Former fashion model turned jewelry designer Joyce Oreña has always known what looks good on her. With her long, willowy frame, she can carry off almost anything, a must when she used to stalk the runway or pose for photographs.
Now, however, you’re more likely to find her behind a desk putting together different components to make the bracelets, chokers and necklaces sold at JÔ, her store located on a pleasant, tree-lined street in Makati.
Her most saleable design to date is from her “Transformers” line— bracelets and cuffs that can easily be linked together to create a choker or necklace. She also has shoulder-grazing chandelier earrings that can be dismantled and worn singly.
Her own spin
This concept of multi-use jewelry is not entirely new, but Oreña has given it her own spin by using disparate components—metal beads, antique silver, fringed leather, colored cords—that surprisingly look good together.
Aside from at her Makati store, her pieces are now sold at Chimes Specialty Store in Davao. “On Monday (Nov. 30), 15 sets of my Transformers will be sold at a pop-up store in Tokyo, Japan,” Oreña told Inquirer Lifestyle.
This is the third time she will be joining the temporary selling event initiated by her friend and former model Tetta Ortiz Matera, who is based in Tokyo.
“She invited me, fashion designer Maureen Disini, and other accessories designers like Bea Valdes, Joanna Preysler and Joyce Makitalo, to participate,” Oreña said. Based on the sales, she has noted that Japanese buyers are more “fashion-forward.”
“They’re aware of the trends, but they’re not trendy. They also prefer muted colors like black and gunmetal gray, unlike my Filipino clients who go for bright, colorful pieces,” she said.
Her sister, newscaster Ces Oreña Drilon, regularly wears different Transformers on her nightly news show on ABS-CBN.
Joyce’s knack for putting odds and ends together was first noticed when she jazzed up a pair of jeans using crystals and beads from her mother’s box of trinkets. When she wore the pair to work one day, everyone wanted to buy it from her.
Fortunately, now, people don’t have to fight over a pair of embellished jeans; they can adorn their wrists and necks with Oreña’s playful pieces.