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 The selection and retail experiences at the mass craft & hobby stores were wildly outdated and uninspiring.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.