A queen in her own way and effortlessly elegant, Joemy Barnett’s latest collection -- Eternity Women -- is designed to conquer the world of fashion and glamour. Bharati Pawaskar met the all-rounder woman for an insightful conversation
She loves to design the eternal dreams of women, especially the brides.
Focusing on designing stunning bridal wear and formal outfits for weddings, parties and all such special occasions, she also enjoys speaking about her multiple roles -- a lawyer, a make-up artist, a hairstylist, an image consultant and a fashion designer who has introduced her own label and marked her impressive presence in the glittering world of glamour. A professional lawyer, who studied in the renowned Italian School of Fashion and Design ‘Accademia del Lusso’, Goa needs no introduction to Joemy Barnett.
Lucky to translate her dream of becoming a fashion designer into reality in a short span of time, Joemy’s journey from a practicing lawyer to an image consultant is indeed inspiring. It is her hard work and untiring efforts that paid off this deserving reward. “After the IFW Season 2 event, I am receiving calls from Bollywood and Tollywood producers to design for their upcoming projects, opening up a new avenue for me. I feel blessed,” smiles Joemy.
To a layman, law may seem tedious and boring but fashion, vibrant and lively. How Joemy combined both so-very-different sides and make the best of these is an open secret. Graduating with LLB honours from V M Salgaocar College of Law in 1997, Joemy proved her capabilities by excelling in academics though fashion always lingered in her mind as her long-cherished passion. So she decided to plan her career carefully to pursue both -- law and fashion designing -- and hence equipped herself with tools to handle both the professions, albeit not simultaneously but one after the other. So she completed a course in fashion and image consultancy from Italian School of Fashion too.
“I was lucky and privileged to learn the nuances of fashion designing from Tiberia D’Mello and practice law under Adv Carlos Ferreira - both of whom have earned a name in their respective professions,” she briefs. After practicing as a lawyer for few years Joemy stepped into the world of beauty and glamour by opening her own salon brand - Trendz Royale in Goa in 2007. At Trendz Royale, Joemy designs bridal wear along with hairstyling and make-up as well as image and fashion analysis offering all together as a package. This concept is well received making Trendz Royale the favourite salon brand in Goa.
While designing bridal wear, Joemy gives a thought to other aspects associated with the dress so that the person who wears it feels comfortable in it. While consulting about the design, colours and styles she also discusses on the personality and skin tone. “I believe in colour therapy and so my bridal wears are designed mostly as ‘made for each other’ which not only suit the mood of the bride but also blend exceptionally well with her ecology,” she explains.
With a well-trained team of hair stylists, beauticians and male all-rounders, Joemy’s Trendz Royale on the airport road in Chicalim keeps busy with clients that come from far and wide in Goa. “There are packages during wedding season but stitching has no season; it’s yearly and a continuous process,” she says. Insisting on two-three trials before finalising the adjustments in each outfit, Joemy sees to it that the dress fits perfectly.
“We offer uncompromising quality at reasonable rates, be it a dress or any service in our salon,” she claims. As the atmosphere at her salon is warm, welcoming and homely, her clients leave with a smile of satisfaction. The products used are imported and all clients undergo skin analysis before any product is used. The continuous updating on service techniques and products helps getting new clients.
What about footfalls? “We get around 20-30 new, walk-in clients every week during our working hours -- 9 am to 8pm -- apart from the already booked orders and appointments. There are family tourists too who drop in to spend time pampering themselves,” explains Joemy. Trendz Royale offers membership loyalty cards giving ad-on services. For known, genuine clients home services on prior appointments are offered. Their bridal home service across Goa is much sought after and bookings are made months soon after the wedding date is fixed.
The bridal full service consists of hair and beauty treatment pre-wedding including fitness and diet consultancy too. “Our clients come from all walks of life - beginning from middle class they come from upper middle and effluent class as well,” she claims. In today’s competitive world, image consultancy is fast becoming a booming industry however it needs minimal investment but offers great returns and which, with the right training, skill set and passion, can open new avenues for young talents.
“I always wanted to be my own boss and the concepts I work on and play with, surely make me one. They also help me create job opportunities for many others,” says Joemy, who believes that all women are queens in their own way. This belief led to the birth of Eternity Women which, with all its simple yet glamorous, bold yet soft, strong yet sensitive and tough yet sensuous collections, is here to stay and going a step further Joemy is adding her men’s collection to it.
