Joey Clothing, the designer and retailer of the unique ‘Happinesswear’, opened its newest fashion boutique on 20th February at No 1088, Pannipitiya Road, Battaramulla amidst a gathering of long-standing customers, fashionistas, influencers, and invitees. This is the second retail space of Joey since it opened the Flagship Store Just 8 months ago, in June 2024. Battaramulla holds deep significance for Joey, as it was the first place where Joey Clothing transitioned from a home-based operation in 2022, in a 650 sq. ft shared space.
The new fashion store in Battaramulla has been thoughtfully designed to reflect the essence of Joey’s signature aesthetic – homely, inviting, and effortlessly chic. The space features an open layout, with warm lighting and carefully curated displays. The entire range of Joey’s women’s and unisex clothing collection alongside a hand-picked, curated selection of jewellery at the new outlet offers a truly complete fashion experience for discerning customers who can leisurely browse and select at their own pace.
“The opening of our Battaramulla outlet is a special milestone for Joey Clothing. This is our second store launch in just eight months, a testament to the overwhelming love and demand from our customers. This location, which remains the home to many of our customers, is also in closer proximity to our stitching community, reinforcing our commitment to local craftsmanship,” said Rashmi Wijekoon – Founder and CEO of Joey Clothing.
“Our goal has always been to design unique fits, making women feel confident, comfortable, and truly happy when they wear them. With this expansion, we are bringing Joey even closer to the community that has supported us from day one. We’re excited for what’s ahead and grateful for the incredible love that continues to fuel our journey,” she added.
Rashmi is the driving force behind Joey Clothing, a brand built on the concept of ‘Happinesswear’ – fashion that makes you feel confident, comfortable, and truly happy. Joey started as a passion project in 2018, and with the ensuing success, it was incorporated as a business in 2021. Having started with just one employee, Joey Clothing now has 21 direct employees and a value chain of over 70 artisans attached to the company. Before founding Joey, Rashmi spent over eight years working in multiple industries with leading conglomerates and multinational companies, specializing in R&D, innovation strategy, and business development. Her expertise in R&D is a key strength that she brings into areas such as material selection, continuous product innovation, and quality enhancement. With strong academic credentials in both science and business, Rashmi transitioned from a corporate career to fashion entrepreneurship – driven by a deeply personal need. Postpartum, she struggled to find clothing that felt as good as it looked, leading her to design pieces that prioritized both style and well-being which thereafter converted into a business.
What began as a personal project soon resonated with women across Sri Lanka, transforming Joey into one of the country’s most beloved fashion brands. Today, Joey Clothing continues to set new standards in inclusivity, innovation, and feel-good fashion.
Photo caption:
At the launch of the Joey newest fashion boutique in Battaramulla
