Jamie Genevieve on five years as a brand, keeping the glass half full, and golf carting round Rome

Interview: Cheryl Caira

I’m definitely an early riser these days, as I get up with my two-year-old daughter around 6am. I love our sleepy mornings together – it’s become some of my favourite quality time with my family. Unfortunately, I don’t have any good habits to share when it comes to breakfast, as I’m a black coffee and an Actimel each morning kind of girl. Something I am loving as a morning ritual are my hopsdrops supplements from Hopothecary, Nichola Joss’ new wellness brand.

When it comes to skincare, I’m really obsessed with my Anua hydrating cleanser with panthenol, and my Biologique Recherche P50W exfoliating lotion. Two very different price points, but they’re both making my skin feel amazing.

There are two very different sides to wellness and self-care for me. Getting ready each day makes me feel great, but getting home from work and changing into my comfy clothes feels just as good. I love a full glam moment, then I love the ritual of my nightly bath and skincare routine to strip it all away. I also make sure to do the things I love, like reading and moodboarding, because no one can show up as their best selves with an empty cup. I see it as my responsibility to keep myself feeling ‘glass full’, so I can show up as my best for the people in my life.

I’m having a real resurgence with 90s makeup at the moment. We’ve been working on a new collection for my makeup brand, VIEVE, which features some amazing new Eye Wand shades and new Lip Dews – which all tie into those cool-toned 90s themes. I’m really excited about this one as people love our Ninetease Palette. 

VIEVE celebrated five years as a brand in November, which was so wild to me. The brand has grown and evolved so beautifully, with an expanding team filled with so much talent. I feel gratitude for it every single day. I think the biggest change in the last five years has been in myself; becoming a founder and mum put me in a real stretch zone, and if I look back I can see how much I’ve changed to be the founder and mum I really want to be. It’s a beautiful thing.

I have pretty firm boundaries in the afternoon when it comes to the personal and professional. I do a hard stop at 4:45pm, and my husband and I get my daughter Romy from nursery for the days she’s there. I’ll jump back on my laptop when she goes to bed to make sure everything is wrapped up and planned for the following day. I have an Oura Ring, which I love, and I’ve found out my chronotype is ‘late morning’ – meaning I have the most energy and focus during that time. It absolutely makes sense, so I balance my days to suit that. Admin, editing and meetings usually fall into my afternoons.

I’ve had that biannual urge to get rid of everything I own and start again – happens to us all right? I like a simplified wardrobe full of clothes I really love. At the moment I can’t get my Uniqlo baggy jeans off, and I absolutely love my Toteme scarf jacket for the seasons changing.

Evenings are all about a bubble bath using my brand’s Bath & Body Soak – along with a simple skincare routine and some quality time with my husband. And of course, I’m always burning a VIEVE candle. We’re just finishing Black Rabbit on Netflix, which was amazing. I also really like when we’re just doing our own thing, while being together. We’ve worked and lived together for a long time, so we have a lovely way of just ‘being’.

My Kindle is full of fantasy books at the moment, and I bloody love it. There’s absolutely nothing highbrow about my reading habits. A series I just finished that I thought was unbelievable was called The Kindred’s Curse by Penn Cole. 

My husband Jack and I love to eat, so the ideal evening out would involve a big dinner and heading to the pub or a bar after. We had a date night like that last week and it felt like we were silly teenagers (but with real jobs so we could go to the nice places on our list). If we’re heading out as a family during the day, we love the beach. Chips, fresh air and a big walk is perfect to us – Romy loves it.

Jack and I got married in Tuscany, and have been back to Florence a few times – although we recently took a trip to Rome. It’s such a beautiful place. We did a golf cart tour, which is brilliant for seeing the city if you’re only there for a short break. It’s absolutely worth doing your research and knowing where you want to eat before you go – I found a handful of places on TikTok, and loved every meal we had.

Achieving my goal of being in the Forbes 30 Under 30 List was such a moment. I think my goal now is to connect with our customers and my audience more. More events, more IRL moments and more content on socials. I slowed down with my work online while figuring out how to manage the juggle, but lately I’ve felt more sure on my feet – and really excited about all that’s to come.