Thursday, 30 May 2013

Blueprint 2013: My Jooix experience

I'm still rather new to the world of fashion, so it was a delightful surprise for me to be invited to the Blueprint 2013 tradeshow by Angelina, founder and CEO of local shopping site Jooix. Part of Asia Fashion Exchange (Singapore's fashion week), Blueprint is an annual tradeshow that curates menswear, womenswear and accessories from the best and brightest emerging talents in Asia.

Unfortunately, my friend Nicolette and I were unable to make the tradeshow on 17 May, but we went for the Blueprint Emporium (open to the public) on 19 May and had the chance to visit the Jooix booth.

L-R: Angelina, Nicolette and I

Nicolette and I were introduced to the very friendly Angelina who told us that Jooix (pronounced "joo-eeks") was launched in 2011 and was inspired by the French phrase "joie de vivre", which means the joy of living. I love this particular French phrase, as that's my life philosophy, so I was already intrigued.

True to its name, the curated collections of fashion and lifestyle items were a joy to behold. Angelina explained that the items were mostly unavailable locally, and Jooix's mission was to bring these unique finds to Singapore.

I loved most of the items on display, and it was like browsing a treasure trove full of gifts I could either indulge in or give to my loved ones. There were a few that really caught my attention:

I'm a stationery hoarder, so this beautifully designed Audrey Hepburn notebook was an instant hit for me.

These Ladurée candles are inspired by the different Ladurée macaron flavours (e.g. Rose, Violet, Strawberry) and you have my word that they smell heavenly. The most interesting of them had to be the Othello candle (the black one on the extreme left) that Angelina said was very popular among the men for its woody and spicy scent.

I was even more enchanted by the same scent in the form of a home fragrance (which you can use on yourself!), and the vintage looking bottle really did it for me. I didn't get a good picture of it at the display, but here's what it looks like, and you can get it on!

I was fascinated by the Ladurée products as I didn't know they had a lifestyle line apart from their famous macarons, and I love how elegant and whimsical all their products are.

Another key pick would be the jewellery featured - this particular necklace from Luxembourg caught the attention of Nicolette and I, and it's really gorgeous and one-of-a-kind. The bracelets, bangles and earrings were also very lovely and wearable, with superb workmanship to boot.

Apart from curating a range of beautiful and high-quality products for men and women, Jooix provides a very convenient concierge service that helps even the most shop-shy person to find the perfect gift. All you need is to give a call or drop an email to have a style consultation with Jooix's stylist, who will profile your style. They will they handpick a selection of products according to your taste and personally bring them to your home or workplace for you to browse. The great thing about this service is that it brings the shopping to your doorstep and allows busy working people to see and touch the products before buying them. Of course, this would come with a fee, but you get to feel like a king or queen for the day with your personal stylist!

I was very impressed after finding out more about Jooix and seeing the variety of products they carry. I love the concept and exclusivity of the items curated, and the convenience of online shopping is a great boon to busy people. A big thank you to Angelina and Min Ru for inviting me to find out more about Jooix and being very accommodating!

L-R: Angelina, Nicolette, Me, Min Ru

Before I left to walk around the rest of the emporium, Angelina kindly presented me with a little gift of "kueh".

L-R: 9 Layer Kueh, Kueh Talam, Kueh Lapis
How adorable is that! Kueh sticky notes - such a delightful gift with a local flavour, and a collectible item for a stationery hoarder like me. (FYI: Kueh is a local type of sweet dessert)

Courtesy of Angelina, I have a gift just for you!

You're entitled to 15% off on any purchase of 2 items or more on with the "RB15" coupon code, that's exclusive to my readers! This coupon is valid until 31 August 2013 and is available storewide, excluding items that are on sale.

Most of the items featured in this post are available for purchase on, except the ones that are already sold out or stocked in limited quantities. I'm already eyeing the Ladurée Othello fragrance and the stationery products - I'm sure you'll be equally as tempted when you check out the wide selection of gifts available on Jooix. Happy shopping!

Rachel loves sharing about the beautiful things in life from different perspectives. She writes on beauty and lifestyle in Cherchez Beauté , and does more abstract stuff on Antelune . When she's not writing, she's playing with her dog Holly, doodling and reading fiction. You can follow her on Facebook , Twitter and Instagram .