Growing up sandwiched between my rich Nigerian heritage and the dynamic energy of Brooklyn, I had the best of both worlds. I vividly remember the dazzling array of African and Caribbean women in my neighborhood—each one an embodiment of grace, power, and style in their own right. Their jewelry shimmered, their outfits told stories, and every strand of hair danced to its own unique tune. These were everyday women; they weren’t celebrities, but to me, they were larger than life.

But when I flipped through my beloved fashion magazines, or window shopped by favorite luxury stores, something felt off. Where were these incredible women? Where was that real-world glam?

Out of this yearning to see myself in certain industries, and represented in a certain light, Jooel was born with two resolute missions:

Carving Out Space
My heart throbs with many passions, but the pulse of women's empowerment and Black empowerment beats the strongest. Jooel is more than a brand; it's a legacy. For every little girl with big dreams, here’s your sign: you can, and you will, change the world.

Serving the Everyday Woman: You deserve to look good in all of the small moments that make up our story. Your daily life, punctuated with laughter, leisure, and hustle, deserves to be adorned in style that's effortless, dynamic and sexy without compromise.

xx,

Moyo