Jennifer Jacobs completed a Bachelor of Journalism in Communication Design at Rhodes University in 2012. After moving to Cape Town, her love of sewing was reignited and she added technical knowledge to her self-taught skills with a short course in Pattern Making and Garment Construction at the Design Academy of Fashion in Woodstock.
In 2014, Jacobs started Afternoon, selling her popular handmade bow ties on her online shop and at the Lock Stock design market. The focus of the business then shifted, with the vision of becoming an established independent sewing pattern label.
Jacobs designs modern sewing patterns with the goal of empowering and inspiring others to create something they can wear and be proud of.