Joli was initially a collaborative effort of two close friends who were also designers – Jonas and Lili. It began from the apartment they shared in New Delhi. After drawing sketches and sourcing fabric for months, the duo decided to give up their full time jobs to set it up in 2010.
An urban line of unisex utilitarian accessories celebrated the soul of modern India. For over 3 yrs. their lines ranged from printed tote bags made of canvas, to weekend bags of fine leather, market bags of lungi fabrics, men’s shirts, colorful key rings, and more….all under the guiding ethos of their logo “Proudly made in India”.
In 2013, Jonas left to further his career while Lili took complete charge of Joli. (The name is a combination of both Jonas and Lili, which also means ‘pretty’ in french) Since then, the accessory label has seen a sea-change. With a changed identity into something feminine, the label now also focuses on incorporating Indian crafts and recyclable materials.