The Story Behind our Brand

Some ideas start as a spark—small but powerful. Joyful Girls Club® (JGC) began as just that—a dream, passion, and deep desire to create something meaningful for girls. But dreams take time, and what you see today has been over a year in the making. 

At just six years old, my daughter, Aubrey Joy was frustrated with the lack of experiences, spaces, and music dedicated to children her age. She wanted something more—a place where girls like her could feel seen, celebrated, and empowered. From that moment, we began working together to bring her vision to life.

For over a year, we poured our hearts into building the vision, crafting the creative, and bootstrapping the business to ensure that this would leave a legacy for generations to come. Every detail—from the products we create to the experiences we offer—was thoughtfully designed to instill confidence, foster connection, and spread joy.

More Than a Brand—A Movement

Joyful Girls Club isn’t just a business. It’s a lifestyle brand and a community rooted in a powerful mission: to help girls embrace who they are, build confidence, and find joy in every step of their journey. Through inspiring content, thoughtfully designed products, and engaging events, JGC is a space where girls can feel seen, valued, and supported.

We believe in the power of community—because when girls uplift each other, they thrive. We believe in the power of joy—because confidence shines brightest when it’s fueled by happiness. And we believe in creating spaces and experiences that nurture self-expression, resilience, and sisterhood.

The Vision Moving Forward

This is just the beginning. What started as an idea is now a growing movement, and the future of JGC is filled with endless possibilities. From product drops inspiring confidence to events that bring girls together, we’re building something lasting—something that will impact girls and their families for generations to come.

We want all girls to build confidence, make lifelong friends, and experience endless joy. So why Joyful Girls Club? Because every girl deserves to step boldly into the world, knowing she is enough, just as she is. Because joy is powerful. And because when we nurture confidence in girls, we help shape a future that is brighter, stronger, and more joyful.

Join us and let’s build something beautiful—together.