She also had one of her designs—the Becoming Jane gown—receive global attention when it was chosen to be worn during an actual wedding that took place during Bad Bunny’s 2026 Super Bowl Halftime Show (here’s how it happened!).
Below, the designer and business owner talks about what it actually takes to start again, how losing everything reshaped her priorities as a founder, the gown that means the most to her, and more.
Why did you feel like it was a good time to relaunch Hayley Paige, rather than just starting fresh?
After being away for so long, I felt pulled back by love for the craft itself. Designing stopped being about expectation and became about devotion again, which made the experience incredibly joyful. Five years is a long time to be absent, so the support from the industry and my community meant more than I can say. It didn’t feel like I was stepping back into something I had lost; it felt like being welcomed home. Coming back was never a question of if, but when—and whether I would be able to do it as myself, with my name.
Was it scary coming back? Was there a particular challenge that still haunts you?
Starting over was scary, especially when people feel like they already know your story, assume you’ve said all there is to say about it, or think you’ve harped on it for too long. One of the biggest challenges was relearning trust: in contracts, collaborators, and myself. I learned that fear can have a seat at the table, but it doesn’t get to run the meeting.
Do you think consumers care about who actually owns the businesses they spend on?
I think they care more and more with each generation. They may not always research ownership in a formal way, but people are incredibly perceptive. They feel it in the details: how something is made, how a brand communicates, how it shows up when things get uncomfortable. In a time when so much feels inauthentic, especially with AI and mass replication, I think consumers are craving what can’t be edited or outsourced: real hands, real voices, real intention. There’s a growing appreciation for work that feels human and personal.
What’s one key piece of advice you’d give to other women looking to start their own business?
Build character before you build a brand. Fortune changes, attention fades, and praise is unreliable. But the way you show up, make decisions, and treat people compounds. Also, ask the uncomfortable questions early. Pay attention to the fine print.
What time do you get up?
I wake up pretty naturally around 7. I don’t glorify less sleep—I glorify functioning. As a kid, I was up late studying and then ridiculously early for gymnastics, so I learned the hard way what exhaustion feels like. Now I really respect how much a good night’s sleep affects performance, creativity, and mood, so I prioritize it and skip the extreme morning routines.
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