We were lucky to catch up with Jasmine Noghrey recently and have shared our conversation below.

Alright, Jasmine thanks for taking the time to share your stories and insights with us today. What was it like going from idea to execution? Can you share some of the backstory and some of the major steps or milestones?

The journey to starting Joojeh Joy really began years ago when I first started working with special needs children and adults. Over the past decade, I’ve had the privilege of working in various roles — as a behavioral therapist, a special education instructor, a preschool teacher, and even a dating coach. Through it all, one thing remained consistent: the positive impact sensory toys had on individuals across all ages. Whether I was helping children self-regulate in therapy, supporting a toddler with developmental challenges, or guiding teens through social situations, sensory toys were a game changer. They not only helped with self-regulation but were also a fun way to build essential life skills.

As I transitioned into becoming an occupational therapist, specializing in pediatrics, the idea of starting my own sensory toy company started to take shape. It made so much sense! I was already curating sensory items for children and adults, and friends and family often reached out to me for advice on what toys to buy for their kids. They were often first-time parents or parents unsure of what toys would best support their children’s growth and development. I found myself buying these toys for them, recommending the right ones, and seeing how much they helped. That’s when I thought: Why not create a company that could do this for even more families?

I wanted to bring my experience as a healthcare professional to the table — to guide parents in selecting the right sensory toys for their children’s development and self-regulation. So, I took the leap and started Joojeh Joy, a company dedicated to curating sensory boxes that are not only fun but also meaningful and supportive in building essential skills.

The first few months were filled with research, trial and error, and setting up the logistical side of things. I had to figure out how to source high-quality sensory toys, how to curate them into meaningful boxes, and then how to market these products. I’ve learned a lot about e-commerce, branding, and digital marketing. That’s actually been one of the most challenging aspects — getting the word out. Once people try Joojeh Joy, they’re hooked, and they come back, but getting to that point was the hard part. It’s a constant process of connecting with more families, schools, and pediatric clinics to spread the word.

Along the way, I’ve been supported by an amazing network of friends and family who believe in me and my vision. They’ve been my cheerleaders from the start. And now, after a relatively short period, we’ve come a long way. We’ve been featured at various events, and several schools have used Joojeh Joy in their fundraising efforts. We’re even starting to be recognized by pediatric clinics, which is incredibly rewarding.

We’re still growing, and there’s a long way to go, but I feel proud of what we’ve accomplished so far. The biggest lesson I’ve learned is that growth takes time, and it’s all about connecting with the right people who understand the value of what we offer. It’s been an exciting ride, and I’m thrilled to see where we go from here.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I’m Jasmine Noghrey, and I’m a pediatric occupational therapist with a passion for helping people across the lifespan — from children to adults — learn, relearn, and maintain the skills that will allow them to be more independent in their daily lives. My specialty lies in neurological rehabilitation, particularly in outpatient settings, as well as pediatric occupational therapy. I also wear many other hats in the special education world, working as a special needs instructor for a program that serves people of all ages.

I’ve had the privilege of teaching a range of classes, from an occupational therapy social group that I co-lead with a speech therapist, to adaptive adult and children’s art classes, and adult social groups. My background is diverse, and it’s really shaped my approach to therapy and education. Before becoming an occupational therapist, I worked as a behavioral therapist, a preschool teacher, and even as a dating coach at UCLA’s Neuroscience Department. These experiences taught me a great deal about people’s needs, especially those who require support in learning and building essential life skills.

What truly inspired me to become an occupational therapist was my deep desire to help people — whether they were children learning to play, adults seeking independence, or seniors navigating the challenges of aging. I was drawn to the field of occupational therapy because it provided me with the tools and knowledge to help individuals live their lives to the fullest by improving their ability to engage in everyday tasks.

As I began working in pediatric occupational therapy, I noticed a huge gap in the availability of effective sensory toys that could be used not only for self-regulation but also to help children (and adults) build vital skills. So, I decided to take the plunge and start my own business: Joojeh Joy, a sensory toy company that curates sensory toy boxes for all ages and abilities. Each box is carefully crafted using the knowledge I’ve accumulated over the years working in therapy. The toys in these boxes aren’t just fun; they’re thoughtfully selected to help individuals work on fine motor skills, self-regulation, sensory input, and much more — often without them even realizing they’re working on these important skills.

What sets Joojeh Joy apart from other companies is that I’m not just a business owner; I’m also a practitioner who uses these exact toys in my sessions. I bring my experience as an occupational therapist and special needs instructor to the table, ensuring that every box we offer is not only fun but purposeful and meaningful in promoting development. I really believe in the power of play, and I’ve seen firsthand how the right sensory tools can change lives, so it was natural for me to create a company that offers these solutions in an easy, accessible way.

