From assembling necklaces by hand, one by one, to having seven stores throughout Europe. This dream of two friends began in Route 66 halfway between Las Vegas and Palm Springs. Biel Juste and Joan Margarit during their trip to the United States told what little identified with men’s jewelry of the time and they thought the best solution was to create it themselves with one goal: revolutionizing the jewelry industry offering quality jewelry with unique designs. In short, TwoJeys was born “as a solution to a need.”
These are entrepreneurs and influencers Bienne Just (Barcelona, 1997) and Joan Marguerite (Barcelona, 1997) friends and partners for many years seven years who created one of the most famous clothing and jewelry brands among young people around the world. This July 29th was accomplished fifth anniversary of the brand which has grown by 60% in the last year and its sales already exceed 5 million euros.
Five years have passed since the launch of the first jewelry collection, five years of revolutionizing the fashion industry with a brand that has reached the celebrities the most important in the world. Justin Bieber, Dua Lipa or Jaden Smith are some of the famous people who They wore jewelry from TwoJeys. “It was born from friends we have in common, from stylists who are interested in our pieces… For us, it’s a great recognition, that talents we admire want to wear our creations, it’s a huge dose of energy.” But how did they get here?
Bienne Juste and Joan Margarit celebrate the fifth anniversary of TwoJeys.
The origins of TwoJeys
“We met through a friend 7 years ago, and from the first moment, “We both saw in each other the thirst to do something.”. The two friends were studying business administration and management, but they had to drop them to focus 100% on TwoJeys. More precisely in April 2019 While traveling the roads of Route 66 “we decided to embark on a new adventure and create a brand of unique and timeless jewelry with a unique design.” As jewelry lovers They never had a reference brand where to buy what you were looking for, So they decided to do what they would have liked to see in another brand.
It was precisely during the journey that it also appeared the idea of the name. They were heading towards Valley of Monuments and as the sun was falling old cadillac he surpassed them, his the license plate said TwoJeysThey found it so beautiful that they didn’t hesitate for a second to name their brand with this name.
Barely Three months later, they launched their first campaign and a jewelry collection and it was a total success, they only needed 48 hours to make exhausted. In order to start producing the first pieces, everyone invested 4,000 euros. “Everything was very homemade, at the beginning we took care of everything between the two of us, the website, the photos, the logistics, the stock… We even assembled the necklaces by hand one by one!“, the partners recall. In just five months, they went from three people in the company to a team of 11 people.
For the brand’s creators, it was not enough to sell men’s accessories, they wanted to go furthergive it the added value they got with the first one villa TwoJeys. They bet their entire budget to rent a house in the Costa Brava spend a month with your community. Thanks to social networks THE influencers guests They showed what it was like to live in the house while enjoying the beach, leisure, sport and above all the fashion. After completing this event, the brand noticed a before and after. This is when TwoJeys experienced exponential growth.
After this month of July on the Costa Brava, they decided Make it a tradition every summer. The following events led them to Ibiza where they even organized concerts. And in July 2023, they took a new step to transform a 1950s boat into a Goletta by TwoJeys with actors, singers and influencers as guests. These experiences have become a personal mark of the brand with which they created one of the most original campaigns on the current scene.
In five years, TwoJeys has achieved transform perception that the company focuses on men’s jewelry. Are many men who decide to experiment currently with rings, bracelets and necklaces thanks to the concept that the brand tries to convey: “Twojeys is much more than products, “It’s a lifestyle.”. They hope that in the future gender barriers will disappear and men will wear as much jewelry as women. As if that were not enough, some time later They entered the textile sector with t-shirts, sweatshirts and sunglasses among others, which for the founders “consisting of jewelry accessories.”
Biel and Joan in the recording of the Zara x TwoJeys collaboration.
Present and future
After all the successes accumulated, TwoJeys has taken it to the next level with his latest feat. The Zara x TwoJeys Collaboration which “emerged in a very organic way” has consolidated them at the international level. From the announcement social networks have exploded, and rightly so. The most important jewelry brand is now joining the fashion giant par excellence.
From day one, both teams worked together with the different departments to define the message they wanted to convey. The concept was clear. Through this collaboration, they intended to tell the story that gave birth to the brand on Route 66.. Inspired by wild west and American car culture, the young entrepreneurs and the Inditex star have launched a capsule collection consisting of 45 clothes and accessories.
The company that began your activity exclusively online now has seven stores in Europe located in Barcelona, Madrid, La Roca Village, Seville, Valencia, London and Amsterdam. The first was opened out of necessity “at home”, Barcelona, since Jewelry requires more physical treatmentyou want to touch the pieces, to try them on, it’s something very personal. Its third opening took place in the English capital, one of the cities with the most sales and already They considered expanding physically outside of Europe.
This adventure of two friends it’s just beginning And they won’t stop to become the reference brand when talking about men’s jewelry, just as everyone thinks of Calvin Klein when talking about underwear or Levis when talking about jeans.
