JOIK advent calendar „Abundance“ and our history of artist collaborations
Advent calendar 2021 is finally here and first customers have already received it. Oh, the excitement, we can soon start discovering what’s inside. Even if the products inside are still behind a veil of secrecy the design of the calendar has already been praised far and beyond. For the first time we are using an actual painting on our calendar and we’ve managed to surprise our customers. The painting adorning our calendar is by Estonian painter Katrin Karu and is called „Abundance“. It was created in Abu Dhabi and was inspired by the bright lights and abundance there and it will surely bring light and warmth into the dark but festive holiday season.
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8 products, 8 original artists
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Let us look back in time and see how our cooperation with creative world started. This tradition was born 9 year ago and if we don’t consider one gap year we have each year brought out a limited edition product in collaboration with an Estonian artist, designer or illustrator. At first we had them design specific products.
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Kätlin Kaljuvee
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The year was 2013 when we turned to artist Kätlin Kaljuvee for her to create an original product design. In collaboration with the famous illustrator we brought out a limited edition orange and cinnamon body lotion, adorned with beautiful and feminine design by Kätlin.
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Anneli Akinde
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The following year we found an artist-illustrator Anneli Akinde and asked her to create her vision for our new
La Boheme candle. History has shown that this limited edition product proved to be so popular, that it has cemented its place in our assortment and now there are also scented beads, fragrance diffuser and room perfume with the same aroma.
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Elina Kasesalu
Elina’s distinctive style had appealed to many of us and she was the chosen artist for our 2015 limited edition honey-ginger body lotion which we presented at magnificent JOIK 10th birthday event at Health museum.
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Britt Samoson & our first advent calendar
In 2016 we brought out our first advent calendar. That year we were one of the first ones with similar product and surely the first Estonian cosmetic company with an advent calendar. Artist and designer Britt Samoson found her muse from JOIK staff and so we see our social media manager and model Liisi grace the cover of our very first advent calendar. The calendar was unbelievably successful and the limited edition product was sold even before the advent time started.
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Liisu Arro
The following year we thought out of the box and picked a ceramic artist Liisu Arro to do our calendar design. She was worried at first whether she can even create on paper as she is so used to ceramics. However, she did wonderfully and her embossed white peacocks found a comfortable setting on the night blue background of our advent calendar. Magically beautiful calendar first appeared before the audience with the help of a magician.
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Lilli Jahilo
On our third advent calendar year we turned our attention toward fashion world. Our calendar was designed by talented fashion designer Lilli Jahilo. Her creation depicted happiness, creativity and serene Nordic winter still life.
JOIK holiday calendar
In 2019 we took a gap year from working with artists as we had just gone through a major change and dividend JOIK brand into 2 - JOIK Organic and JOIK Home & Spa. JOIK Organic was the first Estonian cosmetic brand with all products certified by EcoCert and marked with COSMOS certification. To better introduce our 2 JOIK worlds we brought out holiday calendar made of 2 boxes - white was holding 12 products from JOIK Organic range and in the black were 12 JOIK Home & Spa products. The holiday calendar did not have numbers, instead one could choose an emotion or activity best depicting their day.
In 2019 we first had our brand ambassador Elina Nechayeva who is a well-known Estonian classical music star.
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Tanel Veenre
2020 was a very special year as JOIK brand turned 15 years old. To celebrate we joined forces with jewellery and fashion designer Tanel Veenre and created a whole JOIK15 minicollection called „Treasure hunt“. The collection held three different and beautiful gift boxes: candle trio „Treasure hunt“, treasure candle „Beautiful life“ and JOIK15 bestseller gift box with six bestselling JOIK Organic products. By far the most popular out of the three was treasure candle „Beautiful life“, inside of which one beautiful TVJ jewel was hidden. Beautiful life candle is also part of our regular collection now but without the hidden treasure.
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Katrin Karu and 2021 advent calendar
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This brings us back to current year and our new advent calendar. Last year we were certain that the age of advent calendars is over and we had decided to not make one. However, seeing how many of our customers were utterly disappointed we’ve so far had to reconsider and thus the advent calendar is back - better than ever. Comeback always has to be strong so our arguments and discussions regarding the artist were heated and lengthy. When we discovered Katrin Karu it was a true heureka-moment for us. Why not use an actual structural painting on our advent calendar.
This year JOIK advent calendar cover is a painting called „Abundance“ by Estonian artist Katrin Karu. The painting was created in Abu Dhabi and was inspired by the bright lights and abundance there.
Katrin Karu has studied art and advertising at Tallinn University and she worked in advertising for a long time. Her career as an artist really took off in 2012. Her structural and large sized paintings gained popularity fast and have ended up on the walls of private collectors in Estonia, Germany, France, Japan, United Arab Emirates, Kuwait and Hilton Tallinn Park hotel.
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What’s hidden inside the advent calendar?
In order to keep up the excitement and suspense we will not say much about the products inside, but the calendar holds bestselling items of both JOIK Organic and JOIK Home & Spa ranges, also products which are not in our regular assortment. One of the biggest surprises is some news from the future, meaning first colour cosmetics which will be added to our selection in 2022.
JOIK advent calendar is a perfect gift for yourself or for your loved ones.
NB: JOIK advent calendar is available in limited edition! GET IT NOW
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Take a look at the photos from our calendar launch event. HERE
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