Longing for some everyday luxury, but unwilling to sacrifice function for form, Jessica Matthews decided to create her own label of high-casual clothing to cater to those who don't like being told by their clothes what they can and can't do during the day.

"I wanted something that felt special and unique, but that allowed me to keep up with the kids. If we'd had a daughter she would have been called Aida - but since our two firecracker sons keep us plenty busy already, my baby name became my label name, and Aida Maeby was born."

Jessica graduated from Wanganui School of Fashion Design in 2005, and lives and works in Wellington, New Zealand, with husband Owen, sons Isac and Arlo, four chickens and one manic excuse for a dog.