Joy Hoyek Turns Passion for Design into JOY&CO

Interior architect blends creativity and commerce in Dubai

When Joy Hoyek describes herself as a “fireball of energy,” it is not just a charming play on her name. The Lebanese-born interior architect and home stylist moved to Dubai in 2022, bringing with her nearly a decade of experience in design and construction. Along the way, she expanded her skill set into digital marketing, blending creativity with strategy in ways that would later shape her entrepreneurial path.

“People often say my name suits me,” Hoyek said. “I genuinely love spreading joy wherever I go. I am most in my element when I am traveling, learning something new, surrounding myself with the people I love and, let’s be honest, shopping for beautiful things.”

Building JOY&CO
In 2025, Hoyek officially launched JOY&CO, an online boutique for home décor, tableware and gift sets. For her, it was the natural intersection of two worlds: design and marketing. After more than 11 years in the design industry and several more in marketing, she wanted to create something that felt both personal and accessible.

The boutique curates pieces from product designers, independent makers and established brands, each selected for its quality, story and soul. While JOY&CO offers some popular design trends, Hoyek emphasised that the real focus is on discovering hidden gems: independent brands, handmade pieces and under-the-radar designers. She positions the platform as affordable luxury, curated with heart, intention and personality.

Moving to Dubai alone and starting afresh was one of her proudest personal achievements. “Living alone, navigating a new environment and building a life here on my own truly shaped me,” she said. Professionally, the launch of JOY&CO marked another milestone. “It reflects everything I am and believe in. It is the result of years of experience, passion and growth.”

Hoyek credits her success to balancing passion with practicality. Loving what you do is vital, she explained, but understanding numbers, audiences, and markets is equally important. “Profitability doesn’t just come from great ideas; it comes from smart execution, consistency, adaptability and knowing when to say no, and patience, lots of it.”

That mindset helped her through the challenges of launching a business. One of the toughest, she admitted, was “wearing all the hats at once.” From procurement and operations to finance and creative, she had to learn on the job. Another ongoing hurdle is visibility in a competitive online market. “I haven’t fully overcome these challenges yet, but I am working on them by being resourceful, asking the right people for help and staying open to learning. I wouldn’t say I have it all figured out yet, but I believe in adapting as I go and not being afraid to pivot.”

Lessons to Live By
When asked what advice she would give to others, Hoyek returned to three key principles: observe and learn from those around you, gain real-world experience before starting out on your own, and trust your instincts while testing your ideas.

“Don’t rush into entrepreneurship just because it looks glamorous online,” she explained. “Work in different environments, understand corporate structure and learn how to manage and be managed. This will teach you the discipline and work ethic you will need later.”

Her father’s words also continue to guide her. “‘Do it right or don’t do it at all,’ he told me. I have carried that with me ever since. It reminds me to stay committed, detail-oriented and intentional.”

Despite her driven approach, Hoyek recognises the need for balance. She has learned to say no more often, easing much of the stress that comes with running a business. Time with loved ones, good food, movement and the occasional offline day all help her reset. Mental health, she admitted, is something she is actively working to prioritise. “When you are all-in on building a business, balance can easily slip away, but it’s essential and I am actively working on making it a priority.”

Her outlook has shifted over time. What began as a need to prove herself has evolved into a desire to build something meaningful. “I have learned to value peace, purpose and presence over constant hustle,” she reflected. Living in Dubai has been a constant source of inspiration, from the city’s energy and opportunity to the leadership vision of HH Sheikh Mohammed bin Rashid. On a more personal note, her father remains her biggest role model, instilling in her the importance of risk-taking, hard work and leading with values.

Looking Ahead
Reflecting on her journey, Hoyek said she would not change much, though she might have launched JOY&CO sooner and ended certain relationships earlier. Family, however, has always been her anchor. “Love and family are the roots that keep me grounded and the reason behind everything I do.”

For now, she is focused on continuing to grow JOY&CO, guided by persistence, patience and an eye for the beautiful and meaningful. True to her name, she continues to bring joy, not only into her work but into the lives and homes of others.