Our Journey
From ALAMI Label to Scarlet Begonia: The Journey of a Dream
For as long as I can remember, fashion has been more than fabric and thread—it has been a language of self-expression, a way of telling stories without words. During my 15 years as a model, I found myself constantly inspired by the artistry of clothing. I lived inside the visions of designers, wearing their imagination and walking in their worlds. Quietly, I dreamed of creating my own.
That dream began to take shape when Mitch, Bonnie and I travelled on board our dear friends Catamaran in Mentawai island, Indonesia for a few months which was a real break away from the high paced career we had both had back at home. Surrounded by the island’s beauty and its spirit of creativity, I finally found the courage to bring my vision to life. ALAMI was born—a brand that celebrated simplicity, natural beauty, and effortless style. It was my first step into turning inspiration into reality.
But as time passed, I realised my imagination was reaching further. I’ve always been drawn to the magic of fairy tales, to the whimsical and the untamed, to fashion that feels like stepping into a dream. ALAMI was beautiful, but it reflected only one side of me. I wanted to go deeper, to create something that captured not just natural elegance, but also the wild, romantic, and imaginative spirit that has always lived within me.
And so, Scarlet Begonia was born.
Scarlet Begonia is my heart on fabric—bohemian silhouettes, intricate details, and pieces that carry a touch of fantasy. It’s a brand for dreamers, wanderers, and those who believe fashion can be both wearable and magical. Where ALAMI was the seed, Scarlet Begonia is the bloom—unapologetically bold, delicate, and free.
This journey has been one of growth, courage, and creativity. From years in front of the camera to now creating behind the seams, every step has led me here. And I’m so grateful to share Scarlet Begonia with you.
With love,
Jess Buchanan
A dream shot, at our first campaign captured by our dear friend @chloeheawood
Our first samples arrive by boat to the island in West Sumatra
Our first meeting with manufacturers in Bali
Our Alami logo, designed by Jess
Our first (and only) range of bikinis shot by @chloeheawood
Pulau Alami campaign shot by the talented @chloeheawood
The change of winds from the topical paradise, to the flowery sea side of South Africa, without knowing it at this time the seed of the new brand vision was quietly starting to sprout. Magnolia campaign was shot by the talented Isabelle Haynes
Over a few 31st Birthday cocktails with the creative extraordinaire - Amberly Valentine we envisioned and romanticised about a 'dream shoot', to later become the launch campaign and a large part of the inspiration of our new brand.
Alami was rebranded and launched on 25th September 2025, after months of preparation we are so happy to be here today.
With love, from Jess