In 2017, in the small town of Keynsham, nestled between Bath and Bristol in Somerset, Alexandra founded Initial Design Crafts, a venture that would later grow into The Joyful Rebel.

With a background in Mechanical Engineering and a lifelong passion for creative hobbies, Alexandra combined her technical expertise with her artistic talents to embark on this new journey. What began as a small creative outlet has since blossomed into a thriving business, offering unique handmade products and custom gifts.

The initial product line featured crochet letter cushions, a perfect blend of creativity and craftsmanship. As demand grew, so did the range of offerings, expanding to include a variety of items designed to bring joy and a personal touch to any occasion. From Personalised Birthday Tshirts to custom gifts, The Joyful Rebel prides itself on creating thoughtful, handmade pieces that stand out.

As the business grew, so did its footprint. After slowly taking over the whole house, Alexandra finally carved out a dedicated workshop where the magic happens. It’s here that each product is carefully crafted, from the first stitch to the final detail. The heart of the workshop is a reflection of Alexandra’s creative spirit and engineering precision, blending innovation with tradition.

Of course, no story about The Joyful Rebel would be complete without mentioning the most important member of the team—Batfink, the resident cat. While his contribution may not be in production, Batfink takes his role as the company mascot seriously, although his biggest challenge is often choosing the perfect spot for a nap. Whether it’s snoozing in a cozy corner or sunbathing near the window, Batfink is an integral part of the team’s daily routine, providing a sense of calm and comfort in the busy workshop.