Who has time to bake? JOYEBELLS!


JOYEBELLS DESSERT is led by Founder & CEO, Joye B. Moore (aka Joyebell to her family). On Oct. 1, 2019, JOYEBELLS launched it's signature dessert Joyebells Sweet Potato Pies. It's smooth, creamy, southern, backwoods country deliciousness in a pie honey! 


A legacy recipe from Joyebells' 3rd Great Grandmother Susan Mae Howell and passed down 6 generations with love!


Joyebells Sweet Potato Pies make Joye the 6th-generation of women in her family to bake pie and the 1st-generation to turn this tradition into a business.

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 first hand the importance of mental health support and resources.


Joye spent the previous 5 years working to create equal access to quality out-of-school time expanded learning opportunities for Title 1-Richmond Public Schools' middle-schoolers (other little Joyebells) 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. 

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

  • Officially 2 Years Old

  • Contracts with Sam’s Club & Food Lion

  • Golden Ticket Winner - HSN's 'The Big Find'

  • 2021 NOM-Emerging Entrepreneur of the Year; Metropolitan Business League

  • 2021 NOM-Rising Star; NAWBO

  • 2021 NOM-Best Made in Virginia


  • Best 2020 Made in Virginia_Virginia Living Magazine

  • 5 FAV Female Entrepreneurs_Richmond Magazine

  • TOP 5 Foods to Taste_Retail Merchants

  • Southern Living Magazine feature

  • Cover: Richmond Times Dispatch

  • Cover: 50 Plus Magazine

  • Joye's oral history recorded by Southern Foodways Alliance for their Southern Food History Project


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!