Jerneja Podbevšek Zhembrovskyy, founder and creative director at The Lie by JPZ fashion house is counted among outstanding, talented designers. Her popularity as designer has grown with her feminine, modern and elegant designs. Admired for her aesthetics and personal style, she is also a desirable stylist and fashion consultant. Her column, beauty and fashion tips were also monthly published in Slovenian magazine Optimistka, where she was Executive Fashion & Beauty Editor. Under her vision, as designer and artistic director of The Lie by JPZ Fashion House, the brand has expanded to a wide range of accessories from handbags to belts, small leather goods and jewellery as well as clothes, evening wear, hats, fascinators and gloves. Today her luxurious and appealing designs, worn constantly also by herself, are known for being an art on their own and ensure that the brand remains strong and viable.