Ten Minutes with Jonäno designer Bonnie Siefers

For Bonnie Siefers, the designer behind the brand Jonäno, eco-consciousness is not just a buzz word, it’s a lifestyle. With a wide range of offerings–from romantically shirred maxi dresses to soft, slouchy tees to flirty, figure-flattering skirts–in a slew of environmentally friendly fabrics, Jonäno is the perfect one-stop shop for fashionistas seeking stylishly “green” wardrobes. What makes Jonäno especially unique is that in addition to a line for baby ecostylistas, the site also features a line of mix ‘n’ match hospital scrubs made from bamboo and hemp linen. Here’s more from the Pittsburgh native on her mindful interpretation of ecochic.

Oligoville: Tell us about your brand and how it is different from your competition.

Bonnie Siefers: In a nutshell I think the best adjective that describes the uniqueness of the Jonäno brand and lifestyle would be mindful. At Jonäno we strive to make thoughtful and ethical choices everyday. For example, Jonano chooses only organically grown natural fibers to create our trademark eco fabric collections. Jonäno is constantly searching out the cutting edge of new eco fabrics—like our ecoKashmere organic bamboo and eColorgrown organic cotton collections—both awarded the best of the best by Material ConneXions.

The elements and materials used in the Jonäno product lines come from crops like bamboo, flax, cotton, coconut, and, coming this fall, corn and peace silk. All of these raw materials are carefully chosen and are certified organically grown, renewable, biodegradable, and sustainable. Jonäno’s choice of a green and socially responsible fulfillment center emphasizes our commitment to implementing environmental sustainability and social responsibility along every step of the path. From the material elements that we select to create Jonäno eco chic collections to the recycled tissue paper and reusable zip packaging we use to protect garments for shipping, we strive to make mindful choices everyday.

Oligoville: How did your career or interest in design begin?

Bonnie: A personal passion to make an impact that speaks to my values and ethics is the driving force behind our company. I began the Jonäno brands at a point in my personal life when I took pause to reevaluate what is really important to me in life. True happiness does not come from without but instead from within. As I reflected on what had shaped my values and talents the wonderful inheritance that I have received from my parents stood out. Raised in a family that placed high value on honesty, work, frugality, and all things natural/ long-lasting/creative, I developed an enduring belief that clean, hard, and honest work that also celebrates creative talents can ultimately bring true joy to my daily life and give long-term satisfaction that life has been a meaningful journey. The concept of Jonäno evolved out of this personal inner exploration, and a company that strives to be innovative and forward thinking in terms of fabrics, style, and business ethics became my personal passion.

Oligoville:  What’s your design inspiration?

Bonnie: As an eco-designer, I’m inspired by my love for the environment, Scandinavian Modern styling, and timeless fashion. I worked as an artist, product designer, and entrepreneur in Paris, Stockholm, and Los Angeles and currently reside with musician-husband and life partner, Mark Huggins, in Pittsburgh, Pennsylvania. Raised in a family that placed a high value on honesty, work, frugality, and all things natural, long-lasting, and creative, I credit my Scandinavian Modern styling to the wonderful inheritance of values I received from my family, friends, and teachers.

My style is sleek and minimalistic with a focus on the architecture of the body. I strive to impact the world of fashion with organic clothing creations for the body and soul that are timeless in design, long lasting, and that become those wardrobe favorites you reach for time and time again.

Oligoville:  Describe a typical day for you.

Bonnie: I live and work in a treehouse-style studio in Pennsylvania, not far from where I was born and raised. My routine always begins with a french press of organic and fair trade coffee, and yes, I drink a whole french press—my only drug of choice. I ground and focus while giving love to my family of furry friends and wonderful partner. As a designer and entrepreneur my work day is different every day.  Tasks range from developing collections to connecting with media and buyers to traveling to our manufacturing facilities worldwide.  I’ve been traveling extensively throughout the USA, Central and South America, Asia, and Africa searching out the best farms, mills, and factories to create our collections. These visits are very important to me as I strive to incorporate local talents and crafts into each collection in honor of the artisans who keep the craft alive. A great example of this can be found in the fields of Brazil, where Jonäno eColorgrown Collections were created, drawing inspiration for the hand-tied embroidery from skilled artisans who offer handcrafted tatting, embroidery, and macramé learned and passed down through the generations.

Oligoville:  Describe your fashion style.

Bonnie: It has evolved over time, but a common thread, if you’ll pardon the pun, is the incorporation of handmade and found elements into my personal style.  As far back as I can remember my own mother taught me to knit and sew free form. By the time I reached adolescence I was creating my own fashion, from sketch illustration to finished piece. Streamlined design has always inspired me and lies at the heart of my creativity. Jonäno collections reflect the mélange of romantic ecochic with Scandinavian streamlined styling that is the brand signature.

Oligoville: Tell us about some unexpected setbacks you have faced since starting your business and what you learned from that.

Bonnie: Definitely the most challenging hurdle I have faced so far is the tough economic climate. This has affected not only me and our growing brand but also my work partners, my friends, and my family.  My husband and I try hard to work together with our work partners to find solutions to our challenges. The best part of my job lies in connecting with wonderful people who share my core values and desire to make positive changes. For this I am very thankful.

Oligoville: What has been the most rewarding part of your career?

Bonnie: I am blessed with a wonderful interconnection with others that has developed along every step the path. Every day I have opportunities to engage in creative dialogue, a conversation, metaphorically speaking, that I have not only with my family, friends, and work partners but also the people who choose Jonäno eco fashion to be a part of their own wardrobes. They give me the energy and fuel my own personal passion and creative drive. My musician husband is a big part of the conversation.  The love that we share for the arts has only strengthened our individual talents, his in music and mine in design. Often when I develop the written descriptions of pieces I reach for musical adjectives as a way of stepping outside of my visually based sensory comfort zone. Each day when I wake up I reflect that if I stay connected in the moment and strive to make mindful choices I cannot fail.

Oligoville: Tell us where you expect to see your business in the next five years and some of the goals that you have for your brand.

Bonnie: “Eco” is not just a buzz word anymore. Ecodesign is mainstream and growing. Jonäno is involved in the introduction of new sustainable fabric collections, such as Begonia Silk and Energy Satin, and our fall collection, BLOOM, was recognized by Womens Wear Daily in their fall fashion focus.  Additionally, Jonäno has been approached by a major celebrity to work on a licensed deal for specialty tee shirts. We believe that the Jonäno brand is well-positioned to lead the way in this next generation of ecofashion.

Oligoville: What advice do you have for aspiring entrepreneurs?

Bonnie Siefers: I credit much of the building of the Jonäno brand to local Pittsburgh talent and nonprofit organizations who invested time and effort into helping local small businesses achieve success. There is a real advantage to starting and developing a business in a region that cares enough to support small businesses and that has organizations that are dedicated to helping small businesses grow.  The real strength of a business is its foundation. By drawing from the expertise of seasoned entrepreneurs and professionals we were able to avoid making costly mistakes.

Oligoville:  What song never fails to make you happy?

Bonnie: “What a Wonderful World” sung by Louis Armstrong.