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‘Young, Cool, Affordable Luxe’: Jewel By Lisa Launches Diffusion Line- ‘The J Label’

Ijeoma Balogun



I remember vividly the first time I was confronted with a Jewel By Lisa piece,it was years ago in an editorial for True Love. Although I loved the idea behind the brand, I wondered how they would keep things fresh from collection to collection.

The brand has silenced my worries, they’ve managed to bring something new to the table with every collection, they have branched out and started an accessories line and even a homeware line and now it’s all about their diffusion line- The J Label.

Read what they have to say about The J Label below:

IJ: What was the concept behind the creation of the diffusion line?

JBL: It’s something we’ve wanted to do for a while. Its something we know our clients/fans have been desiring. We know a brand like this has been missing in the market. The J Label is functionality, wear ability, simple cuts, easy individuals that can be worn together or individually, pieces that can be worn from day to night. The J Label is a strong combination of urban cool, afro-pop, and cutting edge beautifully crafted clothes — it is affordable luxury at its best. The pieces are high-fashion-completely-relevant to youth culture; hand embellished treasures, to be admired, hung nicely in wardrobes the world over, then easily incorporated with other everyday pieces. The J Label remains about quality, craftsmanship, detail, comfort, and most essential considerable affordability.

IJ: What’s the difference between a piece from ‘The J Label’ and a regular Jewel By Lisa piece?

JBL: Under the Jewel by Lisa brand, we have different ‘lines’. We have the accessories line which includes our handbags and clutches, as well as our embellished belts and necklaces. Under our homeware line, we have candles and cushion covers. The Jewel by Lisa and The J Label lines, also fall under the brand as a whole, and they represent clothing.

The most obvious difference between Jewel by Lisa and The J Label is the price point. I think what is really important to understand is that they are two completely different brands, which stand on their own. They are not alternatives or substitutes for each other. The line is not about creating “cheaperJewel by Lisa pieces; it is about creating one of a kind pieces that represent a certain youthful, modern funk aesthetic, within a more than an appealing price point. Jewel by Lisa has always been seen as a ‘youthful’ brand, but I think with the last few seasons, the brand has matured, the pieces are more ‘grown up’.

Regardless of age, Lisa designs what she thinks is COOL, and that’s the bottom line. Jewel by Lisa will continue to evolve with its custom made luxurious fabrics, intricate beading techniques, and fashion forward silhouettes. Clients should no longer be afraid to pay a good amount for truly luxurious garments. The J Label Ankara pieces are also still hand embellished, individual, and unique. A good portion of our pricing is based on the amount of embellishment used. However much embellished, minimal or heavily, whatever you get is special in its own right! We’ve given our fans way more than what they’re paying for! In addition to Ankara, we’ve used good quality chiffon, jersey, and cotton, and have also incorporated a few of our custom luxurious fabrics. We want people to feel special when they wear each piece. We love the collection! We believe in it 100%.

IJ: Who can own a piece from ‘The J Label’ line?

JBL: Anyone really! We don’t necessarily want to put an age bracket to the line, but The J Label girl is a youthful, fashion conscious, an every day girl, a true dictator of style, with an unbreakable loyalty to the Jewel by Lisa brand. Saying she’s young doesn’t mean we are excluding a slightly older crowd. She could be getting a monthly stipend from her parents, or she could be in University, or she may have a great job with a higher income bracket. We felt the need as a brand to cater to everyone at different price points. The J Label is an easy access into the Jewel by Lisa brand. It’s a way for people to experience the brand as a whole.

IJ: Other than the motive to patronise our own(buy Nigerian), why buy a piece from ‘The J Label’ line?

JBL: There is nothing like The J Label out there at the moment! We can confidently say that in Nigeria, Africa, and we can even go as far as saying globally, no other brand personifies Ankara in such a way. Our skill, techniques, design know-how, constant production of COOL pieces – the Jewel by Lisa brand is one to know and love and wear. Each piece is so exceptional, you’ll have to own as many as possible. As simple as the pieces look, there is always one detail that makes it special. If it is not the pleating, or the leather infusion, or the mix of luxury prints, there’s the functionality. As much as possible we want each piece to be unique, so we’ve made one style, a little different in the various sizes. Regardless of the price point, we don’t see it as a ‘mass’ line. We want everyone to feel like their piece is special to them.

IJ: What was the theme of the shoot and how was it communicated?

