Joi, a native to Atlanta, has been hand-crafting hair and makeup for the past 22 years. Joi first opened fresche in 2003 in Grant Park. Her resume includes platform work, theatre, runway, photo shoots, video and New York fashion week. Joi’s work has been published in Lucky, Allure and Vogue magazines along with other Atlanta-based magazines. Her education is amongst the highest in the industry, where she has worked in every aspect to further her experiences.
Joi’s career began under Tina Terry Hunt with Redken as an apprentice and has continued with Marylle Koken, Michael Posanelli, Robert Lobetta, and the entire international Artistic Team with Sebastian. Joi has been internationally-recognized as a Platform Artist traveling and teaching other hairstylists about the latest techniques in cutting, colouring and finishing hair. Now, as a member of the KMS Art Team, she is continuing her love for education and helping other stylist grow. Joi says, “I feel it is extremely important to always know what’s new in our industry. Fashion and hair change constantly, so as an artist, I have to be ahead of the curve to know what to offer my client’s for a fresche new look.” All of the stylists at fresche receive ongoing education from Joi to ensure that they are at the highest level of their craft.
Joi believes that the decisions that are made creating a new look for someone are very important. As a stylist, her energy and connectivity are keys to success. She strives to connect with her clients by knowing what to listen for from the inside out to know what type of style someone needs or wants. Fortunately, during this process amazing relationships are formed and magic happens. Joi feels that is the best part of being creative and having the opportunity to do what she does.
During your initial consultation Joi focuses on your natural hair texture, cutting and colour to compliment your face shape, lifestyle, and individuality. She specializes in hair cutting techniques that grow out seamlessly and with low maintenance styling at home. Joi’s clients are always expressing the difference in getting one of “Joi’s cuts”, is that…
“her haircuts grow out seamlessly and are effortless to style at home.”
Joi’s passion for the industry began as a child playing with her doll’s hair and she says, “Now as a grown-up I still get to play with hair!”
“For me, it is so much more than what meets the eye, it is creating something beautiful and making your clients feel beautiful every day. You can change someone’s attitude so easily, which can change much more than just their hair. Being a constant student of life, I feel blessed to be able to grow creatively on a daily basis. Not many people get to say that about what they do.” – Joi Rooks