As the eldest daughter of fashion guru Max Azria, Joyce inherited her father’s sharp entrepreneurial spirit, creative flair, and strong sense of ambition. Her early days in the fashion industry were spent at the BCBGMAXAZRIA office where she quickly learned and mastered all the facets of the company. At eighteen, Joyce dove straight into the family business – investing countless hours side-by-side with her father.
In June of 2009, BCBGMAXAZRIA Group appointed Joyce as Creative Director of their newest line, BCBGeneration. In this role, Joyce oversaw all customer touch points for the brand including design, merchandising, creative, and marketing for apparel and accessories.
She also led the business in terms of operations, business development and sales development by identifying and securing key partners. Her first collection debuted fall of that same year and, shortly thereafter, BCBGeneration became a favorite of young Hollywood trendsetters and top fashion media. Joyce proved that she could fast track the growth of a millennial brand by the outstanding results of BCBGeneration.
Joyce embodies both the creativity and brains of an entrepreneur and prides herself on being a positive and grounding role model and mentor for the millennial customers that she knows so well. She is driven forward by a strong moral code and an understanding that fashion has a responsibility and a role to play in the lives of her customers.
With the proven success and continued growth of BCBGeneration under her belt, Joyce Azria embarked on her own journey outside of her long-time family business. With no rules to follow and an open heart, Avec Les Filles was born.
Avec Les Filles, or 'with the girls' in French, is Joyce’s brand promise that she will keep her eye on the customer rather than the industry. In February 2017, Aveclesfilles.com said 'Bonjour!' to the world of e-commerce and Avec Les Filles’s ready-to-wear collection launched in 155 Macy's shops across America. Avec Les Filles footwear followed with instant success, bringing the brand to over 700 points of sale across Nordstrom, Bloomingdales, Lord and Taylor, Macy’s, Revolve and more. By the end of 2018, Avec Les Filles will expand to over 15 categories of business, from jewelry and activewear to intimates and sleepwear.
The Avec Les Filles experience has brought Joyce to recognize a different opportunity within her customer base and in May of 2018 she launched her new line, Rohb. The collection of uniform inspired essentials is grounded in the mission of being accessible, affordable and always in style. Rohb is available exclusively on Amazon.com and each piece is under $50. A kid's collection, Lil Rohb, will launch in Fall 2018.
For a look inside her world and to stay up to date on new releases, follow Joyce on Instagram at @joyceazria.