JAG isn't just a name—it's a family.

Dressed by JAG is named after Linda's two daughters, Jessey and Alex Graham. What started as a suggestion to pick up a hobby has become a thriving handmade business, built by a mother-daughter team who believe in quality, sustainability, and clothing that works for real life.

Meet the Team

Linda (Mom) – Owner & Seamstress

Linda has been sewing for as long as her daughters can remember. From handmade evening wear to both girls' matric dance dresses, her sewing machine has always been the heart of the home. A few years ago, when her husband suggested she find a new hobby, daughter Alex had an idea: why not sell some of those beautiful wrap skirts she'd been making?

They sold out at their very first market. And they haven't stopped since.

Today, Linda handcrafts every single wrap skirt and top from her studio in Johannesburg. Each piece is made with the same care and attention she's always put into sewing—whether it's for her family or for you.

Alex (Daughter) – Marketing & Operations

Alex handles the behind-the-scenes magic: the website, social media, market logistics, and making sure the world knows about her mom's incredible work. She's the voice you'll hear online and the reason Dressed by JAG has grown from a market stall hobby into a beloved local brand.

What We Believe In

Every piece is made by hand. Linda is our only seamstress, which means every stitch is intentional. We're not interested in mass production—we're interested in making pieces that are personal and unique to you.

Sustainability matters. We source our fabrics carefully and in limited quantities, which means many of our skirts are truly one-of-a-kind. Leftover fabric becomes matching tops and the fabric bags we package each piece in. Nothing goes to waste.

Versatility is key. Our wrap skirts are designed to move with your life. Dress them up with heels for a night out or throw them on with sneakers for a Saturday morning. They're made for real women living real lives.

Supporting local matters. Everything is made in South Africa, by a South African woman, for women who value quality and craftsmanship.

Growing Together

For two years, weekend markets have been our home base. There's something special about watching customers touch the fabric, try on a skirt, and walk away with a piece they're genuinely excited about. We've built this business one conversation, one skirt, and one market stall at a time.

As our family has grown—with two new grandbabies joining us in 2024 and 2025—so has our business. Now, we're expanding online, bringing that same personal touch to a wider audience. We're still small, still handmade, and still a family operation—just with a slightly bigger reach (and a lot more love around the table).

Thank you for supporting Dressed by JAG. Every purchase keeps this dream alive and helps us continue doing what we love.