JBL: We wanted a shoot that would reflect The J Label aesthetic – something that was fun, light, full of spunk and edge. Our vision was to incorporate lots of movement and interaction between the models that would communicate bliss! We wanted people to feel a sense of excitement just by looking at the clothes, and hopefully imagine themselves wearing as many pieces as possible. With the clothes being the main focus we wanted to keep the make up simple and clean, but definitely needed a pop of colour on the lips. For the purposes of the shoot, we’ve allowed the pieces to form a particular style aesthetic. The great thing about The J Label is that even with its attractive price point, we still give our clients the ‘custom-made’ appeal. So for example the red dotted pouf skirt seen below in short, but there is always an option to order it longer. We are truly excited about the outcome of the collection and are confident everyone will be too!

IJ: Where can consumers purchase ‘The J Label’ pieces?

JBL: For now, the pieces can be purchased at our studio 13, Ribadu – in Ikoyi. We are working towards having them available online as well.

View collection below:

Watch the behind-the-scenes video below:


Follow me on twitter: @ijeomandekwu



  1. Mazuba

    June 17, 2011 at 7:47 pm

    Im in Fashion heaven!love chic.cant wait for it to go online .Those pieces need to be mine!

    • Ginika

      June 21, 2011 at 8:58 am

      I’m just met you at corner of fabulous and exquisite. I agree they need to be mine. I think, I think I’m in love with JBL designs

    • Ginika

      June 21, 2011 at 9:50 am

      Taken away by these fresh pieces, that I’m speaking jibberish (gibberish) #gbagaun!

    • Blossom

      June 25, 2011 at 7:54 pm

      OMG! Did Zara just say ‘SUBB-tle’?? *I faint!* (See 4:47)

  2. amethyst

    June 17, 2011 at 7:49 pm

    my best nigerian designer ………love her designs sooo much

  3. Kachi

    June 17, 2011 at 7:54 pm


  4. StephanieIj

    June 17, 2011 at 7:59 pm

    Awesomesauce… I love the first and third outfits most. I hope they’d be really affordable with the way she called it “affordable LUXURY”. Lool..

  5. moi

    June 17, 2011 at 8:02 pm

    I WANT!!!!!

    • moi

      June 17, 2011 at 8:06 pm

      love the pants, the right ensemble on the first picture(gurl standing up) I can rock those.

  6. Mimi

    June 17, 2011 at 8:02 pm

    Nice clothes- But its time Lisa launches a website so people can order and stuff…Its time to take Nigerian fashion to the next level and not be restricted to going into a shop before you can get clothes.

    • Ready

      June 18, 2011 at 9:26 am

      I concur. Gorgeous pieces, and she did say they were working on other distribution methods, but selling online should definitely be a priority.


    June 17, 2011 at 9:06 pm


  8. doubleyouhehigh

    June 17, 2011 at 9:20 pm

    On point! very unique label(s)
    p.s. dey were showing Desperate housewives(Carlos nd Gaby) on their tv 🙂


    June 17, 2011 at 9:32 pm


  10. Tochi

    June 17, 2011 at 10:08 pm

    Now this is what i’m talking about. Love it!!!!

  11. Slush

    June 17, 2011 at 11:25 pm

    Father take control!!! I think I’m going to carry my next salary to 13, Ribadu

  12. TheCommentator

    June 18, 2011 at 12:24 am

    These comments must be from her PR team. lol
    Overrated. nothing special. the dresses in the last pic are ok but they have been done over and over again.

    • Slush

      June 18, 2011 at 11:41 am

      I’m not PR o

    • Na Elo Be Dis

      June 24, 2011 at 4:34 am

      I hate to agree, but I do. I mean they look nice, but nothing spectacular? anywho pretty nonetheless

    • Paris Walker

      April 21, 2012 at 1:05 pm

      It doesn’t seem like they’ve been done over and over again in America. I wish I had access to clothes like that.

  13. Nwanyi Oma

    June 18, 2011 at 1:33 am



    June 18, 2011 at 1:58 am

    she is among my top 5 favorite Nigerian designers! love her to bits!
    and the models are so cute and modeled the outfits so well. IT’S ABOUT TIME NIGERIA GET NIGERIA’S NEXT TOP MODEL! IT WILL BE A MUST WATCH! 🙂


      June 18, 2011 at 12:44 pm

      Thank you Amaka..The Twins are from Beth Models. We love JBL.xoxo

  15. Toriola

    June 18, 2011 at 2:40 am

    now this finally makes sense…i never understood the concept of 65,000 Naira ankara tops considering they all look the same after you start seeing too many of them at every function. I m glad they are finally waking up

  16. Mary007

    June 18, 2011 at 6:21 am

    Nice and I am glad the Nigerian road side tailor can do an equally neat and nice job

  17. Kemiismyrealname

    June 18, 2011 at 6:23 am

    Whie JbL is a great brand I hope (like a diffusion range is meant to be) the J is going to be more affordable – I cannot justify spending unreasonable amounts on pieces made from ankara fabric no matter how embellished!

