Our Story

GIOIA, created and designed by JoMarie and Abigail Andrews, launched in August of 2023.

JoMarie is a dreamer, an ideator, and an enthusiast of comfort and convenience. Back in the early 2000s, JoMarie pondered the concept of a convertible backpack purse. She created a few rough bag patterns to demonstrate her idea. The project eventually stalled, and the bag samples were relegated to storage. The idea, however, remained. 

As a college student, Abigail recognized the need and potential for her mother’s bag concept that had been entertained in her youth. In 2020, the pandemic reunited the mother-daughter pair under the same roof. Abigail suggested that the duo revive and reimagine the backpack purse idea from a decade past.

For three years, which included phases of hyperactive backpack purse obsession and periods of standstill, we, JoMarie and Abigail, developed the project together. The process involved one mighty sewing machine, lots of trial and error, and dozens of bag prototypes (some hilariously ugly). At long last, we have a tangible project to share with the world: GIOIA.

GIOIA, pronounced joy-ah, means joy in Italian. The name is a proud nod to our Italian heritage. GIOIA is the physical manifestation of a project that has brought us endless joy and fun. We hope that you too can carry that joy. Carry GIOIA!

With love,

JoMarie and Abigail Andrews