Who has time to bake? JOYEBELLS

JOYEBELLS is home to that mouthwatering, southern, backwoods, country deliciousness!  Sharing our deliciousness with our award-winning peach, sweet potato, and pumpkin pies.

JOYEBELLS family recipes come from Joyebell's 3rd Great Grandmother Susan Mae Howell and has passed down 6 generations with LOVE. Joye B. Moore, also known by her family nickname of Joyebell, and her family are the 6th generation to make these family recipes and the 1st generation to turn these traditions into a business.

Our Mission? Save you TIME with quality desserts that spread love and joy that brings families and friends together with comfort food, that transports and inspires nostalgia, while creating memories of your own. Saving you time for the good stuff... LIFE!

And... Yes, It's THAT Good.​

For the past 30 years Joye has baked sweet potato pies as gifts per request from family and friends during the holidays; and has always been told... "girl, you need to sell these," to which Joye always responded... "One day!"

In May 2019 the OST nonprofit Joye worked for restructured and her position was eliminated. Joye had a decision to make; start over and prove her worth or KNOW IT. This opportunity would solve Joye’s need to be more flexible as one of the primary caregivers for her adult son with mental health challenges and simultaneously go after her long-time dream of starting her own business.

7 members of Joye's family quit their jobs and moved into Joye and her husband's 2-bedroom apartment, along with two of their grandchildren; where they all lived and volunteered for two years to get the business up and running.

​JOYEBELLS launched October 1, 2019, with its flagship product Joyebells Sweet Potato Pies.

JOYEBELLS uses its platform for significant community impact through advocacy, volunteerism and fundraising for organizations that fit Joyebells Charities’ four focus areas: Mental Health Wellness, Child Abuse Prevention, Teen Homelessness Prevention and access to quality OST for youth.

10% annual sales of Hopefully Beautiful are donated to Joyebells' Charities. A personal memoir to free myself and be a contribution to removing cultural stigmas around mental health challenges that leave families unsupported; and disrupt ‘What happens in this house, stays in this house’ syndrome; the silent spirit-killer of children.

Some Cool Milestones:

2025 Shark Tank

2024 Black Ambition Semifinalist

2023 Best Pie in the Country, National Pie Championships - American Pie Council

2023 EY Entrepreneur of the Year, Mid-Atlantic; Ernst & Young

2023 BEST NEW BRAND, Customer Choice Food Award nom, QVC Shopping Network

QVC, on Air-Brand Ambassador

2022 Top 100 Female Founders, Inc.

2022 Emerging Entrepreneur of the Year; Metropolitan Business League

2022 Rising Star of the Year; National Association of Women Business Owners

As Seen on… TODAY SHOW, 3RD HOUR

As Seen in… Southern Living Magazine

As Seen in… Virginia Living Magazine

Best 2020 Made in Virginia, Virginia Living Magazine

5 FAV Female Entrepreneurs, Richmond Magazine

TOP 5 Foods to Taste, Retail Merchants

Southern Foodways Alliance for the Southern Foods Project, Joye's oral history recorded.

$25K donation to YMCA

Media Coverage:

• Virginia this Morning
• U.S. World & News Report
• The Washington Post
• Richmond Times Dispatch
• Richmond Free Press
• Yahoo News
• Yahoo Entertainment
• Virginia Business
• The Business Journal