The Juju Days
It's quite literally Julia Ferentino's bejewelled world and we're all living in it.
The industry feels so exciting right now. There are so many interesting, niche brands that are making serious waves. One brand seemed to come barrelling in with such force that the wave has truly been felt by all. Think of the coolest person you know, and I bet you she owns something from Juju Vera.
This cool girl appeal is no coincidence. At the centre of it all is Juju Ferentinos, if you met her you’d understand. I had the luxury of speaking to Juju and finding more about how Juju Vera came about.
‘When people don’t know how they want to dress, but they know how they want to be seen’. - Juju perfectly encapsulating a feeling a lot of us experience in life.
I always felt like something was missing in my outfits. Not in the physical sense, sure it made sense by itself and looked polished, chic etc. But, internally I felt like it lacked a little bit of me, something that I couldn’t even pin point, just a missing feeling if you will. It’s safe to say, that missing feeling was Juju Vera.
So buckle up and enjoy an insight into the world of Juju, along with some of my favourite pieces from the brand.
*I feel it important to preface that I buy all of my pieces, and this Substack is purely out of passion for the brand.
A sculpted neck accessory that makes a quiet statement, I wear with anything and everything and it just adds that touch of interest.
So what makes Juju’s designs so different and appealing? She is creating an identity of a woman whose character she wants to exude. With her designs, the vision of the woman comes before the vision of the pieces. Who is the Juju woman according to Juju? Well someone who has a well versed eye. She is well travelled, has seen a lot, experienced a lot and is after jewellery that feels elegant, glamorous and sharp.
The piece that started it all, for good reason. The Petra Pendant isn’t just a necklace, it’s become a small cult where members silently identify each other with a nod of approval on the street.
For Juju, this pendant was a divine result after a year of finalising samples, going through many iterations of droplets and shapes. Driven by an obsession with shape, proportion, and a pursuit to capture an identity.
In a sea full of Tiffany cuffs, this one stands out. Made with archive stamp patterns, derived from metal carvings from vintage lamps of the Gilded Age. It carries all the charm of a vintage piece, with a modern touch.
Juju’s vision is to play with adornment. Multi use pieces that are designed for the body, but become a part of lifestyle and decor. I know I’m not the only one who feels this through her pieces. Even on my bedside table, they have their own personality, heart and soul.
Juju is one of those special people that can find inspiration in anything, though she has a soft spot for old films, the history of fashion and how people communicate through dressing. Her ultimate inspiration coming from her Grandmother, who she describes as ‘before her time’.
Art for your ears. After mulling over these for a while, all it took was for me to see these on Vittoria Ceretti and they were on the way to me. For when you just need something interesting up top.
If you want to enter into the world of Juju, these are some of my favourite items I’d recommend. For those who want to add to their collection, invest in a new brand or feel like something is missing in their looks - this brand needs to be on your radar.
Important to note: The Juju Vera showroom is opening for client appointments in the fall and I’m telling you now, you can find me there.
Juju’s favourite old films:
The Talented Mr Ripley (the original),
Purple Moon,
Anything with a young Audrey Hepburn in,
How to Catch a Thief,
Memoirs of a Geisha,
In The Mood for Love.
OW X
My mom bought me the Petra pendant for my 40th birthday after obsessing over it for months. It is such a piece of art and I feel grateful I get to partake in Juju's work. I have the sculpted collar on my radar next!
As a huge Juju fan this really was such a joy to read!!