LITTLE BIG PORTRAIT of Emma Herin Jarach
Monaco’s Beachwear Queen
It is at the very lush Cova Cafe that we meet with Emma Herin Jarach, the Swedish designer and founder of "My Jemma”- a luxury swimwear and resortwear brand that has become a household name with Monaco's fashionistas.
Emma always dreamt of pursuing a career in fashion. As a young girl she could spend her day drawing and creating clothes for herself so it is no surprise that once she turned 18, the choice to study fashion came quite naturally. After completing her studies in design, tailoring and cutting, she decided to complete her education with a business degree at Stockholm University, specialising in finance. After finishing her studies she started working at a clothing agency, which later got her into Gucci in Stockholm as a Manager for the womenswear department.
A few years later, Emma moved to London where she became the head of the jewellery and accessories at Lara Bohinc, which she recalls as a “a great experience”.
A Passion for Prints and Colours
After having lived in Sweden and in the UK, Emma finally settled in Monaco in 2009. The same year, whilst pregnant with her first child, she decided to make her dream come true - creating her own company. Inspired by the sunny climate and glamorous surroundings of the South of France, she launched her swimwear brand " My Jemma“. “ I saw a gap in the market for luxurious and unique swimwear” she tells us, and adds “ there weren’t much beachwear with high quality and exclusive prints around so, as I do love prints and colours, I thought it would be great to add something new, yet aimed to the high end, glamorous Riviera customer” , she explains.
The collection caught up fast, and quickly expanded from swimsuits to resort wear.
What’s typical about Emma’s creations is not only the unique patterns (which she draws herself) and colours, but also the luxurious fabrics , such as silk twill and chiffon , which are all produced and printed in Italy.
After 8 years she still thrives at what she does “ I love being part of the full process of drawing the models and prints from scratch” Emma explains. And every collection has a theme, such as Nordic florals, the Côte d’Azur, Caribbean Islands , etc, and usually they are inspired by her recent travels or experiences. " Next theme will be exotic so watch out for some exotic plants and Toucans!” she reveals with a smile
The My Jemma calendar
When we ask Emma what a typical year looks like for a beachwear designer she explains that it really is a full year process. In the early months of February she starts thinking about her next collection and already starts drawing sketches of new patterns. Then, by March / April - the first prototypes are produced. In May the sample collection is ready and it’s also the time for the photo shoot of the Lookbook. Then the sales campaign starts from June and its also when the collection will be sent to showrooms and agents who will show the pieces at various trade shows. During the summer months of July and August, the orders are taken and from October on, the fabrics are printed and production can start. The pieces are then delivered to the stores from early January.
Although her biggest markets today are Scandinavia and Southern France she tells us her next goal is to expand into the US. Another plan she has is to create a winter collection and launch a sports wear collection- a market which " could do with a bit more fun patterns " she laughs. However one of her main priorities right now is to adapt her brand towards a more ecological approach by trying to use recycled materials and eco friendly colours. In order to do this, Emma regularly attends conferences and lectures on the subject.
We at Litte Big Moanco do love My Jemma’s creations- our wardrobes are filled with stars, flamingos and other exotic patterns and we just can’t wait for the new collection which will be out soon!
www.myjemma.com Instagram @myjemma
Monaco selling points: Monte Carlo Bay, Trottinette, les Thermes de MC, K11 Concept Store
OUR QUESTIONS to EMMA HERIN JARACH
Which place do you find the most inspiring in Monaco?
I love all the historical places and buildings so definitely Monaco-Ville, with the little streets and beautiful houses. I had the chance to live there for a few years when my daughter was born and I would love to move back there one day...
Your favourite restaurants ?
My favourite restaurant in Monaco for dinner would be Maya Bay, always great food, great ambiance.For a fun night with dinner and dancing, Sass Café is always a good choice.
A place that is so beautiful for lunch is La Vigie, unfortunately is open only during a part of the summer but the setting is just breathtaking.
For dinner outside Monaco, La Petite Maison in Nice no doubt! Many great memories from that place, the food is amazing and the ambiance too.
Or your secret to stay in shape?
Honestly I’m not a very sporty person but the only exercise I do for body and mind is yoga. I love the early morning classes on the beach or the digue.
A local artist you admire ?
My favourite local artist would be the Nice born artist Arman. He started as a painter but later moved on to doing amazing sculptures and recompositions of objects
One of your daily little pleasures
My morning coffee outside on my terrace watching the sun go up thinking how blessed we are to live in this beautiful area.
Your secret addresses to share with our Little Big Monaco reader?
Lunch at the Restaurant and hotel La Colombe d’Or with a visit at the art museeum Fondation Maeght in St Paul de Vence is a must…!
Anjuna Plage in Eze – my favorite beach that has a special place in my heart
Da Rossana – lovely restaurant in Eze bord du mer, amazing food and a nice change when you want to have a quiet dinner outside of Monaco.
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