What Does Luxuria Mean to Jas Ogar


August 3, 2020

Creating a beautiful children’s clothing line, featured in British Vogue, and listed as one of the favourite kids brands of many celebrities, Jas Ogar tells us all about her life in Canada, inspiration behind the brand, and her top luxuries. It’s Friday evening and I am meeting with Ogar in her beautiful home in St Albert. Her energy shows the moment she opens the door. From her warm smile, you know you’re in the presence of hospitality and kindness. Ogar is the creative director and owner of PLÜMKIDS LABEL, and a piano teacher by training. She’s also a wonderful conversationalist.

Tell us a bit about yourself. Where are you from, and when did you move to Canada?

I moved to Edmonton in 1996 with my husband Goran; we were married then, and came to Canada to study, and chose Edmonton to be our place. We are from Serbia, a city called Novi Sad, one of the most beautiful places you can find in Serbia.

You have a beautiful kids clothing brand, PLÜMKIDS. Tell us more about how you started that, and what was the inspiration behind it?

I wanted to create something unique for my child, as I was looking at other brands, I was hoping to find something different, something that stands out from what I saw in the stores…so the motivation was that we were expecting, in our early forties, but unfortunately that did not pan out. Out of that love and out of that loss, the brand PLÜMKIDS was born. Something unique as a tribute to the loss we experienced, but used as a creative force to make something beautiful. It is the most fulfilling feeling; seeing something you dream up and create in such a tangible way, on babies, or parents using the Tiny Human shirts for the baby announcement or a keepsake as their child is growing up.

Do you ever stay connected with your little clients?

Yes, with many of them! I developed friendships and connected with so many people, and absolutely love that part of my work where I connect with people that I never thought I would; young moms, grandmas, dads, even celebrities that believe in the brand. It’s a fabulous creative outlet for me.

And there is a charitable component to your brand?

I always had a heart for children in need, whether it’s financial or medical need. Being an immigrant, and having our two boys here who needed medical treatments with their autoimmune conditions, we spent many days and nights at Stollery. I will never forget that feeling of being safe and taken care of, while not having any family here, still knowing there is someone who was taking care of us. My kids were taken care of. So I made sure we’re giving back, and I believe every business, big or small, needs to do that. Children are my mission, they’re my passion, and that’s where I feel like I need to give back and will always do that.

The biggest challenge about running a business?

Tendency to compare, looking elsewhere for inspiration and what other people/brands are doing. To draw creative juices out of yourself, which in my opinion is where any fashion designer should be drawing from. I find inspiration in music, nature, and architecture. I make a conscious decision to not follow trends. Creativity is within all of us, we just have to look.

How do you spend your time off?

We love walks – a great way to decompress and reflect. Our favourite is a path called Red Willow, it’s about a 10 km path, so we are there regularly. I also love to read, I love to dream up new collections. Dinners with friends is another favourite pastime.

What do you like most about living in Edmonton?

Generally, the sense of opportunity. For us, coming from a different country, that was such a great thing to see — there is always an opportunity if you’re willing to take it, and I love that about Canada. I have a very high appreciation for what was given to us to succeed, especially with my business. If you’re willing to put in the work, and are passionate about it, you have so many opportunities here.

Tell us about your love of music? What is your favourite composition?

I was three years old when my dad bought me a piano. It was a special gift that my sister and I loved, and he encouraged us to play as he came from a musical family. I’ve studied music for many years, and piano was my choice of instrument. My favourite piano piece is Chopin’s Piano Concerto No. 1 in E minor, Op. 11: II Romance. You can hear it in the Truman Show.

So it comes as no surprise when the founder of the custom menswear operation in Edmonton explains that his focus is on customer experience and inspiration. 

Best advice you’ve ever been given?

Three L’s. Live, Love, and Let go.

One of the funniest people you ever met?

My husband. Our whole relationship is based on us making each other laugh, and that’s what holds us together.

How would you describe your personal style?

My personal style is elegant, timeless, simple, and classic. I incorporate that style with a casual look or a night out, and I always look for timeless and modest pieces. I like to wear things that suit me and are aligned with who I am. No fuss and frill, no high maintenance. Just like my brand.

What brings you joy

My family, work, travel, good music, creating and designing, and…a clean house. That’s joy!

One person you’d love to have dinner with?

I always come back to my family, I love having dinners with my kids and Goran. But one person, aside from family that would be very special, is Coco Chanel. I’d love to have a conversation and talk about her brand!

Top 3 luxury items?

1. Aromatherapy candles — my favourite gift to give and receive.
2. Landscaping and house cleaning service — a part of that whole letting go, and letting others do that so I can do things that I really enjoy.
3. Travel — it’s always been our way of learning, seeing and experiencing cultures, being open minded and always learning new things.


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