Can A Spanish Males’s Jewelry Get started-Up Tug Its Hype Device International?
BARCELONA — Biel Juste and Joan Margrit — the influencers-turned-entrepreneurs at the back of males’s jewelry start-up Twojeys — generally tend to forget about the normal knowledge to not combine industry and sleep. If truth be told, mixing the 2 is vital to how the magnetic 26-year-olds have stuck the eye of trend-setting shoppers together with Dua Lipa, Justin Bieber, Jaden Smith and Jared Leto.
Juste and Margrit, who’re continuously discoverable on-line partying with buddies in Ibiza or kicking about Barcelona in 90s skater-boy impressed suits, have leveraged that visibility to form a direct-to-customer jewelry industry with €4.5 million in gross sales in 2022. This 12 months, the emblem identified for its €60 signet rings and €75 silver chains is on the right track to develop 60 %, the emblem mentioned.
Twojeys has turn out to be synonymous with sybaritic summers in Ibiza, the place they have got hosted influential buddies — from Spanish actor Manu Rios and Brazilian soccer celebrity Marcelo Vieira to French motorcyclist Fabio Quartararo and Spanish YouTuber El Rubius — taking pictures the motion on social media. This 12 months, they leased a mini galleon such as the Dark Pearl from “Pirates of the Caribbean.”
“This was our version of a fashion show,” defined Juste. In a homogeneous technique to how social media-savvy Jacquemus built a global brand through tapping into the parks and attitudes of Provence, Twojeys bottles the Ibiza mystique for the sector.
A scroll thru Juste and Margrit’s Instagrams finds a heady mixture of sun-drenched hedonism and meme-worthy materialism connected to endmost sports activities: the founders are discoverable using antique sports activities vehicles, driving jet skis and aviation in helicopters — all branded with Twojeys’ double celebrity emblem — in addition to committing to events, leaping off boats, skateboarding, skiing and cliff diving.
“It was always fun, it was always kinky, it was always young,” mentioned Marc Forne, a stylist and fixture of the yearly revelry, who has identified Juste since they had been 16 years impaired.
Their method has conquered Spain’s Gen-Z customers: In Madrid’s artsy Malasaña neighbourhood, Twojeys items are actually in every single place. “It’s like the New York Yankees hat,” says Marius Seiryu Yo, a scholar within the town.
It doesn’t harm that its worth issues are available, tapping right into a candy spot available in the market: Silver Cuban hyperlink chains are €130, zodiac pendants are €85 and knuckle rings are €91.
Day DTC manufacturers pushing inexpensive mens’ jewelry are plentiful on Instagram, the private, even voyeuristic content material that accompanies Twojeys’ merchandise lends credibility to the proposition. The founders’ amusing, seductive vibe has driven some fanatics to move farther than purchasing their actual items: some have even tattooed the Twojeys emblem on their our bodies.
“The story is more important than the product,” mentioned Jacquemus CEO Bastien Daguzan, who advises Twojeys informally. “The community chooses you because of what you are and not because of what you sell. And that creates a connection with customers that you cannot have with paid marketing.”
Now, Twojeys is focused on enlargement past Spain. This fall, it partnered with its first third-party store, London’s Selfridges, which noticed early traction so sturdy that it doubled its sequence. And on November 24, the emblem will viewable its first bundle out of doors Spain on London’s Brewer Boulevard, a stone’s throw clear of Device-A, Palace and Splendid.
“The guys are aspirational — they’ve got style,” mentioned Selfridges’ equipment director Jack Cassidy. “They’ve really tapped into that kind of nonchalant carefree Gen-Z spirit, which just feels so marketable.”
Even supposing it’s a Spanish label, the concept that at the back of Twojeys used to be born within the American West. In April 2019, Juste and Margrit drove from Las Vegas to Coachella, documenting their shuttle for his or her rising Instagram followings. However as Margrit tells it, “we had a problem: we couldn’t find the jewellery to wear, we didn’t know where to buy it… so let’s make our own jewellery.”
A future upcoming, again of their native land of Barcelona, they each and every installed €2,000 pulled in combination from modelling jobs, influencer trade in and a top-up from Margrit’s mom. They Googled “jewellery shops” and later 4 days of rejection, they discovered an area producer who took a anticipation on them. At that time, they simply had sketches of usual Ibiza iconography just like the solar, the moon and the Horus seeing, which the native artisan helped translate into hand-crafted silver necklace pendants with its now signature “perfect imperfect” patina.
A pair months upcoming they began to tease the founding on Instagram, first of all simply posting temper photographs: wild horses, Brad Pitt from the “Fight Club,” cowboys, and scenes from “The Fast and The Furious.” To marketplace their first 200 items, they created a video that includes themselves in a Ford Mustang at Margrit’s crowd ranch out of doors Barcelona.
By means of the top of July 2019, the Twojeys Shopify web page went reside. They priced their jewelry at €50, which, they reasoned, 20-somethings like themselves may have the funds for. They offered out their first manufacturing run of 200 in 2 days, netting €6000 on €10,000 in gross sales. The pair quickly dropped out of college to concentrate on the industry.
They restocked the kinds that stored promoting out. A couple of months upcoming, they broadened their product collection and expanded into alternative sections like rings and bracelets. In the summertime of 2020, they grew to become at the social media hype device: launching a collaboration with Spanish actor Manu Rios, and web hosting its first summer time villa celebration at the Costa Brava. Ibiza got here please see 12 months.
Amid pandemic lockdowns when society had been in search of escapism, the emblem’s Instagram target market grew: first to 30,000, upcoming 250,000, and now 360,000 fans.
So has their industry. Gross sales jumped 700 % in 2020 to peak €2 million. In 2022, they started to host pop-ups in Berlin and London — no longer most effective to fulfill their clientele however to check urge for food for his or her merchandise out of doors Spain. This 12 months, they’ve began to increase past jewelry with oversize hoodies, which temporarily become sell-out pieces on their web page.
Retail could also be powering enlargement. Along with the pristine London store, Twojeys now operates boutiques in Barcelona and Madrid.
Nonetheless, the emblem remainder calibrated for on-line intake, from its pricing to its simple advertising and marketing fabrics, continuously created with slight greater than a easy point-and-shoot movie digicam, GoPro and an iPhone. That method lets in the emblem to push out near-daily content material on Instagram and YouTube, mixing the codes of e-commerce and truth TV. “It’s like a channel: instead of Netflix, you can see what they are doing; each day they have something new,” mentioned Daguzan.
Whether or not they may be able to maintain the hype remainder to be discoverable. In lately’s fast-moving international of virtual trade, customers continuously fribble away up scorching merchandise earlier than transferring directly to the upcoming concept simply as swift. However for now, Twojeys turns out to have the development blocks in playground to scale: a sunny and sticky id, powered through the power of its society.
“I compare them to Unknwn, Corteiz, 6 pm in Berlin, Rare Humans in Austria,” mentioned logo guide Christopher Morency. “They are a part of this generation of lifestyle brands that connect with their audience. They are taking us on their journey with them. And you want to root for them to win.”