About Us - darkoct02

Who Is Joy?

Born and raised in Turin’s beautiful hills, my passion for baking goes back to when I was very young and already my entire family was enjoying my Christmas cakes.

At that time my inner voice was not loud enough to make me deciding to make my life out of that; I studied economics, moved in Milan and started a path in marketing and sales in big multinational companies. With adulthood came the encounter with the love of my life, my husband Guglielmo, and the discovery of the coeliac disease, with all the frustrations and renounces coming with it when you love pizza, croissants and cakes!

Since then our family grew with the arrival of our kids Mattia and Matilde, and with the decision to move to Brussels, a city we love and where we set our home.

While working as general manager for a major multinational company, I decided to give space again to my inner voice, studied to develop my gluten-free skills and took the diploma as pastry and bakery chef.

Raffaella.

Joy's Unique Promise

Are you dreaming of the succulent, mouth watering sweet and savoury baked goodies? Joy offers the most exquisite selection of gluten-free, lactose-free viennoiseries, pastries and bakery products. So amazingly good you’ll forget they are gluten free!

Joy's Mission

I believe freshly baked pastries are one of the joys of life.

Joy is finally my dream coming true: a gluten free bakery in Brussels, whose mission is to bring a pure moment of joy into the lives of people who are intolerant to gluten and lactose, in all safety.

I know well the very annoying feeling of entering in a bakery-pastry shop and being asked if your intolerance is ‘really serious’ or just a ‘food trend’ and if ‘some contamination’ poses a ‘real’ problem.

My laboratory is 100% gluten free, and majority of my products also lactose free. I pay enourmous attention to any other possible cross contamination, by separating ingredients and process in places and times.

Joy's commitments

I believe you deserve an experience of ‘pure joy’, so I’d like to make you feel cared for and treated in a unique way along the journey:

I am passionate about my products; that’s why I test and refine all recipes until they are just delicious.

I believe we eat first with our eyes; that’s why I put love into my products aesthetics and presentation details.

I want you to enjoy my products at their best; that’s why I provide you all needed tips & tricks to enhance your experience.

I know how much quality and safety is important for people having food allergies and intolerances; that’s why I work only with ingredients of top quality, sourced in Belgium, Italy and UK, and from the best suppliers in their category, certified gluten and lactose free.

I also pay enormous attention to any cross contamination, separating allergens and processes.

I think ethical and ecological; that’s why:

I avoid any unnecessary waste by producing on order
I use as much as possible belgian fruits of the season and recyclable packaging
I deliver directly or via trustworthy partners using electrical vehicles, run by people who are fairly treated.

Joy got the label Good Food by Bruxelles Economie et Emploi