Replic: the blog

Meet Juliana Martejevs, the creative soul behind namesake pattern brand. Juliana’s disillusionment with the sewing industry, combined with her background in fashion design, led her to build a recognizable brand of modern sewing patterns. Juliana also discusses how sewing pattern designers often need to wear many hats beyond design and future plans including home and kids pattern collections.

What prompted you to start a business?

I realized during my studies in fashion design that there was something missing in the sewing world. I was teaching sewing courses at that time and noticed that while people had great expectations and beautiful fabrics, there weren’t enough modern, fun, and well-fitting patterns available. I wanted to create designs that people would actually wear, that were easy to follow, and that made sewing enjoyable. So I decided to take matters into my own hands and start my own label, combining my love for fashion and professional design background with a desire to make sewing accessible and inspiring for others.

Where is the name coming from?

Since I come from a fashion design background and my pattern company is a proper label with carefully designed patterns, it felt natural to follow the usual tradition in the fashion industry and name the label after the founder. My last name comes from my grandfather, who was from Latvia, so it also carries a bit of family history with it.

Favourite and least favourite parts of running a business?

My favourite parts are definitely the community and the creativity. I love connecting with people who share the same passion for sewing, seeing their projects, and being inspired by their ideas. Writing sewing instructions and creating patterns that people enjoy is also something I find really fulfilling – it’s a mix of design, problem-solving, and teaching all in one.

Another part I really enjoy is the flexibility. Apart from filming tutorials, I’ve been able to work from many different places, whether spending the cold German winter in Portugal or Spain. Being able to change locations not only gives me freedom, but also constant inspiration for new designs.

On the other hand, my least favourite parts are things like bookkeeping and tidying up the studio. They are necessary, of course, but not exactly the fun, creative side of the job. Still, I try to keep a sense of humour about it and see these tasks as part of running a proper business. Overall, the highs definitely outweigh the lows, and I feel lucky to do something I love every day.

Favourite fabric stores?

I have a few favourite places to find fabrics depending on where I am. In Berlin, I love visiting stores like Selfmade (huge selection!) or Bonnie & Buttermilk (colorful designs!) for unique and inspiring materials. In London, I often go to Goldhawk Road, which has a mix of classic and quirky fabrics.

I sometimes enjoy sourcing fabrics online, especially deadstock sites, because you can find high-quality materials that are no longer in production and give them a second life. One of my favourites is fabrichouse.com. Their range is perfect for creating unique pieces while being sustainable.

In addition, I have some reliable German partners who always provide wonderful fabrics, like Snaply, Stoffe Hemmers, and Hemmers Itex. They make it easy to work on projects and ensure that the materials match my designs perfectly.

Any other pattern designers you admire?

Yes, two names really stand out for me, and I find both very inspiring, even though they take very different approaches.

Roberts Wood is fascinating because they experiment with patchwork, upcycling, and the reuse of leftover fabrics. Their patterns are designed to work with scraps, offcuts, or upcycled textiles, allowing the creation of structured and creative garments while minimizing waste.

Birgitta Helmersson impresses me because she works completely with zero waste pattern cutting. Her designs are created so that no fabric waste is produced during cutting. Her designs are often clean and minimal, yet very wearable, which I find inspiring because she combines aesthetics, functionality, and sustainability in a very thoughtful way.

Any advice for people considering opening a pattern brand?

If someone is thinking about starting a pattern brand, I would say: take your time to understand what makes your idea different. The market is big, and it helps a lot if you have a clear point of view and a recognizable aesthetic.

Be prepared for the fact that it’s much more than just designing a nice garment. You need a solid professional foundation in materials, construction, pattern cutting, and grading. Without that, it’s hard to create patterns that actually fit and work for different sizes.

On top of the technical part, you also need a surprising amount of skills in areas that have nothing to do with fashion: web development, graphic design, writing detailed instructions, editing videos, customer support, and everything else that comes with running an online brand. Especially in the beginning, you end up doing all of it yourself.

What are you most looking forward to?

Right now, I’m really looking forward to expanding the brand into new areas. A home collection is definitely next on my list – I love the idea of bringing good design into everyday surroundings, not only into the wardrobe. After that, I can absolutely imagine creating a kids collection. Having two daughters of my own, I’m constantly surrounded by tiny outfits, practical needs, and design ideas that come up in daily life. It feels like a very natural next step for the brand.