60 years - 1994- 2004 The Raising Era

Born in 1964 in Saint-Germain-des-Prés, Jonak is celebrating its 60th anniversary this year. A grand celebration marking six decades that have shaped our history.
Six eras that have defined Jonak's journey from its birth in Paris to its international expansion. Let's look back at the fourth decade, between 1994 and 2004, when everything accelerated at Jonak.

Over time, Joseph surrounded himself with a small but passionate team that would follow him for several decades.
Small victories piled up, and the brand soared in the 1990s, opening around thirty retail locations.
The proliferation of stores in Paris and entry into department stores granted Jonak significant recognition within the capital.
Joseph bet on up-and-coming streets and transitioning neighborhoods to establish his stores,
including locations like Forum des Halles, Rue Saint Antoine, and Rue Montmartre.
Cautious by nature, his choices for store openings were meticulous, taking the time to carefully select addresses.
This vision proved successful and continues to be reflected in the brand's development decisions today.

In the 1990s, the multi-brand model began to struggle, the retail system underwent a deep transformation, and what were then called "retail brands" became prominent throughout France.
Jonak started creating its own collections to build not just a network of stores but also a distinct identity. The importance of having trustworthy partners, maintaining loyal relationships,
and keeping passionate collaborators became increasingly evident. The key lay in precision and balance. Jonak chose to focus on Europe at a time
when many players were offshoring their production —a decision that, in hindsight, appears particularly visionary.

The establishment of a network of artisanal, European, and high-quality manufacturing, combined with the expansion of the store network
and the arrival of a stylist who would stay with Jonak for 30 years, brought about a true identity revolution for the brand.
These elements elevated the brand to a higher level and catapulted it into the big leagues during its fourth decade.