JOI

Meet Joi Johnston, a Louisiana luxury handbag designer

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Emerging as an innovator in luxury handbag design, Joi Johnston's journey began beside her grandmother, who taught her to sew at a young age. Such close-to-home influence continues to guide her way—from the beauty of local alligator leather to Acadiana's local business community. In honor of our annual "Deep South Design" issue, we reached out to Johnston to learn more about her business, her inspirations, and her techniques. 

When did you first get interested in fashion and design?

I developed an interest in fashion and design during my childhood, thanks to my incredible grandmother who taught me the art of sewing. She is one hundred years old and continues to sew to this day, serving as an endless source of inspiration. From a young age, I would avidly seek out vintage garments to reconstruct and redesign them. Reflecting on those fashion choices now brings a little bit of embarrassment, but I am immensely grateful for the early exposure to sewing that I received. Initially, I believed that pursuing a career in fashion was an unattainable dream, particularly in Louisiana. However, this vibrant community has proven me wrong, and for that, I am sincerely thankful.

Tell me about the visit to the alligator tannery that changed everything? 

During my sophomore year at the University of Louisiana-Lafayette, a field trip to an alligator tannery in Lafayette brought about a transformative experience that altered the course of my journey. The captivating process and the sheer beauty of the leather left me intrigued, prompting me to purchase a few sample pieces that very day. I vividly recall telling myself, "One day, I will create leather handbags." This visit to the alligator tannery served as a pivotal moment in my life, igniting a passion and determination that would drive me to pursue my dreams in the world of fashion.

What is it about exotic leather—and especially Louisiana’s exotic leathers—that so captivated you?

Exotic leather captivated me on multiple levels, primarily due to its remarkable texture and stunning coloration. This innate beauty inspires me to create designs that celebrate the inherent qualities of these remarkable materials.

Describe your first handbag!

Reflecting on my first handbag brings forth a mix of embarrassment and nostalgia. Crafted using a humble home sewing machine, it was a clutch bag that, in all honesty, suffered from subpar construction. Yet, even in those early stages, I recognized the underlying potential. Determined to refine my craft, I sought the guidance of professional pattern makers and immersed myself in expanding my knowledge of working with leather. The journey was a learning process, and I'm proud of how my handbags have evolved. Today, when I compare them to that first creation, I can truly appreciate the progress and refinement that has elevated my designs to new heights.

Tell us about the journey of launching JOI as a business.

It has been a rollercoaster ride, filled with both triumphs and challenges. From that impactful tannery visit, I knew deep down that working on my own line of bags was my end goal, but I recognized the need to gain more experience before taking the leap. After graduating, I had the incredible opportunity to work for the talented designer Suzanne St. Paul, creating custom dresses for Mardi Gras queens and brides. The knowledge and skills I acquired during my time there were invaluable, further fueling my desire to establish my own venture.

With a growing itch to start my own business, I made the decision to return to Lafayette from New York City. While still working with brides creating bespoke heirloom wedding gowns, I began experimenting with leather. It was during a drive back home from Baton Rouge that my husband, Aaron, encouraged me to fully focus on the handbags. His unwavering support and belief in my talents gave me the push I needed to take that leap of faith.

With the assistance of a colleague, I meticulously crafted a small collection of bags and sought out boutiques in New Orleans for potential partnerships. However, that day proved to be a challenging one, as each appointment ended in disappointment and deflation. Feeling disheartened, I contemplated seeking alternative job opportunities. However, I decided to drop the collection on my website, and to my astonishment, within twenty-four hours, every single bag had been sold. The overwhelming support and enthusiasm from customers left me humbled and profoundly grateful, bearing witness to the unwavering backing of this amazing community.

What inspires your designs?

While I was living in New York City, the city itself served as a constant source of inspiration for my designs. The fashion there exuded sophistication and creativity that deeply resonated with me. I found myself captivated by the subtle yet meticulous fashion pieces that graced the streets of the city. Witnessing such exquisite craftsmanship and how it elevated the overall aesthetic of a garment or accessory became a driving force behind my own design philosophy.  

The fusion of colors, shapes, textures, and patterns found in art continues to impact my designs.  Moreover, the stories and experiences of individuals I encounter, along with their personal styles, leave a lasting imprint on my creative process. 

Tell us about that design process.

My design process is a deeply tactile experience that often entails a certain level of controlled chaos. As I work on each new design, hardware, and hides are everywhere. This approach allows me to connect with the materials.

With focus and attention to detail, I methodically piece together each bag, ensuring that every element is thoughtfully considered. It is during this phase that I am the happiest. 

Having returned from New York City, I have gained a fresh perspective on design. My aim now is to create timeless pieces. I often ask myself “Will this still be a great piece a decade from now?” Striving for endurance rather than trendy designs has become my main goal.

How would you describe the style/aesthetic of your products?

I would describe them as a harmonious blend of beauty, timelessness, and a hint of edge.

Where can shoppers find your products? 

On my website and Instagram: www.joijohnston.com | @joihandbags