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Power to the Puffs!

...and the fros, the locks, braids, and twists. Here's to the power of your natural hair and the confidence you exude when you are your true self! 


This space was designed with you and your little sugar in mind to reflect his or her natural beauty. From apparel to portraits, water bottles, blankets and things in between - we've got you covered.


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We offer an array of artwork and lifestyle apparel that represent the blessings and JOI all around us...because representation matters. 

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A Brand Full of Joi!

33 & JOI began as a statement that I told my oldest daughter who was two at the time. I’d just taken her hair out of plaits and decided to give it a “break” and let her wear her hair in an afro.  I told her that she looked beautiful wearing her hair in an afro, but I don’t think that she quite believed me.


To give her a little boost of confidence, I made a chant: “Power to the puff and power to the ‘fro!” Once I said that, she seemed sated enough to walk into her school with a bold confidence - the same confidence that is embodied in 33 & JOI.


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