JimJams' Deirdre Adams: 'When this happened to us, we wanted to help to destigmatise suicide'

Deirdre Adams has always wanted to help other people. Her business, JimJams, focuses on vunerable women - and now she is helping families experiencing the tragic loss of a loved one

Deirdre Adams: "My dream for JimJams was that it would be an exploitation-free zone — not exploiting the planet and not exploiting workers anywhere along the chain." Photograph: Patrick Browne

When Deirdre Adams decided to set up a business, she knew that she also wanted it to help people. Inspiration on all fronts hit when she had to go into hospital — a cloud that had a silver lining.

“I was going into hospital to get a hip replacement, and I couldn’t find nice pyjamas,” she says. “I wanted something a bit special and more of a treat but I felt there was a limited offering in luxury pyjamas on the market. I decided that would be my business, that I would create a brand that was very luxurious and beautiful quality, but also value for money.”