a note from us -

Hi, we’re Ana and Mariela — sisters and co-founders of Joiana.

Joiana began very small between Tijuana and San Diego in 2017, when Ana started selling jewelry locally to friends, family, and people in our community. A few years later, we brought the brand online and began building Joiana together into what it is today.

We’ve always been hands-on with every part of the brand. Mariela leads the creative direction and design, and together we shape the collections, ideas, and world around Joiana.

At the heart of it, we create the pieces we genuinely want to wear. We love jewelry that feels easy and timeless, but still has personality — thoughtful details, unexpected colors, and pieces that make everyday dressing feel a little more special.

Getting to see the pieces we dream up become part of your everyday is still the best part of all of this. We feel very lucky to keep creating, growing, and doing it together.

Welcome to the jclub. ♡

— Ana & Mariela

Queen of every box that leaves the studio

Our sister, and the reason every order arrives the way it should — packed beautifully, shipped on time, cared for every single time. You'll also spot her as our in-house model.

Knows where everything is, including your order

The first voice you hear when you reach out to us — and the one keeping everything running behind the scenes.