We caught up with the brilliant and insightful Jasmine Noghrey a few weeks ago and have shared our conversation below.

Jasmine , looking forward to hearing all of your stories today. We’d love to hear the backstory behind a risk you’ve taken – whether big or small, walk us through what it was like and how it ultimately turned out.

One of the biggest risks I took was starting my sensory toy company-Joojeh Joy while working as an occupational therapist and special education teacher. It was a big leap because I was stepping out of my comfort zone, leaving behind a traditional setting to build something new. But I knew there was a need for sensory toys that were not only functional but also engaging and therapeutic. The risk paid off, and it has been incredibly rewarding to see how our products help children with sensory processing disorders, autism, and other neurodiverse needs.

Jasmine , before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

Hi! I’m an occupational therapist and special education teacher. Over the years, I’ve worked with a range of clients, from infants to school-aged children, supporting them with sensory needs that can affect their daily lives. I’ve also had experience working in neuro outpatient rehab, which gave me valuable insights into working with individuals who have more complex sensory and motor needs. After seeing a gap in the market for high-quality, therapeutic sensory toys that are both fun and functional, I decided to start my own sensory toy company. I wanted to create a line of toys that were specifically designed to support sensory needs while also being engaging and playful. My background in occupational therapy, special education, and neuro outpatient rehab has been crucial in ensuring our toys meet therapeutic goals while also being safe and enjoyable.

Any advice for growing your clientele? What’s been most effective for you?

One of the most effective strategies for growing my clientele has been word of mouth, especially from other professionals in the field, like pediatricians, teachers, and therapists. Building relationships with other healthcare professionals has helped spread the word about our products. Additionally, having a strong online presence, offering educational content such as tips for parents and caregivers, and showcasing real success stories from our clients has helped establish credibility and trust in the brand.

Let’s talk about resilience next – do you have a story you can share with us?

Early on, I faced many challenges balancing the demands of running a business and my role as an occupational therapist and special education teacher. There were times I felt overwhelmed by the sheer number of decisions I had to make, from product design to shipping logistics. But I learned to lean into the process, prioritize what mattered most, and slowly build a supportive team around me. The resilience came from focusing on the impact we could have on children’s lives and staying connected to the purpose behind the business. Now, seeing how our toys are helping kids thrive in therapy and at home reminds me why it was all worth it.

Contact Info:

• Instagram: Joojeh Joy
• Facebook: Joojeh Joy
• Other: Jasminenogs (tiktok)