About Our Brand
The Vision
I wanted to create something for my daughters (and sons) to let them know their hair is beautiful and wonderfully made. I wanted them to own the space in which they stand and know that they are supposed to be here. I wanted them to have and feel JOI in their skin. JUST. BECAUSE.
The Mission (continued)
...Fast forward to my youngest daughter turning two and me saying the chant again while letting her wear her hair in an afro. The simple words, “Power to the puff. Power to the ‘fro” seemed to ignite them and put a little more pep in their step and made them stand up taller and smile brighter.
Looking around at retailers, I realized that toys, dolls and merchandise didn’t truly reflect the hairstyles that were a part of my childhood that I was passing on to my two daughters. Living in a world where black girls and black women are judged, harassed, and even suspended or fired because of their hairstyles were to “urban, black or ethnic” I decided I wanted to let my daughters know that there is not only beauty in their hair but power in their hair and natural beauty.
I wanted to create something for them that let them know that their hair is beautiful and wonderfully made. I wanted them to own the space in which they stand and know that they are supposed to be here. I wanted them to have and feel JOI in their skin. JUST. BECAUSE.
What’s in a name? I’ve always been different; I’ll even venture to say odd. I’ve always loved odd numbers and have an odd birth month, birth date and birth year. Three has has always been a number that I’ve loved. Thirty-three is the age that I was when I first became a mother. 33 came to me after some other names didn’t work out and JOI is a family name.