There are fashion founders, and then there’s JJ Martin. The founder and creative director of La DoubleJ joined Nicole Phelps on this Tuesday’s episode of The Run-Through to talk about the opening of The Lighthouse, her new five-story flagship store on the Upper East Side. It’s not just a place for fashion and home goods—it also features a dedicated “Light Temple” for meditation, sound healing, and community events. Martin explains that the goal of the space is to create “raise-your-vibration stations,” where people can connect with something beyond shopping.

That philosophy has become central to La DoubleJ itself. After moving to Milan for love in 2001, Martin found herself covering fashion shows from what she jokingly calls the “55th row standing.” She eventually caught the attention of Suzy Menkes and built a successful career in journalism. But years later, she felt like she was searching for something more.

When she started her company, Martin says, “I was just kind of following the joy rocket.” Her advice for aspiring entrepreneurs is just as simple: “Follow the joy crumbs. Anything you’d do for free at night and on weekends has value.”

Martin also shares how she turned her hobby of collecting vintage clothes into one of fashion’s most recognizable print-driven brands. It all started with a single silk swing dress made by historic Lake Como manufacturer Mantero. Along the way, she became a passionate ambassador for Italian craftsmanship and culture. “The Italians know how to live,” she says. “They know how to laugh. They know how to eat. They know how to rest.”

Even after last year’s wildfires destroyed her childhood home and her grandmother’s house—and also stopped her plans to open a La DoubleJ store in Pacific Palisades—Martin stays focused on the future. She believes the fashion world needs to change. “Beauty has power,” she says, calling for less greed, more respect for craftsmanship, and a stronger sense of shared purpose.

Whether you’re thinking about changing careers, dreaming of starting a business, or just need a reminder that fashion can still be fun, this conversation gives you plenty to think about.

Frequently Asked Questions
Here is a list of FAQs based on the podcast topic How JJ Martin of La DoubleJ built one of the happiest brands in fashion

BeginnerLevel Questions

1 Who is JJ Martin
JJ Martin is the founder of La DoubleJ a fashion brand known for its colorful vintageinspired prints and happy aesthetic She started the brand after a career as a journalist and magazine editor

2 What is La DoubleJ
La DoubleJ is an Italian fashion and homeware brand Its famous for bold joyful patterns silk dresses and tableware that mix retro styles with modern energy

3 Why is La DoubleJ called one of the happiest brands in fashion
Because the brand focuses on color positivity and fun JJ Martin believes fashion should make you feel good not just look good The prints are designed to lift your mood

4 How did JJ Martin get started in fashion without a design background
She started by selling vintage scarves she found in Italy The scarves were so popular that she began printing her own designs eventually launching the full La DoubleJ collection

5 Is La DoubleJ only for women
No The brand started with womenswear but now also sells home decor and accessories Many of the home items are unisex

Intermediate Advanced Questions

6 What was JJ Martins biggest challenge when launching the brand
Her biggest challenge was overcoming the imposter syndrome of not being a trained designer She also had to learn how to manufacture in Italy and build a supply chain from scratch

7 How does La DoubleJ create its signature prints
JJ Martin works with a small team of artists who handpaint designs They often reimagine vintage patterns from the 1960s and 1970s then digitize them for modern fabrics

8 What is the La DoubleJ effect that people talk about
Its the idea that wearing the brands bright colors and patterns changes your mood Customers often say they feel more confident playful and energized when wearing La DoubleJ

9 How did JJ Martin build such a loyal community without huge advertising budgets
She used storytelling She shared her personal journey the stories behind each print and behindthescenes content