About Joone

Joone is a new craft retailer offering irresistible craft kits and supplies, made in partnership with extraordinary artists.

Joone Creative

Designed for a rewarding creative experience

Creative endeavors often come with a lot of struggle and frustration. Whether you’re an indie artist sweating over fulfillment and marketing costs or an aspiring maker who can’t find the right supplies to make that thing on Pinterest, Joone is here to make things easier.

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Rainbow Mandala Sticker Collage

Together, we Rise & Shine™

We challenge the idea that creativity and business is a zero sum game. Our success is directly tied to that of our artists, partners, and makers through mutually beneficial partnerships.

How we work with artists

Our Community

Everyone is welcome here, regardless of your background, circumstance, or identity.

Makers

Makers

Joone offers makers a curated collection of craft projects that are delightfully easy to create, letting anyone experience the pride of making something beautiful by hand.

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Artists

Artists

Joone offers artists an opportunity to make higher profits off of creative work while letting us handle the busywork.

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Partners

Partners

Joone believes in purposefully crafting mutually beneficial partnerships with vendors, contractors and suppliers who share our commitment to quality and corporate responsibility.

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Our Values

Joy

We strive to make every experience with Joone a joyful one, so you can refill your well and craft your best life.

Courage

We show up to the world honestly, accept feedback openly, and practice stepping outside our comfort zones.

Authenticity

We believe in creating a diverse community where each of us is celebrated for our authentic self.

Respect

The golden rule rules here. We’ll offer you the same quality and consideration we want for ourselves.

The Extraordinary

We recognize and elevate greatness, and seek it broadly among the world’s diverse crafting traditions.

Our Story

Whitney's attempts to make the inspirational projects she found on Pinterest and Etsy were often thwarted—instructions were vague, leading to lots of “Pinterest fails”, high quality materials were hard to find, and by the time she was ready to start the project she had lost motivation. The selection and retail experiences at the mass craft & hobby stores were wildly outdated and uninspiring.

As a professional artist and designer, Lauren found that only 5% of her time was being spent on creative work. The other 95% was spent running the rest of her business—marketing, sourcing, fulfillment, bookkeeping, and customer service. She longed for a revenue stream that would pay her to create inspiring projects, without piling on additional operations to support it.

Whitney and Lauren were working independently on ideas to solve these problems when they met in June of 2018. They realized that they were working to solve the same problem from two different sides, and co-founded Joone as the solution.

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Satsuma Street cross-stitch
The project that started it all: Satsuma Street’s “Pretty Little San Francisco.”