Do you know how modern brands are born? Like all ingenious, sometimes literally from nowhere. The Jimeale New York brand is a newcomer to the market, which does not prevent it from actively selling its products in different countries of the world and exclusively presenting it in the Bloomingdale's Home gallery in Dubai. How did it all start? I decided to ask Jimal Jorgensen, an Australian designer and owner of this brand, when she flew to the Emirates for a presentation.
Jimal, how did it happen that you started designing and making bags?
I do not know. I guess I didn’t have to go to Miami (laughs). I flew there to my girlfriend for a wedding, and, as usual, we gathered for a bachelorette party, which we planned to spend in a bungalow on the beach. And then I became an involuntary witness of how my friend pushes all her things into some kind of creepy plastic bag and tries to bandage it with tape so that things don’t fall out. I asked her, they say, what is it, is it really in a resort town like Miami Beach you can’t buy a decent bag for the weekend? In general, after she couldn’t find out what to answer, I personally went shopping in Miami and realized that the offer in this segment was so weak that I felt sad. And the demand, meanwhile, is great. And many people, I’m sure, just like me, are not ready to pay, even for a good and high-quality bag, more than 200 dollars. This is not right. In a word, I took up a pencil, made a couple of sketches and, having already walked off at the wedding, went to China. Why exactly there?
In China, the easiest way was to find cheap production. I quickly found materials and accessories that would suit me, and made my first order.
Who were your first customers?
Oh, that was funny too! When they called me one day and asked if I had a freight elevator in my house and where to unload the boxes, I was dumbfounded. Leaving an order for the first batch of convenient, beautiful and practical bags, cosmetic bags, covers for clothes and other pleasant little things that cool life and space in order, I did not expect the courier service to bring me a whole truck with goods. I thought it would be a few packages from FedEx and that’s it. In short, for a while, my apartment turned into a real warehouse, and my boyfriend asked me where I would put all this. Naturally, I began to give all this beauty to my girlfriends, and then I began to negotiate with retail chains.
Bags are produced by many. What is the main difference between your collections and others?
At affordable prices. This is the first. In the quality that I offer for these prices, in practicality, originality, color, finally. Well, where have you seen the polka dot bags on the outside and the striped inside made of waterproof fabric. Practicality is also determined by the huge number of well-thought-out pockets for everything in the world and even rounded corners, because we all know how difficult it is to get any trifle hidden in the corner of a cosmetic bag.
Which of your collections sells best?
Everything! Each bag and handbag finds its buyer. Covers are especially good for transporting clothes, and my girlfriends with children adore diaper bags and children's toys, which are so convenient to go for a walk with the baby. I also produce cool hats for the shower, because I travel a lot and I don’t like the ones that are offered in hotels. Jimeale New York products are now sold in 11 countries, including the United States, Japan, Ireland and others. In general, all the things in my collections are elements of one big puzzle. Everyone can assemble for themselves exactly the set that suits him the most. Or give someone a present. Ideas are great and inexpensive!
Having been in Dubai, you do not want to add anything else to your collections?
Of course I want! I already have umbrellas from rain and bad weather, and for this region I will come up with funny sun umbrellas. I think it's great. I also definitely want to sell my products in Russia. It seems to me that Russian buyers have an extraordinary sense of humor, and it suits me.
So we'll see you later. Until.
