J'AIME SEPTEMBER 2021

Mathew says: “The idea for Elvins was essentially
came from the fact that we had Elvin during the
pandemic, and all of the horrors and troubles that
came from that, not being able to attend scans,
all of the extra worry that we, and other couples,
encountered during this time.”
A percentage of the profits from all sales of Elvins
Gin will go to Pregnant Then Screwed, a charity
which is dedicated to helping pregnant women and
mothers.
Maria says: “I already followed Joeli Brearley, who
founded Pregnant Then Screwed and knew about
her journey, how she’d faced discrimination when she
got pregnant, how she was sacked from work.
“Throughout my pregnancy with Elvin, Pregnant
Then Screwed provided a range of resources and
advice, and we are so very thankful that this space
exists for pregnant women and mothers. It seemed
like a perfect fit for us.”
Pregnant Then Screwed is dedicated to stop the
systemic, cultural and institutional discrimination
faced by a vast amount of pregnant women and
mothers every year. Founder Joeli Brearley and her
team fiercely break down the walls against maternity
discrimination, through campaigning to have voices
BABY ELVIN, WHO WAS BORN
DURING THE PANDEMIC IS THE
INSPIRATION BEHIND ELVINS GIN
heard while simultaneously ensuring that they
provide up-to-date information about employment
rights and options, whether this is legal advice or just
a listening ear.
Joeli said: “‘We are so delighted that Elvin’s gin will
be donating a percentage of their profits to Pregnant
Then Screwed as a way to honour the challenges
pregnant women and new mothers have experienced
during the pandemic.
“The money will go towards developing our support
services for women who experience discrimination
and fighting to change the systems which prevent
them from having equal access to the labour market.
Plus, the gin is absolutely delicious! So it’s a win-win
all round.”
The two iterations of Elvins, a dry gin and a pink,
have been handcrafted and distilled locally by
Mathew and Maria, who tried, tested and tweaked
the recipes, playing around with the botanicals until
they were confident Elvins was just right.
Mathew says: “In terms of the Elvins Dry, we’ve
made it to be very classy and elegant, very citrusforward
to adhere to the London Dry principles. In
terms of the botanical split it’s actually 68 per cent
juniper, which is really heavy juniper.
“The juniper is backed by white lavender, lemon
thyme, grapefruit and lemon rind, which allows it to
be a citrus-forward gin with a floral backbone and a
nice, clean finish.”
www.jaimemagazine.com
7