Joy Fennell

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I met Dayna through a friend that recommended me for a makeup job with her. After working with Dayna, we both realized that we loved similar things like crystals! We talked and I was fascinated by her job with Etsy as Trend Expert. Trend forecasting is an interesting field. I have followed fashion trend forecaster, Lidewij Edelkoort, for years. I always wondered how they literally predicted the future. That’s why I love watching the makeup during fashion shows because they literally set the trends for the season. So Dayna is definitely an extension of my obsession with trend forecasting. She puts in the work and it helps so many individuals with their businesses. And for that, I appreciate her work in this world. Now she’s a big-time host on NBC on a show called, Making It (! They are currently growing strong on their second season but I’m pretty sure you’ll see more of Dayna! I’m willing to bet that she’s going straight to the top! 


And now introducing Dayna Isom Johnson for The Joy In Beauty……


  1. What does The Joy in Beauty mean to you?

The Joy In Beauty means feeling confident and radiant in my own skin, tossing comparisons out the door, and knowing that my imperfections are what me uniquely beautiful.


2. Explain your role/protocol as a “Trend Expert ” for Etsy — what does a typical work day look like for you?

As part of my role at Etsy, I’m in constant pursuit of new and unique finds on Etsy in an effort to unearth the latest and greatest designs, up-and-coming Etsy shops, and showcase sellers with exciting stories. One of the many reasons I love my job is because no day looks the same. One day, I can be writing my latest trend guide and the next could be spent doing radio interviews, or participating in a panel discussion about creative entrepreneurs.


3. How do you spot a trend before it flourishes? Does the same technique you use for Etsy apply to other industries?

When spotting trends I rely on a few sources. The first is the incredibly creative artists in the Etsy community. Because our sellers are not tied to the traditional structure of most retailers, they have the freedom to be inspired by whatever sparks their imagination or gaining popularity in the zeitgeist. The second is staying on top of the traditional forecasters like WGSN and Trend Bible. From these two sources I determine what are the common threads.


4. Out of all the handmade items you’ve presumably purchased from creators on Etsy, which is your favorite, and why?

Choosing one favorite is almost impossible! I’ll give you my top top three favorite beauty buys: abalove makes my favorite facial mist that I especially love in the summer for adding a fresh dewy glow to your face, the curling gel from noirnaturaproducts that leaves my curls soft and full, and the coffee scrub from palermobody is fabulous! I love buying beauty products on Etsy because I’m supporting a small business and because it’s developed in small batches I know exactly what ingredients are in the products and can work with the sellers to find products especially for my needs.


5. How did you land your position as a judge on the NBC series, Making It? Do you have a history in television, or was this a new experience for you?

The Etsy team found out that NBC was creating a show that spotlighted makers and we wanted to be a part of it.  I submitted a casting tape to the network and after several interviews, I landed the role!


6. What tips do you have for people aspiring to work in a creative career like yours?

Becoming the Etsy Trend Expert was not the career journey that I planned or expected. My advice to anyone looking to grow their career is to always speak up and share your interests. I’m fortunate that I work at a company where when I presented the idea of becoming the “trend expert” it was supported.  You need to share your passions and goals and be open, honest, and transparent so the people around you can support your mission.  


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I’m Joy and I’m here to let you know that you are perfect and whole just the way you are. Come journey with me as we explore what beauty, true beauty, really means! Let’s lift each other while having fun and making new discoveries. Sounds like a good time to me so.. Let’s Stay in Touch! 

All Black Everything summit 




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