joni launched in March 2020—right at the start of a new decade, a time for big changes and bigger impact. We often get asked, "Why a period care brand?" and "Why the social enterprise route?" Well, here’s why: when 1 in 3 Canadians who menstruate under 25 faces period poverty, it’s a clear sign the menstrual care industry isn’t working for everyone. Period care should be accessible, safe, and sustainable. But until now, options were dominated by plastic products and inaccessibility, leaving a huge gap that we knew we could help fill.
The truth is, joni is more than a brand—it’s a purpose-driven movement powered by the “why” that motivates us every day. Co-founders Jayesh Vekariya and Linda Biggs each brought a deeply personal drive to make change, rooted in gratitude for their mothers—and the sacrifcices they made—and a desire to give back in a meaningful way.
Ready to dive deeper? Read Jayesh’s and Linda’s stories below and discover the legacy they’re building, one sustainable period product at a time.
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 Linda Biggs, joni Co-founder |
 Jayesh Vekariya, joni Co-Founder |