MYA BAY, jewellery with a message

11.01.2016 - Dries Tack

YOU have a new MESSAGE

In 2012, in tandem with her partner Bruno Collard, a man of figures who had already been active behind the scenes of her accessories shop (which she sold to devote herself fully to her current project), Liège-based Sophie Johnen launched a brand of accessories and deliberately gave it an exotic name. Four years later, their jewellery is sold in 26 countries.

MYA BAY, jewellery with a message

MYA BAY is a destination that doesn’t exist. It’s a place where tanned girls go skateboarding or surfing. It’s a place born in 2011 in the imagination of Sophia Johnen, a traveller with a thirst for images and landscapes. A young woman who scans the world, trendy places, in-destinations or remote corners to bring back the best they have to offer: an atmosphere, a spirit, a message. MYA BAY is a line of jewellery that is simple, fun and sexy, just like Sophie. It is a label invented in Belgium, produced in France and distributed around the globe. For Sophie and her partner, it all began with a simple and efficient product that captured the zeitgeist: a brass bracelet with an adjustable clasp on which Sophie engraves messages with a positive, fun and playful symbolism.

MYA BAY, jewellery with a message
MYA BAY, jewellery with a message

2011, 2012, 2013 ...

Sophie Johnen. "We took a year - from 2011 to 2012 - to develop the concept, finalise the prototype and file the patent for the model. From the start, we wanted to appoint a sales person for the Belgian market. We wanted a person who would be part of the team and knows the product inside-out and dedicated only to the distribution of our brand." The MYA BAY bangle was a hit from the word go. An instinctive creator, her finger on the pulse of street style trends, over time, Sophie extended the MYA BAY range by adding necklaces, rings, earrings, brooches ... The strength of MYA BAY: an offbeat spirit embodied by resolutely positive messages, but also a determination to leave everyone free to wear the brand as they wish. Sophie Johnen: "On our social networks, our strategy is simple: to get closer to consumers by posting pictures that illustrate how they make the brand their own. Our goal is that the site, but also Facebook and Instagram, become a showcase of the international spirit of MYA BAY."

MYA BAY, jewellery with a message

Overall objective

It may be young and close to the trends, but MYA BAY does not have its own e-shop. Sophie Johnen: "Our aim is clearly to focus on our dealer network and to avoid strangling their sales with our online sales site. In 2013, a few months after our launch, we had 100 outlets. The following year, we targeted France and reached our objective of 500 stores. Today, we have exceeded this number. For us, 2016 is clearly the year of internationalization. In fact, we have spent the last 12 months strengthening our team to prepare ourselves. During the last edition of the Who's Next trade show in Paris, we were approached by buyers from Galeries Lafayette: an ideal platform to increase the visibility of MYA BAY beyond our borders and even Europe. The next challenge: Baselworld, the major international jewellery fair in March. Our goal: to position MYA BAY in 50 countries by 2017."

More info: mya-bay.com

MYA BAY, jewellery with a message

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