Explore Our Universe of JOY: A Story of Creation, Sustainability and Elegance in the World of Fur
We Always Begin with Joy: Our Mission and Fundamental Principle
JOY Quality was founded in 2016. with a lot of love and a desire to find clothing items on the market that would be recognized by women for their uniqueness and quality.
The brand is completely focused on sustainability, from animals welfare, the environment, to the idea that each piece, with proper fur care and storage, endure for a lifetime, becoming cherished heirlooms passed down through generations.
Our mission and strategy revolve around ensuring that every individual choosing to purchase an item of clothing from us is provided with comprehensive and transparent information about their acquisition.
It is crucial to comprehend the nature of the pieces we offer, emphasizing the quality of production. Our production exclusively employs natural materials such as fur (mink, fox, sable, chinchilla), silk, cashmere and wool.
In addition, we are big advocates of sustainability and compliance with all regulations and laws set by the International Fur Trade Federation. We are proud to raise awareness of the importance of all the issues that are often mentioned in the fur industry and to dispel myths about all the negative sides of this industry.
Fur Through the Ages: From Primitive Practicality to Symbol of Prestige and Elegance
Fur is one of the earliest forms of clothing, used throughout the world for the last 120,000 years. Originally designed for protection against the cold, it later evolved into a symbol of social status.
In civilizations like Rome and China, fur held significant importance as an emblem of aristocracy. The flourishing fur trade contributed to the spread of its popularity, turning it into a symbol of glamour, luxury and sophistication. Worn by numerous celebrities, fur further solidified its prestige, with mink emerging as the epitome of femininity.
Exclusive Expedition to the World of Quality: Discover the FURMARK Program and Its Commitment to Premium Fur
Furmark® has three key principles:
- Science – Certification programs, along with their individual protocols, must be scientifically based and approved by independent experts.
- Independent inspection – programs must pass verification by third parties and be publicly available.
- Transparency – Certification programs should be sustainable, relevant, accessible, and traceable.
The Furmark® mark and symbol have become recognizable symbols of superior quality and safety:
The Purple Label – is symbol of the finest quality fur. Handpicked and carefully selected by Kopenhagen Fur experts to produce the world’s most luxurious garments. Produced with the highest animal welfare standards, Kopenhagen Fur’s Purple quality mink skins are exceptionally light and silky, due to their extra fine, short guard hair, and present a dense and full underfur.
The Premium Quality Label – skins have fine, even guard hair and a full, dense underfur, characterised by a harmonious balance between guard hair and underfur.
WELFUR within FURMARK: Guarantee of Quality and Well-being in the World of Elegance
We are delighted to be part of the WelFur System, a global animal welfare program grounded in scientific principles. This program aims to certify mink, fox, and raccoon farms across Europe, emphasizing four crucial principles: proper housing, correct nutrition, maintenance of good health and appropriate care.
WelFur aims to set the highest standards of animal welfare in the industry, ensuring the adoption of best practices. By conducting an objective and reliable assessment of animal welfare, the program also offers transparency to consumers seeking information about fur industry practices.
The Process Requires Investment: From Concept to Perfect Final Result
The headquarters are located in Switzerland and Serbia, while our production takes place in a small workshop where fur coats and garments are meticulously crafted according to our designs. Each piece undergoes precise hand sewing, where the finishing touches contribute to perfection. Our commitment to handwork ensures that each product is unique and special.
The cuts we choose are carefully selected to endure and remain timeless. We aim for our pieces to transcend fashion trends.
With all our efforts, we try to give each collection and piece its own stamp and uniqueness, with great attention paid to the smallest details that shape the finished product. This ensures that our creations are not just ordinary pieces that are forgotten in the wardrobe after one season.
In addition to aesthetics, we also focus on the complete product packaging, which includes instructions for proper fur care and storage, enhancing the overall final impression. We aim for the shopping experience to be special and unique, just like our products.