  18. Blossom

    June 18, 2011 at 8:21 am

    I like the model 🙂

  19. Jobs In Nigeria

    June 18, 2011 at 11:12 am

    You guys are doing a great job with nigerian wax adn adding more flavour to nigerian fashion. keep it up. Proudly naija!

  20. Slush

    June 18, 2011 at 11:43 am

    I hope her idea of reasonably priced is the same as mine

  21. PJ

    June 18, 2011 at 11:46 am

    Simply gorgeous, the cut is very simple and neat. Where can we purchase online?

  22. bree

    June 18, 2011 at 11:50 am

    @ the commentator
    why cant people like her designs just because you dont like them? why are you saying its by her PR team? nigerians we need to accept that people can have different opinions. you can say you dont like her designs, but you dont need to comment on those who like it. its cowardly and it is also mean

  23. Daeze

    June 18, 2011 at 12:25 pm

    OMG, this stuff is totally gorgeous, and who are the models they are beautiful


      June 20, 2011 at 5:55 pm

      Thank Daeze. BETH MODELS 08033278752
      Think you’ve got what it takes to become Elite’s next supermodel? Download forms @ Follow us on Twitter @elitenig and join the Fan page Elite Model Look Nigeria 2011. Invite your friends..

  24. teddy

    June 18, 2011 at 2:00 pm


  25. Lola X

    June 18, 2011 at 2:32 pm

    Saw her featured somewhere else online too and fell in love with her creations! Lovely!!

    Lola x, London

  26. Asa

    June 18, 2011 at 6:28 pm

    Wow, i know the ankara trend is kinda boring now but this pieces stand out,fantastic i see no reason why they shouldn’t be in high street shops,btw the models are STUNNING.

  27. Saffy

    June 18, 2011 at 7:27 pm

    i thin ‘the j label’ is a fantastic idea…been waiting for somebody to do this..
    make beautiful clothes with lovely fabrics and sell them at affordable prices…
    where could i purchase mine pls?

  28. Cece

    June 18, 2011 at 10:14 pm

    The models are really cool

  29. tezy

    June 18, 2011 at 11:06 pm

    luv luv luv this! i hope when they say easily assessible they mean it, ‘cos mehn i love their designs but they are really expensive.

  30. oju

    June 18, 2011 at 11:35 pm

    Hey Lisa, Love your Label but watching your clip I could not take my eyes off your hair line!! You need to get that fixed ASAP!! Check out my blog ‘Naija hair can grow’ for tips and tricks on how to restore your hair!!

  31. robyn

    June 19, 2011 at 1:25 am

    Love lisa’s designs,she’s my mentor in this industry.hope to be as accomplished as her very soon.

  32. moo

    June 19, 2011 at 6:53 am

    nice collection,no doubt but check out d prices u ill.b amazed what she meant by affordable.rem if its JLD it ill always b JLD.

  33. Obehi

    June 19, 2011 at 3:18 pm

    Adorable Outfits!

  34. Luvlyn

    June 19, 2011 at 3:32 pm

    Boring designs..seen better. NEXT!!!

  35. Luvlyn

    June 19, 2011 at 3:39 pm

    D only nice thing is der shoes.. Althou dey cudda bn ‘red bottoms’… Oh well.. NEXT!!

  36. Priscy

    June 19, 2011 at 5:09 pm

    Absolutely fabulous! I hope when you say affordable, its affordable ços i would definetly be rocking some of those pieces!! ehen when is this online thing happening so we can start ordering!!!

  37. mh

    June 19, 2011 at 6:16 pm

    Nice so much in d models…

  38. anjay

    June 19, 2011 at 8:34 pm

    I’m off to ikoyi this week to see if they are really affordable!!! lovely pieces

  39. Franklyne

    June 19, 2011 at 10:31 pm

    Fresh, vibrant, lovely………once again, Ms Folawiyo delivers

  40. Dumi

    June 20, 2011 at 10:07 am

    Nice pieces and finally a designer who has taken initiative to create a diffusion line. But is it really a diffusion line? Diffusion implies affordability especially if the collection was created as an everyday staple which she stated in the video but slightly contradicts herself by saying otherwise in the same sentence.

