Joyaa Cole shared their story and experiences with us recently and you can find our conversation below.
Good morning Joyaa, it’s such a great way to kick off the day – I think our readers will love hearing your stories, experiences and about how you think about life and work. Let’s jump right in? What are you being called to do now, that you may have been afraid of before?
I’m being called to step into a bigger version of myself, one that doesn’t shrink back out of fear, but shows up boldly. For a long time, I was comfortable staying in the background, letting my candles speak for themselves. But now I know I’m being called to tell my story, to put Joe and Monroe in front of new audiences, and to take up space in industries where people who look like me are often underrepresented.
A big part of that courage comes from my daughter. She’s watching me, and I want her to see what’s possible when you follow your passion and bet on yourself. What used to scare me most was visibility, being seen, being vulnerable, putting myself out there. But I’ve realized that the things I was afraid of are the very things that will unlock growth, not just for my business but for my life and legacy. She motivates me to face that fear and keep going.
Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Joyaa, and I wear many hats, I’m a mother, an IT Senior Project Manager, and the founder of Joe and Monroe, a luxury candle and lifestyle brand. What started as a personal hobby; pouring candles at home as a way to relax and create light in my own space, has grown into a brand that blends craftsmanship and fragrance to create moments of peace and connection.
What makes Joe and Monroe unique is that we’re not just selling candles; we’re curating an experience. Each fragrance is carefully crafted to tell a story, spark emotion, and transform an environment. The brand is rooted in pillars of craftsmanship, sustainability, curated luxury, and emotional design, which show up in everything we create.
My journey is also part of what makes Joe and Monroe special. I didn’t wait for the perfect time, I built this while raising my daughter and managing a full-time corporate career. It hasn’t always been easy, but it’s taught me the power of pursuing your purpose. Today, Joe and Monroe is expanding into new retail partnerships, such as Nilu, a boutique gift shop in Harlem,NY, and continuing to reach communities that appreciate design, fragrance, and intentional living.
Okay, so here’s a deep one: What did you believe about yourself as a child that you no longer believe?
As a child, I believed that I had to play small and stay in the background to be accepted. I thought success belonged to people who had more connections, more resources, or a certain ‘look’ or path and that my role was to work hard quietly and hope someone noticed.
Now, I know that’s not true. I’ve learned that my voice, my story, and my ideas have power and that I don’t have to shrink to make others comfortable. Building Joe and Monroe while raising my daughter has taught me that visibility isn’t arrogance; it’s leadership. And I want her to grow up believing she can take up space, follow her dreams boldly, and never apologize for being seen.
If you could say one kind thing to your younger self, what would it be?
If I could say one kind thing to my younger self, it would be: you are enough, exactly as you are. You don’t have to overwork, overthink, or prove your worth to anyone. The dreams you have are valid, and the gifts you carry will make room for you in ways you can’t even imagine yet.
I’d remind her that the path doesn’t have to look like everyone else’s, and that even the detours are part of the journey. Most of all, I’d tell her to trust herself sooner, because everything she needs is already within her.
So a lot of these questions go deep, but if you are open to it, we’ve got a few more questions that we’d love to get your take on. What’s a belief or project you’re committed to, no matter how long it takes?
A belief I’m committed to, no matter how long it takes, is that you can create something that truly changes people’s lives. With Joe and Monroe, that means building a brand that brings beauty, comfort, and intentional living into people’s homes one candle at a time.
I’m also committed to launching Restore Home Healthcare, an boutique assisted Living facility, a project close to my heart that will ensure our seniors are cared for with dignity and compassion. Both journeys remind me that legacy takes time, but the impact is worth the wait.
Okay, so before we go, let’s tackle one more area. What will you regret not doing?
What I would regret most is not fully going after the dreams placed in my heart. I don’t ever want to look back and realize I played small out of fear. For me, that means continuing to grow Joe and Monroe, sharing it with the world, and stepping into the opportunities that sometimes feel bigger than me.
I’d also regret not showing my daughter, by example, that she can create her own path. She’s always watching, and I want her to see that it’s possible to chase your dreams even when it’s hard, and that it’s okay to take up space. If I didn’t pursue that fully, that’s the regret that would weigh on me.
Contact Info:
- Website: https://joeandmonroe.com
- Instagram: @joeandmonroe
