J MARIE: The Silk Edit

The debut collection from J MARIE offers a capsule of silk dresses—locally designed, sustainably sourced, and inspired by Santa Barbara

By Maddy Sims

Photography Arna Behar

Everything about Jaime Nancarrow draws you in. There’s a warmth to her presence that’s subtle, yet magnetic. Her guest house studio, nestled in the scenic backroads of Upper Montecito, feels less like a workspace and more like a private sanctuary. She greets me with a radiant smile that reaches her eyes, waving me in with a hand adorned in delicate gold jewelry. Inside, the scent of burning candles lingers in the air. Just beside her desk hangs the debut collection of her fashion line, J MARIE—a rack of silk dresses that look like an art installation. Nancarrow wears one of her own designs: a high-neck silk gown with a back cutout and a vibrant watercolor print, a striking departure from Santa Barbara’s usual palette of neutrals. She settles into a plush white couch, the embodiment of her brand—refined yet entirely effortless.

Jaime Nancarrow

Nancarrow never set out to be a fashion designer, but she was always drawn to the craft. Her early career unfolded in retail, working in boutiques across Santa Barbara, before transitioning into fashion public relations. Later, she moved to San Francisco to explore visual merchandising. Through every role, the idea of creating her own line remained quietly persistent. For Nancarrow, J MARIE isn’t just a brand—it’s a love letter to Santa Barbara, and the culmination of years spent observing, experimenting, and refining. 

“Santa Barbara inspired the brand,” she says. “The effortless yet refined lifestyle and all of the natural beauty are reflected in my designs.” Her eyes light up as she speaks about the coastal landscape. For years, she had been sketching quietly, encouraged by those around her yet hesitant to leap. She gently smooths the silk of her dress as she recalls the turning point. “It was something I always wanted to do,” she says. “When I came back to Santa Barbara, I realized I needed to stop being scared and just go for it.”

Turning a creative dream into reality is no small undertaking, yet Nancarrow’s smile never once wavers as she recounts the months of tireless work leading to her launch. Nancarrow didn’t have formal training in design, so she enrolled in a business of fashion course at Parsons School of Design to ground her vision in practical knowledge. From there, she immersed herself in sketching, studying textiles, and finding manufacturers who aligned with her values. She officially launched her LLC on January 1, 2025—an intentional fresh start—and partnered with a production team that could execute her designs with care. As she walks me through each step, her passion is unmistakable.

From the beginning, Nancarrow knew her line would revolve around silk. “I just love silk,” she says. “I love how it moves with the body and how it drapes. It feels luxurious, airy and breathable.” For Nancarrow, it wasn’t just about aesthetics—silk is also a natural fabric, offering a sustainable alternative to synthetic blends while elevating the tactile experience. She envisioned timeless silhouettes that felt elegant yet effortless. Silk was the obvious choice. 

Still, sourcing the perfect fabric took time. She opted for deadstock textiles—luxury remnants from fashion houses that would otherwise be discarded or destroyed. Fabric in hand, she turned to fit. 

Rather than rely on mannequins or traditional fit models, Nancarrow embraced a more personal approach, fitting her designs on friends and family. “I would bring samples to them to see how the pieces fit on different body types.” The result is a collection that reflects this intimate, hands-on process: silhouettes that gently follow the lines of the body, cutouts placed with intention to highlight rather than expose, and proportions tailored to celebrate shape. The overall effect is one of ease and elegance—thoughtful design that feels as good as it looks.

Sustainability was embedded in J MARIE’s DNA from day one. “I believe in creating pieces designed to last,” she explains. “There’s so much fast fashion out there. We live in a beautiful place, and we need to take care of it.” Staying true to that ethos, all production is kept within 10 miles of downtown Los Angeles. Orders are shipped with carbon-offset options in an effort to protect the Central Coast she holds dear.

Each piece is named for a place in Santa Barbara that holds personal meaning for Nancarrow. “I named the pieces after places I could envision a woman wearing the dress,” she shares. The Summerland Dress, for instance, is designed with a high neckline, an open back, and a vivid watercolor print—a breezy silhouette that’s made for an oceanside dinner. In contrast, the Downtown Long Sleeve Maxi Dress is cut from a heavier silk charmeuse, its weight and drape offering a sense of structure and elevated formality.

Among her personal favorites is the Miramar Sleeveless Maxi Dress, inspired by a silk dress her mother brought home from Japan. “I’ve been wearing this one everywhere,” she says “I love how timeless it is.” The fan favorite, however, is the Riviera Maxi Dress. “It has gorgeous long bell sleeves,” Nancarrow says. “It’s cut on the bias as well, so it just fits beautifully.”

Every detail reflects Nancarrow’s exacting eye. The mini halter dress’s straps taper delicately at the neck to eliminate bulk, while the Montecito Plunge Mini Dress features subtle ruching that adds depth without distraction. 

Shopping J MARIE feels like stepping into someone’s personal archive. Each piece is rooted in memory and connection. “I wanted to create pieces I love and ones my mother would love too,” Nancarrow explains. Designed with versatility in mind, the dresses are meant to live in the real world: She envisions them at concerts at the Santa Barbara Bowl, on the parade route during Fiesta, at beach picnics and weddings. These pieces are crafted to move with the rhythm of Santa Barbara life.

Looking ahead, Nancarrow aims to expand her presence in local boutiques and is planning a pop-up event to showcase the collection in person. It’s the prospect of seeing J MARIE out in the world that excites Nancarrow most. “It would be incredible to see women wearing my dresses walking down State Street or Coast Village Road,” she smiles. “And I’d love to see my pieces hanging in the boutiques where I grew up shopping and working.”

It’s evident Nancarrow has poured her heart into every facet of J MARIE—from design to the elegant lookbook to packaging (where custom tissue matches the print of each dress). Though launching a brand demands tireless effort, her enthusiasm and positivity remains. “It’s just me handling packaging, social media, and fittings,” she says with a laugh. “But it’s fun, and I’m learning every day.”

Taking the leap into entrepreneurship, she says, was the best decision she’s ever made. “I always dreamed of starting my own line,” she reflects. Of course, no creative journey is without its challenges—but for Nancarrow, the reward lies in staying true to her vision. “There will always be bumps along the way,” she says. “But I have been lucky that the product turned out exactly how I wanted it to. It took longer than expected, but that’s part of the process.”

Looking at the gorgeous silk gowns swaying gently on the rack behind her, it’s safe to say it was worth the wait. When asked what’s next, Nancarrow pauses, then smiles. “I’m still small,” she says. “I want to grow, to introduce new silhouettes and styles. But for now, I’m focused on doing this—and doing the best that I can with it.”

Shop J MARIE at jmarieonline.com