In 1987 Jane took a risk and launched her brand Jane Lamerton and Myer came with her, supporting and promoting JL to became a recognised and timeless Australian Fashion resource for women.

In 2005 Myer and Jane formed an exclusive partnership and JL became the first Myer Exclusive Brand. This relationship gave Jane Lamerton women stylish, wearable clothing that was more affordable and accessible through all Myer stores nationally.

JL at Myer grew to include Petites and BIB, Sleepwear, and JL Homewares with ranges across tabletop, bedlinen and bath.