Introducing: The Modern Elegance of ByJGK

Jacqueline Gotcheva-Keil, founder of ByJGK

“When I was looking to buy my wedding dress, I was really struggling to find something special but also wearable after the wedding. I decided to make myself a simple silk dress, and when I did, all my friends wanted one. This is how ByJGK started—with love and no intention of becoming a business,” explains Jacqueline Gotcheva-Keil, architect, designer, and founder of ByJGK.

The Bulgarian-born & Berlin-inspired label operates as an in-house design collective built on the principles of luxury, classic style, and timeless design. Since its launch in 2020, the brand has been creating distinctive, utterly wearable luxury basics made of silk or jersey—the kind that all minimalists dream of and can never seem to find elsewhere.

To mark the launch of the ByJGK collection at utopiast, we spoke with Jacqueline about her creative process, personal style, and the hardships of building a sustainable fashion business.

Please share with us a bit about your background. What drew you to the fashion industry, and how did you start your brand?

As an architect, I was always obsessed with shapes and interested in every form of expression, so fashion was always a part of me and a way I expressed myself. I’ve never been the girl who’s buying clothes for special occasions, because I don’t like the idea of purchasing one-offs and having a closet full of clothes that are meant or appropriate for just one wear. That’s why, when I was looking for my wedding dress, I was really struggling to find something special enough but also wearable after my wedding. When I was looking for just a simple slip dress, it turned into a disaster because I might have liked a model, but it was polyester. Or it was silk, but I didn’t like the model of the dress. That’s how I decided to make myself a simple silk dress, and when I did, all my friends wanted one because I incorporated something that I hadn’t seen until then: a hidden „pocket“ on the inside of the dress for bra pads, which allows you to wear it without a bra and still have the support of it. Some friends were actually my biggest supporters to start selling them. I’m also a huge fan of high-quality, long-lasting pieces—pieces that will last me—rather than fast fashion pieces. So, this is how the journey for the best Italian silk began, and my brand started developing. I was lucky enough to find a family-owned Italian silk manufacturer that’s been around for over 100 years and produces literally the best silk fabric in the world.

I never design with trends or seasons in mind—you can say that my clothes are seasonless and trendless.

Jacqueline Gotcheva-Keil, founder of ByJGK

How would you define your particular approach to design? What is unique about byJGK pieces?

ByJGK has been founded with love and my vision for timeless luxury and no intention of becoming a business, and ever since, I create every piece and design only if I believe in it and truly love it and if I can’t find something that I envision made out of silk or silk and organic cotton jersey. I don’t use artificial fabrics; I produce handmade, locally, and sustainably made to order. Every single piece is thought through to be as cool as I’d want to wear, and at the same time classy and timeless, so it can be worn for years ahead. I never design with trends or seasons in mind—you can say that my clothes are seasonless and trendless.

If you could choose one favorite item from your recent collection, which one would it be and why?

As you might already suspect, I truly love all of my designs; otherwise, I wouldn’t put them out into the world, but honestly, every new piece is my favorite! Every new one! So for me, it’s more about the excitement of recency. In this case, it’s the Soul Silk Dress from my new collection, Symphony. It took unusually long for me to find the perfect curve and depth of the back cleavage, and it was such an excitement when it was finally what I envisioned!

What aspect of creating the pieces fascinates you the most—conceptualization, actual creation, or the end result?

As I’m still a „one-woman brand,“, it’s everything—every little step from the idea to the result—and I couldn’t and wouldn’t want to miss any of it. It’s too much fun to be involved in the entire production with all the changes a garment goes through from the idea to the realization.

What are the most interesting and the most challenging things about running an independent fashion brand?

The excitement of developing an idea to become reality—the most interesting is the creativity and the process! And recourses are always the challenge when you are self-funded like me—the doubts of doing the right thing for almost no recognition in the beginning is the hardest part. Everyone thinks that you’re so privileged to „have a brand,” but no one actually realizes that you are only giving—putting in a lot of hard work and effort—at the beginning. Until you see results and a first actual purchase, it’s a long way to go. It’s a huge investment in emotions, time, and resources for something that no one can guarantee will be successful at the end. Unless there is love for what you are doing, it’s hard to persevere; love and hope are the only things that keep you sane and moving forward.

“I produce only what I personally want to wear and don’t find at other brands—especially not made out of organic silk.”

Jacqueline Gotcheva-Keil, founder of ByJGK

Within your career, what’s the most important lesson you’ve learned so far?

You should always invest in your own vision rather than look for what the market wants, because you will always find your people, and the right people will find you. Never compromise with what you want to give to the world; don’t think about return on investment, at least not in the beginning. If the potential clients like your vision, they will understand and feel the love and devotion and eventually become long-term clients.

You have an amazing personal style. Has your relationship with clothing changed as you delved into the fashion world?

So kind, thank you so much! I would say it’s the other way around—my personal style actually affects my brand, as I produce only what I personally want to wear and don’t find at other brands—especially not made out of organic silk. Of course I keep on top of what the industry is doing, but I don’t find my creative process overly influenced by the latest trends.

What currently excites you about the fashion industry?

Not just currently, but it has been a constant amazement to me how everything is circling and coming back to what is already existing, to just show itself in just a tiny bit different version. But my personal taste and devotion to the brands I love have always stayed the same, and my influence from Japanese and Belgian designers keeps me sane in a world where there will always be trends and where I’m constantly trying to refocus and be more recent to the designs and pieces that last.

Shop ByJGK

Subscribe & receive 15% off your first order!

Subscribe to our newsletter to instantly receive 15% off your first order and be the first to discover emerging designers, new arrivals, special offers and cool stuff like that!