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 “cheaper” Jewel 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:
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