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Meet Joanna Steinberg of Eye Heart Mercantile

Today we’d like to introduce you to Joanna Steinberg.

Joanna, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
Eye Heart Mercantile is a visual storybook and shop of things I love. Each piece represents a part of me, a place that I have been to and a piece that I connected with. As the founder of an ethical fashion brand that I recently closed, the journey hasn’t been straight and narrow, but I am thrilled and excited about this next chapter. Currently living in LA by way of NYC, I am feeling reinvigorated and ready to showcase my thoughtful selection of home décor and personal accessories with you.

Eye Heart Mercantile, sells art, furniture, and objects that define my personal style and values. Drawing on my love for travel, a global point-of-view permeates the way the store is curated. I carry a combination of treasures and vintage finds from world travels and local scouting, goods from trusted partners, along with designs of my own, created with the help of local and global artisans. I also offer interior styling, vintage sourcing, and design consultation services to individuals and brands.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
The road has not been a smooth one. Lots of twists and turns along the way! I have run into struggles with everything from launching my initial website, to production, aligning with the right manufacturers, trademark issues, you name it! Having a retail business, especially one with a focus on global artisanal crafts, is not easy.

Overcoming obstacles takes determination to keep going even when you hit walls (there are many) and mind power to trust the process.

Eye Heart Mercantile – what should we know? What do you guys do best? What sets you apart from the competition?
I have three core businesses: Marketing, Interiors, and Retail. Eye Heart Mercantile is a collection of natural, artisan made accessories, mixed with my passion for worldly interiors, vintage objects, and textiles. I sell on Etsy, Chairish, my website (, social media, and at pop-ups and markets around LA!

JoJo Steinberg offers interior styling, vintage sourcing, and design consultation to individuals and brands. I create inspiring spaces utilizing found-objects, bold patterns and textures to create a warm, relaxed and inviting space. While I work with both commercial and residential clients, my primary focus is on short-term rental properties (AKA Airbnb, VRBO, Home Away) to help owners maximize their revenue potential, while matching a renter’s desire to get off the grid and feel fully immersed in their vacation experience.

Kin Lab Collective focuses on establishing and nurturing collaborative marketing opportunities for clients, with a focus on Instagram and offline community cultivation. I am committed to championing people and products I love, working with craftsman, emerging brands, boutique hospitality ventures, and cultural institutions to accelerate their growth by designing highly curated integrations that create meaningful connections.

What is “success” or “successful” for you?
My definition of success has evolved over time. I used to purely look at it as being directly tied to financial success and title, but now I see it a bit differently.

I think success is defined as achieving one’s highest potential intellectually, spiritually, socially, and financially. It’s more holistic than simply having a title or hitting a certain tax bracket. And, it is also a moving target throughout the course of one’s life cycle.

For me, success is having the ability to travel, explore and nourish my mind and body, while endeavoring on financially rewarding opportunities that allow me to live a fulfilling and generous life that gives back to others.

I will feel successful when I have the means to effortlessly share inspiring spaces and experiences that I have designed with others and the financial freedom to do things that truly nourish me every day, from spending quality time with those I love, to having culturally enriching experiences around the world.

Contact Info:

Image Credit:
Marisa Vitale Photo, Erin Simkin Photography, Ladyslider, Marina Atallah Photography

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