The 1920s, often referred to as the Roaring Twenties, was a time of significant cultural and social change, marked by economic prosperity and a move towards modernity in art, fashion, and lifestyle. This era saw a fascination with luxury and opulence, partly as a reaction to the austerity of World War I. Jewelry, or "joyas" in Spanish, became symbols of wealth, glamour, and the liberated spirit of the time. The period was also notable for its burgeoning film industry, with silent films often showcasing themes of romance, wealth, and exoticism, which complemented the allure of luxurious items like fine perfumes and jewels.
Myrurgia's choice of the name "Joya" for their perfume in 1924 taps into these cultural currents. The word "Joya" means "jewel" in Spanish, and it evokes images of elegance, beauty, and rarity. These connotations are perfectly suited to a luxury perfume, designed to be a precious and cherished item. Naming the perfume "Joya" aligns it with the opulence and sophistication associated with high-quality jewelry, suggesting that the fragrance is as valuable and exquisite as a fine jewel.
During this transitional period into the Art Deco era, the design and fashion trends were greatly influenced by the lavishness and geometric elegance characteristic of Art Deco design. Popular gemstones included diamonds, sapphires, emeralds, rubies, onyx, pearls, and amethyst, each prized for its beauty and rarity. These stones often featured in intricate designs that highlighted the clean lines and sharp angles of the Art Deco style. Precious metals such as platinum, white gold, and to a lesser extent, yellow gold, were used to create settings that enhanced the brilliance of these gemstones. Platinum, in particular, was favored for its strength and neutral color, making it ideal for the detailed and symmetrical designs of the period.
For women of the 1920s, a perfume named "Joya" would resonate deeply. The decade was one of emancipation and empowerment, with women breaking free from traditional roles and exploring new freedoms, including in their fashion and lifestyle choices. A perfume called "Joya" would appeal to their desire for luxury and self-expression, embodying the new sense of identity and sophistication they were cultivating. The name would suggest that wearing the perfume was akin to adorning oneself with a beautiful piece of jewelry, enhancing their allure and elegance.
