Joycoast

What Joycoast does

Joycoast is a private, founder-owned e-commerce company founded in 2017 in Chicago by Reese, operating from a single headquarters and manufacturing facility at 1214 W Webster Ave. The company designs, handcrafts, and ships a line of wooden accessories — analog watches, polarized sunglasses, rings, Apple Watch bands, and bracelets — using FSC Certified wood sourced from responsibly managed forests. A core differentiator is in-house laser engraving at the Chicago studio, which enables personalization of watches with names, dates, coordinates, messages, or handwritten notes and adds 3-5 business days to fulfillment.

The business model is direct-to-consumer hardware sales via a Shopify storefront, supplemented by corporate gifting, a wholesale program, and selective participation in regional gift shows. Products are priced from $79 (sunglasses) to $350+ (premium chronograph watches), with Apple Watch bands from $119 and rings from $149. There is no subscription or recurring revenue component; all sales are one-time purchases. Shipping is fulfilled from Chicago within 24-48 hours, with free US shipping on orders over $100 and international shipping available globally.

Joycoast's brand is anchored by a sustainability narrative: the company partners with Trees for the Future and Eden Reforestation Projects to plant 10 trees for every product sold, framing each purchase as carbon-positive. The customer base is fragmented across gift buyers, men's and women's personal-accessory consumers, and small corporate/wholesale buyers. No institutional funding, acquisitions, leadership changes, or revenue figures are disclosed in the available data.

Name

Joycoast

Legal name

Joycoast

Website

https://joycoast.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Joycoast is a Chicago-based, founder-owned e-commerce brand that designs, handcrafts, and ships wooden watches, polarized sunglasses, rings, Apple Watch bands, and bracelets from FSC Certified wood, selling direct-to-consumer and through corporate gifting and wholesale channels.

Ownership category

akta.pro rank

Product category

Sustainable Wooden Accessories

NAICS

Jewelry and Silverware Manufacturing (33991), All Other Miscellaneous Wood Product Manufacturing (321999)

SIC

Costume Jewelry & Novelties (3960), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Alternative Materials Fashion Jewelry (Acrylic/Resin/Wood/Fabric/Ceramic) (CRAKABAK)

akta.pro secondary industry

Tech & Utility Accessories (Phone Cases, Watch Bands, Key Holders) (CRAAAJAK)

Keywords

• Wooden watches
• Wooden sunglasses
• Sustainable accessories
• Custom engraving
• Corporate gifting

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Product Sales: One-time purchase revenue from handcrafted wooden watches, sunglasses, rings, Apple Watch bands, bracelets, and accessories. No subscription or recurring revenue model.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Joycoast designs, handcrafts, and sells wooden watches, polarized wooden sunglasses, wooden rings, Apple Watch bands, and bracelets made from FSC Certified sustainably sourced wood. Products are manufactured in-house at their Chicago studio and shipped direct-to-consumer via a Shopify e-commerce site, with custom laser engraving available as a personalization add-on.

Product overview

Joycoast is an e-commerce company selling handcrafted wooden accessories including wooden watches (chronograph, Northstar, bamboo, mini women's watches), wooden sunglasses (polarized aviator, cat eye, wayfinder, hexagon, round, sporty styles), wooden rings (tungsten and stainless steel with wood inlays), Apple Watch bands (various wood types with metal hardware), and bracelets. All products are made from sustainably sourced FSC Certified wood. The company plants 10 trees for every product sold and offers custom engraving services on wooden watches.

Differentiator

Problem solved

Functional benefit

Products and services

• Wooden Watches
• Wooden Sunglasses
• Wooden Rings
• Apple Watch Bands
• Wooden Bracelets
• Custom Engraving Service

Quantifiable outcome

• 4.9/5 customer rating based on 738 reviews

Named customers1 record

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core.

• Trees for the FuturecoreStrategic or Co-development PartnerJoycoast partners with Trees for the Future to plant 10 trees for every product sold. This is a core part of their sustainability mission and value proposition, making every purchase carbon-positive.
• Eden Reforestation ProjectscoreStrategic or Co-development PartnerJoycoast also partners with Eden Reforestation Projects to plant 10 trees for every product sold, complementing their Trees for the Future partnership for reforestation efforts.
• FSC (Forest Stewardship Council)coreStrategic or Co-development PartnerJoycoast uses only FSC Certified wood, meaning their wood comes from forests that are responsibly managed, socially beneficial, environmentally conscious, and economically viable.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Quay Australia: Quay Australia is a larger fashion sunglasses brand with strong D2C and influencer-driven distribution. While not wooden, it competes for the same polarized-sunglasses purchase occasion and price-conscious lifestyle consumer that Joycoast targets.
• MVMT (by Movado): MVMT is an established D2C watch and accessories brand (now owned by Movado) that competes for entry-level premium watch buyers. It overlaps with Joycoast in the gift-watch and lifestyle-accessory segments, though with metal rather than wooden materials.
• Daniel Wellington: Daniel Wellington is a global fashion watch and accessories brand with strong gifting demand and D2C presence. It competes with Joycoast in the affordable-luxury watch gifting category and offers personalization through engraving.

Direct peers

• Holzkern: Holzkern is a D2C brand specializing in wooden watches, sunglasses, and accessories made from natural materials. It directly overlaps with Joycoast in product category, sustainability narrative, price points, and target customer (gift-buying and lifestyle-oriented consumers).
• Original Wood Watch: Original Wood Watch sells handcrafted wooden watches for men and women via a Shopify D2C model with personalization options. It is one of the most direct competitors to Joycoast in the wooden watch category, sharing similar materials, pricing, and gifting-focused positioning.
• Tense Watches: Tense Watches is a Canadian wooden watch manufacturer producing handcrafted timepieces from sustainable hardwoods. It competes with Joycoast on material sourcing, craftsmanship story, and direct e-commerce sales of wood-based watches.
• Bewell Watches: Bewell sells wooden and hybrid wood-metal watches targeted at the same sustainability-minded gift and personal-accessory buyer. Its product mix and price band overlap closely with Joycoast's core wooden watch lineup.
• Bobble Wood Watches: Bobble Wood offers handcrafted wooden watches and sunglasses with sustainability and natural-material positioning. It serves the same gifting and lifestyle segments as Joycoast with comparable price points.

Emerging players

• Pura Vida Bracelets: Pura Vida is a D2C accessories brand built on a sustainability and charitable-giving narrative with handmade bracelets. It shares Joycoast's eco-story and lifestyle branding, and competes for the same gift-and-cause-driven consumer wallet.
• Grovemade: Grovemade designs premium wood-and-leather desk accessories, phone cases, and Apple Watch bands from sustainably sourced materials. It overlaps with Joycoast in the wooden Apple Watch band category and shares a similar premium-craftsmanship and eco-positioning approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/joycoastdesigns

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Joycoast