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Who has time to bake? JOYEBELLS!


JOYEBELLS is home to that southern, backwoods, country deliciousness! Legacy recipes from Joye B. Moore’s 3rd great grandmother Susan Mae Howell and passed down 6 generations with love! Making Joye (aka Joyebell) and her family the 6th generation to bake these recipes and the 1st generation to turn these traditions into a business! And… Yes, It’s that Good! 

A thriving survivor of an Un-treated mental ill mother, Joye is an advocate for mental health wellness. Homeless ages 14 - 17 years old, Joye found herself living in abandoned houses and eating out of dumpsters in South Dallas; so, Joye knows firsthand the importance of mental health support and resources.


Joye spent the previous 5 years prior to launching JOYEBELLS working to create equal access to quality out-of-school time expanded learning opportunities for Title 1-Richmond Public Schools' middle-schoolers (other little Joyebell's) after the school bell rings; that included free tuition, free meals and free transportation, which is close to her heart.  Joye credits an after-school program at the YMCA in Dallas, TX and one of its instructor Ms. Tina, for her staying current academically, while simultaneously being homeless; affording her the opportunity to graduate high school on-time and thrive, versus becoming a statistic. 


In the spring of 2019, the nonprofit Joye worked for restructured and her position was eliminated. Joye saw this as the perfect opportunity to start over; resolve the need to be more flexible as one of the primary caregivers for her adult son with mental-health challenges and go after her long-time entrepreneurial dream of starting JOYEBELLS DESSERTS.




JOYEBELLS gives you your time back! Our mission is to spread love and joy that brings families and friends together with comfort food that transports and inspires nostalgia while creating new traditions. Saving time for the good stuff... LIFE!

Some cool milestones thanks to our AWESOME JOYEBELLS FAMILY of CUSTOMERS:

  • As Seen on… TODAY SHOW

  • As Seen in… Southern Living Magazine

  • As Seen in… Virginia Living Magazine

  • Retailing in 1,908 stores nationwide

  • 2023 Best Peach Pie in the Country, National Pie Championships - American Pie Council

  • 2023 EY Entrepreneur of the Year, Ernst & Young

  • 2023 Customer Choice Food Award: BEST NEW BRAND nom, QVC Shopping Network

  • QVC, on Air-Guest

  • 2022 Top 100 Female Founders, Inc.

  • 2022 Emerging Entrepreneur of the Year; Metropolitan Business League

  • 2022 Rising Star of the Year; National Association of Women Business Owners

  • Best 2020 Made in Virginia, Virginia Living Magazine

  • 5 FAV Female Entrepreneurs, Richmond Magazine

  • TOP 5 Foods to Taste, Retail Merchants

  • Joye's oral history recorded by Southern Foodways Alliance for Southern Foods Project

  • $25K donation to YMCA

  • Media Coverage:

    • Virginia this Morning

    • U.S. World & News Report

    • The Washington Post

    • Richmond Times Dispatch

    • Richmond Free Press

    • Yahoo News

    • Yahoo Entertainment

    • Virginia Business

    • The Business Journal

    • CBS

    • ABC

    • 50 Plus Magazine


JOYEBELLS uses its platform to have significant community impact through advocacy, volunteerism and fundraising for organizations that fit Joyebells Charities’ focus areas, Mental Health Wellness, Child Abuse Prevention, Teen Homelessness Prevention and access to quality OST for youth. Other little Joyebells.  JOYEBELLS donates 10% of annual sales of her independently published personal memoir, Hopefully Beautiful to Joyebells' Charities.

Thank You!

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