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Twojeys: The jewelry firm ‘Made in Spain’ that triumphs worldwide

Spy in a year the Spanish brand has sold 40.000 units of your Unisex designs.We talked with its founders, Biel Juste and Joan Margarit, about the fulminating success of their personal project

By Sara Hernando

It all started with a caravan trip from Las Vegas to Palm Springs in April 2019.That was when Biel Juste and Joan Margarit decided to make a project that has long been around his head: launching his own jewelry firm.Three months later, on July 29, 2019, Twojeys watched the light.The success was immediate.In 48 hours they exhausted all their stock (so far their designs can only be purchased through their own website).And just a year later they have already managed to sell more than 38.00 Units.His unisex jewels, in gold and silver tones, have connected with a male audience, at first, but also feminine, avid of different and original designs.But not only.Their ability to create community through social networks has helped them create a brand image in which in the near future all kinds of categories will have, from clothing to accessories.

With a brilliant present (about to release their new offices, in just five months they have gone from a team of three people to eleven) and a promising future, Biel Juste and Joan Margarit show that well -made things have their reward.We chat with the founders of Twojeys about the extraordinary success of his firm.

How and when did this project begin?

It all started with a road trip in caravan from Las Vegas to Palm Springs in April 2019.We had been looking for jewels that we liked but we didn't find them, so we decided to create our own brand.After being known for several months and talking with several professionals, we launched our first campaign and jewelry collection on July 29, 2019 and we did Sold Out in the first 48 hours.It was all very homemade, at first we take care of everything between the two, the web, the photos, the logistics, the stock...We even mounted the necklaces one by one!There were nights that we stayed until 3 in the morning preparing everything so that it could leave on time and it is one of the most beautiful things when we thought about the beginnings of Twojeys.

Do you have financial partners?

No, we have no partner.We each have 50% and we want it to continue like this.We start with 4.€ 000 each to be able to produce the first pieces and be able to start, since then we have self -financed with the company's own benefits.We have considered making some round, but we are so in love with the project that we trust 100%, and for the moment, we can continue with our own resources.

Why jewelry?And why Unisex?

We saw a need and an unspected niche in the market, we have always been looking for jewelry for men but we have never had a reference brand where we could buy all that we were looking for.So we decided to do what we would like to have seen in another brand, quality pieces, with a beautiful image, and at a good price to buy several at a time and combine them.Although the idea is not only to make jewels, as we have always said and we really think, Twojeys is much more than products, it is a concept, a lifestyle, we do not want people to only buy designs but to feel part of this projectwhere in the future there will not only be jewels.We are going to create all that we would like to have in our closet, clothing, jewelry, accessories ... and other special things that for now we cannot say, but we advance that it will be more experience than product.

What percentage would you say that the male and female market has in your brand?

At first it was much more masculine, since it was more focused for that sector, which we liked.But now, when the gold collection took this summer, the percentages go.

Where does the name Twojeys come from?

Twojeys: la firma de joyas ‘made in Spain’ que triunfa en todo el mundo

It was the tuition of an old Cadillac that we saw towards Monument Valley, he advanced us just when the sun fell, and we thought so beautiful that we decided to put that name.

What would you say is the aesthetics of Twojeys?

We want to get out of the ordinary, we not only want to sell products, we want to sell the story, that our customers feel really identified with everything we do and see the value of the pieces and the meaning they provide.Casual would be the word.

What are your designs special?What differentiates them from the rest of the signatures?

Our products differ in their casual character, from the first day we wanted our jewels not to look perfect, but with that look a little more rustic.Now with the golden collection we have fine pieces faced to the female sector, but always with that point Twojeys.

What do you think is due to the success of your signature?

I think an important part is communication in the networks, taking advantage of the Know How we have acquired with our own Instagram profiles.We have known how to communicate what we wanted, how to deal with the people we have collaborated with, thought about how we would like a brand to treat us.We try to be very close to all customers, our suppliers, our workers, we are expanding equipment, and each person understands that their role is super important.We work with people who are in love with the project and that is undoubtedly a point in favor.

