Joubi was founded in 2010 in London by Joanna Bourne, Joubi taking its name from a re-working of the French word ‘bijou’ which actually means jewellery.
After graduating from the Gemological Institute of America, Joanna has since devoted her time and efforts to designing and realising her first collection. Her vision was to create a wearable and versatile jewellery collection that was modern but, would appeal to all age groups. Joanna takes the inspiration for her work from her years of travel in Africa and in Asia, her love of animals and from her fascination with natural materials such as metals and gem stones, with all this in mind Joanna has created a diverse yet charming collection.
Joanna’s jewellery is decadent but quirky, luxury jewellery to lust over. Joanna has managed to accomplish taking you from elegant daywear, to cool rock chick in the evening, she achieves this from a slight change in the gold plating from yellow gold to black rhodium plating. Fortunately jewellery has the freedom to not be constricted to a particular season. Joubi is not concerned about the seasons but rather the individual Joubi customer, rather than conforming to a season, trend or theme.
JB by Joubi is a more playful take on the already established Joubi collection, offering a duality of inspiration; the tangible and the abstract. Striking rings, bracelets and necklaces inspired by the natural beauty found in nature as well as beauty in the ethereal, with hand-picked diamonds, amethyst, gold, and onyx, used to create unique stunning pieces. Visually it’s evident that Joanna took inspiration from the celestial phenomenon of the Aurora lights and the mystery of the Bermuda Triangle with these aerial and astral influences, and the colour palette chosen, both compliment and contrast her work which is drawn from the beauty of nature.
Joanna said that her aim with this collection was to create something modern and fun, they are all statement pieces, and are of the moment, you are able to mix and match, wear them on their own, or layer them up. The JB collection is made out of solid silver with yellow, rose, white and blackened gold plating, and features her usual wide range of semi-precious stones and enamel lacquer detailing. JB showcases a collection of rings, ear cuffs, body chains, knuckle rings, headpieces and necklaces.
With the Kosey cat ear rings being a staple, recognisable piece within the Joubi line they can be found in the JB collection, they are lacquered in a mix of colours from vibrant yellow and oranges to dark and deep red and greens.
A great extension of the JB line also is the Spectrum collection which continues and clings to the combination of simplicity and colour through a vast range of rings designed in the same colour palette and style as the cat ear stackers. This line enables you to take the stacking trend to another level as they can be worn over or under other JB designs to create even more versatility. These midi rings are available in yellow, white and rose gold plating with colours ranging from black and white, to green, purple and blue. Various different materials and processes are employed to complete the range. Sterling silver with 18-karat gold micro-plating in a variety of different colours is used for certain items. Solid 18-karat rose, yellow, white and blackened gold for others. Feature stones in the ring collections include black onyx, smoky quartz, amethysts, moonstones and coloured tourmalines. Also utilised to surround feature stones and to create a feature of themselves are brilliant pave diamonds and sapphires in various colours. Everything is said to be designed to compliment the human form. As a finishing touch, each piece is engraved with the Joubi logo featuring a fancy yellow diamond to top the J. This gives each piece a final seal of quality.
Joanna offers an affordable diverse luxury line of jewellery, she works alone in order to allow herself to be as creative as she wishes when creating her pieces, which are adored by A-list celebs and everyday people alike, the vastness of her collection, the ability to be able to mix and match her pieces, the vibrant colour, form and geometic patterns of the exotic plants and animals which inspire her, is what really sets her apart from other jewellery designers.
Written by Li Thane-Kitson
Interviewer Shanika Ocean