by Nina Catt
  • 7 minute read
  • July 09, 2023
Exclusive: Fashion Stylist Joyce Gereige Launches Contemporary Eyewear Brand, Rewrites

When an accomplished fashion stylist launches their own brand it’s a time to pay attention, and we couldn’t have been more excited to learn that UAE-Canada based creative, Joyce Gereige, has turned her hand to creating a unisex collection of chic sunglasses.

Studying fashion styling in New York City before moving to the Middle East to embark upon a career as a celebrity and editorial stylist, Joyce brings a wealth of knowledge to the retail market where she also shares her experience with up-and-coming design creatives via lectures at the American University in the Emirates.

Here, we speak to the founder of Rewrites for a sneak peek into the new brand…

Please tell us about the driving force behind launching your own eyewear brand, and how you got started?

I’ve had the idea for a long time. After graduating in 2017 as a fashion stylist in New York, I travelled to Lebanon to visit family and ended up launching my career in the Middle East, where I worked as a music video, commercial and editorial stylist between Lebanon and Dubai. As a stylist, my line of work naturally comes with a lot of travel. I noticed when I packed for my trips, I would end up lugging around so much clothing and accessories thinking I needed it all, but really would only end up wearing a few pieces on rotation. Even some days, feel like I didn’t have anything to wear (even with multiple suitcases filled with clothing). The pieces I did have weren’t giving me the longevity I was looking for, and after doing that for so long, I was tired of having so much extra baggage and knew something had to change, not only in how I was packing but how I was shopping.

Over the past few years, I travelled back to my home country, Canada, and had a complete closet refresh where I truly cut back, limited myself to a capsule wardrobe and challenged myself to bring life to those pieces without needing to buy new items to have something to wear. I had a whole mindset shift as to how I was shopping, and I truly made it my biggest goal to back away from traditional shopping habits, focus on slow fashion, and be more selective with how and where I shop.

Naturally, I’ve always been a girl who believes less is more, but this time, I put the words to the test. Getting started is always the most challenging part, but after putting so much of my creativity into other projects, I knew I wanted to construct a space I could put my creative thoughts and energy into. I’m very particular and intentional, and I don’t believe in just putting my name on anything and moving forward. I knew I wanted to create something meaningful and impactful.

Why sunglasses?

The idea of sunglasses came naturally to me. I instantly began sourcing manufacturers and luckily found one with 15+ years of experience in the industry that works with some of the most prominent luxury brands in the market. Every day I would sample a pair of sunglasses and wear them for the entire day to really feel the product’s wear and comfort. With every decision I made for Rewrites, I thought of the customer I was designing for, how they would feel, look and most importantly, prioritise their comfort and the quality level. After confirming my first two styles, I started on my logo, found a name that reflected our brand’s mission, locked down a launch date and began the creative marketing concept.

As a stylist, I believe that fashion is a form of expression, and when you look good, you feel good, and when you feel good, you show up your best self every single day, no matter where you are or what you are doing. I truly believe that whether it’s a statement coat, playful sunglasses, or some fabulous shoes – it’s really the little details that elevate your look. And what better way to complete your outfit and create the ultimate mystery than with sunglasses? They are the perfect tool to give an instant confidence boost and make you feel like you can conquer any room you walk into.

Tortoiseshell frames with blue lens

What was the inspiration behind the name?

The name Rewrites comes from the desire of wanting to rewrite our mindset when it comes to how we shop. To back away from conventional shopping habits that we’re used to and focus on the importance of being a conscious shopper, where we prioritise longevity and good quality – to do better not only for ourselves but also to help reduce waste wherever and however, we can.

What is your brand ethos?

Our mission at Rewrites is simple: to inspire others to bring their best foot forward no matter where they are by giving them the tools to be the boldest, most confident version of themselves – all while focusing on the importance of building a wardrobe based on longevity, transparency, and style.

Rewrites is so much more than just a product but a movement where we will host a few events each year to empower, build confidence and share knowledge on how each and every single one of us can do better, and be better not only for ourselves but for the people around us.

What sets your brand apart?

The quality of our products, core values, transparency and our desire to go above and beyond to help each customer. All while providing them with the best information and pieces to create a timeless wardrobe that can be passed on to future generations.

How do you plan on growing the brand’s community?

We plan to build a community based on empowerment by connecting with like-minded individuals who are taking charge, and leading by example in their industry through our yearly events and social media platform.

For each event, we want to collaborate with brands and individuals with the same values and beliefs as Rewrites as an opportunity to nurture and knowledge our customers by discussing, connecting, and leading by example.

Tell us about the actual product and the inspiration behind the styles?

Our first two products are a thick rectangular frame crafted with 100% acetate featuring a black frame with a grey lens and a tortoiseshell frame with a blue lens. All our lenses are TAC polarized, a new lens technology formulated to provide the highest visual and polarised clarity level. They include a scratch-resistant coating and block 100 per cent of harmful UV rays up to 400 nanometers – all while being lightweight yet having a high impact resistance.

Each product includes a face shape recommendation in the product description to determine which frames suit your face shape. Knowing your face shape lets you better understand what sunglasses suit you, which is why we created the Face Chart page on our website.

The inspiration behind the first collection is bold, timeless and transitional pieces that can easily be worn from season to season and become a part of your capsule wardrobe. Our Unfazed shades truly are the perfect touch to elevate any look.

Black frames with grey lens

How did previous jobs and experiences help in the set-up? And how has your experience in the Middle East sculpted and nurtured you?

The Middle East is everything to me. It’s where my story began in the styling world and has truly shaped me into the woman I am today. Rewrites is a compilation of my personal and professional experience that I have learned over the last six years working in the industry. From my adventures to difficult roads, I knew the best product would be from my experience and instinct. The Middle East has given me opportunities I could have only dreamt of, and I am forever grateful for that.

I initially moved to Dubai in 2019, where I started in editorial, and from events to projects and all the city had to offer, it allowed me to build a strong network of clients and creatives that has helped kick-start the brand.

You have worked with some of the most prominent celebrities in the Middle East. What has been your favourite project to work on?

I have been fortunate enough to work with some truly amazing clients over the past few years. Picking one is always so hard – as each experience is unique, but if I had to choose, I would say Haifa Wehbe’s ‘Touta’ music video. It’s such a treat when you have a client open to trying new things and stepping outside the box!

What does the future hold for Rewrites?

Since our brand ethos consists of hosting events, we are kick-starting our initiative by hosting our very first event in Canada, which will take place on July 23rd in collaboration with a Canada-based clean beauty brand. The event will be an exclusive intimate brunch where we will connect and cover a range of topics on how we can better our industry and truly lead by example – we are beyond excited for it. Keep an eye out for which city and country is next.

Rewrites Founder, Joyce Gereige

Visit and follow @Shoprewrites on Instagram.

Images courtesy of Rewrites

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