Born and raised in Silicon Valley, Christina Bullock’s love for shoes as far back as she can remember. Upon graduating from high school, she went onto study design and later received a master’s in marketing. She worked for a few retail companies in the Bay Area, her favorite being a shoe brand.

Around this time, Christina welcomed her first child and began to notice the devastating impacts of climate change and the California wildfires that were happening. Inspired to act on her children’s future, she then enrolled in a sustainability program, and trained with former Vice President Al Gore as part of his Climate Reality Project.

Suddenly a lightbulb went off and she came up with the idea to start a sustainable shoe brand for women. She felt there weren’t enough stylish options in the space that also placed equal value on sustainability, ethics, and giving back.

At the heart of Joyasol's ethos is a dedication to protecting our planet. The company is committed to reducing its environmental footprint at every stage of production. From carefully sourcing more durable, traceable, and recycled materials to minimizing waste to offsetting transportation emissions, Joyasol integrates sustainable practices into its entire supply chain. Joyasol is also a member of 1% for the Planet, where 1% of their sales goes back to protecting our planet’s natural resources.

Joyasol also takes ethical manufacturing practices seriously. By partnering with select artisans in Northern Portugal who share the same values, Joyasol ensures that every shoe is crafted under fair and safe working conditions, where factory workers receive living wages, health benefits, adequate time off, vacations, and retirement savings. 

Joyasol has also implemented donation and recycling programs to further extend its sustainability and philanthropy commitment. Customers can return their old Joyasol shoes, which will be either donated to Soles4Soles, helping uplift impoverished communities through entrepreneurship, or recycled responsibly through TerraCycle, helping close the loop on the product lifecycle and minimizing waste.

Rooted in the belief that fashion can be a catalyst for personal growth and empowerment, Joyasol understands that every woman has dreams and aspirations she wants to pursue. With this understanding, the company encourages women to embrace their passions and take courageous steps forward to make their dreams a reality, living a life full of purpose and joy.