Launching a brand in the middle of the lockdown is not for the faint of heart, but entrepreneur Andrew Fung saw an opportunity to help Filipinos feel more comfortable, despite staying at home all day. Joyce & Diana, the top-selling home essentials brand on Lazada and Shopee, was borne from this initial vision, and has since furnished Filipino homes to create a cozy environment for its customers.
Named after his two older sisters, Joyce & Diana is Andrew’s vision of creating a brand that feels like home, come to life. Catering to first-time homeowners, tech-savvy online shoppers, and those who are looking for high quality products at an affordable price, Joyce & Diana offers a wide range of products, like bedding, drapery, linens and pillows, that help you feel as comfortable as if you were surrounded by loved ones.
Adding onto the familial nature of the brand, Andrew also takes learnings and advice from his family members to heart when running the business. “My parents have instilled in me from a young age that if you offer the best quality products, the customer always comes back,” he says. And this has resonated in the way Joyce & Diana products are made. Using high-quality raw materials imported from around the world, the Joyce & Diana team locally manufacture every piece in their factory in Laguna. “We pride ourselves in the quality of our products, and that’s really how we’ve been able to grow our business in just a few years.”
Despite starting out in 2021, Andrew and his team have been able to grow Joyce & Diana to become the top-selling home essentials brand on Lazada and Shopee, even earning the annual award from the former in 2023. “Being recognized as the Best Home Essentials Brand in 2023 by Lazada is a testament to the hard work of the whole team, and hopefully, a good sign of things to come for us.”
When asked why the focus on e-commerce, Andrew cites his background in photography and creative pursuits. “I’ve always wanted to be an entrepreneur, creating products that actually enrich people’s lives, and running Joyce & Diana allows me to channel my creativity in different ways,” says Andrew. Top of his priority list was the visual identity of the brand, an essential piece of the puzzle to help the brand stand out in the busy e-commerce landscape. “Because our products are sold online, there is a challenge to let our customers get a sense of the feel of our beddings, fabrics and other products.” This is where his background in photography comes in, as the photos give assurance to customers regarding the quality of the products they’re purchasing.
Looking forward beyond 2024, Andrew hopes to continue the momentum of Joyce & Diana, reaching more customers here and abroad. In the next few months, the team is planning physical pop-ups, allowing potential customers to get to know the brand, and a more expanded product portfolio, including mattresses to complement beddings, and amenities such as candles, body wash and more.
“Rather than the awards and sales, I feel most fulfilled when I see people enjoy our products,” says Andrew. “We hope to grow and reach more customers not just in the Philippines, but also globally, starting with Southeast Asia through e-commerce platforms. Our goal is to make Joyce & Diana the biggest home and living brand in Asia.”
Joyce & Diana Home Essentials are available via Lazada and Shopee.