There’s a reason why so many of the world's successful clothing brands choose Romania as their manufacturing hub: The country is practically defined by its reputation for specialist artisanal skills and intricate craftsmanship. Nowhere is this more clearly demonstrated than in the ultra-precise, super-fine skills associated with making beautiful, delicate lingerie. These skills are showcased particularly brilliantly at Romanian lingerie manufacturer, Jolidon. Founded in 1993, this dynamic company’s vibrant spirit and flawless, flattering styles are the gold standard in lingerie.
From Jolidon and Prelude (the lingerie and swimwear collections) to the prét-à-porter pieces in the Falla Collection, everything that comes from the Jolidon Group is manufactured in Romania. “The art of craftsmanship,” says Raluca Miclea, Jolidon’s PR & Communication Specialist, “is a highly prized skill that transfers from generation to generation.”
Right from the outset, Jolidon’s founder, engineer Gabriel Cîrlig, was determined to create a multinational brand: “We started 23 years ago with a small team and three sewing machines. At that time, the lingerie and swimwear market in Romania barely existed. Right now we’re aiming to become the global symbol of European lingerie.” These days Jolidon employs a top-flight team with expert technical know-how and a passion for what they do. Lingerie collections consist of Jolidon Fashion’s trendy everyday wear, and Jolidon Clandestine’s more daring, sensual and provocative designs. Jolidon Essentials offers simple, functional ranges for women, men and children. All fabrics and trims originate from top European suppliers, while the entire design and manufacturing process from concept and patterns to production and sales takes place in Cluj-Napoca, Romania.
Ever since the brand’s visit to the Swarovski headquarters in Wattens in 2005, crystals have been glittering jewels in Jolidon’s crown. “Swarovski inspires us to create spectacular designs,” says Raluca, “and our partnership continues to grow alongside our technological know-how, which translates into alluring and glamorous pieces of increasing complexity. Using crystals in our designs is an activity that demands extreme meticulousness.”
This meticulousness was displayed to breathtaking effect in the unique crystallized creations that the company custom-made for Ultralingerie Paris. The opulent yet delicate “Camille” ensemble won the Trophée Audace Matierès in 2006, while “Gourmandise” was honored with both the People’s Award and the Jury Award in 2009. The detailing and exquisite finishing of the pieces was utterly astonishing, with every crystal and pearl sewn by hand.
As for the future: “Lingerie is definitely more visible now—it’s a bolder expression of personality that is seen as distinct pieces of clothing. In our lingerie collections, we are looking at a variety of pieces that can be worn as ‘outerwear’—long-sleeve bodysuits, bustier bras, complex corsetry pieces, and the like. We are therefore committed to keep creating beautiful designs, to keep integrating fashion trends into our collections and to remain undeniable leaders in our industry."
Find out more about Jolidon lingerie on jolidon.com.