FOUNDER'S SHINY & SPARKLY VISION
The Cocomojo brand is adventurous; it stands outside of the hype of fashion, focusing more on the feel-good factor it promotes and the friends it makes along the way.
Being the founder of the Cocomojo brand; as a leather-good designer and the author of “My Imaginary World”, I started by fostering a sense of DISCOVERING in my brand experience. Cocomojo rejects trends, and instead strives for the warm feeling of finding a special item. Letting customers discover Cocomojo for themselves gives them the sense that the brand belongs to them. It means they know something that their friends don't, and they can have the sly pleasure of introducing others to it (therefore looking more stylish and metropolitan in the process).
Here is the irony. Make a fuss, start a noise, and you are competing with thousands of others who happen to be doing the same thing. Make little fuss and simply wait to be discovered, and Cocomojo brand, if good enough, could have a loyal army of followers. “I cannot remember where I heard about Cocomojo. It may have been in a department store in Shanghai, it could have been in a magazine in London, I simply can't remember. But once I found it I never forgot it. And I never forgot it because I “discovered” it for myself.”