Jemma Swatek
Written by Chelsy Whittington
I’m sure many in our community know you as the founder of the much-beloved brand Lykke Wullf, which closed in 2023. Since then, you’ve launched a new eponymous line, Jem!, and expanded your consulting offerings, as well as your work with Good Job Studios. Can you tell us a little more about these new ventures?
Since closing Lykke Wullf in 2023, I’ve shifted my focus toward smaller, more intentional projects. My new label, Jem!, is all about slow fashion and creating pieces that are thoughtful, sustainable, and made with care. I’ve also been working on The Good Job Studios, the new creative business I started with my fiancé Nicholas, where we focus on branding, design, and storytelling for small businesses and other creatives. It’s been so fulfilling to collaborate with others and help them bring their visions to life while balancing that with my own creative projects. I am hoping to really do more creative consulting for others in the new year & feel grateful to already have a few jobs lined up rebranding and working with some really cool small businesses .
You’ve talked about trying to find a balance with your new approach to work that you maybe felt was missing during your Lykke Wullf years. How has that been going? Any advice for those who are also feeling the strain of entrepreneurship?
It’s definitely a work in progress! I’ve learned that stepping away from the hustle mentality and prioritizing time for myself is just as important as the work itself. Although to be honest I have worked more than ever this year but that's how starting new things goes. Hoping that next year can be a little slower & I think I just have to set boundaries for myself.
Things like walking my dog, catching sunsets, and remembering to celebrate the small wins definitely keep me going and feeling grounded. My advice? Know your limits and set boundaries, even if it’s as simple as turning off emails after a certain time. Finding joy in the process is what keeps you going if not you will burn out. Totally easier said than done though.
What are your hopes for Jem! moving forward?
I hope Jem! continues to grow in a way that feels authentic and intentional. I want to keep creating pieces that people love, while exploring new ways to connect with my audience—whether that’s through pop-ups, collaborations, or unexpected mediums like home goods. My goal is to stay true to the brand’s values while expanding into new creative spaces. I think ideally I want to make less, less often so I don’t get too burnt out from it. It is a labor of love but focusing more on other avenues to support myself lets me be able to keep my values and continue to make things I believe in for my customers.
What have been some high points since you’ve started focusing more on consulting and branding work? Any favorites so far? What would be a dream collaboration or client for you?
One of the highlights has been collaborating with small, like-minded brands and seeing how much we can accomplish together. Helping others refine their brand identity or tell their story in a more impactful way has been so rewarding. Creating branding and seeing the work come to life in a real, tangible way. Dream collaboration? Working with a brand that shares my love of textiles and storytelling—like Levi’s or a heritage brand with a modern perspective. I have sooo much to give so I can’t wait to see what 2025 holds.
You've said that elements of your aesthetic can be traced back to your love of westerns as a child. Is there one in particular that still stands out to you? What is it about western design that moves you?
Honestly my mom (who is Danish) loved watching them and I was young so I don't remember exactly, we were living in Germany at the time and I remember us watching old westerns, a lot of them were dubbed in German so I didn’t totally understand them but I just thought Cowboys were SO COOL. Cowboys meant America. And for some reason I just remember like the Marlboro man being the coolest (except just say no to cigs kids TRUST ME) and all denim fits being the best thing ever. Like what is more iconic and has withstood the test of time more than a classic denim jacket and jeans. To me it represents style over fashion and that's at the core of everything I do. There's nothing inherently bad with trends but I think good design IS TIMELESS.
Days of Heaven by Terrence Malick is definitely a standout. It's a bit newer than the black and white films I remember but the cinematography and costumes have this rugged, timeless beauty that I’ve always been drawn to. Of course, looking back, I realize that many of the films we watched likely included ideas and themes that aren’t so modern or reflective of my values today. But as a kid, I was captivated by the sense of adventure, the tough women who could do it all, and the sheer skill and craftsmanship of the time. It’s something I think we’ve lost touch with—how things are made and the stories behind them.
Your FW24 collection was so wonderful. Have you started thinking about spring/summer yet? Can you give us any hints about what we can look forward to?
Thank you! I do have a few ideas I’m really excited about, but I’m not diving into spring just yet. I’m trying to take a little break in January to plan and reassess Jem!—after less than a year of running it, I’m still figuring out how to make everything flow in the best way possible as a "one woman show". One thing I’m certain of: I’m no longer tied to the traditional fashion calendar, and that feels SO freeing.
That said, I have a million and one ideas brewing, and you might just see the return of my custom-dyed red railroad denim and a few other favorites in the new year… wink wink.
In a shameless quest to improve my imaginary future travel plans, I’ve been asking folks what a perfect day in their city looks like. Can you give us your L.A. version?
L.A. is huge and sprawling—honestly, it feels more like 10 cities in one. There’s so much to explore, from mountains and beaches to incredible food, music, shopping, and art. After living here for over 10 years, I’m still finding new places and experiences all the time. It’s not a city you can fully get to know overnight—it takes time, but that’s part of what makes it so special.
I think the best way to get a feel for L.A. is to focus on one neighborhood at a time, so I’ll stick with Echo Park, where I live and spend most of my time. My ideal day off starts with walking my dog to Canyon Coffee—it’s such a great spot for people-watching. From there, I’d stop by Cookbook, maybe grab some flowers and then head to Stories Books to browse and pick up something to read, then head down to Echo Park Lake to lay out on a blanket and watch the ducks, birds, and everyone passing by.
For lunch, I’d wander over to Little Fish in Dada Market, maybe stop into Woodcat Provisions, and then head home. In the evening, I’d probably grill something and have a few friends over on the patio. That’s my slice of L.A. for the day, but there’s so much more out there to discover, feel free to reach out if you are ever headed here I have a million and one recommendations. Also Love love love Baccetti and Tilda wines down the street from me if we want to go out for dinner or drinks in the neighborhood.
👋 Thanks Jemma! Be sure to check out the Jem! IG and head over to Jemma's website to shop the current collection and learn more about her creative consulting and branding work ❤️