Joanies first journal

Joanie began as a distant, almost silly dream when our founder was in a tough place where she let others' opinions shape how she moved through life. But healing came, slowly and quietly, and so did clarity: life is for you to live boldly, be the girl you dream of being, and chase what lights you up.

What started in a pink sketchbook on a girls’ surf trip to Lombok became real six months later, back in Bali, with the first samples made just before another surf trip to Java. With the help of inspiring creative friends, girls who offered what they could, Joanie came to life. We poured our savings into a vision of small batch, ethical fashion, backed by an amazing production team and a very supportive circle of friends and family.

There’ve been bumps along the way, like falling in love with a fabric (our now-signature Ballet Gingham) only to find it out of stock months later when we were ready to start production. But that twist led us to launch in multiple colourways, which feels so right now.

To our beautiful friends who cheered us on, modelled in shoots, and believed in the dream: thank you. Building Joanie has been pure magic, more than dresses, it's about sisterhood, self-belief, and showing up exactly as you are.

Welcome to the world, Joanie. xx