JOOMI LIM'S GLOBAL GLAMOUR

CONFIDENCE IS KEY, AND THE JOOMI GIRL OWNS IT. READ OUR EXCLUSIVE INTERVIEW ON THE IMPACT OF AUTHENTICITY.

We had the chance to speak to Joomi Lim, founder and designer of the critically acclaimed Joomi Lim NYC jewelry brand loved by celebrities and high fashion brands around the world. Read below to discover our exclusive interview on Joomi’s timeless success and explore the launch of her newest collections, Rebel Romance and Hyper Glamour, with an official SWTP cover shoot.

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From the depths of New York City to the vast reaches of the countryside, glamour can be found in various corners of the world. All you have to do is look for it. Joomi Lim has been a jewelry designer since her college days, starting off as a hobby and blossoming into a shimmering career in jewelry and fashion design. Whatever mood you’re in Joomi Lim aims for authenticity above all else, with luxurious jewels inspiring confidence wherever you go. Reflecting on the glitz and glamor of city life, we may find ourselves yearning for a grounded pace. As city and country collide in this editorial shoot, fashionable expression balances the scales of their disparate energies.

Joomi’s vision for her creations is all about merging contrasts, mixing aesthetics to tell a new story within each collection. From a delicate curation of bejeweled features, interspersed with unexpected forms, a unique exhibit of fine jewelry is made for experimental expression. It’s this divergence that makes Joomi Lim impossible to look away from, capturing the interest of multiple celebrities such as Olivia Rodrigo, Dua Lipa, Jisoo from Blackpink, and makeup artist Risabe. With no limit to her visual reach, I had the opportunity to sit down with Joomi to talk more about her success and what’s next for Joomi Lim NYC as a brand.

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As I’ve worked with you since 2021, I know you create your collections based off of a story and personas. What’s the story behind Rebel Romance and Hyper Glamour?

Rebel Romance is quintessential ‘Joomi’—it’s all about that mix of feminine and edgy. Think playful crystals and pearls paired with ball chains and spikes—it’s that contrast we love. We also like to bring back favorite design elements from past collections, like stars, hearts, and crosses, and give them a fresh twist. Oh, and our Rebel Romance necklaces double as bag charms so there’s 2 ways to wear!

Hyper Glamour leans into the glitzy, more feminine side of our style. We were inspired by old-school runway shows and those iconic red carpet looks where the jewelry really stole the show. We wanted pieces that instantly make you feel glam—whether you’re going to a fabulous party, walking down the street, or just in the mood to sparkle.

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How did you first get into making jewelry? Did you go to school for jewelry design?

I actually didn’t go to school for jewelry design! When I was going to college, I made jewelry for my friends and myself as a hobby when one day, a buyer from a very established store asked where I bought my earrings. Next thing, I had my first order.

As a designer, your creations “blend playful, feminine design with a modern, industrial edge.” How do you want people to feel when wearing your jewels?

I want people to feel confident, bold, and authentically themselves.

Do you have someone in mind when you design? Who is the Joomi Girl?

When I’m designing, I’m always thinking about what I’d actually want to wear—and what my friends would wear too. I like to say our jewelry is a mix of uptown and downtown vibes, which pretty much sums up my own style.

You are the creator behind the iconic Joomi Joolz tops from the 90s/00s. Was there a specific moment where you noticed they were gaining popularity?

When Christina Aguilera wore my SuperGirl tank on the cover of Rolling Stone. That was a huge moment. Then, Madonna wore one of my shirts in her “Don’t Tell Me” music video and I started seeing everyone from Britney to Beyoncé in Joomi Joolz. Before I knew it, sales went through the roof.

"I WANT PEOPLE TO FEEL CONFIDENT, BOLD, AND AUTHENTICALLY THEMSELVES." - JOOMI LIM

Do you have any habits or rituals that help spur your creative process? What motivates you to

keep creating?

One of my favorite rituals is taking long walks around my neighborhood and different parts of Seoul—there’s always something new to see. I do the same when I travel, and I often find inspiration in the most random places—architecture, vintage market treasures, quirky objects, cool girls on the street… the list goes on! I also love just sitting down with a cup of tea and watching some of my favorite movies for a dose of inspiration. But what really keeps me going season after season is seeing my designs come to life—and seeing people actually wear them. That’s the best part.

What advice would you give to aspiring designers?

Believe in yourself! Also, it’s never too late to try something new!

Any chance you’d bring the Joomi Joolz tops back?

People ask me this all the time, and it’s definitely something I’d love to do someday—but timing is everything. Right now, I’m just focused on our jewelry collections, but this is something that’s always in the back of my mind.

BY ZOE SCHOENFELDT

WV photography by Rebecca Doyle

NYC photography Zoe Schoenfeldt

Models: Alexi Eli and Nicole Madaffari

Production Assistants: Ella Hutnick and Morgan Foell

A special thank you to Joomi and Tines for this interview and collaboration. To Dawn, from Wild & Rooted and the lovely owner of the goats shown in this shoot, for allowing us to photograph with your animals. Extra special thank you to our models, production assistants, and Whiskey the dog.