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SCMP Reporter

JOYCE conjures up images of the rich and beautiful, a rainbow of colours and the great names in the world of fashion.

  Joyce is, undoubtedly, in tune with lifestyle and fashion developments around the world, making the company truly international.

  But as Mr Roberto Dominichi, Joyce Boutique's managing director, said, 65 per cent of its purchases are from Italy.

  ''Joyce is the largest retailer of the 'Made in Italy' label.''   As a result,Joyce Elena Ma, was conferred the Cavalier Award from the Italian Government in 1976 for her achievements in promoting Italian fashion designs in Hongkong.

  However, she had promoted Italian fashion long before she won such recognition.

      She opened her first boutique at the Mandarin Oriental Hotel more than 20 years ago.

      Since then, the business has grown into a multi-million-dollar fashion and lifestyle enterprise which has expanded to encompass Southeast Asia.

  Though Joyce features more than 150 internationally renowned designer labels, the Italian connection is still strong.

  In March, Joyce opened a new and expanded Giorgio Armani boutique, making it one of the most visible high-fashion outlets in Hongkong.

  The connection between Joyce and Giorgio Armani goes back about 20 years to his earliest collections.

   But the first Joyce-Giorgio Armani free-standing boutique opened in 1981 and, seven years later, the region's first Emporio Armani appeared in Central and, three years ago, a second Giorgio Armani boutique took up residence in Kowloon.

  Recently, Joyce bought the Prada franchise, forming a joint venture, JIPI Ltd, with Prada of Milan, Italy, to distribute and sell the latter's line of accessories and ready-to-wear fashions in Hongkong and Taiwan. Other Southeast Asian markets are also on the agenda.

  Next month, a Prada boutique is due to open at the Landmark and Miuccia Bianchi Prada is expected to be present for the opening.

  Mr Dominichi joined Joyce in 1981 from Italian airline Alitalia, where he had served as general manager. Having spent time in the region, he eagerly accepted the invitation to come to Hongkong.

   He said Joyce had developed from being an internationally known Hongkong boutique to an Asian retailing force.



Joyce builds on two-decade link in shaping fashion and lifestyle