How many units do you have sold so far?

To this day we have sold 38.000 Units aproximadamente.

For now you sell through your website, do you have any future approach to also sell in multi -brand stores or even at your own premises?

Right now we are 100% digital, but in our plans we do contemplate the option to open a concept store, or collaborate with stores that really have an aesthetic that fits our image and share our values.

On your website you explain that all the pieces are manufactured in Spain in an artisanal way, can you tell me a little more like the process?

Yes, all our production is made in Spain.The pieces are born on paper and end up being polished by a workshop with which we work.The first thing we do is find a concept for the next collection, then together with our design team we make between about 10 and 20 sketches of each idea.We are polishing the design until we found the piece we had in mind, this is transferred to a 3D design with which the first prototype is made.

Why did you decide that your jewels were made in Spain?And why crafts?

We like things of proximity.When we started the project we went to see several workshops and suppliers, many of them did not want to sell us so few units or do so little work, since it was not worth it.One day we ended up in a family workshop, where they believed in our project from the first moment, so today we continue working with them.Although the production we have had to do in a larger factory, they take care that the product passes quality control, polishing and giving that identity to the pieces.

What weight does sustainability have in your signature?

We are working to be as sustainable as possible.From the beginning all our suppliers work with us without plastics.We also have a packaging made of recycled cardboard with an organic cotton bag.Being sustainable is a very important point and we always have it in all our processes, it is part of the Twojeys DNA.

As for the design of the pieces, how does it work?Do you do it or have a team dedicated to it?

We decided the concept of the collection we want to launch and with our designer we begin to prepare the first sketches.From there we are seeing that we like more or less, we are shaping the pieces that make up the collection and designing the details of each of the jewels.

Both are influencers, what have you been able to benefit or harm when it comes to launching this project?

It has certainly been a benefit.It has given us more visibility when starting and having a much more direct connection with our audience.Although I believe that what has benefited us is the experience of working with brands during all this time, we have been able to apply all the knowledge acquired in these years, from a point of view of the relationship between influencers and brands.We are doing everything we would like to do to us.

This summer, for a whole month, you have developed an event in a villa on the Costa Brava, what has it consisted?How did the idea come about?

Yes, it has been a pass!We are very happy with the result, no longer speaking economically, but about the relationship we have created with all our guests and friends who have supported us from the first day.It has been a way to return all that support and trust they have had in the project from the beginning.We rent a beautiful villa on the Cost.The good vibes with which everyone came and the relationship we created was incredible.

Have you thought about expanding categories to other accessories or even clothes?

Of course, we have new ideas constantly.The Twojeys concept is born from the idea of creating our own closet.So we plan to launch the first clothing collection in 2021.We are very excited and we really want to teach some things.

When is the firm?

We are in an initial phase, where we are growing very fast and we must be very quickly internally to continue giving the best experience to all the people who support us.We are working hard the internal organization of the company because we have gone from being a team of three to one eleven in the last 5 months.We want to be very efficient when working, so we are investing in key people.This year we want to expand, enhance the United States and South America, while we continue with presence in many European countries.

How has the COVID-19 crisis affected your business?

The COVID-19 has been something that nobody expected, we are very sorry to see how projects that have worked for years have had to close for this situation.We are a 100% online business has not affected us so much.In fact we have been able to take advantage of every month of confinement to rethink many things that in the end have gone well.In addition, we made our logistics network available to people who did health material for hospitals to contribute our grain of sand.

What are your future plans?

In the short term now in September we move to the new offices, where we can finally be the whole team working and thus be much more productive.We want to implement new communication tools and focus on building a good company structure, so that this year we can roll with much more agility.In the longest term, we are organizing worldwide actions in different countries, making very creative and interesting campaigns with talents from different sectors.Until now we could say that we have done everything a bit for a heart, so this year we believe that it is very important that everything we do has much more preparation and always go three steps ahead.We believe that we have a lot of improvement margin and that motivates us day after day to continue working more and better.

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