Our Story

Hi ladies, it’s Nycole! 

 Some of you may be reading this and thinking “a blog?”. Yes, we have cute clothes, home decor and accessories, but we are more than that! Our mission is to bring joy into your home and into your lives through our products. We want to add words of encouragement and spread light to other women who may be in need. 

 If you haven’t noticed already, we have a “Prayer” tab on our website. We truly want you to use it! Don’t be nervous or afraid, it’s there for a reason! We are a judge free zone and there is something to be said about the power of prayer. We are here to uplift your voices and struggles. Even if you don’t buy something you can always submit a prayer request. Like I said before, we are more than a boutique! 

 I want to take this first blog to tell you a little bit about myself and how Joi & Co started. We are based out of Nashville, TN — if you haven’t visited I highly suggest you do! Over the past few years I constantly asked myself, “What is my purpose? What are my talents that the Lord has given me?”. I prayed a lot on my 2+ hour daily commutes to work. I asked God to show me my gifts, to give me a sign… but let’s be honest, a lot of us try to take control of our own future — and we shouldn’t, that’s His job. I was working for a company that was not a good fit. For over a year I applied to multiple companies, had multiple interviews and never got the job. I remember getting so upset and thinking “I have the work ethic. I have a college degree. Why am I not getting the job?”. Then Covid hit, and I thought, no one is going to hire me now. I literally stopped applying to jobs and just put it in God’s hands. In a way, the stillness and silence of quarantine gave me the ability to completely let go and give it to God. 

 Then one day the Lord spoke to me. I wasn’t getting those jobs because it was never suppose to be a part of my story. God shined light on my gifts — I am a server, I love to help others. So, I thought about that and tried to picture what it would look like. “How can I serve other people?” (Keep in mind it was 2020 during Covid and I had no idea how I was going to serve people when everything was shut down.) Then God reminded me how I was always the go to person for my family and friends on their wardrobe and home decor. I was constantly being asked “Does this look good? Should I wear that?”. He also reminded me of how the smallest thought and touch can make the biggest difference to people at different times in their lives. I concluded that the perfect way to serve others and use my god-given gifts was to open an online boutique and reach women all over the country. I had a vision that each package would be hand wrapped with encouraging messages that brought joy to women, serve as an inspiration and help them feel beautiful, brave and worthy! 

 I never thought I would be writing a blog, but here we are. This is how I can use my god-given gifts and be a light for others! My uncle-in-law told me once that, “the devil will attack your past, God will control your future and all you can worry about is the present day.” God writes your story. As I wrap this up, I challenge you to think, and really think, are you giving your future worries to God? Are you letting your past cloud your present? Take some time to reflect, to take that next step toward the purpose He has for you.

Proverbs 3: 5-7 “Trust in the Lord with all your heart, and do not rely on your own understanding; in all your ways know Him, and He will make your paths straight.

Live Joi-fully!


Nycole Joi