Spreading the joy of jewellery The affordable and trendy Norwegian jewellery brand JoyTag is suitable for all occasions and specifically designed for the natural style of Nordic women. Entrepreneur Lisa Kvam Viksjø does almost all the work herself and regularly visits her loyal customers to keep the business down to earth. By Eirik Elvevold | Photos: JoyTag
Are you one of those active women who always buzz around from place to place? Then JoyTag is the ideal jewellery for you. The simple, clean and elegant design is guaranteed to give you that extra touch, whether you are at home, at work, out travelling or meeting your friends. The woman behind the Norwegian jewellery brand, Lisa Kvam Viksjø, is definitely in the target group herself. Viksjø loves to visit her customers across the coun98 | Issue 94 | November 2016
try and is almost constantly working on a new JoyTag order – especially after she launched her new online store. “I’m probably working way too much, but I love what I do. A niche brand like JoyTag relies on good customer relationships, which suits my extroverted personality well. There is so much free inspiration and knowledge in meeting face-to-face with all the women who are selling my products on a daily basis. They put in the
effort and know what works and what doesn’t,” says Viksjø.
Started at the right time Viksjø started JoyTag back in the year 2000. After she gave birth to her third child, she decided to quit her job as an economist at a large bank to do something more creative. “For a long time, I tried to adapt to the conformity of working in a large organisation, but in the end I grew tired of it and wanted to use my education to start a creative business of my own,” Viksjø explains. Jewellery was a natural choice. “Jewellery has always been a passion of mine, but the Norwegian market was not very developed back then. My mother sold