Ask the Attendees: @JemmaGirlNYC #techstyleNYC

At the height of NYFW, Janine Just Inc. presents TechStyle NYC, a day-to-night leisure of experiences at the nexus of fashion & technology, drawing influential media, bloggers, & celebrities into one fashion-forward event. Set above the bustle of fashion week, the lounge offers a welcome reprieve to VIPs to discover, the new, next and now among the emerging brands curated into the showcase. The event had a wonderful turnout and attendees enjoyed the chance to celebrate NYC’s fashion week in techsy style!

But just who are the brands that attended the event? What’s their take on the event industry? And what did they think of TechStyleNYC? We took the opportunity to interview a few of the attendees and over the next few days will be featuring their interviews, read on for a peek inside the experience:

We talked to Joanna Lau, Founder, CEO of JEMMA

First of all, please tell our readers about you – what is the company all about?

I was previously a Trader on Wall Street and and my daily problem was not having a proper work bag that I could confidently carry that not only met my working and personal needs but had the appropriate color, quality and professionalism. I found myself having to constantly accommodate to the constraints of my handbag, instead of the other way around. My girlfriends and colleagues had similar experiences, so I knew this was a void that needed to be filled. JEMMA was created for the modern working woman who doesn’t want to sacrifice style, convenience or an entire paycheck for the right handbag.

What were the 3 keys to getting the company off the ground – where did you invest your time?

Design, manufacturing and web development. For me, the design aspect was crucial because I wanted the bag to be highly functional but also very chic. I interviewed several working women to get a sense of what they wanted in terms of style and functionality before going about sketching it out myself. Following which, I spent a lot of time perfecting the product through rigorous quality checks and sourcing the best materials/accessories I could find for the price point I was trying to achieve. Web development was important as well as we are a direct-to-consumer brand and our “in-store” experience is our website, so the look and feel had to be perfectly aligned with the brand.

Just having participated in TechStyle NYC, what role do live events play in your branding and marketing initiatives?

JEMMA bags retail purely online, but we occasionally do live events like TechStyle NYC, Pop-up shops and Office Hours where people can come by our office and check out the bags in person.

What was a successful social media campaign you hosted that showed great engagement and traction?

We love to get creative with social media and we like to think that its never just about one campaign that does the work. Its constant engagement with our followers and getting to know them well that are more important.

Finally, what is your favorite app?

WhatsApp. It keeps me connected to my friends around the world!