Built from and for women of the past, present and future.
Joaen acknowledges the traditional custodians of the land in which we have the privilege to work, gather, learn and create. We pay our respects to those have come before and continue to listen and learn.
Joaen aims to remain conscious, intergenerational and harmonious in every manner in which it exists in this world and community.
our story
Our FOunder
JOAEN (pronounced ‘Joan’) was established at the closing of 2020, after Grace finished her Bachelor of Design (honors) at the Queensland University of Technology.
At a time of uncertainty, she drew upon her knowledge in slowness and intentionality; practicing the ability to stop, question and design with purpose of longevity. Question what was considered essential in our lives. Question our purchases, our wardrobe, our purpose and place within community.
Our Generations
The name JOAEN is a testament to generations of remarkable makers and women in Grace's family. Women who were ahead of their time, independently powerful and timeless in their beauty. The name was formed by merging the names of Grace’s grandmother, Joan and great grandmother, Jean, both on her mother’s side.
These women remain a true inspiration for the lives they led - simple, minimalistic lifestyles, continually fostering their artisanal skills and humbly contributing to their communities of country NSW. Their true being ultimately defines the foundational values and qualities that are held within all JOAEN women.
Founding values
Growing up, both Grace and her mum, Mandy were taught the practice of purchasing timeless pieces, and to appreciate the piece of clothing for its story, detail and time that was invested into it. Grace's fondest memories are shopping and sewing with her mum, and her mum with her mum. They both can agree that the BEST pieces in their wardrobes are the ones that they can both wear in their own ways, or from the labels that they both love and strongly relate with.
Personal connection and purpose behind design is a core value of JOAEN.