The ‘made in Spain’ jewellery brand updates its brand image and creates its most iconic collection in the midst of its international expansion.
TwoJeys is reborn and takes its universe to another level, reaffirming that it is the brand that is filling a need in men’s jewellery. With its new logo and its new visual communication, TwoJeys shows its true spirit: real, emotional and spontaneous. We talked to its founders, Biel Juste and Joan Margarit, about the evolution of the brand and its community over the last few years.
HIGHXTAR (H) – Biel and Joan, you have built TwoJeys from scratch, how has the brand changed since you started until now?
TWOJEYS (T) – A lot has changed since we started. We’ve gone from two people trying to do a bit of everything: thinking, designing and creating, to a team of over 30 people.
(H) – Have your roles within the company changed now that the firm has grown so much?
(T) – Since TwoJeys was born, our roles have changed a lot because, as we said, in the beginning we did absolutely everything and now that we have a team it allows us to specialise in where we can have the most impact: leading and leading the way. We have different roles but we share practically everything.: liderando y marcando el camino. Tenemos roles diferentes pero lo compartimos pràcticamente todo.
(H) – You had both previously worked as content creators in the fashion world… why did you choose jewellery?
(T) – Basically, the company came about as a solution to a need: to find quality jewellery with a unique design that we liked. There wasn’t any. This is how TwoJeys was born, with a very clear mission from day one: to revolutionise the jewellery sector by offering the solution that many men are looking for but can’t find.
(H) – How have social networks helped you in the consolidation of TwoJeys?
(T) – There are many essential pillars that have made TwoJeys what it is today, but communication through social media has helped us a lot to understand who we are and to capture our audience with our lifestyle, our designs and our free and risky universe.
(H) – Despite having a very consolidated brand image, you decided to redefine the identity of TwoJeys, why this decision?
(T) – With the rebranding we wanted to take a firm step forward and build a communication more in line with our lifestyle, free, spontaneous and real. We wanted to channel the TwoJeys energy through a visual identity that really represented us. It was essential to have a logo that represented everything we are and that we could unite all the content and product.
(H) – What was the creative process like and what was your inspiration for this new era?
(T) – Our new era is very much influenced by pop and urban culture, art and folk pop icons. Our inspiration comes both from icons we admire and from culture, music and art that we aesthetically identify with.
(H) – New typography and two stars joined together. What does this mean?
(T) – The two stars symbolise strength, the young, brave and free lifestyle of TwoJeys that accepts error and imperfection in all its facets.
(H) – You wanted to build an imaginary more akin to your current lifestyle. Could you define it?
(T) – We could define our lifestyle as free, spontaneous and real.
(H) – Which influential person would you love to wear your jewellery following this lifestyle you explain?
(T) – We are working on collections with special people that we can’t wait to bring to light. Those are the people we are most excited about, people who believe with us.
(H) – In this new stage you are 100% focused on the international market, what strategies do you plan to follow to reach new audiences?
(T) – Our strategy to continue reaching new audiences will consist of continuing with international openings and collaborations with international brands and artists.
(H) – You have opened permanent shops in Barcelona and Madrid, which city will be the next to enjoy this privilege?
(T) – Soon we will continue to open pop ups in Europe, collaborating with other brands and with a physical shop opening very soon in a city that we love.
(H) – In addition to jewellery, you have now also launched clothing collections such as ‘Icon’ and ‘Speed Life’, why this decision and do you intend to make TwoJeys a 360º brand?
(T) – TwoJeys is a jewellery brand, however, we have launched different collections that integrate clothes that can be combined with our jewellery.
(H) – With the ‘Speed Life’ collection, you close your first collaboration with Porsche. Why is the world of motorsport so intrinsic to the brand lately?
(T) – For us, the world of motor racing is a strong inspiration in the creation of our pieces. We are fascinated by the American motor racing world of the 70s and 80s, with its iconic racing and racing team looks. americano de los años 70 y 80, con sus carreras y sus looks de escudería tan icónicos.
(H) – This summer we have seen ‘La Goleta’ by TwoJeys instead of the villa in Ibiza. Why this decision?
(T) – This year we wanted to take it a step further and challenged ourselves to go from land to sea with a ‘villa at sea’ between Ibiza and Formentera with the idea of offering our community a totally different experience. We customised everything from TwoJeys a 1950’s boat for the whole month of July.
(H) – How would you sum up this year’s experience in Ibiza with TwoJeys?
(T) – It is really difficult to describe this experience in words, but we could define the TwoJeys Gulet as an unforgettable, surreal and magical experience. What has really made it special is being able to share it with our friends and family and not stop extending flights over and over again listening to “these are the best days of my year”.
(H) – What do the very different profiles that came by, such as Tini, El Rubius, Clara Berry, among others, have in common?
(T) – At the end of the day, all of our friends who are part of the TwoJeys community have such a real and free spirit that inspires us, each with their own unique personality.
(H) – How would you like the brand to be positioned in 10 years’ time?
(T) – Twojeys is something that as a product we know perfectly well is timeless, we are filling a need in men’s jewellery. As a brand we imagine ourselves being a global brand, collaborating with the artists and brands that most understand our mission and share our values. Men now know they have a trusted brand to buy their jewellery from.
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