JOYEBELLS

Sweet Treats Lead to Sweeter Success

Where: Hatch, VA

Project Type: Working Capital and Business Support Services

Joye B. Moore has been impressing friends with her sweet potato pies for more than 30 years. The secret to these delicious pies is in a family recipe passed down over 6 generations. So in 2019, when unexpected budget cuts put Joye out of work, it seemed like the perfect opportunity to capitalize on the popularity of these sweet treats. With years of experience in administration and marketing from an independent music career, Joye knew she had the skills and products to turn her pies into a profitable business: JOYEBELLS.

Opportunity for Impact

After launching JOYEBELLS in October 2019, Joye found herself already needing to rethink her distribution strategy as the pandemic hit in early 2020. Wielding her instinct for customer demand, initiative, and a basket of pies, Joye found a way to get her products into grocery stores, one of the few businesses still operating at the time. Still, JOYEBELLS, like many other small businesses, faced a cash flow problem as the pandemic persisted.

Our Partnership

Joye found Bridging Virginia (Bva) through a recommendation from the Metropolitan Business League, a local business association and partner of BVa. Joye wasn't sure if she would be able to get a loan in time from traditional banks, which would leave her unable to buy the inventory she needed to fill orders. After learning about Joye's needs, Bridging Virginia knew they had the right tools to help.  

In 2020 BVa provided a 0% loan of $20,000 JOYEBELLS for working capital and business expansion. With the cash flow in place, JOYEBELLS was able to get the necessary inventory to fill orders for its 46 store partners. One store alone can order 800 pies, meaning JOYEBELLS was soon keeping busy delivering cases of baked goods across the state.  

After this first successful partnership, Bridging Virginia found even more ways to support JOYEBELLS in 2021. When Joye was offered an opportunity to expand, but that required the ability to deliver frozen goods, she turned to BVa. Bridging Virginia obtained cost-effective financings for the truck, allowing Joye to reimburse BVa rather than financing the truck personally. Later in 2021, Bridging Virginia provided JOYEBELLS with technical assistance in the form of strategic planning and cash flow projection, allowing JOYEBELLS to receive a $100,000 line of credit from a local mission-aligned partner. 

Beyond Capital 

With Bridging Virginia providing support through mentorship, technical assistance, and strategic planning, Joye was able to focus on marketing and client growth. Because of that JOYEBELLS grew from retailing in 46 stores in 2021 to over 640 stores in 2022. The continued success of JOYEBELLS is a testament to Joye's hard work and initiative, and Bridging Virginia is honored to be part of her story.  

Most recently, Joye was named one of Inc. Magazine's 100 Female Founders, 2022 Emerging Entrepreneur of the Year by the Metropolitan Business League, and 2022 Rising Star of the Year by the National Association of Women-Owned Businesses.