About Joyce & Diana
Joyce & Diana is a Philippine direct-to-consumer home and living e-commerce brand founded in 2021 by entrepreneur Andrew Fung. Specializing in home essentials, particularly bedding and bedroom products, the company retails primarily through online marketplaces including Lazada, Shopee, and Zalora, as well as its own website.[1] The brand operates under the tagline “The essentials that make you feel at home.”[2]
Established during the COVID-19 pandemic, Joyce & Diana capitalized on the increased demand for affordable, high-quality household goods as Filipinos spent more time at home.[1] While initially focused on bedding and linens, the product line has since expanded to include pillows, mattresses, towels, curtains, blankets, mattress toppers, pillow protectors, bath mats, and other home amenities.[1]
According to the company, the brand was named after Fung’s two older sisters, Joyce and Diana.[1] This familial inspiration underscores the founder’s objective to create a home-focused label that combines quality, comfort, and accessible pricing with a recognizable visual identity suited for e-commerce.[1]
History
Founding
Joyce & Diana was established in 2021, at the height of the COVID-19 pandemic. Fung, whose background includes photography and creative work, identified an opportunity within the Philippine e-commerce sector as consumer behavior shifted toward purchasing household goods online.[1] Instead of pursuing traditional retail, the company adopted a direct-to-consumer e-commerce model from its inception.[1]
The brand initially concentrated on bedding, linens, pillows, and drapery. Its market positioning targeted first-time homeowners and online shoppers seeking products that bridged the gap between inexpensive mass-market items and premium hotel-quality linens.[1]
Growth and recognition
Joyce & Diana achieved rapid growth through major Philippine online marketplaces. By 2024, BusinessWorld reported that the company had fulfilled over one million orders across platforms such as Shopee, Lazada, and Zalora. The company subsequently stated it had surpassed two million cumulative orders since its founding. At the time of the 2024 report, the brand’s pillows were selling at a rate of approximately 20,000 units per month.
In 2024, Inquirer Business highlighted the company’s expansion and its recognition as Lazada’s Best Home Essentials Brand in 2023.[3] The brand received this same distinction from Lazada in both 2023 and 2024.[1] Coverage of the company’s growth has also appeared in publications including Rappler, ABS-CBN, Daily Tribune, and L’Officiel.
Products
Joyce & Diana’s portfolio centers on household textiles and bedroom essentials. Current product categories include:
- Bedsheets
- Pillows
- Mattresses
- Towels
- Curtains
- Blankets and comforters
- Mattress toppers
- Pillow protectors
- Bath mats
- Other home and living products[1]
The company has progressively broadened its range beyond its original bedding focus. Its product development strategy now encompasses mattresses and additional home amenities, reflecting an ambition to evolve into a comprehensive home-and-living brand rather than remaining exclusively a bedding retailer.[1]
Manufacturing
A defining characteristic of the Joyce & Diana business model is the integration of internationally sourced raw materials with local Philippine manufacturing. The company sources cotton and fabrics from international suppliers while conducting production domestically at its factory in Cabuyao, Laguna.[2]
The manufacturing process emphasizes in-house production and skilled craftsmanship to maintain quality control. All products are marketed as made in the Philippines.[2] The company leverages expertise derived from a history of supplying linens to premium and five-star hotels in the Philippines, using this experience to inform the quality standards of its consumer products.[1]
Business model
Joyce & Diana operates as a digital-first direct-to-consumer retailer. Rather than establishing an extensive physical store network, the company built its customer base through online marketplaces, specifically Lazada, Shopee, Zalora, and its proprietary online store.[2] This approach enabled the brand to capitalize on the acceleration of Philippine e-commerce during the pandemic.
Given that customers cannot physically inspect textiles before purchase, Fung has identified professional product photography and visual presentation as critical components of the company’s strategy.[2]
Brand positioning
The brand positions itself at the intersection of comfort, quality, design, and affordability. Its official philosophy emphasizes three core values:
- Quality: Derived from experience in premium linen and hotel supply.
- Craftsmanship: A focus on locally manufactured, carefully produced goods.
- Service: Commitment to customer experience throughout the pre- and post-purchase journey.[1]
The overarching concept is that everyday household products should enhance domestic comfort, encapsulated in the tagline “The essentials that make you feel at home.”
Expansion plans
Fung has expressed intentions to expand Joyce & Diana beyond the domestic market. In 2024, he outlined plans to enter international markets via e-commerce, with an initial focus on Southeast Asia. Future strategies include exploring physical pop-up stores and eventually establishing a broader brick-and-mortar presence.[1] The company’s long-term ambition is to become a major home-and-living brand across Asia.[1]
Corporate information
| Category | Information |
|---|---|
| Brand | Joyce & Diana |
| Industry | Home & Living / E-commerce |
| Founded | 2021 |
| Founder | Andrew Fung |
| Country of origin | Philippines |
| Business model | Direct-to-consumer e-commerce |
| Headquarters | Quezon City, Philippines |
| Manufacturing facility | Cabuyao, Laguna, Philippines |
| Main categories | Bedding, pillows, mattresses, towels, curtains, blankets, and home essentials |
| Major marketplaces | Lazada, Shopee, Zalora |
| Tagline | “The essentials that make you feel at home.” |
| Ownership | Privately held[2] |
Name and identity
The name “Joyce & Diana” originates from founder Andrew Fung’s two older sisters. This personal connection informs the company’s identity and its mission to create products that evoke the comfort of home and family.[2]
Rather than positioning itself solely as a budget bedding retailer, the company has cultivated a lifestyle-oriented identity centered on comfort, aesthetics, and everyday living. Professional product photography, cohesive branding, and strategic online presentation remain central to this approach.
Current profile
As of 2026, Joyce & Diana is characterized as a Philippine-born, e-commerce-first home essentials company that experienced significant growth following its pandemic-era launch. While bedding remains its strongest category, the catalog has expanded into a broader collection of home goods. The company continues to combine imported materials with local manufacturing, utilizing online marketplaces to reach a mass-market audience.[1]
Its evolution from a 2021 startup to a prominent Philippine online home-goods brand is attributed to e-commerce distribution, local manufacturing, aggressive product expansion, visual branding, and a value proposition offering hotel-inspired comfort at consumer price points.[1]
