Aimee and Catie are quite possibly the sunniest pair of ladies I've ever met. Both born in South Africa, they approached us at the beginning of their journey as they prepared to launch their brand into the South African market. Joy is a brand inspired Inspired by Aimee and Catie's love for their children, and the desire to create a symbolic representation of that connection. They had the idea to create an aspirational range of jewellery for children ages six to sixteen years of age that tells a story and sends a message, inspiring hope, courage and strength in the wearer. They've also designed a few pieces for women, creating a set of jewellery shared by two people who care deeply for each other.
Bridging the gap between fine jewellery and costume jewellery, Joy pieces are beautiful, colourful, fun and mix high quality materials in an unexpected way for distinctive designs unlike anything else. They provide a burst of energy and colour; a reminder of all the good that life has to offer and something that represents love, fun, togetherness, hope and empowerment – not just for the wearer, but for the people and by extension, the communities involved in creating them.