The Capitalyst: Can you take us back to your early years in France and share how your journey from being a Louvre copyist and fashion illustrator eventually led you to create your own imaginative world with IDLI?
Thierry Journo: I have always had a deep passion for art and art history. I loved to paint from a very young age to learn the techniques of the great masters of the past. I enrolled as a copyist at the Louvre Museum; this was a fantastic school for honing my eye and techniques, and it developed in me, among other things, a passion for costume and its history. I then entered a fashion school, Studios Bercot, where I learned a great deal about fashion and its culture. I then worked as a stylist for various fashion designers such as Thierry Mugler, Bernard Perris, and Angelo Tarlazzi, before finally joining John Galliano at Givenchy for haute couture, where I was responsible for creating illustrations for the collections.
The Capitalyst: What first drew you to India in 2006, and what was it about Jaipur in particular that convinced you to make it home—for both your life and your brand?
Thierry Journo: I first arrived in India in 2002 in Jaipur. I was immediately captivated by the culture of India and Rajasthan, their way of life and history. The artisanal skills were fabulous: textiles, embroidery, dyeing, jewelry making, cabinetmaking, and much more. The cuisine had a subtlety of flavor unknown to me; I was truly fascinated. Very quickly, a friend, a renowned jeweler, suggested I partner with him on a project to create the first concept store in Jaipur. It was a fantastic adventure. I designed, printed, and created the collection for this new space. This allowed me to familiarize myself with the ways of working, and it was a wonderful experience for me. Subsequently I decided to create my own brand IDLI was born in 2006, from the abbreviation of “I Do Love India” a marriage between French know-how and Indian culture and technique.
The Capitalyst: How did the idea for IDLI initially take shape, and what were the biggest risks you took when you chose to build your own label rather than continue collaborating with other designers?
Thierry Journo: After collaborating on the Hot Pink project, I became familiar with the work and crafts of Rajasthan. But not only that, the silk weavers and brocade makers of Benares fascinated me. Little by little, I discovered that each region had its own crafts and specialties. When a passion is born, you don’t measure the risk; you are carried by an unstoppable impulse. I immediately wanted to create an Indian company to simplify things. In terms of risk, what was hardest at the beginning was being far from my family and friends. I knew very few people at the time.
The Capitalyst: IDLI is often described as a meeting point between French finesse and Indian craft. How would you articulate your entrepreneurial vision for blending European aesthetics with techniques like tie-dye, embroidery, and block printing?
Thierry Journo: I was trained in haute couture and with designers, and afterwards I rediscovered everything I had learned in France. But in the Indian way, things came together effortlessly; it all felt natural, which was what was important to me. It was about creating a recognizable style where my love of art history would merge with everything else. It’s definitely not about fashion that you consume and then throw away. Fashion fades, style remains. That was very important to me, along with the craftsmanship and know-how of India.
The Capitalyst: As a designer-entrepreneur running a boutique and lifestyle brand in Jaipur, what have been the most challenging moments along the way—and what helped you persevere through them?
Thierry Journo: There were some very difficult moments; the language barrier made me lose patience. The productions were disappointing. But they listened and wanted to do better, which is fantastic. Little by little, things took shape, and through perseverance, I built a good team around me, one that strives for perfection. The famous “same but not the same” attitude of the beginning finally disappeared.
The Capitalyst: Your Jaipur store is frequently described as whimsical and theatrical. What do you personally love most about daily life in the city, and how does it continue to influence your colours, prints, and sense of atmosphere?
Thierry Journo: Before all else, it’s light that fascinates and inspires me; it gives a truly different aspect to colors. I wanted to create a total work of art. You can decorate your home, dress yourself, or buy total art. Sometimes ideas are born from an accident, an encounter, a crossroads, a clash of forms.
When I was able to give IDLI a line of furniture and porcelain, it all made sense; it was one of the best moments. My vision had finally taken shape. I then collaborated with the renowned Good Earth company to design a porcelain line called “Mirage by Thierry Journo,” which was a great success. This collaboration was very fruitful and opened up new perspectives. Today, I wish to develop IDLI in Mumbai, Delhi, and Bangalore, but for that, I need solid partners who aren’t just focused on numbers, but who understand that it is through creation that we create a strong DNA that will outlive us.
