NEW YORK - s4story -- Luxury handbag brand Keis To Joi launches with debuting its core collection, The Keis Within- a deeply personal and symbolic line of self discovery.

Showcased within Atelier Jean Rousseau New York- the former Rockefeller Mansion, The Keis Within Collection tells a story of evolution from uncertainty to confidence, from silence to strength, from seeking to becoming. Each design embodies the brand's values of empowerment, authenticity, and timeless storytelling reminding every person that true luxury begins within.

Keis To Joi is founded by visionary entrepreneur Joy A.M. Frazier, and inspired by the universal journey of growth and self-realization.

"The Keis Within isn't just our first collection, it's the backbone of everything Keis To Joi stands for," Founder Joy A.M  Frazier. "It's about realizing that the strength, wisdom, and heart we seek have always been within us."

THE CORE COLLECTION: THE KEIS WITHIN

The Muse Tote- Wisdom
For the visionary and builder of dreams. Structured sophistication meets quiet power. Designed for the visionary and strategist, it embodies clarity, intellect, and purpose — the mind that leads with vision.

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The Freedom Saddle - Courage
For the trailblazer who moves boldly and leads with grace. Dynamic and daring, built for movement and boldness. A symbol for those who lead fearlessly and live with intention.

The Legacy Clutch - Heart
For the keeper of stories, heritage, and love. Elegant and emotive, it celebrates love, lineage, and grace- a vessel of heritage and authenticity.

Every piece is bespoke crafted in collaboration with Jean Rousseau Paris, celebrated for its exceptional leatherwork and heritage of craftsmanship.

Guiding the creative vision is Alejandro Guillen, Lead Designer for Keis To Joi, brings design expertise in commercial handbags and private label collections. With over two million handbags sold in just three years, Guillen brings a rare balance of architectural precision and emotional depth to every design. The collection delivers refined, bold and soft designs complementary to the high quality leather obtained from non-slaughtered bovine sources.

Owners are invited to create their own expression of individuality, selecting from 27 bespoke variations composing a "kei" that is uniquely theirs.

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BEYOND FASHION- Rooted in community, Joy A.M. Frazier extends her mission through the Mehala Isadora Miller (MIM) Foundation Inc.  a registered 501 (c)(3) non profit organization that empowers young women and girls through mentorship, education, and mental wellness initiatives. While the foundation centers on women's empowerment, the message of Keis To Joi transcends gender encouraging all people to embrace their own journey of self-discovery and purpose. "Self-discovery belongs to everyone. The MIM Foundation nurtures our girls, but our brand reminds the world that Joi is universal." - Joy A.M. Frazier.

After its New York launch event, Keis To Joi will expand to Tokyo and London in 2026.

For more information about the launch or brand: Marketing@keistojoi.com 934-2-KEIS-2-U

ABOUT KEIS TO JOI
Founded by Joy A.M.  Frazier, Keis To Joi is a New York-based luxury brand rooted in heritage, empowerment, and storytelling. Each design embodies the belief that true luxury begins within. The brand's signature motifs, keys, locks, and legacy-inspired hardware symbolize unlocking potential, purpose, and Joi.