Whom You Know: NIGHTLIGHT: YOU GO, WE GO -- JOGO! It's making Peachy a bit Beachy!

Wednesday, May 6, 2009

NIGHTLIGHT: YOU GO, WE GO -- JOGO! It's making Peachy a bit Beachy!

JOGO BY POONEH, a line of colorful and chic swim wear and beach accessories was launched recently with a trunk show, at Norwood, a private members club on West 14th St. Hosts Ann Caruso, Alison Harmelin and Tamsin Lonsdale greeted guests such as Marisa Arredondo, Miguelina Gambaccini, Anisha Lakhani, Katrina Pavlos, Maggie Norris, Tracy Stern and more in the penthouse screening room, which magically was transformed into a beach house replete with sunroof and outside deck. Transparent buddhas and dendrobium orchids scattered over smooth stones were reminiscent of Bali, where the JOGO BY POONEH line is produced, while bathing suits wrapped around easels displayed the artistic side of their designer, and lithe beauties modeling silky cotton beach cover-ups and sarongs brought in a breeze of St. Tropez and a touch of the Hamptons. Whom You Know thinks this is simply fabulous! Peachy is feeling beachy.

Guests were mesmerized by the colorful display of beach pillows, hats, pouches, beach bags, sandals, flip flops, bangles, sarongs and swimsuits – all of which complement each other in design and function. From the swim suits which can be customized by color and ornamental details such as interchangeable hardware and charms, to the waterproof pouches to store them in, to the sturdy canvas beach bags the pouches can be clipped to, the line is cohesively eye-popping and yet highly functional. Pooneh Mohazzabi, founder of JOGO BEACH and JOGO BY POONEH “was inspired by the cables and hooks on a sailboat which led to the unusual toggle clips inside the beach bags that are large enough to carry every beach essential and yet are easy enough to sling over one’s shoulder”. Sure enough, above the display of multicolored and striped canvas totes, eyes inexorably swiveled toward a photograph of a beauty on a boat wearing swim suit that is both sexy and sporty – a rare combination that is the trademark of the JOGO BY POONEH collections.

Pooneh, radiant in a long, multi-tiered and multi-colored halter dress/beach cover-up explained that her inspiration for her beach accessories line all started with the JOGO BEACH beach pillow – a patterned pillow supported by criss-crossed wood struts that, that is just the right size to support one’s neck and head while sunning on the beach – no more rolled towels, books, and whatever one can get one’s hand on to avoid that awful crick in the neck! These were clearly the mainstay of the show, arrayed in every color and pattern imaginable, along with their color coordinated carrying bags. Those who wanted more, congregated toward the boxed gift sets, consisting of a foot-shaped pumice stone, massage oil, soap and incense, all scented according to color (blue for lotus, pink for frangipane, orange for sandalwood, seafoam green for green tea and more) and a flower hair clip and matching sarong. See www.jogobeach.com for more information.

After the flurry of special orders, guests moved downstairs to the bar area for hors d’oeuvres and cocktails while models showed off the swim suits to perfection as they preened and played on a sand- filled box. To cap off the exciting evening, Pooneh held a drawing and a few lucky guests got beach pillows, a tote bag and more. It was raining outside but inside, it was all beach and bubbles – a perfect start to the summer!

MORE ABOUT JOGO BEACH AND JOGO BY POONEH

The brainchild of former banker, Pooneh Mohazzabi, JOGO BY POONEH is a new beach lifestyle collection made in Bali that combines high quality craftsmanship with innovative and chic design. The collection consists of swimsuits, beach cover-ups, sarongs, sandals, beach bags, beach hats, beach pillows, bangles, candles and beauty products, all bursting with vibrant colors and the keenest attention to detail.

Born in Tehran and schooled in the US, Pooneh has lived in many other countries including Germany, Austria, France, The UK, Brussels, The Netherlands, Italy, The U.A.E and Singapore. Until recently, she spent most of her career working for large global banks. Her work, multi-cultural leanings and diverse life experiences have taken her to all the corners of the world and have contributed to her international and eclectic style, which is reflected in JOGO BY POONEH.

Pooneh has always loved beaches so it is not surprising that she feels most comfortable and in her element in beachwear. Pooneh says “ I was disappointed in the current choices in the market place, which focus on form over function and vice versa -- so I decided to make my own swimwear and line of beach related accessories, combining eye-catching design with function and comfort” As an expert in global beach fashion, Pooneh has blended the colors, textures and customs of the breathtaking beaches of Puket & Coso Mui in Thailand, the Lankawy Island of Malaysia, with those of the jet set circuit, including St. Tropez, Rio, Cannes, and of course the stunning vistas of Sardinia and Capri and other dreamlike destinations. Her sensibility also takes into consideration the style and taste of legendary American destinations like the Hamptons, Nantucket, Malibu and Miami.

Today, Pooneh divides her time between Bali and New York, but continues to trek around the world in search of exciting places to inspire her vision for JOGO BY POONEH, which will be available in stores across the US and online at www.jogobeach.com.

Pictured above: Silvia Freiser, Francine Crocker, Pooneh Mohazzabi, Laura Dorson, Sonia Mangelsdorf.

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