About JOIUSS™ – Born to Be Bold

At JOIUSS™, Glasses Mean More Than Vision. They Mean Joy.

JOIUSS™ is an independent British eyewear brand based in East Yorkshire, created for those who believe glasses should do more than correct sight. They should express who you are.

Rooted in vintage design, shaped by modern craftsmanship, and brought to life through partnerships with independent opticians, JOIUSS™ exists to celebrate individuality, confidence, and character.

Uniquely, JOIUSS™ is founded and directed by a practising Optometrist — ensuring that every frame and every lens meets the clinical standard you would expect from a qualified professional.

A Legacy of Vision and Joy

The spirit of JOIUSS™ begins with Doreen Jackson, born in 1932. She lived through the Great Depression and the Second World War, but it was the post-war years that truly shaped her outlook on life. An era of optimism, colour, music, and freedom. An era when women dressed boldly, expressed themselves freely, and wore glasses with pride.

Doreen wore glasses from a young age, yet for most of her life was limited to frames that felt practical but joyless. She longed for the return of the glamorous, expressive eyewear of the 1950s and ’60s. Frames with personality. Frames with presence.

JOIUSS™ was created in her honour. A modern interpretation of the designs she loved, brought back with care, respect, and purpose.

Designed with Intent

JOIUSS™ is designed and directed by Paul Gibson — a practising Optometrist and Dispensing Optician with 30 years of clinical experience. Paul still practises in East Yorkshire UK, fitting prescriptions every week and advising patients on lens types he has recommended for decades.

It is that clinical expertise — not just aesthetic sensibility — that sets JOIUSS™ apart. Every lens option in the collection has been personally specified by Paul. Every frame has been assessed for optical suitability before it reaches you. When you order prescription glasses from JOIUSS™, you are ordering from someone who has spent thirty years doing exactly this.

Paul founded JOIUSS™ because he kept encountering the same problem in his practice: patients who wanted beautiful, expressive eyewear but were being offered only safe, uninspiring frames. He built the brand he wished he could recommend.

Qualifications & Registration

  • Optometrist — BSc Optometry & Visual Science (MCOPTOM)
  • Dispensing Optician — F.B.D.O
  • GOC registered practitioner 01-34638 (United Kingdom)
  • 30 years in clinical practice (Independents, Multiples, Domicilliary, Laser Vision Correction)
  • Currently practising in East Yorkshire, UK

Alongside him is Nikki Brocklesby, fellow owner and director, whose role spans brand development, customer experience, and the careful stewardship of JOIUSS™ as it grows. Together, Paul and Nikki ensure that every decision, from frame shape to finish, reflects the values at the heart of the brand: quality, authenticity, and joy.

What’s in a Name?

JOIUSS (pronounced “JOY-US”) is deeply personal. The name is an anagram of Paul’s children: Julia, Oscar, and Ischia. A reminder that this brand was built not for trends, but for people. For real lives, real moments, and real expression.

Each frame carries that sense of heritage and care, designed to be worn, loved, and lived in.

Why Vintage?

Because vintage eyewear was never quiet.

The 1950s and ’60s treated glasses as a statement, not an afterthought. Cat-eye silhouettes, sculpted brows, rich acetates, and confident proportions. We take inspiration from that golden age of design and reinterpret it for today, balancing boldness with wearability.

Our frames are expressive without being costume. Timeless, not nostalgic. Designed to flatter, to empower, and to be noticed for all the right reasons.

Why Now, and Why Online & In-Store?

Self-expression has never mattered more.

JOIUSS™ exists to bring joy back into everyday eyewear, whether discovered online or fitted in-store with one of our independent optician partners. We believe in choice, expertise, and human connection.

By working closely with independent opticians, we ensure every pair of JOIUSS™ glasses is supported by professional care, while our online experience allows you to explore the collection in your own time, on your own terms.

Wherever you discover JOIUSS™, the experience remains the same: thoughtful design, personal service, and frames that feel like you.

Our Promise

  • Distinctive vintage-inspired eyewear designed to fit and flatter
  • High-quality craftsmanship, made to last
  • Every prescription lens specified by our in-house Optometrist
  • A clear, considered prescription process
  • Confidence and joy in every pair
  • Continued support for independent opticians

Our Invitation

JOIUSS™ is for those who refuse to disappear into the background.

For evenings, confidence, quiet moments, and bold entrances.  For people who understand that style is not about following trends, but about showing up as yourself.

When you wear JOIUSS™, you’re not just wearing glasses.
You’re wearing joy.
You’re honouring a woman who believed life should be lived colourfully.
And you’re choosing eyewear with a story, a soul, and a little sparkle.

Because seeing the world clearly is important. But lighting it up is better.