60 YEARS - 2004-2014 The Breakthrough Era

Born in 1964 in Saint-Germain-des-Prés, Jonak is celebrating its 60th anniversary this year in grand style, reflecting on the six decades that have shaped its history.
Six distinct eras that have defined Jonak's journey, from its birth in Paris to its international expansion. Let’s look back on the fifth decade, between 2004 and 2014, a pivotal period for the brand.

It was while reflecting on the hours spent in the symbolic backroom of the brand’s rise during their childhood that Lisa and Marcel, two of Joseph’s four children,
decided in 2012 to join the family business alongside their father. With them came a digital awakening and a desire to infuse Jonak with the modernity that has always shaped it.
Respect for craftsmanship now combines with cutting-edge collaborations, and the experiential store concept is affirmed and extended both online and internationally.


When Lisa and Marcel decided to join Jonak, the brand was already well-established, offering stylish, leather, predominantly European, artisanal products at a fair price.
The challenge was to bring a dynamic marketing and merchandising strategy, impeccable customer experience, and an innovative cross-channel approach to this solid foundation.
All while staying attuned to the market, remaining globally aware, and cultivating their curiosity, the driving force behind innovation.

In the 2000s, the distribution revolution and the digital revolution shook society as a whole. A turning point had to be addressed swiftly and agilely.
The realization of the importance of the internet transformed the market and gave rise to a new type of commerce, one that would only flourish with the help of new technologies.
This shift took place through Lisa and Marcel, who had grown up with Jonak and were well-versed in the digital world: a fortunate opportunity to drive the necessary changes while preserving the invaluable legacy.

A fifth decade marked by the arrival of the third generation, bringing phenomenal advancements to Jonak, tied to the transformations affecting an entire system.