True Muse #5: Jomami Jewelry
1) Tell us about your business.
Jomami Jewelry is a Toronto-based jewelry line for the 'Refined Adventurer’. The brand was created for active and adventurous women- almost like the athletheisure of the jewelry world. The clothing industry has begun to cater to a wider range of audiences with trends like athleisure for sporty girls, but the jewelry industry hasn’t caught up. It’s not speaking to women who like to play sports, go on weekend hikes or sleep in a tent in the desert, but still want to look good while doing it. Jomami was inspired by dynamic women- trailblazers, change-makers, lifelong learners, and explorers. This is why all our pieces are named after adventurous women throughout history. We also donate 5% of our profit to The Environmental Defense Fund and Plan International.
2) Can you tell us a bit about yourself? What inspired you to start Jomami?
A few years ago I was working at a large bank as an Associate Investment Advisor and was feeling really unfulfilled. My job involved absolutely no creativity and I felt uninspired and unmotivated. I would be sitting at my desk job scrolling through pictures of women on Instagram who were travelling the world, which made me wish I was travelling too. Jomami was my solution to this. I had always loved jewelry and travel and wanted to merge the two worlds together. I decided to start a community where women, no matter where in the world they were and what job they had, could purchase a piece of jewelry that represented adventure and join a community of women who, although maybe weren’t traveling to St. Tropez every weekend, shared the same travel and adventure dreams as them. I wanted this community to be a positive thing in women’s lives so that instead of feeling jealousy, they feel inclusiveness and inspiration.
3) What does the name Jomami mean?
It’s a mix of my family’s names - Joy, Mario, and Michelle.
4) What does your typical day look like?
After my morning routine, I sit down to schedule my day out. I like to schedule my day hour by hour to keep myself organized, even though it never ends up going according to plan! I do like to do it anyways though, because it keeps me somewhat accountable for what I want to get done. Each day is never the same but it usually always starts with me answering any emails and following up on outstanding items. These include any influencer partnerships or brand collaborations we’re working on. After that I usually deal with all administrative work like inventory management and the budgets. Then I will package any orders that need to get sent out and take them to the post office. The afternoon is usually spent creating content- whether that’s product photography, social media content, videos, email campaigns or blog posts for the website. The end of the day usually ends with me checking in on all social and website stats for the day.
5) Any advice for someone looking to start their own business?
Just start. It may be the most cliche answer, but it’s true. If I hadn’t just decided to start one day, I would still be living my dreams in my head. You don’t have to start big, but you have to start somewhere. Think of what it is that is absolutely crucial for you to start your business, and just start with that. Oftentimes it’s simply your product (if you have a product-based business), a basic website, and an Instagram account. That’s how we started! Also, if there’s someone in your life that you can work with and that you trust, then that’s a great person to start a business with, and it will be a much more fun process than going at it alone. Otherwise, stick to building that empire solo. There’s nothing worse than having someone hold you back. Have enough confidence in yourself to do something on your own, and trust yourself enough to know that you will learn all that you need to know in due time. Also, try not to be hard on yourself if and when (because something always goes wrong at some point) things go wrong. It’s part of the process, and it’s actually important for you to learn and grow. The people that become successful are those who keep going when most people would normally give up. That grit and perseverance is what often differentiates those who succeed from those who don't.
6) Do you have a morning routine or ritual to help you stay focused?
I try to do a morning meditation when I can. I’ve tried various apps but the Headspace app is my favourite! Then I’ll make myself either a green tea or a decaf coffee and go for a walk in the forest by my house. I started going on morning nature walks this summer. I found that it’s a great way to clear my head and start my day off right. I think it will be hard to keep up in the winter but for now I’m loving it!
7) We love the bright color theme - what was the inspiration behind it?
I wanted to incorporate a lot of colour into the brand because I felt that the jewelry industry was really missing a brand that was vibrant, exciting, and full of life. Each of our collections is based on a different city in the world and the collection's colour palette reflects that. The first collection was inspired by Tulum, so our colour palette for that collection was green like the Tulum jungle. The second collection is inspired by Marrakech, so the colour palette for this collection is orange and red, like the desert sand and terracotta buildings of the city.
Find out more about them:
IG: @jomamijewelry / @suziebali