When did you realize your passion for design?
Design has always been a part of me since childhood. I would draw clothes, dress dolls with different fabrics, and spend most of my time sketching. This continued throughout my education, from art school to studying costume and fashion.
What is your earliest memory of designing for your brand?
One of my earliest memories was creating a collection of bikinis and caftan dresses with hand embroidery. I was inspired by newspaper clippings that were given to me and I reworked the designs to create a mini collection that was well-received.
Where do you draw inspiration from?
I draw inspiration not only from the fashion industry but also from furniture, art exhibitions, films, flowers, and travel. I observe how people dress and consume everything around me to create something unique.
“We offer a vast range of prints while maintaining an affordable price point without compromising quality.”
What inspired the brand name Joyce & Girls?
Joyce & Girls is a merger of three different brands: Joyce, a knitwear line; Salsa, a silk blouse line; and Beachgirl, a Saint Gallen capsule line.
What was your professional experience prior to starting your brand?
I have worked as a designer for various Italian brands, including Laura Biagiotti and the associated brands. I have also designed for a men's sportswear brand and a Japanese prêt-à-porter brand. I enjoy exploring different areas of design.
Do you have a favorite design piece?
I have designed many favorite pieces over the years, including a full-printed body that was a huge success. I enjoy the challenge of creating complex garments that incorporate hand embroidery.
What sets your brand apart from others?
The variety of prints and colors in silk is what sets Joyce & Girls apart from others. We offer a vast range of prints while maintaining an affordable price point without compromising quality.
What values are important to your brand?
Quality, color, fantasy, and accessibility are essential values for Joyce & Girls. We believe in offering models and sizes that are accessible to everyone, without sacrificing the quality of materials.
“We aim to offer something unique to all types of women.”
What are your future plans for the brand?
We plan to continue offering quality, color, and fantasy to our customers. If the market allows, we hope to expand our offerings to include other materials and garments.
What challenges have you faced in your business?
I have faced many challenges, including workplace bullying in my early years in the fashion industry. I have also dealt with workers from different cultural backgrounds with opposing attitudes towards their work.
What advice would you give to new designers?
Be humble, flexible, and willing to listen. Curiosity is also key to success in this industry.
How important is social media for your brand?
Social media is crucial to our brand, and we are continuously studying and exploring new opportunities in the field, including the metaverse.
Why did you choose to design women's apparel?
Women's apparel is something that I feel passionate about and am best suited to. However, I also enjoy exploring other areas of design.
What is the most important aspect of your brand?
For Joyce & Girls, creativity, color, and quality are the most important aspects. We aim to offer something unique to all types of women.
How would you define fashion?
With a phrase from Iris Apfel, “Fashion is what you can buy, style you possess.” Fashion should remember this more often, especially now that the world has turned from hedonism to the essence of being.