Mom Spotlight: Joana Gube

In so many aspects of life, creativity really is the key to success. Joana Gube, founder of Heyjow, is a testament to that. What started as a creative outlet and a simple college project in 2004 (she sold jewelry at school fairs) became her career shift choice in 2013 when she resigned from her PR and marketing job in the beauty and fashion industry. 

“The work was fulfilling and enjoyable,” she shares about her PR job. “The workplace was pleasant and amazing, and I felt blessed to be able to work there, so it was an “it’s-not-you-it’s-me” situation, and although I loved the work there, the 9-to-5 life just didn’t seem like a good fit for me.”

Joana calls it a leap of faith because she didn’t have a back-up plan should the business not succeed. Eight years later, perhaps it was this no-plan-B scenario that has not only kept Heyjow growing, but also thriving, both as a business and as a jewelry loving community.

 

The brand’s trademark is easy to wear, boho pieces that are layered–especially for necklaces and bracelets. What has always set them apart, however, are Joana’s pursuit of creative concepts, keeping the pieces looking fresh while consistent with the brand identity, but also creating an interactive community among her friends, followers, and fans.

A glance at Heyjow’s Style Stories section shows that not only has Joana been designing jewelry for the modern woman and mom, but she has also (and perhaps this is her storytelling background from marketing shining through) eager to tell their stories and share and support their passions. From mompreneurs to beauty queens, from fashion designers to chefs, featuring modern successful women and asking them about their go-to jewelry styles has become a part of Heyjow–like it’s own little magazine.

 

Another creative concept was the online Layering Bar, where Heyjow clients can create their own sets of necklaces, choose their own chains, choose their own pendants, and choose their own charms to fully customise their Heyjow piece and create an accessory unique to them. During the pandemic, they also launched a concept known as #HeyjowMultiwear, which allows the wearer to wear the piece in more than one way, again putting the creativity in the hands of the consumer.

 

“There have been a lot of ups and downs during this COVID pandemic, and it’s a challenging time for everyone,” Joana says. “I always bring to mind a simple and reassuring idea when things get extraordinarily tough: Challenges, when we overcome them, make us better and stronger in the end.”

Undoubtedly, it is that attitude that not only gets her creative juices flowing, but gets her the success she has seen as an entrepreneur, a career she likens very much to being a mom of two. 

“Being a mom and being an entrepreneur are not much different from each other, and being good in one helps you in being good in the other. Moms and entrepreneurs, for example, need good time-management skills, customer-relationship skills (my customers at home being my husband and children, haha), financial management, and creativity.

“Moms and entrepreneurs are excellent problem-solvers and are unfazed by challenges. Whether it’s a child having a temper tantrum during an online meeting with my team, or dealing with an employee-performance issue while preparing the kids’ dinners, mompreneurs are savvy at dealing with compoundingly tough situations.

What helps me most, in terms of balance, is being clear with my values and priorities, so that when an unforeseen circumstance pops up, I can quickly react in a way that’s aligned with what matters most to me.”

 

 This year, Heyjow redesigned their brand visuals in honour of their 8th anniversary, along with the launch of a collection called Celebr8 available on heyjow.com.