Our concept
At BJ Positive Wear, it all started with a simple but powerful idea: to create a brand that celebrates female strength, confidence and solidarity .
Born during the Covid crisis, BJ is the result of a fierce desire to transform mentalities and encourage women to flourish, love and respect themselves. What started as an Instagram account quickly evolved into a real movement , driven by a community of women determined to make a difference.
Our values are at the heart of everything we do: kindness, positivity, self-respect, and a commitment to a healthy and active lifestyle. Every garment we create is an invitation to join a movement that advocates authenticity, acceptance, and inner strength. More than a brand, BJ is a celebration of the strong and resilient modern woman .
Billie Joy Beytrison
My name is Billie Joy Beytrison, I'm 27 years old, and I'm the founder of BJ Positive Wear.
After going through a personal tragedy in my youth that concerned the freedom of women, more precisely my mother, I chose to transform this ordeal into a creative force.
My mother , Sandrine, was an incredibly strong woman, but she went through extremely difficult times as a victim of domestic violence. Her courage and resilience had a profound impact on my life, and her loss has left a huge void. It is in her memory that I created BJ Positive Wear.
Sandrine is the real driving force behind this brand.
In 2021, I launched BJ Positive Wear with the idea of creating a clothing brand that celebrates female empowerment. Passionate about fashion and encouragement, I designed a line that combines comfort, style and respect for humanity.
Through BJ, I want to inspire women to embrace their inner strength and lead healthy, positive lives.
BJ Positive Wear: When Strength Becomes Revolution
Our short film
The Evolution of BJ
2021 - Humble Beginnings
It all started in 2021, in the founder's living room, with a simple Instagram account. BJ took its first steps by launching a pre-sale activewear collection. With a free logo, a 19 CHF website and YouTube tutorials , BJ took shape without great expectations. But quickly, pre-orders poured in and a community of enthusiastic women formed around the movement.
2022 - Sustainable Development
In 2022, BJ was no longer just an idea, but a growing brand. It was the year we launched our first recycled plastic collection , in partnership with Eden Project: one order = ten trees planted. We also moved our stock to the founder's sister's basement, a crucial step in our development.
2023 - Expansion and Events
2023 marked a milestone for BJ. We organized our first major event, the "SELF LOVE DAY", a day dedicated to the celebration of self-love, with 2,000 CHF raised for the association in a single day . That year, we also participated in the Foire du Valais, the most important commercial event in French-speaking Switzerland, where we generated more than 500 orders in 10 days. A resounding success that gave us wings for the future.
2024 - The Community Grows
In 2024, BJ reached a new peak: 10,000 subscribers on Instagram . But what makes us really proud is having built a close-knit, engaged, and above all loyal community. This year also marks the beginning of our expansion in German-speaking Switzerland, a new adventure that we are looking forward to.
Manufacturing - Origin
During my world tour I had the chance to meet many people in Singapore during a work around entrepreneurship, this allowed me to create relationships of trust and learn a lot about the development and creation of clothing. When my idea to launch BJ was born I immediately contacted Helen who then became my agent in Singapore, it was she who took care of making contact with the best manufacturers which really made my task easier and allowed me to quickly find high quality manufacturers with respect for people in China. We have been working together for 4 years with Helen to develop and / or collaborate on capsule collections designed by their manufacturer.
Fashion for unique women
