Joomay by Carmen Vornicelu
The shapes, the combinations of colors and the mix of textures are my main concerns in the design process. I think that the originality of the jewellery can change it in a true work of art meant to be worn as a bold statement, which will be transformed into a lasting identity. The meaning of JOOMAY jewellery is composed of original shapes that resonate in asymmetric harmonies.The JOOMAY jewel is an impressive three-dimensional appearance, with different types of glow, a perfect blending of transparent volumes and shades of light.Being crafted with the fretwork laser technique, the jewel gives the impression of a sculptural object, rising from a prop which reminds of ice sculpture; at the same time, the unique combination of hand-painted Swarovski crystals renders it a painted ice effectâ€.We use neon and iridescent colours. It's a perfect combination of contemporary neon luminosity, like a black disco light, rendered by pure fluorescent colours and pearly shades of vintage brilliance.The crystals are painted in pure colours or mixtures of shades, and they undergo further treatment for a perfect fit.JOOMAY is a mix of light and colour, of old and new, a blend of modern and hand-made technology, combining matt and glossy, transparent and opaque.
JOOMAY, what are your passion and aspiration in life? How did you start as a Fashion Label?
If you don't build your dream someone will hire you to help build theirs.â€ JOOMAY was born at the moment when I was prepared to follow my dream and make it true.For me, the design is a process of creating scenarios and interactions, the result being something that can transcend the barriers of language - it is a big challenge! I'm fascinated by its effects on users, its rhetorical impact on fashion market, and its ability to give birth to social interactions.
Who is your inspiration in life JOOMAY? How do you keep inspired?
The woman......Women have been able to turn their conversations into real jobs.Overall, women have been able to turn their hobby, their guilty pleasure into a billion-dollar business, widely spread and valued worldwide: to speak, to gossip and to wear clothes.A pretty significant achievement, don't you think?The woman of today keeps me going.
We all make mistakes JOOMAY; we wish we could take back. Please tell us about time being a Fashion Label; you wish you’d handled a situation differently with a colleague.
It never happens to me to have unpleasant or unenjoyable moments in my work, because work is a pleasure for me so every moment or every positive or negative action, I'm living it as part of personal/brand development.
JOOMAY, when you’re working with a large number of clients, it’s tricky to deliver excellent service to them all. As a Fashion Label, how do you go about prioritising your clients’ needs?
Every customer is important, and we are working on finalising ours. We are very well organised as a team - at the logistic and operational level. We can't afford mistakes. Very good communication can be the key - we keep them up-to-date with the progress of the work so that they know we are together on every moment.
Please tell us JOOMAY, about a time you had to be very strategic in order to meet all your top priorities as a Fashion Label?
When Joomay started as a brand, we were a small team, having several roles at the same time.It was hard to focus and goals of our marketing plan including increasing revenue, introducing new products, coming with step by step increasing prices and increasing brand awareness on online and offline communication channels and other actions and strategies supporting these goals.But a good strategy always helps and keeps us focused.
JOOMAY, please give us an example of a time when you were able to persuade someone to see things your way at work successfully.
Success comes from desire and determination, from everyone's faith in what they do - this is the things my team always inspires me.Just give me anyone from the street or from work to make him/her believe in his/her power of making things, and you will have in front of you a new champ.
JOOMAY, please tell us about your proudest professional accomplishment as a Fashion Label. There might be many, but there is always this proudest moment that you want to share with everyone. What is it and why?
I am proud of all my accomplishments. For Joomay, an important event was last year's World Jewelry Facets 2016, a visual feast with Swarovski's world-class array of creative jewellery actions around the world.JOOMAY was named "Best in Show" in Shanghai near creations like Jean Paul Gautier's, then exhibited in Paris and Munich, and after that, the exhibited pieces were added to the Swarovski Museum in Wattens.
JOOMAY, please give us an example of a time you were able to be creative with your work. What was exciting or difficult about it?
I am a woman who loves life and adores to create.To create is a way of life for me, it brings me happiness and fulfilment.I believe in creative intelligence in any field and in creativity as a form of intelligence.
What advice would you give to the people who want to be successful as a Fashion Label?
Be creative & original & practic
Are you looking for collaboration with fashion talents, brands and creatives? If yes, please state what type of collaboration you are looking for?
I am always very open to discuss new collaborations and ideas. I would be happy to meet other entrepreneurs or designers in related fields for developing projects.
Photo credits: Dragos Lapadatu & Alexander Wehowski