“Casual, Comfortable and Luxurious” has always been JOIE’s approach to fashion — “one cannot exist without the other.” I wholeheartedly agree. So, when this chic boutique opened its doors in downtown Pasadena earlier this year, I felt one step closer to obtaining my ideal wardrobe. Wallet, beware.
JOIE (pronounced juh-wa, a French noun meaning joy) began in 2001 and is currently owned by Creative Director Serge Azria. Since Azria acquired the company, JOIE has launched JOIE Shoes in 2007, Soft JOIE in 2010 (a line of luxuriously soft sweaters, dresses, and tees), and handbags in 2012. The company is expanding, and expanding quickly.
One thing I loved discovering was that JOIE finds inspiration from Southern California’s casual yet sophisticated lifestyle. Which makes perfect sense why, along with opening boutiques in Newport Beach and Los Angeles, JOIE chose Pasadena to showcase its collection. One trip inside and you’ll see just how perfectly the store reflects this inspiration.
It’s like walking into a friend’s beautifully decorated home. Excuse me–beautifully and expensively decorated home. It’s light and airy. Chic yet casual. Serene, even. Softly lit cubbies house shoes and purses. Cozy nooks, outlined in ivory molding, display delicate and luxurious items. But while its beautiful interior draws you in, it’s the collection that entices you to stay. Fabrics feel live-in-them soft. Colors resemble a watercolorist’s palette. Items look impeccably made. And despite the prices (hundreds and up), I get the feeling any woman–from the most casual of dressers to the most sophisticated–could no doubt discover numerous favorite pieces here. Casual dressers will adore the comfortable drape of JOIE’s items: blazers (like the Mehira B Blazer for $288) and sweaters (like the Tomiko Sweater for $198) are open and flowy. Silk tanks (like the Alicia Top for $128 and the Sevati Top for $248) are swingy with loose hems. For those with a dressier flare, pants (like the Sitara Pant for $178) are perfectly cropped and structured. And dresses are made with the finest of fabrics, like the Varine Dress ($778), made from soft suede, and the Rori Dress ($338), made from delicate lace.
Casual, comfortable, and luxurious indeed. JOIE, welcome to Pasadena.
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