Joy Prime represents the third generation of couturiers in the Johnson/Prime Family.

A designer with Caribbean roots, Joy Prime fuses the rich vibrancy of African/Caribbean style with traditional British designer fashion.

Her career in fashion began in 1992. After spending 18 years in accounts and taxation, Joy found that she was able to turn her hobby into a successful business. She started by designing and making children and women's clothing for local stores in Bridgetown Barbados. She soon added bespoke clothing for men and women to her portfolio.

After returning to the United Kingdom in 1997 she studied and successfully completed a BA(Hons) degree in Fashion Studies at the London College of Fashion.

She has subsequently established a successful fashion company in the UK that services local and international customers. Her product range has expanded to include fashion and home accessories.