Lovely Shopping: Jo Brauer

Oh Zurich, you are a place of people dressed the same. Very often you give me the impression there must be an obligatorily gray uniform every citizen has to wear. Because my heart craves for individuality with every breath, this makes me sad. I blame part of it on the shops selling all the same.

Fortunately, there are exceptions: A few days ago I was invited to an event by Jo Brauer, one of the very few fashion stores in this city that goes a different way. They celebrated their location at the Europaallee and a new business software called Paymash, ideal for start-ups and online shops.

Going to Jo Brauer is like love at first sight: If you enter the shop, you instantly feel welcome and almost like at home (it’s just tidier and without the not so nice but necessary things every flat contains). I could spend hours here, admiring the golden vases, stylish boots, fluffy fake fur coats and trendy sunglasses. Brands I adore from all over the world found their home here: Minkpink, Quay Eyeware, Bloomingville and Selected Femme are a few of them, just to drop names.

Jo Brauer was founded by Dusanka Simic, the Sophia Amoruso of Switzerland. Born in Croatia, Dusanka started a business here selling vintage clothes from home a few years ago. Meanwhile, she opened a few pop-up stores and shops until she arrived at her new big jewel at the Europaallee. Dusanka is always on the hunt for the newest and coolest labels, and you can feel her love for the items she sells and her ambition. What she created is a shop unlike any other in Zurich, a true paradise for the searcher of the extraordinary.

Of course, I didn’t leave without a big bag, and maybe you already spotted on Instagram how my home turned a little bit more golden with Jo Brauer. I can recommend this shop; it’s a wonderful place to treat yourself and (hint!!!!) as well the perfect place to find some presents (cause Christmas is coming closer).

Visit Jo Brauer here and don’t forget to like them on Facebook.