5 Questions with Marketing Director, Tiana Jones

Tiana Jones, originally from the United States, migrated from London to NZ with her young family in 2019. As a founder of Folly, her experience in marketing overseas has seen her managing the journal’s launch into New Zealand.

How does New Zealand writing differ for you, as a reader, compared to what you were surrounded by in the USA?

American writers are known for fearlessly delving into unconventional and daring content, pushing boundaries and venturing into unfiltered territories, embodying the spirit of a nation known for its brashness. In contrast, I find Kiwi writing is often more conservative, interwoven with the casual nature that reflects the laid-back style of New Zealanders. This is what we are seeing come through the submissions for Folly.

My take is that these distinct writing styles mirror the diverse cultural landscapes of both nations. American writing embraces audacity and unfiltered expression, igniting a sense of adventure and risk-taking. On the other hand, New Zealand is a young country and I’ve seen newer and emerging voices challenging the status quo. There are some real boundary pushing NZ writers whose work I love including Freya Daly Sadgrove, Tayi Tibble and Joy Holley. It is the fusion of boldness and conservatism that enriches the literary traditions of both countries, infusing them with depth, vibrancy, and unique perspectives.

We have you to thank for the name of the journal. How did you come up with the name Folly?

In the captivating realm of brand and project creation, the pursuit of the perfect name can be an elusive challenge - particularly when multiple minds are at play. A name carries immense weight, as it becomes the cornerstone of a brand's identity and shapes the perception of its creation.

And so, at the very start of this journey, Emily and I dove headfirst into the intriguing yet, at times, exasperating task of name hunting. We set out with a clear vision of what we wanted Folly to represent and began a rather robust brainstorming process.

As soon as I came across the word Folly, I knew it was the right name. It did, however take a bit of convincing as there was some concern that it could prevent others from taking us seriously. We searched for an alternative, but nothing touched Folly. From a purely branding and visual perspective it was the perfect length and visually worked for a brand name as well as invoking the playful nature of the project. It embodies the notion that art should not be bound by rigid constraints, but rather celebrated as an expression of human imagination and emotion.We kept coming back to it and ultimately realised we weren’t going to top it.

Why Folly? Its multifaceted nature embodies the whimsical, daring, and unpredictable aspects of the creative process. It captures the essence of taking risks, embracing the unconventional, and venturing into uncharted territories. "Folly" serves as a reminder that sometimes it is in the pursuit of the seemingly irrational or impractical that true brilliance emerges.

Ultimately, the name "Folly" captures the spirit of our endeavour—to foster a space where creativity knows no boundaries, where risk-taking is celebrated, and where the pursuit of artistic expression is met with open arms. It is a name that embodies the beauty of embracing the unconventional and the joy of exploring the uncharted, encapsulating the very essence of our vision.

How has your background in marketing influenced the way you’ve managed the branding and the imminent launch/marketing of the journal?

My marketing background has made me fastidious about brand creation & ideation. Brand consistency and the ability to create a brand identity that is consistent, authentic & precise is my bread and butter and where I come alive. From name, to colours, to logo - every part of a brand’s identity tells a story. Having worked for big luxury brands for a decade, starting something totally from scratch with an extremely limited budget was a completely new challenge and one that has really stretched my creative and strategic brain. So it’s been a challenge but I’ve absolutely loved every minute.

For Folly specifically, we had a very clear idea of how we wanted it to look but it was a fine line between creating a brand identity that was fun and a bit wild (for the specific industry) but also substantial enough to be taken at least a bit seriously. That was the challenge & I think it remains so. We want to walk that line.

There is a certain tone and theme Folly is looking for in submissions. What are you looking for from prospective readers and reviewers who are supporting editorial selection?

When I review submissions, what I’m looking for is something that draws me in from the first few lines. Writing that isn’t trying too hard to be literary or to prove something. Real. Raw. Relatable. Boundary pushing. Authentic. Fearless. Frivolous. Fun. Dark without being depressing. That’s pretty much it. It’s not the most straightforward brief.

Reading all of the submissions has truly been heaven to me. I studied English and have loved reading poetry & literature for as long as I can remember.

You are someone who walks along the street reading paperbacks to your way to a coffee shop. What are you reading at the moment?

I’ve always read in motion, and often get funny looks or comments! I usually have 2-3 books on the go as a minimum. 1 fiction and a couple of non fiction. At the moment, I’m reading Trespasses by Louise Kennedy, Golden Girl by Caroline Barron and 8 Rules of Love by Jay Shetty.