Living Hygge

Cosy Living in the California Sunshine


JEMS Balboa is a lifestyle concept store in sunny Newport Beach, California. Rooted in the Danish philosophy of living hygge (pronounced hoo-gah), JEMS is your go-to destination for creating a warm, inviting, cosy (Danish spelling) way of life.  Owners Rachel and James look forward to sharing their love of thoughtful design, rich textures and soft fabrics. Whether you need a side table from Lene Bjerre, bamboo table or rattan chair from Tine K Home, JEMS Balboa welcomes you home.


JEMS Balboa exclusively carries sustainable Danish fashion designer Aiayu. Aiayu means ‘soul’ in Bolivian dialect – and it was in Bolivia where it all began – after its founders discovered hills of llamas, or “the fibers closest to the sky.”

Designed in Denmark and produced in Bolivia, India, and Nepal, Aiayu champions a timeless sensibility. Everything is made from the purest natural materials in factories with the highest organic and ethical standards imaginable. Spun from GOTS-certified cottons as well as pesticide- and hormone-free wool and cashmere, each piece is as beautiful as it is responsible, thanks to the integrity of the local artisanal craftsmanship.

Aiayu makes ready to wear, menswear, home accessories and is introducing a kitchen range. Aiayu aims to offer a sustainable alternative in as many categories as possible.


With over 60 years experience combined in the beauty industry, James and Rachel know a thing or two about beauty products. Rachel has hand-selected her favorite skincare lines like Dr. Temt from Vienna and Mesoestetics and Innoaesthetics from Spain. Also available are the luxurious haircare and body care lines Haeckels and Astor & Bay. Our tried-and-true selection of European beauty products are sure to meet all of your beauty and wellness needs. Treat yourself to the best in self-care.