About J O A


My very first encounter with creative process started at an early age. Since age 6 I was showing interests in arts & crafts and all things relating to fashion. At age 16 my family and I moved to the United States from Minsk, Belarus. It is here in America I had decided to pursue art and design school to continue evolving my passions and professional skills. In the meantime, passion for natural gemstones and fine jewelry had discovered me when I had my very first encounter with a fine jewelry retailer, I later decided to work for. It is there I learned a great deal about precious and semi-precious stones, precious metals, jewelry craftsmanship as a whole. Graduating with dual degree in design and business, I had pursued my very first career endeavors by interning at luxury fashion houses such as Zac Posen & Carolina Herrera. I absolutely loved the quality of materials and craftsmanship that went on to everything from apparel, to accessories and home design. I knew then, from that point on I will strive working for brands who value unique design, quality over quantity, who have a strong identity, and stay the course with craftsmanship efforts. I went on to work for Marissa Webb and later Alexis, whom to this day I find were my greatest teachers in terms of design, running a business with integrity, and strong work ethic.
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J O A, is an acronym for "journey of  a m o r e" a love and passion project. It's a pseudonym to keep my identity private as I would love to focus on the creative process itself and storytelling through my work. JOA DIARY was created in 2020 as a project and vision I had in mind for so many years and decided to finally bring to life, for you. 
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Today, I also sell handmade silk and cotton dresses on my JOA DIARY Etsy website, based on one of a kind and made to order model. I had always been inspired by luxurious fabrics. I love the hand-feel of the silks and cottons on the skin. Over the years many brands switched to using harmful synthetics, to cut the cost of manufacturing. This inspired me to offer pieces made from luxurious materials that are not only rare these days, but also coexist beautifully with our skin, and external environment. 
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www.joa-diary.com is dedicated to my newly discovered love for creating stories in a form of fine jewelry. I am infinitely inspired by women & femininity, mysticism, symbolism, memoirs, and most importantly "Gaia". My ideas derive from architectural shapes, organic forms and textures found in nature.  It was very important to me to launch my very first gold collection inspired by L O V E, hence the name "Amanti" translated as "lovers" from Italian.  I collaborated with an artist and a goldsmith, based in Rome and we had created the very first handmade gold vermeil capsule with natural brilliant cut rubies and sapphires, launched in April 2021. This capsule is limited edition, as I value quality, ethical sourcing and manufacturing, and individuality. I design for women who have similar values, who seek one of a kind special pieces, creating lifelong memories with their visual identity. Yet, wearability is also an important variable in my creations. I want my women to be able to wear JOA DIARY pieces on any and every occasion. 
 
With L O V E,
J O A