  41. cathy

    June 20, 2011 at 11:08 am

    i want. hope i will be able to buy some

  42. Adelegirl

    June 20, 2011 at 12:52 pm

    I guess I am the only one that is “underwhelmed” by this J Label collection. Nothing much stood out for me apart from the baby doll dresses, which were just pretty. I expected to see really funky and simple pieces but with a touch of the embellishment JBL has become known for.

  43. cold

    June 20, 2011 at 1:17 pm

    the models were just perfect for the shoot and they sure did know how to strike the pose! i love love jbl’s collection and i would soo wear them! i wish i could order those ankara pants right now from the uk i would so wear them with a white shirt and some black 6″ shoe and show these oyinbos’ that 9jaz got mad style…*wink* hopefully they ask me who i’m wearing sha lol…..sigh* dream!

  44. Oma

    June 20, 2011 at 1:38 pm

    jewels indeed. lovely,lovely..

  45. lolo

    June 20, 2011 at 4:46 pm

    beautiful pieces! i like, i sure like!!!

  46. mekyli

    June 20, 2011 at 5:01 pm

    do they own a fashion school…unique pieces by d way.

  47. Toyin

    June 20, 2011 at 11:15 pm

    Abeg, my tailor Idowu does better.. And sorry, Pr people should look at the likeability factor of a person before putting them in front of the camera. I had a different view of this Jewel by nature person and it was mysterious. This video just spoiled that illusion

    • Mary007

      June 23, 2011 at 5:31 am

      I concur, no need for her to talk spoilt everything for me

    • itir

      June 23, 2011 at 11:00 pm

      Me too

  48. MSC

    June 21, 2011 at 7:52 am

    Good models… Better Clothing…

  49. lol

    June 21, 2011 at 4:01 pm

    Cute Lisa….has done it again. Well done gurl, the way to go…..kudos to you and your team.

  50. Nikki

    June 22, 2011 at 4:46 am

    i love these pieces!!!!!

  51. Nini

    June 22, 2011 at 2:00 pm

    lovely pieces!

  52. Bola

    June 22, 2011 at 4:24 pm

    opinions are like -, everyone has one. However when commenting, please try to be respectful and constructive, and have an appreciation for the amount of work and energy it takes to create something. I totally loved the designs keep up the work. Also your video helped demystify who Ms Folawiyo’s

  53. Ngum

    June 22, 2011 at 11:15 pm

    great collection. ankara cool indeed. she could do with some media coaching though. LOL!

  54. Brownsugah

    June 23, 2011 at 12:33 pm

    pretty little things!!!

  55. FullyBlessedMissy

    June 24, 2011 at 10:22 am

    Nice Designs, But can they atleast use some models that has a bit of flesh on them, do I have to be skinny to where it?

  56. Foxtrot

    June 24, 2011 at 11:04 am

    I dont undertstand what is happening in the Nigerian fashion industry. They always try way to hard to emulate their european counterparts.

    Why are all these clothes either too skinny fitting i.e too tight! or short! Most Nigerian ladies do not dress in this manner and to be honest i personally do not think its fashionable

  57. ajuma

    June 24, 2011 at 4:53 pm

    im in luv wit al ur pieces.inshrt,im volunteering 2 model 4 u freely………..

  58. Ndy

    June 25, 2011 at 1:57 pm

    I don’t know what ppl mean when they say that ankara is over done. Unlike in the western hemisphere, in Africa, ankara is not a trend. People have been wearing ankara for years and still are. Am glad label luke jewel by lisa or should I say the J Label and keeping it fresh and interesting especially for the younger generations. Becasue growing up, I saw ankara as something our parents were, not something you could wear on a daily basics as a young person or something you could mix and match with other clothing items in your wardrobe. I also really appreciate the video because I could not see from the pictures that the last two dress shimmered. I personally love all the pieces in the collection, in fact they should all be hanging in my closet right now, lol.

  59. Marchessa

    June 29, 2011 at 9:05 pm

    Love some, loathe some- my opinion.
    If I were Lisa, I’d spend a little more on PR, but I’m not Lisa, so again my opinion. I thought it was really ironic after her monologue she says ” you understand what I’m saying” and I was like err “No”.
    I agree the ‘mystery’ surrounding her was part of the allure of JBL.

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