We’re getting ready to head to the Coast – our favourite thing, and the place where the idea for Joni began.
Beach holidays have always been our thing.
Growing up, it was the North Coast of NSW – laid-back, barefoot, and a little wild. Boogie boards, ocean swims and floating over the waves. Fish and chips and lolly bags. Hours spent climbing over rocks and sifting through shells to find the perfect one. Salty hair and sandy feet. Evening strolls around stunning headlands and lighthouses, ice-cream cones at the ready.
These days, it’s the South Coast of NSW that holds our hearts. Our happy place. A sleepy beach town with epic views, good coffee, and ocean swims that reset your whole mood. We go every year, families and dogs in tow, and somehow it still feels like the best kind of escape.
And yes, coffee has always been our thing too.
It was here that Joni quietly began.
Lazy mornings.
Strong brews.
Sunscreened faces and beach umbrellas.
Long chats about skincare, ingredients, and that feeling of possibility – what if we actually did this?
Because one of the best things about holidays isn’t just the change of scenery – it’s the space.
Space to rest.
Space to breathe.
Space to slow down enough to notice what feels right.
And in our case, space to dream up something real.
Joni was born from those moments – unhurried, thoughtful, and grounded in the simple rituals we kept coming back to. Care that feels good. Ingredients chosen with intention. Products made to support skin, not overwhelm it. Design and aesthetics that are all us, and trusting our creative instincts.
It’s been a year since we started this journey, and we’re so happy we did.
Now, it’s about balancing big dreams and bubbling ideas with the realities – and foresight – of running a small business. Partnering with local suppliers and business owners who share our values. We’re slowly establishing ourselves as a trusted indie skincare brand, and we couldn’t be more grateful for the space (and the place) that helped us begin.
