The Moment That Changed Everything

It was a rainy Tuesday afternoon in Berlin when the package I'd been eagerly tracking finally arrived. Another premium product from a brand that had promised exceptional quality. As I carefully unwrapped it, that all-too-familiar feeling of disappointment washed over me. Despite the beautiful marketing and hefty price tag, what I held was just... ordinary.

That moment became the catalyst for what would eventually become JOOIER—a name inspired by joie de vivre, the joy of living.

After years building successful direct-to-consumer brands and studying what truly makes products exceptional, Gary and Richard had seen firsthand how the industry worked from the inside. The reality? Most brands either charge astronomical prices for decent quality, or they cut every corner possible to maximize margins—leaving customers with products that quickly disappoint.

The Truth About Product Sourcing

Here's what most brands don't tell you: sourcing is everything.

In our careers developing multi-million dollar D2C brands, we discovered that the fundamental difference between exceptional and mediocre products rarely comes down to manufacturing costs. It comes down to sourcing expertise and priorities.

Premium brands that invest in proper sourcing often use this as justification for 300-400% markups—turning quality into an unnecessary luxury. Meanwhile, "affordable" brands obsess over reducing costs of goods sold (COGS), creating a race to the bottom that sacrifices durability, performance, and customer satisfaction.

Neither approach seemed right to us.

The Founders: Gary & Richard

JOOIER was founded by Gary and Richard, two friends united by a shared vision and complementary expertise.

"What began as a small passion project was truly inspired by the concept of joie de vivre—the joy of living," explains Richard. "We wanted to create products that elevate everyday experiences and bring genuine moments of joy."

Gary brought years of e-commerce experience and a keen eye for identifying overlooked quality issues in everyday products. Richard's background in retail operations gave him unique insights into the disconnect between product costs and consumer prices. Both shared a deep passion for minimalistic and functional design—believing that great products should seamlessly integrate beauty with purpose.

"We kept seeing the same patterns across different product categories," Richard explains. "Either overpriced items with decent quality or affordable options that quickly disappointed users. We knew there was a better way."

"Our approach is rooted in the belief that design should be both beautiful and functional," adds Gary. "Every product we develop needs to solve a real problem while delivering an experience that exceeds expectations."

Together, we built direct relationships with specialized suppliers who share our vision. We invested time in understanding materials and manufacturing processes at a molecular level. We obsessed over every detail—not to justify higher prices, but to deliver genuine value.

From Concept to Reality

Our first challenge was choosing where to begin. With countless product categories available, Gary and Richard decided to start with two that perfectly embodied their philosophy:

The JOOIER Promise

Every product in our collection represents countless hours of research, relationship-building with specialists, and refinement. We don't cut corners, because we've seen where that leads. And we don't inflate prices, because we believe exceptional quality shouldn't be reserved for the few.

As founders who have spent their careers in e-commerce and retail, Gary and Richard have built JOOIER around a set of principles that guide every decision:

• ✓ We invest more time in sourcing than most brands ever will
• ✓ We optimize for long-term satisfaction, not first impressions
• ✓ We price fairly based on actual costs, not what the market might bear
• ✓ We only launch products we personally use and love
• ✓ We ensure every design is both minimalistic and functional

Join The Movement

JOOIER isn't just another brand—it's a movement toward a more honest relationship between companies and customers. It's proof that you don't have to choose between quality and value. You can have both.

Our collection will grow thoughtfully, not rapidly. Each new product will be subjected to the same rigorous standards and sourcing expertise that define our brand.

Thank you for taking the time to learn our story. We invite you to experience the difference that genuine quality makes—without the markup.