By Kshalini Nonis

What started as a personal experience for Rashmi Wijekoon, the Founder and CEO of Joey Clothing Private Limited, has today grown into a very successful business venture. We had a chat with Rashmi on starting her brand and on future plans for her business.

Q: Tell us your personal experience and how it shaped your business idea.

After becoming a mother, I found myself struggling to find clothes that made me feel both comfortable and confident. Like many women, my body had changed, but what affected me most was how those changes made me feel. I realised there were many women going through the same experience.

What began as a solution for myself gradually became a much bigger purpose. I wanted to create clothing that women genuinely enjoyed wearing, pieces that were comfortable, flattering, and made them feel like the best version of themselves, regardless of their age, body shape, or stage of life. That philosophy became the foundation of Joey and inspired our concept of Happinesswear.

When a customer tells us she feels more confident the moment she puts on a Joey outfit, that is the greatest compliment we can receive.

Q: Tell us briefly about your outlets in Sri Lanka and the range of goods that offer a unique fashion experience.

Joey has four outlets across Sri Lanka; in Colombo 5, Wattala, Battaramulla, and the historic Galle Fort. Our newest addition in Wattala is particularly exciting. Every Joey outlet has its own unique identity.

We wanted our stores to feel inspiring yet comfortable; places where customers enjoy spending time, discovering new styles, and expressing themselves. Our collections cater to every aspect of a woman’s wardrobe, offering everything from everyday essentials and workwear to casual wear, occasion dressing, resort wear, denim, accessories, and handbags.

Q: Can you tell us why over 75 percent of your production is carried by women stitching from their homes?

It was never a target we set out to achieve; it evolved naturally as Joey grew. In our early days, we relied on talented home-based seamstresses from the residential communities around us because they were the ones willing to support a young brand producing small quantities. As the business expanded, so did that network, and today more than 75% of our production is still carried out by women working from their homes.

I strongly believe that talent should not be limited by circumstance. Many of these women are highly skilled but are unable to commit to full-time factory work. Working from home gives them the flexibility to earn a sustainable income without sacrificing those responsibilities.

Q: How does this help in their long- term economic resilience?

I believe long-term economic resilience comes from continuously building skills, not just providing work. While consistent income is important, what is equally valuable is helping our artisans improve their craftsmanship so they remain competitive and relevant in the industry.

Q: You took a bold step leaving a promising corporate career to pursue a project born at home. Do you feel that this was the correct decision and if so what is the reason for this?

It is one of the best decisions I have ever made. I genuinely enjoyed my corporate career. Working in product development, research and development, and innovation management gave me an incredible foundation. Seeing Joey grow from an idea born at home into a brand with four outlets, a growing international presence, and a loyal community that believes in our vision has reaffirmed that I made the right decision. Everything I learnt in the corporate world gave me the tools to build Joey, but entrepreneurship gave me the opportunity to create something with lasting impact.

Q: What is your advice to those who may want to change their careers like you?

They should not chase change for the sake of it, chase purpose. A career change is a big decision, and passion alone is not enough. You need to be willing to learn continuously, work incredibly hard, and accept that success rarely happens overnight. Do not wait until everything feels perfect. If you have an idea that solves a real problem and you genuinely believe in it, start small, listen to your customers, keep improving, and do not be afraid to adapt.

Q: Finally, what are your future plans for Joey Clothing?

Our vision is to take Joey from a proudly Sri Lankan brand to a globally recognised one. We are already seeing that vision come to life particularly in the Maldives, where we have established a strong partnership and continue to supply bulk orders. We are exploring opportunities to introduce Joey to new international markets. At the same time, we are equally committed to strengthening our retail presence across Sri Lanka. My dream is for Joey to become a globally recognised Sri Lankan fashion brand.