All About Joi Louise, a Fashion Designer Based in New Jersey

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True style knows no size. Gone are the days where mid-plus size women are ignored in the fashion industry. This is the mission behind Joi Louise Hall’s new online fashion boutique, to create an elevated shopping experience for curvy women. Joi Louise is a New Jersey-based influencer, designer, and stylist who recently relaunched her online women’s boutique, Shop Joi-Louise. Continue reading to learn more about how Joi is offering effortless, chic fashion for the curvy woman. 

joi louise plus size fashion

How Joi-Louise Came to Be

joi louise

Growing up, Joi was always exploring her creative side. She was fascinated by the transformation that fashion could provide. “I was raised on shoes and Disney fairytales,” she explains. “These Disney princesses would go through style transformations {i.e. Belle in the Beauty and the Beast, or The Little Mermaid}, and I enjoy transforming and helping others to transform through fashion.”

Joi knew growing up fashion was the only option when it came to pursuing a career. It was her passion, and her life, and in November of 2017, Joi launched the first iteration of her online boutique, Joi Louise The Label. Joi Louise The Label was a hybrid offering of her own, custom-designed pieces as well as a mix of other brands. She found it difficult, however, to balance being a designer and a businesswoman at the same time, and Joi felt she fell short when focusing too heavily on one or the other. 

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Fast-forward to 2020, COVID-19 hit, and designing took a back seat altogether. Joi decided to make lemons out of lemonade, and use this as an opportunity to step back and rebrand, a project that has been in the works over the past year and launched on October 30th, 2020. 

joi louise

The new-and-improved boutique is an online shop that will mostly focus on carrying a variety of other brands but will still trickle in a few of her own designs where she feels they fit. The goal for Shop Joi Louise is to showcase mid and plus-sized women in an effortlessly chic and attention-commanding way. 

As stated in her mission, “True style knows no size. The key to having style is merely access to clothes and accessories that not only fit but lay across the body they adorn with ease, focusing on quality as much as style.” 

The Collection

joi louise

Joi describes the collection as chic and classic, with subtle, fun elements mixed in. Currently, the offering focuses on mid and plus-size women’s sizes, with sizes ranging from 1XL–3XL, or 14/16–20/22. The offering consists of apparel, handbags, sunglasses, and jewelry. Within apparel, Joi makes note that there will be super cool lounge sets available, a product that Joi has found nearly impossible to find in plus size. “Trust me, I’ve looked everywhere,” she laughs.

joi louise

She will also focus on the unboxing experience, making it something truly special. “When you get to unwrap a dress, handbag, or pair of earrings that were neatly packaged just for you, it’s a whole new experience,” Joi explains. “Our pieces are curated with real women in mind. Our accessories are carefully chosen to be styled with our apparel. Our jewelry is timeless and perfectly paired with our collections.” 

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The price points of Shop Joi Louise are attainable, without sacrificing quality. “Quality is always top of mind,” Joi points out. Accessories range from $25–$95 and Apparel ranges from $50–$195. 

The Info

joi louise

Follow her brand on Instagram, @shopjoilouise, or her personal account @joilouisehall for updates and style inspo. Visit www.shopjoilouise.com to start shopping!

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Alexis moved to Hoboken after she graduated college in 2015 and fell in love with the area right away. She currently lives in Jersey City with her boyfriend, Ewan, and works in New York City as a fashion buyer by day and an aspiring entrepreneur by night. In her spare time, when she is not exploring the new, trendy spots around town, you will find her working out at one of her favorite local classes, singing along to the soundtrack of Wicked, or creating macrame wall art and home decor that she sells on Etsy.


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