OUR STORY

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Who has time to bake? JOYEBELLS! JOYEBELLS is home to Joyebells Sweet Potato Pies and Joyebells Peach Pies! 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! 

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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 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 LAUNCED OCT. 1, 2019!

 

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. 

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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 1,700 stores

• Now airing on QVC

• 2022 Inc.'s Top 100 Female Founders

• 2022 Emerging Entrepreneur of the Year; Metropolitan Business League

• 2022 Rising Star of the Year; NAWBO

• Best 2020 Made in Virginia_Virginia Living Magazine

• 5 FAV Female Entrepreneurs_Richmond Magazine

• TOP 5 Foods to Taste_Retail Merchants

• $25K Sam’s Club donation to YMCA, Greater Richmond on behalf of JOYEBELLS

• Cover: Richmond Times Dispatch

• Cover: 50 Plus Magazine

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