Joya
X
Gogy Esparza

A film about fragrance

A film about fragrance.

 In 2018, we discussed making a film about the spirit of Joya—not an ad, but a raw reflection on the nature of this endeavor and the teamwork, hard work and dirty work that underpin our mission. The film was shot in 2019 and finished around the end of that year. 



As news of the pandemic spread, we decided to wait to release the film and project. And, as social movements inspired long-overdue conversations about access and inequality, we played our position, prioritizing the voices of those we all needed to hear.    

image

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris nec quam vel odio mollis ultricies. Suspendisse facilisis condimentum ex. Nam elit sapien, luctus ut orci vitae, mattis euismod ipsum. In vitae pulvinar leo, a maximus.

image

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris nec quam vel odio mollis ultricies. Suspendisse facilisis condimentum ex. Nam elit sapien, luctus ut orci vitae, mattis euismod ipsum. In vitae pulvinar leo, a maximus.

"Never Stop Painting" 

My father-in-law wrote this to my then four year-old son during the summer of 2020, in the heart of the pandemic—somewhere near the end of lockdown, in between settling into a groove and total restlessness. They hadn’t seen each other in almost two years, but I send photos of Lou’s art all the time. 

 Abruptly in March of last year, about a week before the mandated NYC lockdown, we decided to close the studio for the sake of the team’s safety and well-being—and to protect the company from so many unknowns. We focused on establishing a modular process and protocol for when we could get back at it. (Our work demands a physical presence.) Then, we shifted attention to lending a hand, small-batching sanitizer and soap for first responders and vulnerable neighbors. 

I worked late and leaned into homeschool in the daytime: 360-degree lessons about Hindu and Greek gods, volcanoes and fossils, sounds and steps toward reading. I was made for this and eager. Everything was perfect, except—Lou wanted to play, draw, make up songs, dress up and explore. The structure was perfect for me, not him.

“Never stop painting” moved me and felt like a philosophical mandate to adopt. It likely applies to us all. We say we don't have time but must express ourselves to feel valuable and whole. I was shaken when considering how much creativity I had forsaken. Entrepreneurs often do this: Their skills can be overtaken by running aspects of the business itself.  


"“il più nell’ uno.” Nothing is quite beautiful alone; nothing but is beautiful in the whole."-Emerson

Joya is a scent brand, design studio and manufacturing company all in one. Made of creators—from design to production, assembly, applying labels to cartons—it is a genuine team effort, impossible without these collective contributions. Emerson refers to a perfect (Italian) definition of beauty: "“il più nell’ uno.” Nothing is quite beautiful alone; nothing but is beautiful in the whole."

 I've spent my life chasing perfection and only recently prefer to notice differences, defects and embrace chance—and, now especially, to support resilience in myself and others and focus on the process of recovery, how meaning is created out of love and heartache. 
JOYA VIDEO

It finally feels right. 

content
YOUR BAG, YOUR STORY

Some team members have moved on to other roles, companies, pursuits, homes. This project represents who we were, who we are and who we will be—all at once.

 We have learned throughout the pandemic how much people value our work. They appreciate authenticity, craftsmanship—and want to scent their homes and skin, to take time to treasure and care for themselves. 

 We aim to show a different side of how beauty gets made, to inspire courage and togetherness. The products and projects we have been developing for years don’t have to be perfect. We only need to stay aware, focused and grateful, to take risks and keep painting. - Frederick Bouchardy

About Gogy



Gogy Esparza (b. 1987) is an Ecuadorian-American, New York City-based artist who concentrates in fine art, photography, and video. His project El Vacîo (2012-14) featured a photography book published by Dashwood Books and accompanying exhibitions with Comme Des Garçons in Berlin and the Wayward Gallery in London. He has also exhibited at SO1 Gallery, DOMICILE, and Just Another Gallery in Tokyo; La Pierre in Paris; THE AISHTI FOUNDATION in Beirut; 98 Orchard, NO ROMANCE Gallery, MAGIC, Know-Wave Gallery in NYC; GOOD TASTE MIAMI, AUTO BODY in NYC and Miami; Test Gallery in Copenhagen; HVW8 LOS ANGELES, and HVW8 BERLIN. He has collaborated with brands including Supreme, Nike, adidas, Converse and Vans. His work has been featured in publications such as ARTFORUM, Purple Diary, The New York Times, Vogue (US), Interview, Office, The Studio Museum Harlem, Richardson Magazine, VICE Creators Project, i-D, Dazed, GRIND, Ollie, Highsnobiety and Hypebeast.