Few entrepreneurs manage to blend creativity and commercial savvy the way Jade Kirkel does. The South African founder behind JoyJoy, a fast-growing kids’ sneaker brand with interchangeable snap-on styles, has turned a simple idea into a global product. With roots in one of South Africa’s most recognized salon chains, Kirkel is now building a brand that speaks to both children’s imaginations and parents’ practical needs.
Jade Kirkel was born into business.
Raised in Johannesburg, her childhood was woven with the threads of entrepreneurship. Her father ran a chain of retail stores called Supermart. Her mother, though unofficially, dressed the entire neighborhood’s children in handmade outfits. In their home, ambition wasn’t aspirational, it was cultural.
“I watched my dad build, rebuild, liquidate, and start again. There was a time we were halfway through building a house when he found out the business had gone insolvent,” Jade recalls. “My mom was pregnant with my brother and me, and somehow, my dad just kept pushing through. That kind of grit sticks.”
It did more than stick. It shaped her. It taught her that success is not a straight line but a loop of trials and rebounds. That building something, anything, requires a willingness to fall and rise, again and again.
The Accidental Marketer
After a gap year in London that taught her cereal does not count as dinner, Jade returned to South Africa and studied marketing. But instead of clarity, she left university with more questions than answers. “I’ve always been curious by nature,” she says.
Her real education came at the dinner table, when her father announced his next venture, Sorbet, a chain of beauty salons. “It was an odd choice for a man who thought a Brazilian was a person from Brazil,” she laughs. “But I joined straight out of university. There was no marketing department, so I made one. It was my blank canvas.”
That move would quietly shape the next chapter of her life. It wasn’t just about learning to market beauty services. It was about learning how to tell stories people believed in. How to build brands people fall in love with.
The Spark Behind JoyJoy
Years later, over coffee with her high school friend Dani, inspiration struck again, this time in the form of frustration with the kids’ footwear market.
“We were talking about kids’ shoes. How they’re either overly trendy or aggressively practical,” Jade says. “And we wondered, what if there was a sneaker that could be both? Something magical for kids and practical for moms? Something that could change every day, depending on the mood, outfit, or adventure?”
They Googled. Nothing. A few WeChat messages and two flights later, JoyJoy was born.
Where Magic Meets Practicality
JoyJoy is more than a kids’ sneaker brand. It’s a story brand. One base shoe with endless snap-on styles, allowing children to express themselves while making life easier for parents.
“We give kids self-expression and parents peace of mind,” Jade explains. “It’s the sweet spot between magical and practical. One base. A hundred different ways to wear joy.”
Their team is small but mighty, based in Sandton. Just three official members, supported by a few freelancers who Jade says “make the magic happen.”
They’ve carved a lane in a saturated market not by competing with Nike or Crocs but by refusing to play their game. “We’re not in performance or fast fashion,” she says. “We’re here to deliver joy. That’s our North Star.”
Joy in Every Challenge
Entrepreneurship, she says, is a wild ride. “One day you’re on a high. The next, you’re questioning every life choice.” She’s learned not to cling too tightly to either extreme. “Celebrate the wins, but don’t get complacent. Take the lows seriously, but not personally.”
Her toughest challenge has been balancing business with motherhood. “Here’s my truth: balance is a myth,” she says. “Some days your kids need more of you. Some days your business does. And some days, you need more of you.”
The key? Pivot often. Forgive quickly. Show up anyway.
And while the path has been lined with classic startup headaches, cash flow issues, shipping delays, low sales months, she believes the secret to enduring is purpose. “If you’re in it for the right reason, you figure it out.”
Mickey Mouse and Global Streets
One of her proudest moments came when JoyJoy signed a licensing deal with Disney.
“The moment I saw Mickey Mouse on a JoyJoy sneaker, it was like my childhood and my business plan high-fived each other,” she says. “It was standing in the middle of a warehouse full of boxes thinking, ‘Wait—we did this?’”
But it wasn’t just about the name. It was about validation, that a small brand built with heart could stand next to giants.
Then came international traction. “Watching moms and kids in Panama, Singapore, the US and soon Dubai, Australia, the UK, fall in love with JoyJoy? That’s surreal,” she says. “It’s when we realized this wasn’t just a good idea. It was a good feeling. And feelings travel.”
Beyond the Brand
While JoyJoy occupies most of her brain and heart space, Jade still makes time to give back.
She chairs the PTA at her daughters’ school, something she says offers its own type of fulfillment. “There’s something powerful about creating change, solving problems, and yes, occasionally arguing passionately about tuckshop menus.”
She’s also a founding member of Signal, a collective of over 50 South African business leaders, creatives, and entrepreneurs. “It’s not about ego or titles. It’s about meaning,” she explains. “Real connection. The kind that shows up not with business cards, but with curiosity and vulnerability.”
Lessons from the Ride
When asked what advice she would give to aspiring entrepreneurs, especially those with limited resources, her answer is swift.
“Just start,” she says. “Start before you’re ready. Start before you’ve figured it all out. What you need isn’t a flawless roadmap, it’s a clear why, a little courage, and a lot of faith.”
And never underestimate the power of community. “Surround yourself with people who energize you, challenge you, and remind you why you started.”
Tech has played a huge role in their journey, not just as a toolset but as a springboard. From ChatGPT and Midjourney to Shopify and Pika, she’s unapologetically tech-enabled. But she’s also clear—AI can never replace authenticity. “Use the tools,” she says, “but don’t lose the truth. Your voice is still your superpower.”
A Joyful Legacy
For Jade, success isn’t in the headlines or follower counts. It’s in the quiet moments, the customer photo, the team brainstorming session, the feeling of having given everything you had that day.
“One day,” she says, “I want to be able to say, I used all of it. Every ounce of talent, time, energy, and love that was gifted to me. I didn’t waste a drop.”
In doing so, she hopes to inspire someone else to believe they don’t have to either.
