About

JoiaBeauty offers a selection of natural products. Customers choose from the absolute best in botanical and organic skin and body care. We also provide facials and body treatments. At JoiaBeauty, we are as committed to quality relationships with customers and colleagues, as we are to finding superior products. Our many lines include Dr. Hauschka, Annemarie Borlind, Weleda, Phyto, butterLONDON and other leaders in natural skin care both locally and internationally.

Luahn’s story is intertwined with the JoiaBeauty story. Her lifelong passion for a natural and holistic lifestyle led her to the world of natural skin and personal care products. At the time, these products were often only available in the health and beauty aisles of health food stores. When she and her family were brainstorming ideas for a joint venture Luahn’s image of a luxurious beauty experience coupled with natural, cruelty-free products came to fruition. In February 1992 the shop Joia, Luxurious Products for Body and Soul, named for Luahn’s daughter, was opened at 201 Main Street. For the next fifteen years the founding partners established, nurtured and refined the brand that became JoiaBeauty. In 2007 Mette Gustavsen and Luahn opened JoiaBeauty in its current location at 6 Crafts Avenue. Their successful partnership has expanded its retail and spa service offerings.

Added to the mix, Luahn’s study of Women and Work in graduate school instilled in her the strong commitment for creating a work environment that accommodates the needs of family life. This allowed her to be available for her then young daughter, Joia. Today the combined passions for a natural lifestyle and family-friendly workplace have not dimmed. Her daughter, Joia, is a young mother and has partnered with Mette and Luahn. Besides the true pleasure of working with her daughter Luahn joyfully spends time with her grandson.

After graduating from Stillpoint School of Massage Therapy in 1995, Mette spent the next 7 years working and surrounding herself with all things natural and healthful in skin and body therapies working at Canyon Ranch in Lenox. There she refined her skills in massage, body treatments, aromatherapy and finally skincare.

Feeling the pull of working closer to home and working with the community, she began her relationship with Luahn and the Joia team in 2002 providing her the opportunity to work closely with the Dr. Hauschka products and brand. She expanded her repertoire by becoming an Dr. Hauschka Skin Care esthetics trainer for 8 years in the US and Mexico. In addition, she served on the International Board representing the US importers for the Dr. Hauschka brand for several years. Besides her love for natural skin care, she has a ridiculously huge garden, 2 big dogs, and a recently empty nest at home.

Joia was just 5 years old when her parents and grandmother opened the family business. She loved being included in the ins and outs of shopkeeping including learning about products and going to trade shows. Many of our longtime customers can still remember a middle school-aged Joia tidying the shelves and wrapping gifts behind the counter during the holidays. This early experience sparked her passion for natural beauty and a holistic lifestyle. Joia honed her knowledge as she worked for both Dr. Hauschka Skin Care and Jurlique, leaders in the natural skincare industry. Returning home to her Northampton community, Joia is now a managing partner of JoiaBeauty.

Joia is a true believer that beauty comes from caring for the body as a whole leading her to study dance, yoga, and body wellness. When she isn’t in the shop talking make-up or skincare, she is out chasing after her toddler son and rescue pup.

Vera has been expressing her artistic nature by styling hair, doing nails, and applying make-up for friends and family since she was 13 years old. She made it official by attending Kay Harvey Hairdressing Academy in 2008 followed with Chameleons School of Esthetics. Her next years were spent at Cranwell Spa in the Berkshires where she was able to expand her skills and benefit from her colleague’s expertise. Already a member of the JoiaBeauty staff since 2007 she become part of the treatment staff in 2010 after receiving her Dr. Hauschka Treatment Certification. Soon after this she added manicures and pedicures to our treatment offerings. Devoted to her family, friends, and kitty Dax plus her wide range of interests make her a favorite of clients and colleagues.

Jessica’s appreciation for self-care rituals began at age 7 with Sunday foot baths planting the seeds of her career path. After high school Jessica began to turn her inherent abilities into a career. Graduating from Chameleons School of Esthetics in 2005, Jessica then continued to Keene Beauty Academy and the International Dermal Institute in Boston where she took advanced courses in spa body treatments and learned business practices. Drawn to holistic healing, Jessica found the Dr. Hauschka treatments fit her skincare philosophy. Gaining her certificate from Dr. Hauschka, Jessica began practicing facials at JoiaBeauty in 2008.
Jessica’s bright personality is matched by the colorful flower she wears in her hair. Jessica lives with her beloved son, two cats, lion head bunny and turtle.

Caroline became a part of the JoiaBeauty team first as a customer, then to help out during the busy holidays, and now JoiaBeauty is lucky to have her as an ongoing part-time associate. Caroline’s 40 years spent working as a nurse has taught her to recognize the importance of caring for our bodies both inside and out. Her innate ability to nurture others, paired with her love of products, makes her a natural fit at JoiaBeauty as well as being a pleasure to work with.