What I’m most proud of is how Joojeh Joy has evolved. In a short time, we’ve made an impact in pediatric clinics, schools, and even fundraising events, and it’s been so rewarding to see how our products are helping kids and families. The feedback we receive tells me that we’re doing something truly special — families love our sensory toy boxes, and the kids are excited to play with them, not realizing that they’re building important skills while doing so.

The main thing I want potential clients, followers, and fans to know is that my work is rooted in my years of experience as a therapist and educator. Every decision I make about the products we offer, the boxes we create, and the way we connect with our community is influenced by my deep understanding of child development, sensory processing, and therapeutic needs. I’ve made it my mission to provide high-quality sensory tools that make learning and skill-building fun, inclusive, and accessible to everyone. Whether you’re a parent, teacher, or therapist, I want you to know that Joojeh Joy is here to support your journey toward helping individuals thrive.

I’ve been on a rewarding and sometimes challenging path, but at the heart of it all is my desire to make a positive difference in the lives of others, and I feel incredibly grateful to be able to do that through both my work as an occupational therapist and as a business owner.

Any insights you can share with us about how you built up your social media presence?

Building my social media presence actually started back in grad school. As part of a project, my group was tasked with coming up with a way to advocate for the field of occupational therapy. We decided to create an Instagram page about occupational therapy, and that was where it all began for me. I found that I really enjoyed the process of posting and sharing content, and it became a great break from the intensity of grad school. I was probably the most engaged out of our group, which led me to continue posting without giving it too much thought.

After a while, I realized that there wasn’t much out there about the grad school journey in occupational therapy, especially from the perspective of someone going through it. I thought, “Why not share my experience?” So, I created my own Instagram page, @OTwithJasmine, to document my journey through grad school, my rotations, and eventually becoming an occupational therapist. I started posting about my experiences and the day-to-day moments from all of my jobs. I shared how easy it is to implement OT activities using very low-budget materials, making it practical and relatable for people. What I didn’t expect was how much it resonated with others — the page grew much bigger than I ever anticipated. It became a platform where people, whether they were students, therapists, or just people interested in OT, could come for tips, inspiration, and to see that occupational therapy can be fun and easily integrated into everyday life.

The biggest takeaway from that experience is how much I truly enjoy creating content. It’s become a fun, creative outlet for me, a break from my day-to-day work, and I love seeing how much people appreciate it. I’m really grateful for the support I’ve received and for the way my page has grown. It’s been an incredible journey so far!

As for advice on building a social media presence, I would say: just start. It can be intimidating, and it might seem like there’s too much competition or that you won’t get the engagement you want, but the truth is, you never know where it’ll take you. I never imagined I would have as many followers as I do now, and it’s been such a rewarding experience. So don’t wait for everything to be perfect or for all the answers. Just start posting, be consistent, and let your passion shine through. It’s important to stay authentic and share what you love — whether it’s related to your profession, your hobbies, or something you’re passionate about.

We’ve even branched out into other platforms like TikTok, where we’re slowly growing as well. The key is to embrace each platform’s uniqueness and to be open to experimenting and adjusting your approach. It’s all part of the fun!

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

A key lesson I had to unlearn was the idea that everything had to be perfect before I took action. I’ve always been a planner, someone who wants to have everything lined up and figured out before moving forward. But in the process of building my career and starting my business, I realized that waiting for perfection can hold you back.

For example, when I first started my Instagram page @OTwithJasmine and later launched Joojeh Joy, I felt this pressure to have everything in place — the perfect content, the perfect products, the perfect website. But I quickly learned that waiting for perfection meant I was missing out on the opportunity to connect with people and make progress.

I realized that perfection is subjective and often an illusion, especially when you’re trying to build something new. Instead, it’s about getting started, taking imperfect action, and learning as you go. I also realized that when I shared content or products that weren’t perfect, people appreciated the authenticity and honesty behind it. They didn’t expect perfection — they just wanted to see something real and relatable.

This mindset shift helped me grow as both a business owner and as a professional. It also made me more comfortable with the idea of learning from my mistakes and failures along the way, rather than seeing them as setbacks. Now, I focus on progress over perfection and trust the process.

Contact Info:

• Website: https://joojehjoy.com/
• Instagram: https://www.instagram.com/joojehjoy/
• Linkedin: https://www.linkedin.com/in/jasminenoghreyyy
• Other: https://www.instagram.com/otwithjasmine/