Philosophy
Founded in 2024 by Joyce Maçoro and Vivet Maçoro, Jovie began as a mother-daughter collaboration driven by a shared vision of blending functionality with timeless design. With her industrial design background, Joyce’s passion lies in solving everyday challenges through creative solutions. As the founder and creative director of Joyce Maçoro Studio, she struggled to find a bag that could carry all her daily and business essentials—durable enough to handle the load, yet elegant enough to suit her style.
This personal challenge inspired the idea for Jovie. Together with her mother Vivet, they created a brand that started with just one thoughtfully designed model: The Classic V. Designed to balance practicality and sophistication, it became the foundation of their mission to craft bags that meet the functional and aesthetic needs of modern individuals.
At Jovie, each model begins with purpose, combining high-quality materials with timeless design to ensure style never compromises usability. What started as a solution to a single problem has grown into a commitment to helping others move through life with confidence and ease.
The journey of Jovie reflects the unique bond between mother and daughter, combining Vivet’s business background with Joyce’s creative vision to create a brand rooted in shared values and timeless design. The name “Jovie” itself is a testament to their partnership, blending the first two letters of their names to symbolize their shared journey.
Our bags are designed to make daily life easier and functional enough to carry all your essentials while maintaining a sleek, minimal form for effortless elegance. This balance goes beyond design; it reflects the harmony of masculine and feminine energy that exists within all of us. In our designs, the functional aspect of the bag represents empowerment and strength, aligning with masculine energy, which is often associated with ambition and the business side of a woman’s life. On the other hand, the aesthetic and refined details represents feminine energy, symbolizing grace, beauty, and uniqueness. Strength and elegance are not opposing forces but rather elements that work together, just like functionality and aesthetics in our designs. Jovie is built on this philosophy—creating bags that seamlessly integrate both aspects, empowering women with pieces that are as purposeful as they are sophisticated.
