It isn’t every day that I stop dead in my tracks to stare at a piece of art. Rarely does something have the power to completely halt my life because I’m so astounded by its beauty and mystique. However, just this happened to me a few weeks ago when in a clothing store; I saw a watch that pulled me in like a siren – leaving me in an opened mouth trance. I researched the line further, and found out that TOKYOBay has been around me for years, and only now did I put a name to the pieces. Lucky for me, I was able to grab some time with founder and designer Dory Isaacs to get the skinny on one of the hippest and most creative lines of retro fusion watches on the market today.
Isaacs was born in Africa with a British upbringing, and along with fellow designer Jun Kobayashi’s Japanese aesthetic, TOKYOBay has a cultural vibe evident in all their designs. Whether sleek and sexy to solid and bold, Isaacs says, “I think that those influences do play into the style and feeling of the TOKYObay watch and bag line. As an example, a new addition to our line this July as part of our 20 year anniversary series is the Argent. It’s an 8-10 piece collection of silver/rose gold necklaces and bracelets re-cast from original early 1900’s British medals I’ve collected over time. They were originally used as watch fobs on men’s pocket watches. It’s a great way of re inventing something familiar from my upbringing while creating a modern fashion accessory that works with the current line. Both Jun and I come from cultures that have a rich history so our design aesthetics definitely take these elements as inspiration.”
It’s that inspiration that allows TOKYOBay to hit with something so fresh and new that it challenges and dares other brands to compete. They live where others are afraid to reside; where others may worry about “fitting in”, TOKYOBay understands not only retro art but the “art of people”, keeping the brand fitting in perfectly well. “We are an independent/alternative brand so we have the freedom to create unusual vintage inspired styles in smaller production runs,” Isaacs says. She adds, “It allows us to have more fun with a variation of styles that larger brands might feel they cannot sell large enough quantities of to be viable for them. This keeps us moving forward with the designs we carry so we can always offer something with a new slant that is different to the mainstream.”
I wanted to dig more into the heart and soul of the brand and asked Isaacs, “What do you want people to think or feel when they put on a TOKYOBay watch?” Simply put, “That it suits their individual style while being in touch with current trends and obviously that it feels great on.” Isaacs continues, “It’s important that our customer feels confident in the brand – whether it’s their first purchase or their thirtieth.”
Confidence in fashion is key, and both Isaacs and Kobayashi have certainly grasped theconcept. Not only do they understand it, but they own it. There is no facade, no cover, no mainstream “push” that TOKYOBay cares to answer. They listen, they react and they always deliver. TOKYOBay is not only about the confidence they so greatly own but it’s also about creating a work of art for every type of consumer. Isaacs enjoys looking back to see where they started – where they took themselves from the entry level to a premier status. “It has grown a lot, but gradually and with consideration. We have a great team working for us which makes us more of a family oriented culture and the company is much more enjoyable as a result. TOKYObay has evolved into a company where I am still very connected with our customers and I always envisioned being able to retain that connection.”
For more on TOKYOBay, visit: www.tokyobayinc.com