The Heart of Joey James

Hi there, I'm Shari.

I support women and their journeys, by creating stylish bags and accessories that are beautiful, functional and high quality enough to keep up with where they're going. 

I'm proud of what we've built at Joey James; A woman-run company, designing exceptional products for women, constructed by a woman-owned factory. I believe in strong women. I am a strong woman. I am raising strong women. Great, right?! 

Now for a confession; There was a time when I thought I had nothing to offer, and it almost got the best of me. 

One day, 21 years ago, a nurse placed a baby girl in my arms, and everything I ever thought I knew was gone. The plans I had about how to be a great mother vanished. Ideas about what I would teach my children disappeared. The world shifted in an instant, and all I knew was that this love was unlike anything I'd ever felt. It was immeasurably beautiful, and I was terrified.

Over the next few years, two more baby girls were placed in my arms. And my heart swelled with the same powerful feelings. Raising them has brought me more joy than I can express. Just looking at them makes my heart burst. I built my life around loving them. I poured myself into building them up, and tending to their needs. I put everything I had into fostering their desires. After all, they deserved it.

Like all moms I gave and gave selflessly, not realizing that I was actually sacrificing my own identity to help foster theirs. I had lost myself. I had become a shell of a person. I might have never noticed or cared, but my daughters noticed. And they cared. 

They saw I was unhappy and wanted more. My sadness made them sad, and that broke my heart. Our children don’t benefit from years of "selfless love." They NEED us to be ourselves. They need to see us light up with our own joy, not just the joy they bring us. My girls needed to see me create, and to build something. I couldn't simply tell them to live a full life, I had to show them. 

That's why I pursued the dream of Joey James. I want them to be proud of me. 

Samantha, Brooke and Ryan; I sought out to teach you, but you were the ones teaching me. You reminded me I was worthy of creating something beautiful.

Here's the truth, my new friend; You already have what it takes, too. Sometimes you just need someone else to remind you of who you are... and to discover a bag that can keep up with you.

This is your reminder. Go get your dream, girl. 


Shari Shula 

Founder and CEO of Joey James

Behind the scenes of
our factory