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.