Joy Collectibles was founded in 1998 by Janine and Yair Shuka, built from the ground up through grit, instinct, and a deep understanding of what sells.

What began in flea markets wasn’t accidental—it was deliberate. It gave them direct exposure to real customers, real buying behaviour, and real market demand. That insight still drives the business today.

As the company grew, Janine and Yair expanded into direct sourcing and production in India and Thailand, working closely with skilled artisans and gemstone suppliers. This wasn’t about scaling for the sake of it—it was about control. Control over quality, consistency, pricing, and ultimately, the success of the retailers they serve.

Nearly 30 years later, Joy Collectibles has established itself as a serious wholesale partner in sterling silver and gemstone jewellery. The business is not trend-chasing. It is built around commercially proven designs, dependable supply, and collections that retailers can confidently sell through.

Joy Collectibles works exclusively in wholesale, with a clear focus: helping retailers build profitable, sustainable jewellery offerings. Every piece is selected or developed with the end customer in mind—what they are drawn to, what they will wear, and what they will come back for.

What sets the business apart is not just the product. It is the combination of experience, sourcing strength, and a relentless focus on the client’s outcome. Retailers are not treated as transactions, but as long-term partners.

Janine and Yair remain actively involved, bringing the same energy and commitment that started the business in 1998. The foundation hasn’t changed—strong relationships, sharp market understanding, and a refusal to compromise on quality or integrity.