About Us
It’s not just a hobby, but acts of creativity that shape tomorrow.
Joann grew from a small 1943 fabric shop in Cleveland into the nation’s largest fabric and craft retailer, offering materials, tools, and inspiration for sewing, crafting, floral design, home décor, and more. Over the decades, the company expanded to more than 900 stores and a vibrant online presence, broadening its assortment from fabric and patterns to include yarns, notions, seasonal décor, and creative project essentials. With the introduction of its “superstore” format, Joann became a true one-stop shop, providing not just products but ideas, guidance, and inspiration to help makers bring projects to life.
Early Days
From its earliest days, Joann has been guided by a simple purpose: to serve and inspire creativity. Rooted in a legacy of putting customers first—even going above and beyond to ensure every maker left with what they needed—Joann grew into a trusted partner for creative expression. For generations, the company has recognized that creativity brings joy, connection, and meaning to people’s lives, adapting with cultural shifts and design trends to support makers at every level. This unwavering dedication to empowering individuals to create is the thread that defines Joann’s history and its ongoing mission.
Rebranding Objective
The new Joann’s will do more than just offer craft supplies. It will also help you discover new resources and techniques by providing access to a knowledgeable community of skilled artisans. Connecting with companies and communities that align with your interests and journey will help you improve your skills, grow your talents, and build a supportive network.
Identity
Joann is not just a place to shop but a place to belong—where creativity thrives through shared passions, mutual support, and the spark of imagination that shapes tomorrow.
Our New Logo
This logo represents the new identity for Joann.
The bold “J” standing for the brand itself. The “J” encircles and supports the central starburst, symbolizing a community of makers—a space where creativity is nurtured and shared.
The first round of digitized logos. All logos have a stylized.
This round of sketches leads into the first round of digitized logos. All logos have a stylized.”J” at its base with a spark at its top.
The Joann logo is built on a clear, intentional structure that ensures consistency, balance, and recognizability across all applications. Each element serves a distinct purpose within the brand identity system.
The first round of digitized logos. All logos have a stylized.
Community Impact Rings
This graph communicates the ripple effect of Joann’s creative ecosystem—from personal, independent creativity at the center outward to large-scale, community-impact leadership.
EDUCATION
The first step in a maker’s journey.
INNOVATION
The second step where makers grow through exploration and discovery.
COLLABORATION
From curious, independent exploration into a shared learning with others.
CONTRIBUTION
From learning to actively contributing.
Service (SV01)
Joann Creative Support Network (CSN)
A resource hub that helps makers through expert advice, smart tools, and real-time support.
Description
The Joann Creative Support Network connects customers with expert guidance, real-time assistance, and smart tools that simplify every stage of making, from idea to completion.
Mission Focus
Joann Creative Support Network reinforces Joann’s mission to empower makers with the resources they need, ensuring their creative drive never falters because every act of creation sparks the innovation that shapes tomorrow. By combining expert guidance, smart tools, and accessible digital resources, it provides makers with the knowledge, confidence, and support they need to turn ideas into inspired creations.
Similar To
Michaels Makerspace, Craftsy, Home Depot DIY Workshops
Differentiators
The CSN stands out by integrating in-store expertise, digital tools, and AR design into one platform, offering personalized guidance and mentorship that turn creative support into an empowering experience.
Service (SV04)
A community-driven platform for sharing, trading, and donating surplus craft and fabric materials.
Description
Joann DesignLab integrates AI-powered pattern generators, 3D visualization, and augmented-reality previews to help makers plan and personalize their projects digitally.
Mission Focus
The DesignLab reinforces Joann’s mission to empower makers with the resources they need, ensuring their creative drive never falters because every act of creation sparks the innovation that shapes tomorrow by merging technology with artistry and innovation. Through AI-powered design tools, real-time visualization, and intuitive digital planning, the DesignLab gives creators the ability to experiment, refine, and customize their ideas.
Similar To
Canva, Adobe Express, Spoonflower Custom Design Studio
Differentiators
Unlike other digital design tools, Joann DesignLab connects directly to Joann’s product ecosystem—allowing makers to visualize, customize, and instantly source the exact materials they need, turning digital ideas into real, ready-to-create projects.
Products (PR03)
A line of tech-enhanced crafting tools designed to elevate precision, efficiency, and creative confidence.
Description
The Joann SmartTools Collection brings innovation to the maker’s workspace with Bluetooth-enabled cutting mats, digital measuring tapes, heat-sensitive rulers, and
app-connected craft tools.
