It all started with LOVE! The kind that changes everything. When we found out we were expecting our first child, we had no idea how deeply that moment would shape us. Thinking we were having a girl, we chose the name Joï. And with that name came an idea: to build something meaningful. Something that could stand as a legacy for our new family while helping other families experience a Life of Joï of their own.

Life, as it does, caught up with us. Between work, parenting, and the beautiful chaos of everyday life, our dream paused more than once. But through every start, stop, and restart, we kept coming back. Refining our vision, building our brand, navigating legal hurdles, searching for the right factories, testing samples, and finding partners who believed in what we were creating.

In the meantime, our family grew, with our son Jaõ, who brought light and laughter; Joï, whose name carried the joy we already felt; and Jaï, who reminded us that every child is a new reason to dream bigger. Through it all, one truth became clear: love doesn’t just grow inside a family. It overflows. It inspires you to build, to give, and to help others feel seen.

That’s how Life of Joï was born. A family brand built to celebrate connection, compassion, and the simple truth that joy is meant to be shared.

After years of patience and persistence, we’re finally ready to “give birth” to our new baby: Life of Joï!

What began as a spark of love has become a movement. One that turns everyday products, such as baby apparel and family and home essentials, into little reminders of what truly matters: family, gratitude, and love in action. 

Watch our intro video here