A simple TikTok question about pajamas turned into 25,000+ views in less than 24 hours and hundreds of comments — and revealed something big: women everywhere are choosing comfort first. Not as giving up, but as tuning in. This week, Eimear explores why PJs-by-7pm is becoming the new normal… and a surprisingly honest expression of who we are now.

This episode started with one question I posted on TikTok:
“How early are you getting into your PJs now that the days are shorter?”

The response?
Over 25K views and a flood of comments from women saying things like:

• “As soon as I get home.”
• “Pulling the bra off in the car.”
• “I’m 46 — I don’t have the energy to be uncomfortable anymore.”
• “Day PJs, night PJs, garden PJs.”

What I thought was a tiny moment turned into a whole conversation:
Women choosing comfort.

Women choosing rest.
Women choosing themselves — without apology.

In this episode, I talk about:

• Why so many of us are leaning into comfort
• How PJs have become the unofficial “clocking out” signal
• The little rituals women use to unwind
• And how my fashion-loving self is still very much here… just with softer clothes in the evenings

I also share a few pajama brands I love — nothing fancy, just things that feel good — and I’d love to hear your favourites too.

Brands mentioned:

• Asceno (women-founded) : https://www.asceno.com/collections/pyjamas
• Eberjey: https://eberjey.com/collections/the-cozy-shop
• Olivia von Halle (navy velvet set = Christmas list!) : https://oliviavonhalle.com/collections/luxury-silk-pyjama-set
• Printfresh (women-owned, fun & budget-friendly) : https://printfresh.com/

👉 Watch the original TikTok here:
https://www.tiktok.com/@coacheimearzone/photo/7571695181049744670

Your turn:
Tell me your PJ routine — and your favorite brands, especially women-owned ones. I want to share them.

Share Your Thoughts

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