Embark on a journey with us in our next Worldwide Wonders feature as we delve into the captivating story behind JO&LYD, a brand born from a passion for handcrafted elegance and a commitment to supporting independent designers.
From the inception of JO&LYD to its remarkable evolution over time, founder Pantelis Chatzigeorgiou shares insights into the brand’s ethos and vision…
What inspired you to start JO&LYD, and how has that initial inspiration evolved over time?
I have always enjoyed observing the creations of independent designers. These handcrafted designs were the result of the artist’s expression; they had something authentic, beyond the limits set by famous brands. There are many artisans out there who create handmade jewellery that is superior in quality compared to many well-known brands. The initial inspiration behind JO&LYD stemmed from a deep love for beautiful, handcrafted jewelry and a desire to support and promote independent creators with the rest of the world.
Can you share a memorable moment or milestone in JO&LYD journey that made you particularly proud?
The most memorable moment was the day I received an email with a collaboration proposal from a well-known film studio in L.A. A well-known costume designer working on a TV-series production asked me to supply her with freshwater pearl necklaces. Admittedly, I didn’t expect it; I was fully surprised. It was one of those moments that remain indelibly etched in my memory. We still continue our partnership, and some of our jewellery is worn by actors in the series. We get the satisfaction and pride of seeing our handmade jewellery worn by those famous actors on TV.
How do you go about discovering new independent designers to feature on JO&LYD?
Recently we have been looking for new fashion designers. Last year, I tried to visit as many as I could, in addition to my obligations, various fashion exhibitions mainly in the Scandinavian countries, where several designers exhibit their creations. There I had the pleasure of meeting several talented fashion designers, and it has inspired me to expand my business to include apparel. We are always looking for new independent designers. That never stops.
For me, the key as a CEO is to find common goals and interests with my partners. Hallmarks of good business relations include trust, loyalty, and communication. So, soon we will surprise our friends with new collections.
What role do you believe JO&LYD plays in supporting and promoting independent fashion designers?
Supporting independent fashion designers is crucial for encouraging creativity, diversity, and sustainability in the fashion industry and for talented people to express themselves through their art. This is the most important for JO&LYD. To support people who want to work from home and get paid for their own creations. This also has a climate-friendly footprint since no one needs to take their car or transport to get to work. Local, small-scale production is the future in my opinion.
How do you balance staying true to your brand values while adapting to evolving fashion trends?
Our company’s line is specific and focuses on the manufacture of handmade accessories. Jewelry made of gold, silver, gemstones, and pearls will symbolise timeless luxury and elegance, and that is not going to change.
Can you tell us about a challenge you faced while building JO&LYD and how you overcame it?
From a business perspective, the challenges are many, especially here in Sweden, where the market is mostly dominated by multinational companies that source their products from Asia. Customers are so used to cheaper products, so it is difficult to compete with the prices when you cooperate with independent designers. We want to focus more on quality, not on quantity. This is where you need belief in your vision, patience, time, and the right partners. After all, success is a matter of time.
What advice would you give to aspiring entrepreneurs looking to break into the fashion industry?
Know your market. You must thoroughly research your target market before launching your business. Build your network and connections within the industry. But most importantly, be confident, stay true to your unique style, and never give up. With dedication and unwavering passion, you can make it in the fashion world.
What is your favourite piece of jewellery or accessory currently offered on JO&LYD, and why?
Each piece of jewellery has its own story and character. But I would say that my favourite pieces of jewellery are rings. The combination of 925 silver with freshwater pearls and gemstones makes these rings truly unique.
What do you think sets JO&LYD apart from other online jewellery and accessory retailers?
Our clear focus on timeless pearl jewellery. We will stay true to our style and not try to offer a little bit of everything. We focus on quality and personal expression and always provide personal service.
What’s your go-to quote when you are lacking motivation?
“It always seems impossible until it’s done.” – Nelson Mandela
Our readers love to travel, what destination is at the top of your bucket list?
Japan is a place my son and I dream about going to together. Otherwise, the Greek islands are always my go-to destinations. I can highly recommend Symi, located 50 minutes away by boat from Rhodes.
Lastly, what message would you like to share with the readers of House of Coco magazine about the JO&LYD journey and the future of fashion?
I have invested a lot of time, energy, and care into the business. That is why the name is a dedication to my children, Jonathan and Lydia. The fashion industry is predicted to go through a major transformation in the coming years, due to technological developments and a stronger focus on sustainability. We are in the forefront of this development, with our focus on sustainable production, inclusivity and original expression.
Whether you’re seeking the next must-have accessory or yearning for a glimpse into the future of fashion, let House of Coco be your guide.
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