I’m Gemma and I live in London with my ridiculous cat Marlene. I’m a copywriter, specialising in editorial and UX.

I created Joie as I wanted a nice place to spend my lunchtime. A place that energised and inspired but, importantly, didn’t make me want to spend my money on lots of things I don’t need.

I used to think if you liked clothes then it was OK to buy lots of them. I don’t think that anymore. I think you can like clothes without constantly updating your wardrobe. The key, I’ve learnt, is to buy better and buy less.

Here, I’ll explore the idea of buying better, interview people whose style goes beyond fashion trends, as well as share some of my musings on beauty, food and art.

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