Juana Mum: “In creativity, time is always the enemy”

Her atelier is the dream of all lovers of ancient things. In it we can find the beauty of simple things. That is why it is not surprising that their jewelry collections innovate from the elegance of the classic. In their words we find passion, creativity and inspiration. We talked to Juana Mum – creator of the J.Mum jewelry brand – about her work, but everything she says is applicable to life.

Meik Magazine: How do you decide to take the step to launch your brand and why?
JM: It was something unexpected. It happened in a personal crisis, so as not to become crazy. I took out a case inherited from a friend who moved in and is also a designer and started playing, doing things without thinking. (…) It was a revelation in the midst of a crisis. From those who tell you that behind the darkness comes the light…it was like that.
MM: What attributes can you find in your designs?
JM: Simplicity, rigidity, I’m very strict… (laughs). It is one of my very characteristic qualities of me, although sometimes I play bad passes. Elegance…is something innate in me. I don’t know where it comes from, I think my father’s side.
MM: You also work making custom jewelry. What do you look at to create a unique part for someone?
JM: It’s a very nice part. It is created from a dialog with the customer, we are building at the same time. It’s a very nice game because depending on what you’re telling you, my way to perceive it and pass it through the jewel…is a different result. But it’s more complicated…
MM: What is the process for creating a jewel? How long do you need to design a collection?
JM: There’s no time. In creativity time is always the enemy. It’s the eternal fight between the creative and the executive. The executive says: I need to have it in two weeks, but the creative can’t be pressured because one day you can design ten pieces and another day nothing comes out. The good thing about designing for your own brand is that it’s something you’re doing at your own pace, as you get out, naturally. In my case I make one collection a year… I get out every three months.
MM: Many people believe jewelry is for special moments, but part of your collections are for women who have integrated jewelry as an outfit more than their daily outfit. You too?
JM: The jewel is a very intimate and personal accessory that is always with you. It depends on every woman. I conceive it as something that melts with your skin. You change clothes, shoes, bag, but the jewel always goes with you. You get into the bare bed, but you go many times with jewelry.
MM: From your designs, elegance is understood from sobriety, taking risks without histrionics. Do you consider yourself a classic designer? Is it difficult to design something innovative respecting those canons?
JM: When I design, I don’t follow trends or canons or anything… it’s something that comes from deep within. I do not contemplate what is carried or what is not carried. Yes, it is usually classic because I am very simple, very sober … (laughs) very strict. And elegant is something that they tell me but that I do not perceive, they tell me … It is something natural, a work from deep within.
MM_ Men wear jewelry more and more frequently. Do you plan to take out an exclusive collection for them?
JM: Curiously now I have two series: one is in honor of my father that I did not know, as something symbolic. With a stone called Larimarque that is from the Dominican Republic. And then I’m working on another wheat-inspired collection. Wheat means family union. It is a line inspired by the union of the family, but more focused on the man.
MM: Jmum defines itself as an ecofriendly brand … how can a jewelry brand take care of the environment?
JM: All productions are limited. I have not only tried to do beautiful things for years, but also to take care of the environment. Everything is handmade, including the packaging that I use is made of natural materials: cardboard, recycled cotton … even the little worms I use are made of cornstarch.
Of course, I believe in responsible consumption and this is the bet I made, do everything in Spain. The margin is small but I believe in sustainability
Here you can see the full video of the interview