Jaimee Belle Kennedy hits back at criticism ahead of Oaks Day
Jaimee Belle Kennedy has hit back at critics who panned her lifestyle and last year’s Kennedy Pavilion in the Flemington Birdcage, revealing what she and husband James have planned for punters in the luxurious marquee this year.
Fiona Byrne
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As one of Melbourne’s most enigmatic and intriguing women, Jaimee Belle Kennedy is preparing to open the doors to a world of luxury within the Flemington Birdcage at the Kennedy Pavilion.
Jaimee, 26, will host the enclave of refinement alongside her husband, James, as they mark the third year of the Kennedy brand’s sponsorship of Kennedy Oaks Day.
“We have been really lucky to be able to move the pavilion into the front row of the Birdcage this year and create a second level so guests can immerse themselves in the racing and take in the view. The pavilion theme combines our love of timepieces and our love of horses,” Jaimee said.
“While we have some celebrities and business people attending, it is really an experience for our customers. That is why we are here; to reward them and say thank you.”
The expansion of the Kennedy brand has resulted in a sometimes uncomfortable focus on Jaimee and James’s lifestyle, including criticism of last year’s Birdcage marquee and scrutiny of their businesses and social media.
“If I am honest, I don’t understand it. I don’t think I am interesting or newsworthy,” Jaimee said.
“It is just a case of learning to deal with it.
“That criticism was disappointing for us. All we hoped to offer was a wonderful race day experience for our guests, which we are looking forward to doing again this year.”
Their fairytale wedding in Florence last year, complete with floral masterpieces by celebrity florist Jeff Leatham and bridal gown by Ralph & Russo, drew praise but came with drama.
“Our wedding was extravagant. But it was a three-day celebration we created as a special experience for our friends and family as much as for ourselves,” she said.
The high-flying glamour couple has been together for five years.
“From the minute we met each other, we were so in synch,” Jaimee said.
“We have the same values and ideas and it excites me so much how I have seen my husband grow the company. I am so proud of him.”
As well as an appreciation for luxury watches and jewellery the couple share a love of horses and have recently launched their Kennedy Racing stable.
They are staunchly against whips being used on their racehorses.
“Kennedy Racing is a cruelty-free, violence-free training model,” Jaimee said.
“We are using Monty Roberts’s training method. The whip is not used to hit or hurt the horses at all. It is a visual aid.”
She said she was sickened by the ABC’s 7.30 report on cruelty towards retired racehorses.
“After I saw that report we just got in the car and went to see our horses and spent time in the stables with them,” she said.
“Hopefully by having a light shined on the situation, hopefully it can be fixed.”
The couple have turned to Italian design house La Cellula to create the two-storey Kennedy Pavilion with inspiration drawn from the beauty of the equine world.
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Natural oak and brown leather set the interior tone.
A stunning metal curtain with mosaic equine heroes by Kriska Decors is a feature element of the pavilion as are artworks by international equestrian photographer, Giana Terranova.
A selection of watches available at Kennedy from brands including Rolex, Patek Phillippe, Cartier, and Graff Diamonds will be showcased in the Exhibition of Wonders area of the pavilion.
A fashion devotee Jaimee said she was preparing to sparkle on Derby Day.
“I am wearing a Graff Diamonds tiara on Derby Day,” she said.
“There are not really that many opportunities to wear one these days, so that will be fabulous.”