On the Blog:
Making of the 'all love' Collection
How Jenny made hearts feel cool, again.
2021 marks the third year that Jenny has designed a collection dedicated to love. And each year brings the same unique predicament: How do you reinvent the classic shape of love? “It’s definitely a design challenge to create a cool heart, but I can’t back away from it,” she says. “It will bug me until I figure it out.”
“The all love collection started with a lot of sketches,” says Jenny. The process started in early 2020 when Design Director Laetitia D’Aloia flew from Montreal to Toronto, to compare sketches with Jenny and make 3D cutouts at the JB studio. “We were focusing on how to deconstruct and manipulate the common heart shape,” says Jenny. Those featherweight paper sculptures were fabricated into brass samples and later into molds for each piece in the collection.
How Jenny made hearts feel cool, again.
“The all love collection started with a lot of paper cutouts,” says Jenny. Letitia D’Aloia, the designer director, flew from Montreal to Toronto and they compared their sketches and made 3D cutouts at the JB studio. “We thought about folding our hearts in an abstract way,” says Jenny. Those featherweight paper sculptures eventually turned into brass sculptures and later, into molds for each piece of jewelry.
Jenny and Letitia's design process for the all love collection.
Jenny’s first collection of the year is rooted in the concept that love isn’t defined and confined by one single, dated notion. The all love collection embraces all forms of love, from a mother’s love to self love, from LGBTQ+ love to straight love. Love is inclusive by nature—but sometimes, society needs a reminder of that. Hopefully, this collection will shine a light on it.
"The timing feels right, given the current climate", says Jenny. “The commitment to love is more crucial than ever,” she says. “Once that is held, humanity can have true empathy, understanding and peace.”
Jenny and Celeste in front of the blue sky backdrop on set.
To amplify the inclusivity, it was important to cast models who represent diversity of race and sexual preferences. While these two models, Celeste and Meg, were shot apart to respect Covid-19 protocols (oh the wonders of Photoshop), a collage was conceptualized after the shoot, to highlight the beauty of LGBTQ+ love, in all its glory.
And what an appropriate time to launch this collection, on the heels of renewed spirit and hope within The White House, under an administration that plans to lead with respect and tolerance for all, whose push for empathy on the campaign trail struck a chord in many hearts across the world.
“We are for creating a world full of acceptance where people can be themselves.”
With that renewed sense of tolerance, respect and empathy, we usher in the power of love with all love, our latest collection that celebrates two heart designs. “Sometimes it’s hard to select one when they’re both so good,” says Jenny. You can choose your own love adventure, or go in both directions and collect them all.
The all love capsule features a pendant, earrings and studs that offer duality within the design. From one side, you’ll see a high-polished smooth rectangle. From another angle (when someone is leaning in extra close, for example), a modern heart shape is revealed.
The other set of pieces, under the Vantage name, explores a softer, more feminine set of sculpted pieces, with hearts tucked into their free-spirited shape. The collection includes a cuff, earrings, and two sizes of hoops (would it be a JB collection without hoops?)
If you’re drawn to straighter lines and masculine styles, try pairing the sweeter Vantage pieces with your button-downs. Are you more of a romantic when it comes to getting dressed? Then you’ll strike a perfect balance with the all love pieces, whose folded shapes (with a nod to the 80s) offset your softer style (see how Celeste wears the Vantage Hoops below, for example) in the coolest way.