Jonak just launched its first store in Asia: the family-owned footwear brand is bringing Parisian chic to Hong Kong’s K11 Musea, tapping a local hunger for affordable luxury
Founded in 1964, the Parisian shoemaker offers simple, chic footwear for city girls – Style spoke to the founders’ grandchildren Marcel and Lisa Nakam, who are currently at the helm
Urban dwellers from Paris to Hong Kong know that a good pair of shoes is the perfect finishing touch for a comfortably chic, city girl look. For the past 60 years, since its founding in 1964, French family-owned footwear brand Jonak has kept this open secret close to its heart.
That’s largely thanks to the comprehensive vision of Jonak’s founders, Marcel and Josette Nakam, which has now been passed down to their grandchildren, Marcel and Lisa Nakam. Even with over a hundred stores worldwide, the brand remains a family-owned business, with Marcel and Lisa maintaining strict quality control over the entire operation to ensure that – much like their company – Jonak products are built to last.
Now, as the brand embarks on a fresh chapter by opening its first store in Asia at Hong Kong’s K11 Musea mall this month, Marcel and Lisa say they are excited to bring Jonak to a new set of sophisticated consumers.
Why was this the right time to launch your first store in Hong Kong?
Marcel: When we entered the company, at that time it was only a Parisian brand. From there, we developed around France [and then] Europe. Over the last two years, more or less, we have said that our priority is international. We want to put a footstep in Asia, and we said, OK, what is the key market to open in first? Hong Kong. We were in contact with Rue Madame [Fashion Group] because we considered Hong Kong a more cosmopolitan, vibrant city in the region. It’s a good point of entry to then develop around [mainland] China.
Lisa: I’m surprised by everything that I see. I noticed that Chinese people here in Hong Kong are really into details. Really into the experience, service, making people happy when they buy, making people comfortable. That’s great because in France we are really into shopping – we are more into the product and not so much, the experience. So we’re going to bring all our knowledge about production, style and fashion, and try to achieve the right balance between what we know and what we need to learn from here, to create the best possible experience.