Mission Focus
The Joann SmartTools Collection reinforces Joann’s mission to empower makers with the resources they need, ensuring their creative drive never falters because every act of creation sparks the innovation that shapes tomorrow by integrating smart technology with traditional craftsmanship. These tools simplify complex steps, enhance precision, and provide real-time support, allowing makers to focus more fully on creativity rather than technical barriers.
Similar To
Cricut Smart Products, Glowforge Accessories, Brother ScanNCut Tools
Differentiators
Unlike other smart crafting tools, the Joann SmartTools Collection connects directly to Joann’s digital ecosystem—offering pattern syncing, project tracking, and personalized tool recommendations, transforming every workspace into a connected creative studio.
Education (EDU01)
A mobile education program that brings hands-on art and craft experiences to underserved communities
Description
Create Academy is a mobile art and craft program that brings hands-on learning to underserved communities, providing materials, workshops, and guidance to help students discover creativity and confidence through making.
Mission Focus
Create Academy: Education Program reinforces Joann’s mission to empower makers with the resources they need, ensuring their creative drive never falters because every act of creation sparks the innovation that shapes tomorrow. By delivering hands-on art experiences to communities with limited access, it nurtures creativity at an early age, builds confidence through making, and inspires lifelong curiosity and innovation.
Similar To
The Craft Bus, The Imagination Station, Maker Mobile
Differentiators
JCreate Academy stands out by blending hands-on creativity with structured learning, offering take-home kits and mentorship from Joann instructors to build lasting connections and inspire continued creativity beyond each visit.
Co-Branding (CO01)
Maker Home: Joann & Lowes
A partnership program that merges home-improvement skills with creativity through DIY kits using building and craft materials.
Description
Maker Home is a co-branded initiative between Joann and home improvement retailers that combines craftsmanship and creativity through curated DIY kits, pairing materials like wood, fabric, yarn, and hardware.
Mission Focus
Maker Home reinforces Joann’s mission to empower makers with the resources they need, ensuring their creative drive never falters because every act of creation sparks the innovation that shapes tomorrow. By bridging construction and creativity, the program empowers customers to design homes that reflect their individuality, craftsmanship, and imagination.
Similar To
Home Depot DIY Workshops, Michaels x Cricut Collabs, Magnolia Home
Differentiators
Maker Home stands out by blending construction and design through multi-material DIY projects that combine building and artistic finishes, turning home improvement into a creative, hands-on experience.
Experiences (EX01)
Maker’s Market & Creative Showcase
An event where makers can learn, create, and connect through live demos, mini-classes, and hands-on craft experiences
Description
Joann hosts a lively, community-driven event featuring live demos, maker booths, and mini-classes where customers can create take-home projects, explore curated crafts, and celebrate creativity at every skill level.
Mission Focus
Maker’s Market & Creative Showcase reinforces Joann’s mission to empower makers with the resources they need, ensuring their creative drive never falters, because every act of creation sparks the innovation that shapes tomorrow. By transforming its space into an interactive hub of learning and collaboration, it invites customers to connect, create, and share their passion for making in a way that strengthens both skill and community.
Similar To
LEGO Build Events, Maker Faire, Etsy Made Local
Differentiators
Joann’s Maker’s Market & Creative Showcase stands out by combining retail, education, and community in one interactive event where customers can make, learn, and shop alongside instructors and local artisans, turning the store into a collaborative creative space.
Sevice (SV02)
A resource hub that helps makers through expert advice, smart tools, and real-time creative support.
Description
The Joann Maker Mentorship Program pairs customers with experienced artisans, designers, and educators for personalized guidance across various
crafts and skill levels.
Mission Focus
Joann Maker Mentorship reinforces Joann’s mission to empower makers with the resources they need, ensuring their creative drive never falters because
every act of creation sparks the innovation that shapes tomorrow by connecting learners directly with experts. This connection transforms guidance into growth, giving makers the confidence to experiment, refine their skills, and discover their unique creative voice.
Similar To
MasterClass, Skillshare, Michaels Classes
Differentiators
Unlike other online learning platforms, the Joann Maker Mentorship Program emphasizes live, personal interaction and local community building—bridging in-store experiences with digital mentorship to create lasting relationships.
Products (PR01)
A hands-on learning program that helps people build confidence and creativity through guided craft kits and digital project tutorials.
Description
Create-A-Project connects making with learning through customizable Project-in-a-Box sets and digital pattern subscriptions. Each project provides guided materials and tutorials that help makers of all levels learn new skills, gain confidence, and create something uniquely their own.
Mission Focus
Create-A-Project reinforces Joann’s mission to empower makers with the resources they need, ensuring their creative drive never falters because every act of creation sparks the innovation that shapes tomorrow. By blending hands-on learning with accessible materials and guided instruction, it inspires confidence, nurtures skill development, and transforms every project into an opportunity for growth and creative discovery.
