During the lockdown, entrepreneur Andrew Fung launched Joyce & Diana, a top-selling home essentials brand on Lazada and Shopee, to help Filipinos feel more comfortable at home. Named after his two older sisters, the brand offers a cozy environment for customers, catering to first-time homeowners, tech-savvy online shoppers, and those seeking high-quality products at an affordable price. Joyce & Diana offers a wide range of products, including bedding, drapery, linens, and pillows, ensuring a comfortable environment for customers.
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 manufactures every piece in their factory in Laguna. “We pride ourselves in the quality of our products, and that’s 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 whole team’s hard work and, hopefully, a good sign of things to come for us.”
When asked why the focus is on e-commerce, Andrew cites his background in photography and creative pursuits. “I’ve always wanted to be an entrepreneur, creating products that 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 brand’s visual identity, 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 plans 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. Learn more on their website https://www.joyce-and-diana.com/ and follow Joyce and Diana on Facebook and Instagram.
