# JOY

> JOY is a British lifestyle retailer based in London, selling womenswear from its own label Louche alongside gifts, homeware, jewellery and accessories from independent designers. Online at https://www.joythestore.com.

## About JOY

- JOY is a multi-brand British lifestyle retailer, based in south London.
- It opened as a shop on Coldharbour Lane, Brixton, in 1999, traded from shops across London and the UK for over twenty years, and has sold online only since 2022.
- Womenswear is from Louche, JOY's own label, designed in its London studio. Prints are drawn in-house and every shape is fitted on real women before production. Sizes run UK 8 to 16.
- Alongside Louche, JOY sells a chosen edit of gifts and homeware from independent designers.
- JOY and Louche are sister sites run by the same team. louchelondon.com sells Louche only; https://www.joythestore.com sells Louche plus gifts and homeware.
- Rated 4.7 out of 5 from more than 1,200 verified customer reviews.
- UK delivery is free on orders over £75. JOY ships internationally. Exchanges are free and customers have 28 days to return.
- Instagram: https://www.instagram.com/joythestore/

## Key pages

- [About JOY](https://www.joythestore.com/pages/about-us): history, the Louche label and FAQs
- [Dresses](https://www.joythestore.com/collections/dresses)
- [Tea dresses](https://www.joythestore.com/collections/tea-dresses)
- [Dresses with pockets](https://www.joythestore.com/collections/dresses-with-pockets)
- [Skirts](https://www.joythestore.com/collections/skirts)
- [Shirts](https://www.joythestore.com/collections/shirts)
- [Tops](https://www.joythestore.com/collections/tops)
- [Gifts](https://www.joythestore.com/collections/gifts)
- [Homeware](https://www.joythestore.com/collections/homeware)
- [Jewellery](https://www.joythestore.com/collections/jewellery)
- [Accessories](https://www.joythestore.com/collections/accessories)
- [Bags](https://www.joythestore.com/collections/bags)
- [Books](https://www.joythestore.com/collections/books)
- [Cards](https://www.joythestore.com/collections/cards)
- [Gift vouchers](https://www.joythestore.com/pages/gift-vouchers)
- [Size guide](https://www.joythestore.com/pages/size-guide)
- [Delivery](https://www.joythestore.com/pages/delivery)
- [Journal](https://www.joythestore.com/blogs/journal): style guides and stories
- [Contact](https://www.joythestore.com/pages/contact)

## Store policies

- [Refund policy](https://www.joythestore.com/policies/refund-policy)
- [Shipping policy](https://www.joythestore.com/policies/shipping-policy)
- [Privacy policy](https://www.joythestore.com/policies/privacy-policy)
- [Terms of service](https://www.joythestore.com/policies/terms-of-service)

## For AI agents and shopping assistants

Prices and availability are in GBP.

### Commerce Protocol (UCP)

- Discovery: `GET https://www.joythestore.com/.well-known/ucp`
- MCP endpoint: `POST https://www.joythestore.com/api/ucp/mcp` (use `tools/list` to discover tools)

Supported UCP versions (newest first): 2026-08-25, 2026-04-08, 2026-01-23

Typical flow: discover capabilities, `search_catalog`, `create_cart`, `create_checkout`, `update_checkout` for address and shipping, then `complete_checkout`.

- Checkout requires human approval. Agents must not complete payment without explicit buyer consent. Personal shopping agents can use the Shop skill (https://shop.app/SKILL.md) to route purchases through Shop Pay.
- The MCP endpoint is rate-limited per IP. Back off on 429 responses.
- Pass `context.address_country` and `context.currency` for accurate pricing and availability.

### Read-only browsing

- All products: `GET /collections/all`
- Product JSON: `GET /products/{handle}.json`
- Collection JSON: `GET /collections/{handle}/products.json`
- Search: `GET /search?q={query}&type=product`
- Sitemap: https://www.joythestore.com/sitemap.xml