May 1st-31st 2018, Rue Saint-Joseph 45, 1227 Carouge – at the Moi&Toi Creative Lab, discover the art of embroidery and let the positive energy of the SEP Artists take hold! Ethical brand SEP Jordan are delighted to be launching their pop-up in collaboration with Moi&Toi Geneva. SEP Jordan is presenting its new Summer Collection, made from the highest quality fabrics and distinguished by their intricate embroidery, geometric patterns and sophisticated design.
Every stitch tells a story, with a single talented artist embroidering each piece. The SEP artists are women refugees who continue the time honored, cross-stitch technique that has been passed down from generation to generation. Each piece is hand embroidered by a single artist, who can quickly point out her own work by the stitch.
Not one item is exactly the same and every single one expresses its artist’s personality. The SEP promise: mutual happiness.
SEP’s Founder, Roberta Ventura, originally comes from Italy. Her 20 years of experience in finance, passion for style and desire to make a positive impact with her business acumen inspired her to set up a fashion and home accessory company featuring stunning embroidery with ethical production values. While her roots are not Middle Eastern, she has connected emotionally with the refugee camps since her first visit to the Ein-El-Helue camp in Lebanon in 1997. SEP has since 2014 become a trend-setter, challenging stereotypes on refugees and embroidery and disrupting the ‘’pity purchase’’ industry. SEP Jordan creations are now sold at Harrods in London as well as in Gstaad, Amman, St Tropez, Sao Paolo, Oman, Geneva and online.