Joie Opens Second NYC Location
Joie opened it's first NYC outpost on Madison Avenue in May and this week it opened the doors to it's second store downtown. Located at 114 Wooster Street, Joie's new store carries both the Joie and Joie soft lines, shoes, handbags and the their new Folle de Joie fragrance.
In addition to the brand's accessories, the store will carry two additional jewelry lines: Hortense and Dream Collective. Hortense is a brand that specializes in delicate and stackable pieces while Dream Collective is known for geometric-patterned cuffs.
Since its inception in 2001, JOIE has been one of the most sought after contemporary brands catering to the savvy, fashion minded, modern woman. Understatedly chic, JOIE’s designs are constantly inspired by the Southern California lifestyle and its casual, yet sophisticated way of life. Originally known for its signature cargos, JOIE has emerged as a lifestyle brand, a complete collection of ready to wear and accessories.
The JOIE aesthetic, both modern and timeless in its appeal, draws its influence from vintage creations while successfully maintaining a fresh approach to fashion. Be it Paris or California, the JOIE girl enjoys wearing casual, comfortable clothes accented by her travels throughout the world. The concept has always been “Casual, Comfortable and Luxurious.” Therefore, each piece that is designed encompasses a balance of these three key elements…one cannot exist without the other.
Headquartered in a loft in downtown Los Angeles, Owner and Creative Director Serge Azria’s goal is to continue in JOIE’s success while progressively evolving the brand. Spring 2007 marked the introduction of JOIE Shoes, followed by Soft JOIE in Spring 2010 – a collection of luxuriously soft tees, tanks, sweaters and dresses inspired by JOIE’s effortlessly chic aesthetic, and handbags for Fall 2012.
Azria is familiar with accomplishment. Prior to his time at JOIE, Azria partnered with Vince Camuto as CEO and head designer to create VCS footwear (which later became the Camuto Group) where he led the company to outstanding and rapid growth. In 2004, while enjoying the challenges he faced in design and in management, Azria accepted the offer to purchase a portion of the contemporary line JOIE. With great success, he then became sole owner and Creative Director in 2007.
JOIE’s corporate expansion over the years has been rapid and strategic. The JOIE brand holds a strong global presence in prestigious department stores and specialty shops worldwide, as well as free standing JOIE boutiques in New York on Madison Avenue and Newport Beach’s Fashion Island. Alongside the growth of the brick and mortar retail business both domestically and internationally, JOIE launched an e-commerce website in January 2012, extending the boutique experience to the JOIE customer on the digital level. With a long roster of store openings slated for 2013 and more product categories on the horizon, JOIE’s unparalleled growth will only strengthen as it increases the brand’s global reach.