My Ciao Bella interview with JJ Martin, founder of La Double J
Buongiorno a tutti!
Erica Firpo's Ciao Bella has published my interview with JJ Martin. Yes, it's true I rave about her and her brand often but I know first hand how difficult it is to be an entrepreneur in Italy. What JJ has created is incredible.
It was truly a pleasure to sit down with this very talented and dynamic woman to discuss interior design, creativity, and living in Italy.
To The Max: Designing Milan’s La Double J Store
Brick and mortar maximalism
When I read LaDoubleJ (those fabulous maximalist dresses from JJ Martin, Patron Saint of Patterns) was going to open its first retail shop, I couldn’t wait to see its interiors, not just because I’m a decorator but also as a fan of JJ Martin’s colorful brand. As luck and business would have it, I had to travel to Milan to meet with a new client. And Erica, knowing that visiting the new La Double J store was a “must” on my list, asked me if I could write about the store. JJ was gracious to carve out some time in her busy schedule to sit down with Ciao Bella to discuss the design of her new store and her brand.
Arlene Gibbs: First question. What inspired you to open an actual store, brick and mortar, at this moment when all we hear is that retail is dead. It’s all about e-commerce. No one goes to stores anymore.
JJ Martin: Well, we started as a direct to consumer business and an online business so I totally agree with that. I don’t think it makes sense at all, these brands that were built on brick and mortar with three hundred shops around the world. It doesn’t feel relevant anymore, especially these cookie cutter shops that all look the same. When you scan these streets, you can’t even tell the difference. They all have white walls, really bright light, chrome or gold finishes.
AG: You could be on Rodeo Drive.
JJ: You could be anywhere. So, a huge network of stores was never my vision nor will it be. However, we stared in this little showroom in Milan that was our showroom, our atelier, our office, our workroom, everything, and we were also selling clothes at the very beginning from there. It literally did like five things. What we kept hearing from people all the time was, “don’t you have a place we could try on more clothes?”
To read the rest of the interview, click HERE.
Photos courtesy of La Double J.