When I talked about
Jumina the
other day I had no idea I'd be so lucky to exchange e-mails with the creator of that fairytale world herself. I am bringing her to you now!
1.For introduction tell us a few words about yourself, who are the people behind Jumina?
Jumina
was founded in 2007 by me and my husband of 16 years, Kim Rognmo. We have 3
lovely daughters. Julie 14 years, Mina 10 years and Viola 6 years old.
The reason for starting the business was that I looked at the world of
children fashion a bit differently.
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AW 2011 |
In
2010 we launched Jumina outside of Norway for the first time and we now have
retailers that carry this fun and fairytale like
brand around the world.We also have several agents and distributors to do some
of the sales work. I am doing everything except the web, where Kim is the magician.
2. And now Jumina? What does the name stand for?
It is our two oldest daughters JULIE and MINA The names together became JUMINA, we just got used to it and we found it lovely.
3. How did it all start? Why kids clothes?
We
moved from the west coast and in the country because of Kim`s job. I
was pregnant at the time and found everything to be a new start. with 2
girls and one on the way my focus was only on children, I wanted to be
with them and make their surroundings fun and beautiful. When we moved
to a small town I did not find the clothes I liked and I was in a place
in my life where I had a lot to express. My education is to in sewing
and art, I had worked for many years with interior fabrics and helped
people with professional work in people homes as an interior consultant.
So I had the experience to make garments and I am a playful girl and I
love the children s universe so I had to go for children's fashion.
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AW 2011 |
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Girls at the Jumina Showroom |
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sneak-peak |
4. You have 3 daughters, is this why we don't see much of the boys in your collections?
Yes,
but we are working to get something for boys as well, but I like to use
time to make it perfect, we have a small collection for ss 2013 for
boys Giggig by Jumina inspired by my grandfather. But there are only a
few garments still.
5. What part of the creative process do you like best?
To
make the concept for the collection, to get the story there and to
start new projects like we are doing now. We will open new concept
stores together with an other designer
tiljamid in February.
6. Where do you see Jumina in the next 5-10 years?
In
many shops all over Europe, the US and in Asia. This is markets we are
already in and see we are growing for every season. We will also have
more franchise shops with our brand logo :)
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Autumn 2012 |
7. Favourite Norwegian designers!
Hmm,
not easy. But I love a designer called
Leila Hafzi she makes amazing
dresses for women an she has ethical production. But I am sure I should
have mentioned many more, there are many designers from Norway that should be
known better.
8. Favourite foreign designers!
Also
very difficult. But Coco Chanel had a lovely way of doing things
differently and she did not care about what people said about her being
so masculine at that time. I admire people who go their own way in
design or in other businesses.
Thank you for this nice chat Elizabeth!