A rebranding initiative have kick-started in mid-March 2022 to better project our brand values and present the features of our works to our patrons.
Deriving from the initials of our full name — Joanna Chu Liao, we are in the process of transforming ourselves into JCL to project a youthful and dynamic image. With an abbreviated brand name, we aim to share our purpose, which is to disseminate positive energies by casting Joy, Care and Love, with our fans. The renewed-brand would also give us more flexibility in showcasing the unique features of our designs and collections with J-, C-, L-initiated expressions. JCL denotes the Juxtaposition, Creativity and Luster we deployed for our fashion, and signifies the Jewelled, Craftsmanship and Lasting qualities we cherished and transpired in our collections.
Our rebranding exercise is an on-going process. With the numerous possibilities offered by JCL, we will keep rolling out and sharing our brand stories with fans and patrons by and by.
