Interview with the founder of ADJ - Ekaterina Borovkova

How did the idea of creating the brand come about?

For several years, I was involved in importing premium accessories and encountered the issue that beautiful expensive items often couldn't withstand even a month of daily use as intended. That's why I decided to create my own line of accessories for both living and working spaces. I wanted them to look elegant and luxurious while also being practical and durable. My goal was to have zero complaints and maximum satisfaction from life with ADJ accessories.

What does the ADJ logo mean?

When I was developing the first collection of home accessories, my family was my inspiration and motivation. Therefore, when creating the logo, I decided to use a triangle as a symbol of stability and solidity, and inside it, place the abbreviation of my children's names: A - Alexander, D - Diego, J - Julia.

Who handles the design of your products?

Since the inception of the project, I've personally taken charge of all the sketches, working drawings, and technological processes. My engineering background, acquired at Bauman Moscow State Technical University, has been invaluable in this regard. There was a period when I wanted to switch institutions and pursue a humanities direction. At that time, my professor told me, "A talented engineer can become whoever they want later!" So, I became who I wanted to be—a person who creates items for a comfortable and cozy life.

In Russia, you lecture on socially responsible design. Does ADJ's production meet the criteria of social responsibility?

Socially responsible design is at the core of our philosophy. Today, being an eco-friendly company means more than just having production and materials that meet modern eco-standards. It's crucial for the products to be of high quality and durability. This way, the end consumer can use them for a lifetime. The longer we use an item, the less often we discard things that are no longer usable, thus reducing environmental pollution and decreasing levels of consumerism, which drive the excessive use of natural resources. I strive to give lectures in Russia on this topic, aiming to make my small contribution to fostering a culture of conscious consumption.

Where is ADJ production located?

Our production is based in Germany. While some may assume this incurs higher costs due to elevated wages, the reality is quite the opposite - it's more cost-effective due to the consistent quality and minimal expenses for handling complaints. Assembly and packaging are carried out in Russia for CIS countries and in Italy for other markets. So, I'm constantly traveling between Italy, Russia, and Germany.

What makes your accessories unique?

First and foremost, they have soul. Each item has its own unique story of origin and its own co-participants who influenced its color, shape, or purpose. And, of course, there are the unique features that make them practical and durable:

• Dirt-repellent properties, providing resistance to aggressive substances such as vinegar, wine, ink, salt, and acting as a barrier to the formation of bacteria.
• Thermal resistance; our items do not deform in humid, dry, cold, or excessively hot environments. This is crucial for yachts, outdoor use, and saunas.
• Dual-sided finishes and a range of colors, allowing you to match accessories to any interior, from minimalist-modern to traditionally-classic.

Where and how can ADJ products be used?

ADJ accessories are designed for table setting, organizing and storing items in wardrobes and other living spaces, for offices, restaurants, yachts, and airplanes. We also have a separate collection for pets, the proceeds from which go to support the "Yuna" animal rehabilitation center.

Do you make personalized items?

We offer any kind of personalization, and that's our specialty. I really enjoy bringing to life items based on individual requests. Firstly, it enriches my personal experience and gives me a better understanding of what the client wants. And secondly, each time, a unique product is born for a specific person or pet. For example, in our collection of dog baskets, we started creating muzzle shapes and sizes based on photos from clients. And tiny sizes of bread bins, vases, and baskets emerged thanks to requests from private plane owners.