JOVIE

Jovie's origin story is quite personal. Could you elaborate a little more on the moment this idea was born?

I lived in New York for about 5 years and studied industrial design at Pratt Institute. Design education constantly stimulates my mind to find solutions to problems. After graduating, I worked there for about 1.5 years, then returned to Istanbul to focus on my art practice and held my first exhibition. Later, I founded my own brand, "Joyce Macoro Studio."

During this process, the fact that my laptop was quite heavy when going to meetings became a problem. I was using my mother's vintage bag, but one day the strap broke. That was actually the turning point. My cousin worked with a leather workshop. I started thinking, "What could be the simplest yet most functional model?" Because the bag needed to have a strong support system. We produced the first prototype in the workshop;

it was red and everything fit inside. Afterwards, people started stopping me on the street to ask about the bag. With this interest, my mother and I talked about, "Why don't we turn this into a brand?" We started the process not with the motivation of immediately building a big brand, but by observing and growing. We wanted to create timeless colors and pieces that would match every outfit.

Our first collection was produced in 75 pieces and sold out quickly. At that point, we felt we had created something truly powerful. We kept the form minimal and slim. Even when full, the bag doesn't look bulky.

The brand is built on a mother-daughter collaboration. How does this partnership affect your design and decision-making processes?

My mother has very strong interpersonal and social skills, and she also manages the financial and operational side quite well. I, on the other hand, take on more of the creative process. That's why building this brand together was very valuable to me, both emotionally and professionally. Moving forward with a partner I trust makes the process much healthier.

How did the search for a "bag that can carry everything but stay stylish" in everyday life reflect in your design language?

Actually, this approach directly formed the model itself. The bag consists of a single strong support line. This ensures that no matter how much you put inside, it maintains its shape and durability. Functionality is fundamental to design, but it's not enough on its own. It must also be aesthetically pleasing. That's why we kept the form minimal and slim. Even when full, the bag doesn't look bulky, and it can be used comfortably, especially in winter, even with thick coats. Actually, when you solve your own problem, you solve the problem of many women.

Your first model, The Classic V, forms the foundation of the brand. What were your priorities when creating this design?

My priority was purely functionality. I wanted to carry a large laptop, an iPad, chargers… all in one bag. The Classic V provides exactly that. Actually, when you solve your own problem, you solve the problem of many women. Also, the wallet that comes out of the bag is multi-purpose. I didn't want to change bags during the day when I was going out to dinner with friends. On vacation, at the market, at a meeting… It was very important to me that it be a piece that could be used everywhere. An accessory should also lift your mood.

Jovie says she aimed to balance functionality with aesthetics. How did you achieve this balance?

We use high-quality leather, and this material gets even more beautiful over time. The bag's form is quite minimalist. In fact, its texture and drape create a light and simple effect, somewhat "like paper." This provides both a strong and elegant look. Functionality represents a more masculine side, while aesthetics and craftsmanship reflect feminine energy.

Your designs emphasize the "harmony of masculine and feminine energy." Could you elaborate on this approach?

I am quite interested in psychology and involved in therapy processes. Masculine-feminine energy has always fascinated me. We all have masculine and feminine energies within us, and this balance affects many areas of our lives. In design, I interpret it as follows: Functionality represents a more masculine side, while aesthetics and craftsmanship reflect feminine energy. At Jovie, I try to keep these two energies in balance.

Many brands today use the concept of "timeless design." How do you embody this at Jovie?

First and foremost, the materials we use are high-quality and acquire even more character over time. Our design language is based on a simple, balanced, and function-oriented approach, without adhering to a specific model. We consider each piece to be independent of trends, durable, and adaptable to different occasions. The balance we establish between form, function, and aesthetics creates a consistent language across our collections. In our color choices, we focus on both strong and timeless tones. I wouldn't produce a color that I wouldn't use in my own wardrobe. People are not just buying an object, but a meaning and a connection.

Your products you aim for it to appeal to both daily life and business life. What do you pay most attention to when designing the user experience?

For me, the most critical point is that the user shouldn't need to change bags throughout the day. They should be able to use the same bag when going to a meeting in the morning, moving to different environments during the day, and going out for social life in the evening. Therefore, capacity, durability, and comfort are paramount. But at the same time, the bag's appearance should feel "right" in every setting.

Jovie's story is quite powerful. Do you think a brand's story is as important as the product?

I think sometimes it's even more important than the product. Because the story tells you why you should buy that product. People are not just buying an object, they are buying meaning and a connection. We collect leftover leather scraps from production and transform them into accessories in workshops. This mutually reinforcing relationship is one of Jovie's strongest points.

What is your vision for Jovie's future?

Our primary goal is international growth. We have started the London expansion process, and America is among our short-term goals. We want to bring Jovie to the right place and the right audience abroad. I will continue to draw inspiration from my own life in new collections. I want to design pieces that make my life easier, that I want to have with me every day, and that I also truly admire aesthetically. The starting point of design will always be a real need. Besides that, our recycling workshops excite me a lot. We collect leftover leather scraps from production and transform them into accessories. People create things using their own creativity, and this process becomes almost a therapeutic experience. This mutual enrichment is one of Jovie's strongest points. Controlled growth is very important for us. After collections sell out, I reflect customer feedback in the next collection. We move forward by listening to the customer, experiencing it, and building upon it.

Will it be possible to maintain this simple and meaningful identity as the brand grows?

Absolutely. Because the ethical values ​​and aesthetic understanding we defined from the beginning are our foundation. There will be development, but we will move forward while preserving this essence.