Joy originated on Coldharbour Lane in Brixton, where the founder's extensive experience in designing and producing for various high street brands led to the inception of the brand. Despite the humble beginnings in a former Woolworths transport entrance without heating, Joy opened its doors just before Christmas in 1999. During that time, Coldharbour Lane had a different vibe compared to the present day. Despite the simple interior, customers embraced Joy warmly, establishing a strong bond with the brand. This initial location holds a special place in the company's history, as it served as the foundation for understanding customer preferences and trends firsthand. The brand's expansion across Europe introduced a range of new and familiar labels to the UK market. Opening multiple stores, albeit in hindsight, may have affected the personalized service that Joy initially prided itself on. This experience provided valuable insights into the fashion industry and the evolving demands of consumers.