TWOJEYS is bringing the party to London 

TWOJEYS is bringing the party to London 

by Ollie Cox
10 min

TWOJEYS has taken the jewellery world by storm with its attainably-priced pieces and carefully curated aesthetic. Its punchy, personality-filled designs have proven a hit with its celebrity fanbase, which includes Dua Lipa, Jared Leto, Wiz Khalifa, and Nina Kraviz, only adding to its captivating allure. Beyond its Instagramable appeal, TWOJEYS has set itself apart with its local manufacturing policy, with all its jewellery made in the province of Barcelona, with recycled silver in regional workshops. 

Thanks to co-founders Biel Juste and Joan Margarit’s outside-of-the-box thinking and community-focused approach, it has seen huge growth. An organic marketing strategy sees the brand working with a diverse range of talent, which includes professional skateboarders, rollerbladers and Moto GP riders, helping the brand build compelling narratives for its Gen-Z consumers. 

While the label was conceived during time spent in America, it has often found inspiration in London’s progressive fashion scene. With this in mind, TWOJEYS has chosen the UK capital to open its first international store, a decision made with the growth of the business at the fore. Despite its London outpost being the first outside of Spain, it has big plans to become the premier men’s jewellery brand. We caught up with co-founder Biel Juste ahead of the opening of the Soho store to talk cowboys, pirate ships, and parties. 

Congrats on the new store! Are you in London at the moment? 

No, I’m not, I’m flying tonight. And we’re opening the store on Thursday. So, we need to spend three or four days there. If not, the day before, it’s always a mess. 

What is your favourite thing about London when you are here? 

I just love London. It’s my favourite city in Europe. [I love] the architecture, the style is very cosmopolitan — it’s like the New York of Europe, I love it! There are people from everywhere, and I’ve always loved it. It has been my favourite city since I visited 15 years ago, and opening our first international store there is kind of overwhelming.

What has the process of opening a new store in a different country been like? Why did you pick London?

It’s not because I like it, it’s because our two best-selling cities are London and Madrid, and we have a store in Madrid. We decided that London would be big because it has the customers. Customers want to touch jewellery. Having retail is really important because you can see all the magic we try to project online, but it’s not the same until you touch the product and see how it fits. That’s why we want to bet on retail. You’re not an Instagram brand, you’re a real brand. 

We care so much about the community and customers that we want them to experience the TWOJEYS universe as much as possible. The store is right in front of Palace, it’s perfect. We’re friends with them, so being in front is like “Woah.” London has this magic. A lot of people come to London. It’s a base where we can do a lot of business around the store. It’s 100% a business decision. 

If you had to sum up the feeling of opening your first permanent Store out of Spain in three words, what would they be? 

One: Overwhelming, because it is one of our favourite cities. 

Two: Challenging, because at the end of the day, it is a challenge, you know. Trying to make people understand that we are the leaders in the category is a challenge because it is our first international store and how we are perceived [is important]. Of course, we want to have three or four stores in London, but this is our first bullet. 

Three: Happiness, because at the end of the day, having a store in London is something we didn’t really imagine, but for the team it is a boost of happiness. We want to grind even more because we want to be that brand in London, too. 

You have described Brewer Street as a strategic location. Could you expand on this? What is it about Soho in particular appealed to you?

Soho, London, is not only where the locals go, but it’s also where the tourists go, so we wanted somewhere where there is a lot of traffic, footfall has to be huge. On Brewer Street, there’s J.W. Anderson that we love, Heaven [By Marc Jacobs], and Palace, so it’s just perfect. 

We don’t need a huge store. We just need the perfect location with the perfect space. A huge store for selling jewellery makes no sense. We just think that being in the cool [space] next to Carnaby, next to Heaven, Palace, and Stüssy is where TWOJEYS belongs, and it’s where we fit. 

At the end of the day, we don’t want to be just the brand, we want to be a solution. We want to be the solution for men’s jewellery. In three years, every skater from London should know TWOJEYS. That is what we’re aiming for. It’s not because of the brand but because we have the supply and quality that people are aiming for. Our mission is to become the jewellery brand that men can trust and be a really good option. 

