Jo Lloyd’s love affair with cashmere began in her 20s whilst living in New York. Unable to wear wool against her sensitive skin, she was amazed at how soft, light and warm cashmere was to wear. Quickly becoming a wardrobe staple, it wasn’t until some decades later, when Lloyd was looking for a new career path, that she realised there was a niche in the New Zealand market for cashmere pieces that were of beautiful quality, were stylish and classic in design but without exorbitant price tags.
Another important aspect for Lloyd was that the brand needed offer beautiful designs not found anywhere else, and it needed to be sustainable, ethical and traceable in all areas – from the manufacturing process to the way it was delivered to a customer’s door using recyclable and compositable packaging. Having searched high and low for a supplier that aligned with Lloyd’s ethos, she found the perfect solution in the hills of Inner Mongolia where cashmere goats are reared in happy, cruelty-free environments. Importantly, the cashmere fleece is collected during spring moulting season, when the goats are naturally shedding their winter coat. This hand-combing process is not only gentle on the goats, but also ensures the longest, highest-quality hairs, which in turn ensures a silky, soft and luxurious garment.
Aptly named Modern Love Cashmere, Lloyd launched the boutique online store in 2021, describing her cashmere designs “like slipping into a warm bath – they are so soft and dreamy to wear.” Made from A-grade, 100% cashmere, these classic pieces are designed to add luxury to the everyday. For individuals who love to be stylish yet comfortable, think cable-knit cardigans, fine knit sweaters with various necklines, drawstring pants and oversized ribbed scarves. Even the sweatsuit sets are so stylish that they can be proudly worn beyond the comfort of your own home.
Up to eight times warmer than wool, cashmere is mostly thought of as a winter garment, but it can actually be worn all year round due to its breathable fibres which have a magical ability at regulating your body temperature. Considering how infinitely wearable cashmere is, and also how long it will last in your wardrobe (provided you follow the care instructions), Lloyd believes that purchasing a cashmere garment is not so much a treat but a worthwhile investment. Her mantra ‘quality over quantity’ has become the backbone of Modern Love Cashmere, giving her customers the reassurance that they are investing in exclusive statement pieces that will stand the test of time.
