about / à GOGO the brand /
à GOGO / the brand name.
It is normal to have a nickname in India and Gogo is Tanja’s epithet, inspired by her last name Gobitz. After a long stint as freelancer, it was time for a private label, and the name à GOGO was an obvious choice for Gobitz’s platform of future creations. I T T R is just the beginning: new products will always have a link to the Maharani and the mauli will always be a recognisable attribute in each creation as a returning spiritual meaning. As such, the mauli red thread is the common thread of Gobitz’s career.
/ the inspiration for I T T R /
As a young designer she started travelling extensively to India for work, and fell in love with the country, its people, culture & nature. During one of her many inspirational sourcing trips through the mystic narrow streets of Chandni Chowk in Old Delhi, she became hypnotised by an overwhelming explosion of scents. She followed the aromatic trail and entered the small otherworldly abode of one of the oldest attar creators of India – now 25 years ago.
What she then encountered was like a movie scene: crystal jars of different sizes filled with various coloured liquids and bottle corks in the shape of cut diamonds that sparkled in the diffuse sunlight. In complete silence she sat down, while she was offered a glass of refreshing elaichi chai she revelled in the mystifying atmosphere. The owner made himself known and began to bring one by one the different crystal glass jars filled with oils for her to smell, first on cotton and then on her skin.
Time passed and thirty minutes after applying them to the skin their power became apparent. When she asked the owner if all ittars are made within a base of pure sandalwood oil he smiled and shook his head: “A government license is needed to sell pure sandalwood oil and supply is still scarce. Many ittars nowadays are a mixture of sandalwood with sweet almond oil. Almond oil has a lot of nutrients and beneficial properties, which make it a powerful cosmetic ingredient. However, you should be aware that this oil is still a form of almonds, and people who suffer from nut allergies of any kind should stay clear of products that contain almond oil.”
She cherished this memorable experience and knew that it was only a matter of time before she would share the mystery of I T T R.
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