TWOJEYS ©

TWOJEYS has been worn by artists including Dua Lipa, Nina Kraviz, Jaden Smith, Willow Smith, and Wiz Khalifa, to name a few. What do you think it is that resonates so strongly with musicians in particular? 

It’s musicians, it’s actors, it’s Dua Lipa too. The thing is, we have different types of products, but we have some really special products that we make. These products, like the cowboy boot [chains], we make not because they sell a lot, but because we know that these kinds of celebrities will wear them. 

We always try to have this community, working with stylists and celebrities, and we have a really good base. Some of them are friends. Jaden is a friend. Arón Piper and Nina Kraviz are really good friends of ours [too]. They are part of our community, and this is what makes TWOJEYS powerful, and it creates entry buyers. These people people really feel TWOJEYS because we create these experiences. It’s 100% community-focused. We don’t pay anyone. Whoever [is wearing it] wears it because they want to wear it. 

You guys are Gen-Z, so your consumer behaviours differ from past generations. How does TWOJEYS appeal to this age group? 

We try to connect to the people they are connected to. We try to have an insider community, diverse people who are inspiring but also very TWOJEYS. We try to be selective and very curated. 

We have sports, Moto GP guys, soccer players, musicians, DJs, and influencers, of course. They have different audiences, and we try to target what our ideal customer would be. We’re focusing a lot on TikTok now, we’re betting on it and building a new team. The idea is to make it as relevant as our Instagram has been. We have been very Instagram-focused because it is what we knew, it was our generation. The new generation is focusing on TikTok, so we’re trying to build there. [We want to build] a really strong community and also be really loud, like we’ve always been. 

How has your Barcelona heritage influenced your jewellery designs? Can you see London having an influence on your designs?

I don’t think Barcelona has ever been influential in our jewellery designs. Our style, I wouldn’t say it’s “Barcelona-based.” We’ve always been very cowboy-ish, very street-style. We like fast cars, we like cowboys. I think that London influences us way more than Barcelona. It seems like, style-wise, London is way ahead. Like here, we have many people like us and many people trying to do stuff, but London is next level. When you go to London, there are people from all over the world trying to make things different, and that inspires us a lot. 

Do you look to America a lot? 

Yes, of course. Joan and I started TWOJEYS when we were doing a trip from Vegas to Palm Springs in an old RV. Both of us had this entrepreneurial mindset that we wanted to create something, and we always loved to dress as cowboys and a bit spicy. This was five years ago. Right now, it’s trendy, the cowboy theme. But five years ago, it wasn’t. 

We were going on the trip and [were thinking] “We really don’t know where to buy our jewellery?” There were these vintage places, but you never know if your neck is going to [turn] green. We thought we really should build a men’s jewellery brand. Four years later, here we are. 

You design both clothing and jewellery. How does the design process differ for jewellery versus clothing?

We are jewellery-focused, [that’s] our mission. [People] were asking for [clothing], and we were like, “Okay, let’s make some accessories.” For us, the clothing is like an accessory. We have 250 jewellery designs, and we have one hoodie in five colours and five T-shirts. That would be it, being honest. We spend 90% of the time doing the jewellery and 10% of the time just customising [clothing]. It’s not that we don’t make it perfect, but we want to be the number one men’s jewellery brand. 

You have supported skaters like Alex Midler and showcased your clothes on rollerbladers.  How do skating, motorsports, and other activities influence your creative processes? 

We feel inspired by many different people and talents. It’s not about the sport, it’s about the people that do it. We don’t try to do just one thing. It’s way more. We met [Alex Midler] at a random party in LA, and I told him, “You should come to our party on a pirate ship this summer.” He spent eight days there. He was only supposed to be there for three days. He was sleeping on top of the boat [and] didn’t even have a room. 

We just feel inspired by these people. We love it when people are effortless. These people are effortless. We also thought that [rollerbladers] can be cool, but it can also be corny. If you do something that is a little bit corny but makes it super cool, it is surprising. 

Finally, is there anything else you would like to share? 

I think we’re going to look back at this moment in some years and we’re going to have 20 stores, and this is our first international store. [It’s] a huge, huge moment. That’s why we’re going to try and make it as beautiful and as crazy as possible. 

TWOJEYS ©

The TWOJEYS Soho store will be open to the public from Friday 24 November.

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