Jeya Narrative solves a problem

"Clothes & manners do not make the man; but when he is made, they greatly improve his appearance."
Arthur Ashe

The discerning man is a collection of stories, inspirations, and ambitions.
He is himself, his kin, his friends, his expressions, his style, his doings.
The discerning man is the sum of all his parts and to think otherwise is to undermine him. 

We want to celebrate that individuality so he can style his life with pride.

Time is the most precious commodity to the discerning man, and he always wishes he had more.

In a digital world with information overload, the discerning man often struggles to navigate the abundant choices offered to him in a very short space of time.

With mass-market products on the one hand, and high-end goods that often feel too extravagant on the other, he is looking for an alternative that would provide him with affordable luxury items that do not compromise on quality.

With a busy schedule - working hard, socialising and travelling, the discerning man needs a platform that will allow him to find goods and ideas that complement his personality and make him stand out, quickly and effortlessly.

The discerning man feels alienated from a hyper-consumer society.

The discerning man buys with purpose, questioning the impact of his actions on the individual, social and natural environments. In spite of his noble intentions, the choices found within his available time are often limited or overpriced.

He also feels misunderstood. Jeya Narrative challenges convention and has as its sole purpose to cater for the discerning man, to give him the means to develop and express himself by nurturing his individuality.

Mustard bow tie | Made in the UK
Yellow and green pocket square


We look at the discerning man from a broad point of view to create a bespoke concept store of affordable products and experiences that are specifically curated for him, without ever compromising on his five core principles.

1. Individuality

 Individuality is the single most important pillar of the discerning man.

He likes to be distinctive and refined in his style and etiquette. The discerning man displays a confident style, without being arrogant. He takes pride in his appearance. His style is classic with a contemporary twist, often reflected in the details and accessories.

The discerning man embraces the resurgence of the modern gentleman figure and aspires to be as sophisticated, stylish and distinguished. He knows that looking good is the first step in feeling good.

He handpicks with care what he wears and the objects he surrounds himself with, preferring goods that are of quality and have a story behind them as they create the perfect conversation starter. He is committed to finding accessories and gifts that are not ubiquitous, supporting local, emerging designers whom he can proudly showcase and promote.

He takes an interest in where and how the products are made and uses them to project his style and individuality to the world, but also his concern for social and environmental causes.

5. Greater than the self

The discerning man wants to be memorable and leave a lasting impression. Be it how he dresses, how he talks or his demeanour in general, he wants to make a statement about his identity and his aspirations. He likes to understand how the products he buys are made, who designs them and what their inspiration was. That way, he can better relate to a product and share that underlying knowledge.

In recent years, he has become more conscious of his community and the world he lives in, wishing to consume more locally, to support independent designers and artisans, and to take part in local events and workshops. Often committed to a cause, the discerning man wants to lead with purpose and make a difference.

Accessories for the discerning man

Our promise: 

To thoughtfully curate products, brands and editorial content that reflect the discerning man, whilst empowering him to be confident in his style, his choices, and in himself. So he can spend less time searching for the accessory or gift that will set him apart, and more time looking and being his best.
Read more about our vision