Jowa’s Mediterranean heritage
Jowa, a brand founded by Jihene Bouzguine, embodies the essence of Djerba’s Mediterranean culture. Through unique creations, the brand succeeds in fusing tradition and modernity.
Jowa, a brand inspired by Mediterranean culture
The creative process begins with inspiration drawn from Djerba’s rich Mediterranean culture. Indeed, founder Jihene Bouzguine draws on traditional motifs and cultural narratives to design unique accessories. As a result, each creation is a fusion of tradition and modernity, integrating distinct cultural elements into contemporary designs. Jihene also works closely with small leather goods workshops in Tunisia, with small teams of 4-5 people, to turn these concepts into finished products.
Jowa’s collaborations
Jihene Bouzguine doesn’t work alone. In fact, she collaborates with teams of small leather goods workshops that have become the beating heart of her brand. Thanks to this collaborative approach, Jihene preserves and promotes Tunisian know-how in leather goods. It also enables her to produce unique, high-quality pieces. She is also in advanced discussions with a Jordanian designer she met at Fashion Week in Egypt. Together, they are developing a collection, demonstrating Jowa’s commitment to opening up to international collaborations to enrich its creative offering.
International influence
The brand’s customers are fashion enthusiasts looking for unique products that combine contemporary elegance with Mediterranean cultural heritage.
They appreciate the authenticity, craftsmanship and history behind each accessory. In particular, products are sold in prestigious concept stores in Tunisia, such as “Super Souk” and “Misk and Amber”. These outlets offer high visibility for the brand among fashion enthusiasts and high-end customers. To promote African creativity, Jowa relies on leading media such as Vogue Arabia, Harper’s Bazaar Arabia, Afrique Magazine and OkayAfrica.
Defining African fashion
According to Jihene Bouzguine, African fashion and creativity are defined by a deep connection to cultural roots and an artistic expression that integrates traditional elements with modern designs. It’s a harmonious marriage of past and present, where each creation tells a story and preserves a heritage while innovating. African fashion is a vibrant testimony to resilience, diversity and cultural richness, reflected in products that transcend ephemeral trends to offer timeless narratives.
Jowa, under the creative direction of Jihene Bouzguine, is more than a fashion brand. It’s a celebration of Mediterranean culture and Tunisian savoir-faire. Through collaborations and well thought-out distribution, JOWA is making its mark on the international scene. The brand continues to inspire and captivate fashion lovers, while paying homage to its cultural roots and constantly innovating.
Read also
