Our slogan “Access to excess” conveys Jonak’s mission well. We offer you a great deal of choice and superb quality at affordable prices. In order to do so, at a certain point in our development, we had to take a number of decisions.
About the production locations
In order to have as much control over manufacturing as possible, we decided to integrate the production element little by little as we went along. We are proud to be able to say today that 95% of our shoes are produced in our European factories using leathers from European tanneries. Above all, this means we are able to guarantee the origin of our products, the materials used, and the working conditions in which they are produced.
About sales prices
The choice of production in Europe inevitably had a direct impact on the cost of the goods sold. However, we decided not to pass this cost on to the customers. Consequently, we offer truly attractive value for money. Virtually all of our shoes are made of leather, not synthetics. And this is cow, calf, or goat leather, not pig. The sole consequence of this choice is that our margins are limited. Which is why our brand believes it is selling at the right price, and does not give in to pressure to offer excessive reductions or hold ‘bargain-basement’ sales. If we are unable to offer you unbelievable reductions during our sales, this is because we believe you ought to be able to buy a shoe at the right price all year round, and not just during the sales! Obviously, we could put up our prices so as to be able to offer ?70% during the sales, and achieve most of our sales at that moment – but that’s not the choice we made. When we set a price, it’s because we believe it is correct throughout the season, not just during the sales. And at least this way you will avoid the disappointment of seeing a product you have bought at a much higher price appear in the sales much cheaper.
Our shoes are packed in boxes, with tissue paper, delivered to us in consignments in cardboard cartons. And when you buy them in our stores, we put them into bags for you! So we realized that all that meant a lot of paper… The company founder had already been aware almost 50 years ago of the need to take care to protect our planet. That’s why we were already offering our customers fabric bags back in the ’60s. So you can see why we wanted to carry on in this direction, and try to produce a maximum of our boxes using recycled paper, we give you bags made of reconstituted plastic, we pay a “bulky item recycling” service to come and collect our cartons for recycling.
About fair trade
In Summer, you’ll often find amongst our styles little summer sandals with beads, quite rustic. These are made by small producers, often in Africa. They don’t have access to the major European markets. Which is why we are delighted to be able to help them by buying their products at European prices and proposing them to you in our stores. We try to help trade in these countries in difficulty as much as we can.
A financially-solid family business
Since it was set up, the company has remained in the hands of the family who founded it. It has a top rating from the Banque de France and has been awarded an AAA rating by the SFAC [French national confederation of financial advisers]. The company shows a Debt/Equity ratio of 10%, and has doubled turnover over the last five years.