In 1990 Jóna Björg Jónsdóttir founded Saumagallerí jbj, which produced solely children's clothing. Since 2005 she has also designed and made women's wear in wool and silk under the jbj design label.
All her fabric is made from scratch, using the method of felting, which is one of the oldest textile methods in the world. Her designs are deeply influenced by Icelandic nature and the interior uplands. In her garments one may discern the rugged texture of lava, the silky surface of moss, or the rocky moraines deposited by the glaciers. Hence the textures and tones of the fabrics may be said to refer specifically to Icelandic nature.
Initially the silk is dyed to the appropriate shade, while wool is available in many colours. The fabric is made using water, heat, friction, and pure Icelandic herbal soap which contains only natural substances that break down easily. No pollutants are used.
At the final stage of production, the wool may be said to take the silk on an enchanted journey into textile design; only at the end of the road can one tell what the outcome will be. Each garment is unique. Hence the production process may be likened to that of nature itself, with its endless variety.