Industry Fashion Website www.jovani.com] Founded 1980 | Founder Jacob Maslavi Headquarters New York | |
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Key people Saul Maslavi, CEO
Abraham Maslavi, CFO Products clothing, textiles, dresses Profiles | ||
Jovani Fashion, Ltd. is a fashion house focusing in the prom and evening wear sector. This company's aim is to help women throughout every facet of their lives from their prom day to their wedding day.
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History and operations
Jovani Fashion was founded in 1980 by Jacob Maslavi and his sons, Abraham and Saul Maslavi. The company initially started as a 10-person operation, designing and manufacturing 15 styles of dresses for specialty boutiques.
In 1996, Jovani brought on American designer Sherri Hill to assist in the expansion of their prom and pageant market; the designer remained with the fashion house for the next 12 years. Today, Jovani Fashion remains family owned and has grown to a 50-person company. Its website says it serves over 2,000 retailers worldwide. Its retailers include Neiman Marcus.
Head designer, Julie DuRocher is also known to travel the world extensively in order to draw inspiration for creating designs with intricate beaded embellishments, encrusted jewels and heavyweight fabrics to produce the brand’s dresses that are then sold to over 2,000 retailers globally. As one of the leading prom dress designers among its retailers, Jovani is known for placing importance on producing fresh designs every year.
The company produces over 600 new designs annually and they are ranked among one of the top selling brands among its elite retailers including Neiman Marcus and Harrods. Jovani began predominantly as an evening wear brand; however with an array of collections, Jovani has expanded and at present are able to attire everyone from a high school teen in a short homecoming dress to a future bride. Jovani’s presence continues to grow as new collections emerge and evolve
On February 18th 2016, JVN by Jovani, a partner company to Jovani was launched by Saul Maslavi.
Celebrity and editorial appearances
As Jovani's head designer, Julie DuRocher attracted attention within the fashion world for her runway show held at the 2012 Brooklyn Fashion Week.
Celebrities including Miranda Lambert, Carrie Underwood, Selena Gomez, Ariana Grande, Taylor Swift and Jewel, have all worn Jovani’s signature pieces for various red carpet, charity, and social events. In 2014, dresses worn by Country music star Miranda Lambert were exhibited in The Country Music Hall of Fame in Nashville, Tennessee.
In 2014, Jovani creations were featured at Mercedes-Benz Fashion Week in Russia. The 60 piece collection shown there helped introduce the brand to the Russian market.
The Jovani collection has also had editorial exposure in such major publications as WWD and has also been featured on prime-time television shows such as The Voice.
In 2014, X Factor’s Fifth Harmony was chosen as the celebrity face for the brand’s 2014 campaign. The powerhouse group agreed to represent the Jovani 2014 prom line. They also agreed to participate in a content in which the group would perform at the winner's prom.
In April 2015 Persian Diva Googoosh wore a Jovani evening dress in her concert in Montreal Canada.
Charity
In 2013, Jovani partnered with the non-profit organisation Operation PROM to provide prom dresses to underprivileged high school students.
Jovani also makes in kind donations to the Society of Memorial Sloan-Kettering Cancer Center, which are used at the annual Pediatric Prom.