Spotlight On: Gojelle by Esmio Australia
There’s a new beauty brand on the scene, and it’s changing the way we think about nails.
The Flaunter team have a not-so-secret obsession with manicures and nail art, so we couldn’t resist diving deep into conversation with the brains behind this innovative beauty brand.
Meet the dynamic quartet, Rochele, Saryne, Jazmin, & Nicolle, the co-founders of Esmio’s newest venture, Gojelle. They’re here to share the gloss [goss] on everything from Gojelle’s inception, ethos and the impact it aspires to have in the beauty industry and beyond -and trust us, it’s not just about aesthetics.
Launching Gojelle must have been a big decision, especially with Esmio already in play. What was that "aha" moment when you all looked at each other and said, "Yep, Gojelle is happening"?
We are always on the lookout for products that will help our customers and improve their lives. And we really strive to ensure we can meet the needs of all customer nail types, so after a lot of testing (it took over a year from conception to launch) we finally added Gojelle, our high end press on gel nails to the Esmio Family!
With the nail industry bustling with innovation, how does Gojelle carve out its niche?
It is quite a competitive industry! With the sister brands of Esmio and Gojelle, we are now able to provide a one stop shop for at home gel manicure systems AND long lasting press on nails - where most brands just provide one or the other.
We are differentiating ourselves with Gojelle via a number of factors, including the gel nail quality, the branding and aesthetics, the minimal use of plastic, and the high quality application accessories that come in the kit. Our 2-in-1 file and buffer that comes in the GoJelle box is one of my favourite ever products we have created! And is far superior to anything any of the other press on brands provide.
We also have a new collection coming late April, which is something we haven't seen any nail brand do! We are sooooo excited to release it!
Every brand has its genisis story. What's the inspiration behind the name 'Gojelle,' and how does it encapsulate your brand's ethos?
Gojelle is a pun on the words 'Go Girl', we worked the word 'gel' into this as our press on nails are made of gel so therefore 'Gojelle' was born. Our tagline is also 'You Gojelle' which is cleverly added on some of our packaging! We do love a good pun!
Now let's dive into the heart of the brand – it's all about flaunting your individuality and feeling empowered while doing so. How do you see these core values of self-expression and empowerment playing a transformative role in the nail wear / beauty scene?
Why limit yourself to the way you wear your nails? We love that with Gojelle, you can wake up every day and match your nails to your outfits, or maybe you love your natural nails and only need them for an occasion or maybe you are on your way to your next holiday destination and do not have any time to get a manicure! Gojelle is so adaptive to different lifestyles and tastes and we love that a beautiful manicure can make you instantly feel like a whole new person- we are hoping we can open minds to the concept that nail beauty is just as unique and interesting as any other beauty product on the market.
What goes on behind the scenes in dreaming up Gojelle's 23 unique styles? What factors influenced the selection of designs and finishes?
Behind the scenes we do a lot of brainstorming internally and externally with our customers, meetings, and trialling and testing lots of different styles.
The main factors that influenced our final selections of the first collection were of course our Esmio customers and what they love to wear on their nails and current nail trends.
We hear a lot about being green and kind these days. How have these principles been integrated into your operations and product lineup?
We always endeavour to eliminate as much plastic as possible in our packaging and our products are all vegan and cruelty free.
Launching on International Women's Day is no small feat! How does Gojelle plan to champion female empowerment and support women's causes through its launch?
Launching on IWD sets the tone for how we endeavour to always empower and support women, every single day in various ways. Some include donating to women focused charities via i=change, supporting all of our female customers by providing superior products and the best and most respectful customer service always.
Looking back to move forward – what key lessons have you taken from launching and running Esmio, and applying to the launch and growth of GojelleTM?
Doing things right from the beginning to avoid having to fix things later on definitely comes to mind. If we put the effort in before a launch, trialling and testing, we can ensure that time and money will be saved later on and we have definitely applied this lesson to Gojelle as we took our time and did everything to the highest standard from packaging to product.
Collaboration plays a significant role in the fashion and beauty industry. Are there any partnerships or collaborations that have been pivotal to GojelleTM's launch?
Collaborating with wonderful creatives such as renowned Sydney photographer Cole Bennetts has been pivotal as professional imagery sets the standard for the brand.
We are in discussion with some other big Aussie brands for some collab GoJelle's coming soon!
For aspiring entrepreneurs in the beauty industry, what advice would you give about launching a brand and navigating the complexities of today's market?
Take your time, try to put a unique twist on your product offerings, don't be afraid to ask questions, people are nicer than you think and love to help. A quote by Oprah that sums up the journey 'Do what you have to do until you can do what you want to do' There is a lot of sacrifice in the beginning but as long as you stay focused on your goals it will pay off!
