Exploring Life & Business with Jasmine Noghrey of Joojeh Joy

Today we’d like to introduce you to Jasmine Noghrey

Hi Jasmine , thanks for joining us today. We’d love for you to start by introducing yourself.
My journey into occupational therapy began when I became a behavioral therapist. Working with neurodivergent children and implementing ABA therapy, I quickly realized I had a natural ability to help kids learn new skills. Seeing their progress inspired me, and I continued working in that field for many years.

At the same time, I became a special education teacher at a private school that served both children and adults with disabilities. I taught various subjects, from adaptive art to music therapy, and really enjoyed the variety. I still work there today, but now I also provide OT services and teach social skills classes.

While working at the school, I had the chance to meet several occupational therapists. That is when I truly fell in love with the field. What stood out to me was how broad occupational therapy is. You can work with all ages and in so many different areas, which meant I could make a bigger impact. So, I decided to pursue it myself.

Since then, I’ve worked in neurological outpatient rehab, and I found it both challenging and rewarding. It pushed me to become a better therapist, and I learned a lot from working with adults. At the same time, I had an opportunity to work in a pediatric clinic, which allowed me to find a balance between working with kids and adults. There is actually a lot of overlap between the two, which has helped me grow in both areas.

During this time, families began asking me for sensory toy recommendations, and I also had friends and family who were looking for ideas. That’s when I decided to start curating sensory boxes that were evidence-based and tailored to children’s needs. From there, I created my company, Joojeh Joy, and it has been such an exciting journey. We have grown a lot, partnered with local charities, and now have our products in private schools across California. We are expanding and making an impact, and I am excited for what’s next.

I also wanted to share my experiences more widely, so I created an Instagram called @OTwithJasmine and a TikTok @Jasminenogs. Through those platforms, I’ve connected with other OTs, professionals in related fields, and families with kids on the spectrum. It has been amazing to build such a supportive community, and I love being able to share what I’ve learned while also learning from others.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Starting a business or entering a new field is rarely a smooth road. For me, the transition into occupational therapy was definitely made easier by my background as a special education teacher and behavioral therapist. I already had experience working with neurodivergent children, and I had exposure to multiple disciplines, which made collaboration easier when I moved from being a student to a working OT. Since I had been working with families for years before becoming an OT, that part of the job wasn’t a huge challenge for me. I had already learned how to build strong relationships with families and help them navigate their journeys.

However, there’s always a learning curve, and occupational therapy is such a broad field that it’s impossible to be an expert in every aspect right away. At first, it was hard for me to acknowledge that I wouldn’t know everything immediately, but over time, I learned to embrace that. Whenever I came across something I wasn’t familiar with, I made it a point to research and educate myself until I felt confident. My goal has always been to help my patients as much as possible, so I had to be honest with myself about what I didn’t know, and then put in the work to fill those gaps. I want to be fully prepared to help the people who are trusting me with their care.

When it comes to my company, Joojeh Joy, it hasn’t been an easy road, but I wouldn’t say it’s been particularly challenging either. It’s been more about timing and growth. I feel like we’re doing really well, but things naturally take time, especially when you’re building something from the ground up. One of the biggest challenges has been getting the word out. I think once people hear about Joojeh Joy and see what we offer, they really love it. But reaching those people and making sure they know we exist has been the hardest part. I truly believe many people are looking for something like this without even realizing it, so it’s just a matter of spreading awareness and gaining exposure. That’s probably been the most significant challenge so far.

Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
My business is called Joojeh Joy, and it’s a sensory toy company that specializes in creating carefully curated sensory boxes and products for people of all ages and abilities. As an occupational therapist with a background in special education and behavioral therapy, I wanted to offer something unique that families could trust—items that are not only fun but also evidence-based and therapeutic.

We are known for our focus on sensory needs, particularly for neurodivergent individuals and those with neurological challenges. What sets Joojeh Joy apart is the thoughtfulness behind every item we offer. Every product we curate is hand-selected based on its benefits for things like fine motor skills, sensory feedback, hand strengthening, and self-regulation. This is all done with an OT’s expertise, so families can feel confident they’re using toys that really make a difference.

Our product line includes customizable sensory boxes, individual sensory items, and even monthly subscription boxes. These boxes are perfect for kids, but we also cater to adults who need sensory support, such as those recovering from neurological conditions or dealing with anxiety. One of our most popular products is the FidlBitz cube, designed for sensory input and fine motor development. Another favorite is our molecule sound ball, which provides tactile feedback and is excellent for self-regulation.

What I’m most proud of, brand-wise, is the impact we’ve been able to make in such a short amount of time. We’ve partnered with local charities, provided toys to private schools, and helped so many families in California and beyond. We’ve grown organically, and our products are already being used in educational and therapeutic settings.

What I want readers to know about Joojeh Joy is that our products are more than just toys. They are tools for learning, for calming, for development, and for joy. Whether you’re a parent, teacher, or therapist, our offerings are designed to meet sensory needs while fostering growth and independence. We aim to make therapy fun and accessible, and we’re always expanding to bring more innovative products into our line.

If you or someone you know has sensory needs, Joojeh Joy is here to help, and we’re committed to providing the best possible resources to support development and well-being.

Are there any books, apps, podcasts or blogs that help you do your best?
One resource that has been incredibly helpful for me, both in my personal life and in my work as an occupational therapist, is guided meditation. I find that taking time to center myself and clear my mind through meditation really allows me to be more present and focused in my work with clients. Guided meditations help me manage stress, stay grounded, and approach each day with a clearer mindset, which is so important when working in a field that requires emotional presence and compassion.

Contact Info:

• Website: https://joojehjoy.com/
• Instagram: https://www.instagram.com/joojehjoy/
• Other: https://www.instagram.com/otwithjasmine/?hl=en