Jô! and behold

"It’s all about the extreme, all about contrasts–fine yet rough, polished but raw. It’s individualistic. Strong. Hip." Thus says accessories designer Joyce Oreña about her shop Jô (her initials and pronounced as Jo). The shop carries chic, one-of-a kind jewelry, bags, cummerbunds (pieces made of precious stones beaded on patched fabric sourced from Roberto Cavalli’s secret supplier), belts and other accessories from Italy and France.

The store boasts of a stylish industrial design, a collaboration between Joyce and Italian architect and feng shui expert, Fabio Caccarelli. The ingenuity of mixing rough and polished things like copper pipes, valves, old wood, metal scaffoldings and other construction materials as backdrop for jewelry and accessories gives Jô a cutting-edge look. There’s an exaggerated tall mirror and main door, huge animal-printed sofa and cub chairs, panels and table in crocodile-pressed leather, and a patterned metal curtain that conveys a fresh orientation in design and expresses bold individuality.

Jewelry is not something new to Joyce, a former Elite model. Her fondness for jewelry is deeply rooted in her childhood. "As a child, I loved accessorizing," she says. "My outfit would never be complete without excessive bangles, chunky necklaces or huge earrings."

Digging from her mother’s boxes of beads and playing with them developed Joyce’s interest in creating personal pieces and her passion for antique jewelry. "In the ’80s, I would wear long strands of pearls, huge pins and chain belts all in one garb," she relates. "I would strand my own pearls or search the Baguio market for interesting silver or brass."

Her exposure and experience in the fashion industry gave her the idea of creating personal pieces. "It all started when I made jewelry for myself and people noticed it," she continues. "Two years ago, I created elastic Swarovski crystals and precious stone bracelets and people asked me where they could get them."

The demand for her customized jewelry paved the way for a more lucrative venture. From her passion sprung an entrepreneurial approach to accessory making. "The great response to my color mix and designs gave me the courage to open my own store," she reveals.

Individuality is what Jô accessories is all about. The designs break away from the traditional and reflect styles that are fresh and hip. Each piece is designed based on the stone and not the other way around. They are very different, distinct and unconventional. From the product to the packaging and label, Jô gives consumers a "personal touch."

"I personally buy the stones and other raw materials in Italy," says Joyce. "Everything from my packaging to my tags is handmade. I source my paper tags in the flea markets of Florence which are individually attached with beaded copper wires. My packaging is hand-cut distressed leather wrapped in copper wires as well."

Uniquely crafted, Joyce’s one-of-a-kind masterpieces are inspired by everything from architecture to art, flowers to nature, people to streetlife, or things you see everyday. Constant travels to jewelry havens like JAR in Paris, Cartier in Milan and Florence, Kokon to Sai in London and flea markets the world over provide a rich and creative source of ideas.

Jô will hopefully initiate the rise of more modern, unconventional jewelry stores. "We are ready for individual and particular designs," says Joyce. "It’s about time we bring something current and international to the market. We are more discerning now."

Shop Info Jô–Ground Floor Greenbelt 3, Ayala Center, Makati City

* * *

E-mail the author at: mymultiplechoice@yahoo.com