About Joy

Joy began on Coldharbour Lane in Brixton.

Before that I had spent what felt like a lifetime designing and producing for almost every high street brand in the UK and overseas. Eventually I realised I needed to start again and build something of my own.

We searched all over London for an affordable lease and eventually ended up with what had once been the transport entrance to Woolworths. We opened the shop just before Christmas in 1999 — without heating.

Coldharbour Lane in those days was not quite what it is now. The shop itself was far from perfect, but customers welcomed us with open arms. I cannot think of a better place to have started the journey. Many of those early customers quickly became friends and they were never shy about telling me what to buy — and what not to buy. It was the best possible introduction to what women actually wanted to wear.

In those early years I spent a great deal of time travelling around Europe searching for interesting labels and bringing many now familiar brands to the UK. We eventually opened more shops — probably too many in retrospect. When you grow too quickly it becomes difficult to give everyone the personal service that made the business special in the first place.

Over the years Joy has always been guided by the same idea: finding clothes that women genuinely enjoy wearing. I have never been interested in chasing every passing trend. Instead I look for pieces that feel good, fit well and last far beyond a single season.

Many of the factories we work with today are partners we have known for many years. I have always believed that a factory that values its workforce and provides good working conditions will consistently produce a better product.

We are also working steadily towards becoming more sustainable. It will not happen overnight, but we are making real progress and trying to reduce waste wherever we can by producing smaller runs and focusing on designs that people will want to wear for years.

My goal has always been to create what I like to think of as the vintage finds of the future. A few weeks ago I was in one of our shops when a long-standing customer came in with her daughter and said to her, "You remember that blouse you took from my wardrobe last week? I bought that in Joy 20 years ago."

That, to me, is true sustainability.

Maureen O'Brien
Founder