Similar To
Pop Shop America, Creativebug
Differentiators
Unlike Creativebug and Pop Shop America, Joann stands out by offering fully customizable projects for all skill levels, with higher-tier subscriptions providing expert tutorials and personalized mentorship from professional artisans.
Environments (ENV01)
A platform that lets makers design, learn, and personalize projects virtually and through augmented-reality tools.
Description
Virtual Maker Studio blends physical and virtual creativity, offering interactive classes and integrated augmented-reality design tools that let makers visualize and personalize their projects from anywhere.
Mission Focus
Virtual Maker Studio reinforces Joann’s mission to empower makers with the resources they need, ensuring their creative drive never falters because every act of creation sparks the innovation that shapes tomorrow. By connecting technology with artistry, it builds an inclusive digital community that inspires learning, experimentation, and shared creativity.
Similar To
MasterClass, Canva Community Hub, Michaels Online Classes
Differentiators
Unlike other digital learning platforms, Virtual Maker Studio centers on interactive making and real-world creation, not just passive learning. Through AR tools, live collaboration, and user-driven challenges, Joann creates a dynamic space where digital inspiration directly fuels hands-on creativity.
Education (EDU02)
Create & Construct
A community workshop program that teaches people to combine design and construction
Description
Create & Construct merges design, innovation, and construction through hands-on workshops that teach participants how to plan, build, and finish creative projects, developing both technical skills and design thinking in
an accessible, community-based setting.
Mission Focus
Create & Construct reinforces Joann’s mission to empower makers with the resources they need, ensuring their creative drive never falters because every act of creation sparks the innovation that shapes tomorrow. By combining design principles with hands-on building experience, it equips participants with the confidence, technical skill, and creative mindset to transform ideas into purposeful, well-crafted works.
Similar To
Girls Garage, The Crucible, Shop Class
Differentiators
Create & Construct stands apart by combining design thinking with hands-on construction, guiding makers of all ages from concept to completion through community partnerships and mobile workshops that merge creativity, craftsmanship, and mentorship.
Co-Branding (CO02)
Blueprint to Beautiful
Co-branded campaign that teaches people how to turn home improvement projects into personalized, creative designs.
Description
From Blueprint to Beautiful is a co-branded campaign with home improvement retailers that guides customers through the entire creative process—from construction to decoration—teaching them how to turn practical builds into personalized, beautiful designs.
Mission Focus
From Blueprint to Beautiful reinforces Joann’s mission to empower makers with the resources they need, ensuring their creative drive never falters because every act of creation sparks the innovation that shapes tomorrow. By uniting craftsmanship and creativity, the collaboration celebrates the full spectrum of making—from construction to customization.
Similar To
HGTV Home Makeover Series, Lowe’s x Magnolia Network, The Home Depot DIY Channel
Differentiators
This partnership stands out by uniting craftsmanship and artistry, showcasing the full creative process where every project becomes both practical and inspiring.
Experiences (EX01)
A creative experience that uses guided craft projects to help people through the power of making
Description
Through guided craft sessions and collaborative projects, participants use creativity to rediscover purpose and community—showing how design can inspire personal growth and positive change.
Mission Focus
Design with Purpose reinforces Joann’s mission to empower makers with the resources they need, ensuring their creative drive never falters because every act of creation sparks the innovation that shapes tomorrow. By using creativity to heal, teach, and unite, it transforms making into a meaningful practice that uplifts individuals and strengthens communities.
Similar To
The Art Therapy Project, Wounded Warrior Project Creative Arts, Scrap Creative Reuse Workshops
Differentiators
Design with Purpose combines creativity, wellness, and sustainability by partnering with veteran groups, therapists, and educators to use making as a powerful tool for healing, connection, and empowerment.
Service (SV03)
A community-driven platform for sharing, trading, and donating surplus craft and fabric materials.
Description
The Joann Materials Exchange Hub allows makers to give unused supplies a second life by connecting them with others who need them.
Mission Focus
The Joann Materials Exchange Hub reinforces Joann’s mission to empower makers with the resources they need, ensuring their creative drive never falters because every act of creation sparks the innovation that shapes tomorrow by promoting mindful making and material sharing. By giving unused supplies a second life, the platform removes barriers to creativity, encourages sustainable
practices, and fosters a culture of generosity within the maker community.
Similar To
Freecycle, Buy Nothing Project, Craft ReStore
Differentiators
Unlike donation-only programs, the Exchange Hub blends sustainability with creativity—providing both physical spaces and digital tools for makers to share, trade, and connect, turning leftover materials into new possibilities.
