Image by Christina Branco


By Staff Report 

August 24 2020



Contact Information:

Joye B. Moore, Owner

(804) 304-7695

Joye B. Moore (aka Joyebell) is an advocate for mental health wellness. Joye is a thriving survivor of an untreated mentally ill mother. Homeless at 14 years old, Joye found herself living in abandoned houses and eating out of dumpsters in South Dallas; so Joye knows firsthand the importance of mental health supports and resources.

Joye had spent the last 5 years working to create equal access to quality out-of-school time and expanded learning opportunities for RPS middle schoolers after the school bell rings This is close to her heart because an after-school program in her own life, lead to her staying above average academically, while simultaneously being homeless. This afforded her the opportunity to thrive and graduate from high school on-time, verses becoming just another statistic.

In May 2019 the nonprofit that Joye worked for restructured their operations and her position was eliminated. Joye saw this as the perfect opportunity to start over. She decided that she needed to be more flexible as one of the primary caregivers for her adult son with mental health challenges while simultaneously going after her long-time entrepreneurial dream of starting JOYEBELLS desserts. This made Joye B. Moore the 6th generation of women to bake the family’s sweet potato pie and the 1st generation to turn this family tradition into a business; Joyebells Sweet Potato Pies!

Despite the Covid-19 crisis Joye B. Moore continues to pivot, prosper and perform above all expectations expanding from one to four (4) locations, including “curve side” delivery at Hatch Kitchen. You can find her pies at The Market @25th , the Little House Green Grocery and most recently Good Foods Grocery. “We attribute our growth even during these difficult times to three main things, a positive attitude, joy in providing comfort food and our Awesome customers”, says founder & CEO, Joye B. Moore


Joye has lived in the Richmond VA area for 32 years now with her husband, 3 children and four grandchildren. She stays positive and focus about the future! Joyebells Sweet Potato Pie recently celebrated its first year of being in business and is excited about the future.

Image by hannah grace
Trending Topics