The Artist

For most of my career I’ve worked as a financial planner but, before I began that work, some of my first forays in life were as a designer.

I created my very first fashion design at age 5. It was a strapless bikini (lined in a complementary colour!) cut out of the middle of 5 metres of forest green fabric. Stunning!

When I turned eighteen, I was accepted to the International Academy of Merchandising and Design in Toronto. However, the health issues I was experiencing forced me to defer enrollment until the following school year.

When I was ready to return to school, I enrolled instead in a university program studying political science and economics – a decision that would serve me well when starting mined reCREATIONS (not just a handbag designer, but a handbag designer with business savvy!).

In the recent past, my faith, passion, and vision combined to show me that the time was right to take up my sewing needle once again. And in an even more startling turn of events, I’ve been given the chance to use my designs to create real change and opportunity for young women in South Africa. Please read about the cause behind mined reCREATIONS on our Why Mined? page.

The Fabric

My childhood memories are filled with the soft warmth of the denim that my parents wore in the 70s, 80s, and 90s. Therefore, I suppose it’s natural that I love to work with this durable and versatile fabric. In fact, part of my business name - mined - is denim spelled backwards. This gives an indication of how I like to strip the denim down, use interesting pieces, and turn it on its head a bit before incorporating it into a design. The other fabrics I use – suede, leather, batik, wool – play against denim in the most wonderful ways!

The Aesthetic

The philosophy of recycling is one that is applied everywhere in my life, not just in my approach to design. I respond to what my friends and clients say about their search for a really great bag; one that meets their functional needs yet won’t be seen on anyone else’s shoulder. As I listen, look, and imagine, I’m inspired by the deconstructionist aesthetic that takes everyday fashion elements and moves them around, to make us see fashion design as art.

I’m thrilled to be creating beautiful and meaningful handbags, mittens, and hats. I hope you see something here that’s just right for you!

mined reCREATIONS:
where the past is the future.

Joanne's BIO