Rashmi Wijekoon, the founder and driving force behind Joey Clothing, has built a brand on the concept of ‘Happiness’—fashion that brings confidence, comfort, and true happiness to the consumer. Joey Clothing began as a passion project in 2018 and was incorporated as a business in 2021. Today, Joey Clothing continues to set new trends with this feel-good fashion standard. We got ahold of this busy entrepreneur to ask her more about her ‘Happinesswear’ brand.

You have such a high academic background and credentials, what made you chose fashion after such a long stint in business and science?
As a teen, I believed my path was set for academia or the corporate world. I was always an ambitious student, excelling in academics—topping my batch at Colombo University in Chemistry, followed by CIMA and an MBA, leading to an 8+ year corporate career in chief MNCs and conglomerates.

Everything changed once I became a mother. Rather than continuing down the traditional corporate route, I chose to channel my expertise into something more personal—fashion that empowers. I saw a gap in the Sri Lankan market for a homegrown brand that balanced affordability, quality, and design innovation. Joey Clothing became the perfect blend of strategy, creativity, and purpose—designing stylish, comfortable clothing that adapts to real bodies and real lifestyles.

What fabrics do you usually use and is there any significance to that?
At Joey, fabric selection is at the heart of our design process. We prioritize materials that feel as good as they look—soft, breathable, and versatile fabrics that enhance comfort without compromising on style.

Tell us the story behind how you caught the ‘fashion bug’ and why your brand is called Joey Clothing’?
‘Fashion is a powerful form of self-expression and confidence. My journey into fashion was born from a personal need. The ‘fashion bug’ bit me after I became a mother, I struggled to find clothing that was both stylish and comfortable, something that made me feel good in my own skin. That is when I realized there was a gap in the market, and more importantly, an opportunity to create something meaningful.

Always having been very particular about what I wear, I decided to start designing for women who wanted effortless style without compromising on comfort. Seeing how the right outfit could boost confidence and happiness sparked my passion for creating ‘Happinesswear.’ 

If you wear something that makes you happy, you just look better—it’s that simple. From the very beginning, Joey Clothing was about happiness. I wanted to create a brand that wasn’t just about fashion, but also about how clothes make you feel.

The name ‘Joey’ comes from joy, the core idea behind our brand. It represents comfort, confidence, and feeling good in your own skin. 

As a brand we prioritize authenticity, understanding that fashion should empower and adapt to every stage of a woman’s life. What makes Joey Clothing the best is our commitment to providing high-quality, stylish clothing that embraces real bodies and real lifestyles. We’ve built our brand around the concept of Happinesswear, meaning that when women wear our pieces, they not only look great but feel great too—whether at home, at work, or on the go.

How do you get the community involved in your operation how many artisans are involved?
I started Joey Clothing with no infrastructure. Manufacturing was a struggle, as none of the factories were willing to take on the smaller quantities I needed. That’s when the artisans stepped in. They believed in my vision and supported me, helping to get the brand off the ground by working with me on smaller batches.

Today, we manage two stitching communities in Malwana and Athurugiriya, where skilled artisans bring our designs to life from the comfort of their homes. These partnerships are not just about production—they’re about empowerment. We employ over 35 artisans, providing them with stable jobs, fair wages, and, more importantly, flexibility which allows them to support their families financially without disrupting their roles as mothers and wives. As we continue to expand, our model remains rooted in these community-based operations, ensuring we maintain flexible, high-quality production that is human-centered.

What advice would you give to upcoming entrepreneurs?
One of the biggest lessons I've learned is the importance of investing in the right people and grooming talent. Surround yourself with a strong, passionate team that believes in your vision and supports each other through challenges. At Joey Clothing, we’ve made it a point to nurture young talent, providing them with opportunities for growth and development. When you invest in your people, you’re building a foundation for long-term success. Stay true to your vision, keep moving forward, and remember that the challenges you face will help you grow.

Where can we buy Joey Clothing?
Joey Clothing is available at our online store, where we offer a seamless shopping experience with delivery options globally. Our website features our full range of collections, allowing you to explore our designs, check sizes, and shop with ease.

We have 2 physical stores; the flagship store at Colombo 5 ( Isipathana Mawatha),  and our urban boutique in the heart of Pelawatte-Battaramulla 

Stay tuned as we continue to expand our physical presence, bringing Joey Clothing closer to you through more outlets in the future!’ 

By Namalee Sirwardene