in Toronto, Canada. (It is also Helena's middle name) Jessie, "Mum", invariably had fresh baked treats and would offer them with a pot of tea. And yes, she always wore an apron.
Jessie Steele Inc. continues to be family owned, doubling in size in 2009. Carried by over 3,000 stores in more than 27 countries, the Steele's designs have been featured in national magazines from Better Homes and Gardens to Vogue, and worn by such stars as Marcia Cross, Jennifer Aniston, and Kristin Davis.
In 2009 Helena Steele designed, renovated, and co-launched Portland Restaurant Metrovino with son Todd Steele (metrovinopdx.com). It was recently tagged Foodie Hot Spot by the Oregonian and picked as one of the Top Three New Restaurants by Portland Food and Drink. She currently maintains nationally published design firm, Golden Gate Kitchens in Campbell California (goldengatekitchens.com). In 2010 her focus will be on new designs and working with Jewel Branding & Licensing to internationally expand the Jessie Steele Living brand.
Claire Steele
Claire Steele is the daughter in the creative mother/daughter team behind Jessie Steele. Her six years as a fashion and fit model in San Francisco nurtured her natural affinity for style and clothing, and gave her invaluable experience in the business of fashion. She later worked at an investor relations firm as a junior executive in media relations, and then went on to a job in promotions and marketing in the music industry. All of these skills would be called into play when Claire's mother, Helena, approached her with the idea of manufacturing a line of vintage aprons. Claire immediately recognized that this would be an incredible opportunity to become involved in an imaginative project that would not only make use of her love and knowledge of fashion but also of her marketing and public relations abilities. Naturally, she jumped at the chance. Relishing the creative freedom of starting her own company, Claire was eager to start turning the inspiration from Helena's collection of 20th Century vintage aprons into a vital, growing business. Together the two women began researching patterns, fabrics, and the lifestyle needs of today's modern women.
Claire's imprint on the Jessie Steele line of fine hostess aprons can be seen everywhere as she is responsible for overseeing all business operations. She also directs the creative side of the business; Claire works closely with her team on all print design and styles for the Jessie Steele product line. It is this strong combination of both business savvy and creative imagination that has been Claire's greatest contribution to Jessie Steele. She is the link between yesterday's fashion and today's stylishly liberated woman. Her vision helps make Jessie Steele vintage aprons beautiful, practical and fun.