Jogo by Pooneh Takes Over the Hamptons

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Jogo by Pooneh Store Opening

Bridgehampton gets a burst of exotic color with the opening of the much anticipated JOGO BY POONEH boutique which is fast becoming the de rigueur stop-in for chic Hamptonites and visitors alike. From the white pickled floor to the airy ceilings and soothing bossa nova and samba rhythms, one is transported to another kind of beach where beauty, imagination and playfulness reign.

JOGO BY POONEH is an evolving beach lifestyle collection of items made and found only in Bali, Brazil and other exotic places around the world. The collection consists of swimsuits, cover-ups, sarongs, caftans, dresses, sandals, beach bags, clutches, hats, beach pillows, jewelry, candles, beauty products, gift sets, CDs and more, all in vibrant colors and crafted with the keenest attention to detail. High quality craftsmanship combined with innovative and chic design means aesthetic appeal, ease and comfort for women of all shapes and sizes. "JOGO BY POONEH is a celebration of passion for life, color and for giving back" states Pooneh. "I am most happy when I feel I have helped a woman look and feel her best not matter what her concerns. I also am happy to donate a portion of sales proceeds from the boutique Opening to Best Buddies, a compelling organization that supports those with mental and developmental disabilities."

The boutique carries Pooneh's own designs as well as unusual items from all over the world previously unavailable in the US. Artfully curated, the boutique reflects the founder's multi-cultural leanings and diverse life experiences which have taken her to all corners of the world and have contributed to JOGO BY POONEH's international appeal and eclectic style. The collection's colors, textures and styles are reminiscent of the breathtaking beaches of Puket & Coso Mui in Thailand, the Lankawy Island of Malaysia and renowned resorts in St. Tropez, Rio and Cannes, as well as the arresting vistas of Sardinia, Capri and other dreamlike destinations. Underlying this international sensibility is a clean simplicity reflecting the aesthetic of US enclaves like the Hamptons, Nantucket, Malibu and Miami.

Founded by Pooneh Mohazzabi, with creative and operational input from her sisters, JOGO BY POONEH launched last year in New York City to much acclaim. The opening of the flagship store on Bridgehampton furthers their vision of expanding the brand globally, in line with their other businesses throughout the world. The Mohazzabi team plans to open more JOGO BY POONEH stores and expand into other dynamic cities such as Buenos Aires, Munich, Paris, St. Tropez, Sydney and more. Today, JOGO BY POONEH is available not only at the Bridgehampton store but also at select stores across the US (NY, LA, Miami, etc.), internationally (Dubai, Lebanon, London, etc.) and online at http://www.jogobeach.com.

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Nick Dietz

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