by Sanj Patel
Barcelona's very own TwoJeys is redefining the jewelry game, earning its place as one of the coolest and most talked-about brands in the industry.
The brainchild of enterprising influencers Biel Juste and Joan Margarit, the cult accessories brand has forged a loyal following thanks to its youthful energy and post-millennial marketing, making it a go-to for those seeking cool, punk-fused pieces at an affordable price point.
“In our mind, this journey we’re on—it’s like a road trip. We’re always moving forward, always evolving,” says Juste, who calls me over Zoom from the label’s HQ. Since launching in 2019, the duo has not only embraced this philosophy but has also made remarkable strides in their journey.
To date, the brand’s official Instagram page boasts a striking 560k followers, while its Direct-to-Consumer business model enables a direct relationship with its community of fashion-savvy enthusiasts, providing exclusive, high-quality products crafted in Spain, with sustainability and local logistics at the forefront.
“We aim to be opinion leaders, tastemakers. It’s what we strive for. Not saying we’ve completely mastered it, but that’s the direction we push ourselves in.”
Amidst a saturated fashion landscape, the brand has carved out a distinctive niche. Rooted in authenticity and personal connection, TwoJeys has continuously presented a commitment to addressing genuine needs within the market, blending practicality with style. “We really projected this idea until one day, we finally launched it,” recalls Juste. “Initially, it started as a hobby, something we wanted to bring to the market as a personal necessity for both of us.” What began as a simple desire during their travels soon blossomed into a full-fledged brand, driven by a shared vision. “We didn't know much at the time, but we had the drive and the skills to push through that first year,” the 27-year-old acknowledges.
“We gained an edge by being in the industry, attending shows, and experiencing firsthand what both talent and brands wanted,” continues Juste. “In the early days, people were incredibly open and helpful, which we’re always grateful for. That support, along with our clients, played a major role in our growth.” Their initial focus was on creating a brand identity that resonated deeply with their community. “Now, it's more about the good work we've done with the brand rather than relying on being the face of it. Instead of promoting ourselves, we've focused on using our personal brands to attract people, but not to the point where we overshadow what the brand represents. It's never been about making ourselves the main focus—it's about the brand standing on its own.”
The result is a rich tapestry of cultural influences, ranging from the adrenaline-charged allure of motorsport to liberating stories of the open highway.
“Our references are timeless. At the end of the day, fashion is one of the oldest industries—it was one of the first things people started,” Juste notes.
This deep connection to history informs their modern designs, as they aim to capture the spirit of the past while remaining relevant. “We’re not trying to recreate the past, but we try to bring that energy into the pieces and how we navigate that space,” he emphasises, illustrating their philosophy of merging nostalgia with contemporary aesthetics.
Additionally, the brand’s evolution from jewelry to clothing and accessories reflects an ambitious desire to broaden a larger, creative universe, and the relationship between its offerings. “For us, jewelry is the main thing, while clothing becomes the accessory,” Juste explains, reinforcing their approach of treating each piece as integral to the overall narrative. “We have statement pieces that stand out on their own, and those are what we call the icons,” he adds, signifying their commitment to a focused yet expansive vision.
Justin Bieber, Dua Lipa, Orlando Bloom, and Evan Mock are just a few of the celebrities who have embraced TwoJeys, highlighting the brand's appeal across a diverse entertainment lineage. A recent collaboration with fellow clothing imprint Zara also comes as a defining example of the label’s collaborative strategy.
“We’re not the guys who want to stay tied to just one thing,” Juste states, revealing their intent to work with an array of creatives—DJs, skaters, and musicians—to foster inspiration. “They inspire us a lot with their lack of fear, lack of hesitation.”
He continues, adding: “We’re still finding our way, always improving. I’m sure in three years we’ll be doing things differently, but with the same heart and aesthetic. We keep moving, staying adaptable, knowing that what might be relevant today may not be tomorrow—and that’s okay, because we’ll be ready for whatever comes next.”
Lastly, in discussing their legacy, Juste expresses a desire for lasting impact rather than mere remembrance. “We want to be known, not just remembered,” he states, encapsulating both a personal and professional ambition to inspire and connect deeply within the fashion landscape.
“We want to inspire people, along with all our brands and collaborators, to strive for relevance and goodness.”
Make sure to follow TwoJeys on Instagram here. You can shop TwoJeys online at twojeys.com.
