Author bio

Joï’s Northern European inspiration is a reflection of my own personal history. I am half Dutch, half English, was born in Norway, and grew up in Sweden and the Netherlands. Having quite the sweet tooth, I’ve enjoyed my fair share of baked treats from all over Northern Europe!  

Although my career is in design and innovation rather than in the culinary arts, I have always loved baking. My mother shared her enthusiasm for cooking and baking with me when I was a child. Both of my grandmothers were talented home bakers and they feature often in the book. 

Now that I’m living in Chapel Hill, North Carolina with my husband and two little boys, I am having fun replicating the sweets and baked goods from my childhood. It fills my heart to pass these recipes on to other enthusiastic home bakers and to share a taste of my pastry-heritage with you all.

I am a commercial food photographer & brand strategist,  based out of the San Francisco Bay Area. I started my photography journey about 12 years ago. I’ve been featured in several publications including Silicon Valley's Content Magazine & Investors Lifestyle Magazine, among others.

At the beginning of 2020, I shifted my photography focus, and applied my signature use of light and storytelling to what I considered at the time, subjects outside of my comfort zone: Joanna’s Northern European pastry. And that was the inception of the idea behind the making of "JOÏ: Baking and photographing Northern European pastry" and my new path in life as a Commercial Food Photographer. I am honored beyond words to be working which such a talented baker, and extraordinary human being, Joanna.