Creative director for popular clothing line tells her story as an Orthodox Jew

by Michael Sax

Despite a long journey, Joyce returned to her Jewish roots and knows what is truly important. See her inspiring story here!

Joyce and the Power of Shabbat

Meet Joyce Azria, creative director at BCBGeneration. Joyce had a Jewish upbringing. She fondly remembers Shabbat dinners and lighting candles on Friday nights. It was a big family gathering. Her aunts, uncles, and cousins joined them.

Facing challenges

Joyce explains that when we face life challenges, we look for pillars of consistency. She was faced with challenges and looked for answers. Joyce was open to trying meditation, Indian healing, therapy, and more. Yet none of those helped.

So Joyce returned to her pillar of stability – Shabbat. After exploring so many other philosophies, she returned to what she knew was true, her roots. And then things started to get better. Joyce began to work for her family’s company. She started as an apprentice and worked her way up. She gained experience in every department and every division.


This woman is not alone. All over the world, Jewish people light candles and make kiddush for Shabbat. They make kiddush over grape juice or wine, and eat a special bread called challah. Shabbat is a day of rest. Other cultures adopted it and developed a six-day work week with a day of rest. Some people even eat traditional foods, like gefilte fish, chicken soup and cholent. Shabbat marks the connection between God and the Jewish people. God created the world in six days and rested on the seventh.

When people talk about Shabbat, they also refer to rekindling the connection with God. During the rest of the week we work, but on Shabbat we reconnect with God. We remember what is truly important. Hence, Shabbat also shows the belief that God created the world. It’s not just about lighting candles or drinking grape juice. There’s so much more to it than that. It is no wonder that this special day makes an impression.

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