The Small Business Project: Eat Pray Love trip to Bali inspires clothing business

Monday, 9 February 2026

Nana-J was founded by Jess Hill, after she experienced burnout during her time working in advertising.

The Small Business Project is a weekly series that shines the spotlight on Kiwi small businesses doing interesting and unusual things in their industries.

Taking an Eat Pray Love-inspired trip to Bali led to the founding of Nana-J, a loungewear brand that encapsulates embracing a quieter pace of life. Jess Hill tells Aimee Shaw how burnout led to her starting out in business, and why she located to Bali to run the venture overseas.

What has your venture set out to achieve?

Starting Nana-J came from a very personal place. I spent 27 years of my life in Auckland and I moved to Sydney for a couple of years, working in advertising - and that part of my life was where I was experiencing a level of burnout that I couldn't ignore. I was really switched on, anxious about my inbox at all times and physically exhausted, and realised I wasn't alone.

I didn't set out to start a fashion brand. What I wanted to create was something that felt like a counterpoint to that constant grind and something that encouraged softness, creativity and rest. Nana-J began as an idea for clothing that made women feel certain ways in their bodies and lives, and it is slowly going into a brand that celebrates slowing down in a way that feels joyful. The brand is playful, with a 70s influence.

I have another job as well, working for a pilates studio and retail store called Studio Fondu in Uluwatu, which helps support me whilst I grow the business, but it also allows me to be here on the ground, closer to my suppliers and able to see the production if needed.

How much time and money have you invested?

I spent a solid six months back-to-back working relentlessly on Nana-J. It was a combination of my own savings and some family investment to help me get it off the ground. Six months of sampling, branding, trademarking, setting up Shopify and a website to build everything. We officially launched at the end of 2024.

Nana-J founder Jess Hill relocated to Bali, from Australia, in June last year.

The first year has been a lot of information gathering. I launched three collections within my first year, and a lot of some of those products have resonated really well, and then they've also been SKUs, which haven't. That's been important data, and has helped me shape the direction for the brand for this year.

What’s the biggest challenge your business is facing?

There’s been so many I think I need a fire extinguisher. Overcoming imposter syndrome is a huge one, and I wish I’d trusted my instincts earlier. Not everyone is you and that's actually your advantage. The challenge is leaning into that voice and then leaning into it more. Especially in fashion, I think it's very easy to look outward for validation, but some of the most sustainable brands I feel are built by people who stay close to their own perspective, rather than feeling the pressure to follow trends.

What’s the biggest issue impacting your industry?

Pressures of inflation. People are considering where they're putting their discretionary spending towards. If you are sitting at a slightly higher price point, people are going to take a lot longer to consider converting and purchasing your product, and I think that can be felt across the board.

Trying to be sustainable at all times where possible, whilst managing cash flow, and making sure everything aligns and comes together, especially when you're a startup is another ongoing challenge.

What’s next for Nana-J?

This year is about like thoughtful expansion. A key focus for Nana-J is moving into physical spaces, whether that's through another pop up, or work with retail partners. I’d like to start to build out the business with the B2B model so customers can experience the brand beyond the screen.

In three years’ time you will be …

Nana-J’s knit shorts are its best-selling product so far.

In three years time, I would love to have Nana-J in stores across Bali, New Zealand and Australia. I'd love to be hosting events that showcase new collections, but also allow women to come together and participate in activities that reflect self care.

I'd also love to build out the online platform and actually have something that is as much as a site where people come to shop, the website itself is a platform where people come to for resources to support themselves.

What’s one thing you wish you’d known before starting the business?

Learning that people are your greatest asset, and that networking is a huge part of the success of your business, and conversations can lead to opportunities and ways that you can't plan for. Sometimes, as kiwis, we're really prone to downplaying ourselves, and I think it's important to stay open to that connection. It's just as important as any business strategy.

If your a creative, you will want to exercise that creative muscle and lean into product development, but there's a lot to be said about starting small and figuring out what resonates as you go - build from that, rather than getting overwhelmed with the product development side. I wish I had focused on what's working and then building around that, rather than being caught up in that one part of the business so heavily.

Most helpful piece of advice you have ever received?

Trust your instincts, not everyone is you and that is your advantage. You have an opportunity when you create a business that, yes, it's a business, but it's your view on The world, and when you stay close to your own perspective and stay true to who you are and your values, people will sense that authenticity and that will resonate, and it's also what gives you longevity as a brand.

If you would like your business to feature in The Small Business Project, email Aimee Shaw at aimee.shaw@stuff.co.nz