APERITIF WITH YOMI: JOY ASFAR
Joy Asfar began her career as a gallery director, immersed in the art world, before launching @Forward Lab, a marketplace dedicated to sustainable living. This experience deepened her understanding of conscious consumerism and the role of thoughtful design. Now, as a sustainability consultant, she focuses on business development, helping brands grow through innovative and responsible strategies. Alongside her consultancy work, she runs JOSI @JoysofStayingIn, a platform dedicated to celebrating the art of hosting.
interviews
04/03/25
What's your aperitif of choice, and why does it resonate with you?
I love a Negroni Sbagliato. A lighter spin on the classic Negroni, swapping gin for Prosecco. A cocktail I recently discovered in Venice. I love the taste as much as its sunset color: a reminder of long summer nights.
What's your aperitif of choice, and why does it resonate with you?
I love a Negroni Sbagliato. A lighter spin on the classic Negroni, swapping gin for Prosecco. A cocktail I recently discovered in Venice. I love the taste as much as its sunset color: a reminder of long summer nights.
How does slipping into a YOMI blazer make you feel?
I have a very quiet, classic style usually. So when I put on a YOMI blazer, I feel like I’m entering another facet of my personality. A woman more confident, empowered and ready to take on anything. It’s as if I put on a superwoman cape.
How does slipping into a YOMI blazer make you feel?
I have a very quiet, classic style usually. So when I put on a YOMI blazer, I feel like I’m entering another facet of my personality. A woman more confident, empowered and ready to take on anything. It’s as if I put on a superwoman cape.
"My mother has played a pivotal role in shaping who I am today. "
Joy Asfar
Tell us about a woman who’s had a lasting influence on your life or whom you deeply admire.
My mother has played a pivotal role in shaping who I am today. As any teenager, I wanted to carve my own path and do things differently. I now realize that the biggest challenge was discovering my own identity while embracing the lessons I learned from her, without losing sight of who I truly am. I don’t think I am totally there yet but on the way.
London also played an important role in my life. I moved here when I was 18 and have been here since, mostly. The city became a backdrop to my adult, woman life. The energy and diversity have shaped me in many ways. Whether it's through the people I’ve met, the opportunities that have come my way, or the creative culture that surrounds me, London has provided a space where I’ve been able to explore my passions and truly make it my own.
Tell us about a woman who’s had a lasting influence on your life or whom you deeply admire.
My mother has played a pivotal role in shaping who I am today. As any teenager, I wanted to carve my own path and do things differently. I now realize that the biggest challenge was discovering my own identity while embracing the lessons I learned from her, without losing sight of who I truly am. I don’t think I am totally there yet but on the way.
London also played an important role in my life. I moved here when I was 18 and have been here since, mostly. The city became a backdrop to my adult, woman life. The energy and diversity have shaped me in many ways. Whether it's through the people I’ve met, the opportunities that have come my way, or the creative culture that surrounds me, London has provided a space where I’ve been able to explore my passions and truly make it my own.
What ignites your passion and makes you feel most alive in your work?
I have a very diverse work background, but one constant that truly drives me is collaborating closely with people. There’s something deeply rewarding about that one-on-one relationship, where I can help guide both the person and their business toward realizing their passion and achieving their goals. It’s about being a partner in their journey, sharing in their vision, and helping them bring it to life.
What ignites your passion and makes you feel most alive in your work?
I have a very diverse work background, but one constant that truly drives me is collaborating closely with people. There’s something deeply rewarding about that one-on-one relationship, where I can help guide both the person and their business toward realizing their passion and achieving their goals. It’s about being a partner in their journey, sharing in their vision, and helping them bring it to life.
What do you wear when you want to feel seductive, make a bold statement or send a ‘Don’t F… with me’ message?
High heels and sexy lingerie.
What do you wear when you want to feel seductive, make a bold statement or send a ‘Don’t F… with me’ message?
High heels and sexy lingerie.
What piece of advice would you give to a young girl on her journey to becoming a woman?
Never do something you are not proud of. It's important to know your values and do your best to stay true to them. It won’t always be easy, but those values will serve as your compass, helping you navigate challenges and make decisions you can stand by in the long run.
What piece of advice would you give to a young girl on her journey to becoming a woman?
Never do something you are not proud of. It's important to know your values and do your best to stay true to them. It won’t always be easy, but those values will serve as your compass, helping you navigate challenges and make decisions you can stand by in the long run.
Do you have any regrets?
Of course, I have regrets. I believe they’re natural and even necessary. To say you have none suggests you haven’t taken the time to reflect on your life. Regrets are a sign that you’ve lived, that you’ve taken risks, and that you care enough to think about the paths not taken. They serve as important lessons.
Do you have any regrets?
Of course, I have regrets. I believe they’re natural and even necessary. To say you have none suggests you haven’t taken the time to reflect on your life. Regrets are a sign that you’ve lived, that you’ve taken risks, and that you care enough to think about the paths not taken. They serve as important lessons.