Products (PR02)
A sustainable craft program that teaches people how to upcycle discarded materials into creative, functional projects.
Description
This curated collection provides reclaimed materials, design templates, and step-by-step tutorials that teach upcycling and creative reuse. Each kit encourages makers to reimagine waste as a resource, combining sustainability with self-expression while promoting a culture of mindful making.
Mission Focus
Renew & Recreate Collection reinforces Joann’s mission to empower makers with the resources they need, ensuring their creative drive never falters because every act of creation sparks the innovation that shapes tomorrow. By transforming reclaimed materials into creative opportunities, it encourages sustainable making, teaches resourcefulness, and inspires a new generation of makers to see possibility and beauty in what already exists.
Similar To
Patagonia Worn Wear, FabScrap Reclaimed Fabric Bundles, TerraCycle Craft Boxes
Differentiators
Joann’s Renew & Recreate Collection makes upcycling easy and inspiring with ready-to-use kits that teach sustainable crafting, empowering makers to create with purpose and reduce waste creatively.
Events (EN02)
Skill Lab Saturdays
Weekly workshops where makers learn new techniques and create together in a collaborative, hands-on environment.
Description
Skill Lab Saturdays offers weekly hands-on classes where makers of all levels can learn new techniques, access quality materials and tools, and create alongside others in a collaborative, workshop-style environment.
Mission Focus
Skill Lab Saturdays reinforces Joann’s mission to empower makers with the resources they need, ensuring their creative drive never falters, because every act of creation sparks the innovation that shapes tomorrow. By offering accessible, hands-on classes led by experienced instructors, it cultivates creativity, builds confidence, and fosters a sense of community where learning and inspiration thrive.
Similar To
Michaels Make Break, The Home Depot DIY Workshops, CraftJam
Differentiators
Joann’s Skill Lab Saturdays stands out by combining artistry and education in hands-on workshops that emphasize both creativity and skill mastery, fostering a supportive community where makers learn, create, and grow together.
Education (EDU03)
An educational initiative that provides scholarships, workshops, and mentorship opportunities for students
Description
The Joann Creative Scholars Program supports emerging artists and designers through a mix of financial aid, project-based grants, and professional mentorship.
Mission Focus
The Joann Creative Scholars Program reinforces Joann’s mission to empower makers with the resources they need, ensuring their creative drive never falters because every act of creation sparks the innovation that shapes tomorrow by investing in creative education. Through scholarships, mentorship, and access to essential tools, the program supports emerging makers as they build foundational skills and pursue their creative goals.
Similar To
Adobe Creative Residency, Vans Checkerboard Fund, Michaels Craft Education Foundation
Differentiators
Unlike traditional scholarship programs, Joann Creative Scholars integrates hands-on learning with mentorship and material access—helping students not only afford education but also experience the full creative process from concept to creation.
Co-Branding (CO03)
Partnership between Joann and Habitat for Humanity that pairs home construction with custom-crafted décor.
Description
Habitat to Home is a partnership between Joann and Habitat for Humanity where Joann volunteers collaborate with new homeowners to create personalized décor that adds warmth and character to their newly built homes.
Mission Focus
Habitat to Home reinforces Joann’s mission to empower makers with the resources they need, ensuring their creative drive never falters because every act of creation sparks the innovation that shapes tomorrow. By bridging construction and creativity, Habitat to Home provides meaningful opportunities for volunteers to build, craft, and connect. It encourages future homeowners to take part in creating their own décor, fostering a sense of pride and belonging while inspiring a pay-it-forward spirit that strengthens communities for years to come.
Similar To
The American Legion, Whirlpool
Differentiators
Unlike other partners who focus on donations or construction support, Joann engages homeowners in the creative process—helping them design and craft personalized décor that transforms each house into a true home.
Experiences (EX03)
An immersive creative experience that combines workshops, collaboration, and inspiration in a retreat-style setting
Description
The Joann Maker Retreat invites participants to step away from their daily routines and immerse themselves in a weekend of creativity, learning,
and community.
Mission Focus
The Joann Maker Retreat reinforces Joann’s mission to empower makers with the resources they need, ensuring their creative drive never falters because every act of creation sparks the innovation that shapes tomorrow by fostering deep creative engagement and shared experiences. Through hands-on workshops, collaborative projects, and immersive learning environments, the retreat offers makers uninterrupted time to explore new techniques, refine their craft, and connect with others who share their passion.
Similar To
Craftcation, The Makerie, Michaels Camp Creativity
Differentiators
Unlike other craft events, the Joann Maker Retreat combines education, inspiration, and relaxation in one immersive experience. Participants not only learn new skills but also co-create projects, connect with mentors, and leave recharged with renewed creative purpose.