joywhelm was imagined by a Black millennial mom who aspired to be a Cheetah Girl in the early 2000’s.

Her years long battle with fibroids, infertility, loss and biased healthcare providers had her yearning for a place to feel vulnerable, celebrated and understood. Plus, the alarming Black maternal mortality rate made her realize just how vital support for Black mothers truly is.

Our products are designed with love, care and empathy. We’ve been there. Each item is meant to uplift, create joy and be a reminder that we are icons.