Joy

Joy is a small chain with a few shops dotted around London and the rest of the country. It is an interesting and eclectic store but contains fashions that can sometimes border on the naf. I think as a concept it has great potential (by which I mean it is an independent and is trying to be creative) but it sometimes seems to miss the mark in it's selection of clothes. It has quite a jumbley layout and (in this branch at least) is perhaps a bit cramped.

Funny place where you can find fashion clothes, yet with a twist, like bohemian or ethnic or japanese etc, shoes, crazy accessories, funny and humouristic postcards and plenty of useless things that make brilliant gifts where you run out of ideas. Truly, who wouldn't want an inflatable sheep or a notepad with a naked bloke, or a mug with 'best lover of the world' written on it?

Whenever I get off the tube at Fulham Broadway I always check my watch to see if there's time to pop into Joy. Of course with the cunning planning of where the tube exit is at Fulham Broadway station, you get directed through the shopping centre in order to access the main road. Cheeky.
So what does Joy have to offer? Well, if you're into the more alternative look, mixing and matching vintage-like clothes and accessories, then Joy has plenty of pleasures waiting for you. The clothes are well displayed (I hate searching through endless rails, squeezing past the lady in front and knocking her bag off her shoulder then bending down to pick it up and as a result, pulling a piece of clothing off the rail). You will find items such as comfy but well fitted cardigans; jumper dresses; heavily patterned tops; skinny jeans; flared jeans; straight jeans; mini skirts; knee-length patterned skirts; plain woolly tops; plain cotton summery tops .... etc. You will also find a vast selection of chunky jewelery - this shop is for those who want to be noticed, not those who want to fade into the background. The colours, patterns and materials in Joy are hypnotizing - I can spend an hour in here easily and it really isn't very big! Definitely worth a look and no excuses if you have to use Fulham Broadway tube!

Great clothes, with some great labels in such a mina, dari meya!
Different clothing, from the normal shops!