debuted in 2007 with a concept of “FREEDOM/HOPE/DREAM/LOVE =JOYRICH. Supporting the image of being casual and laid-back but yet rich and luxurious, JOYRICH has been designed to promote a lifestyle that is rich in content. The store carries intelligently selected range of upcoming and respected local and international labels, as well as the JOYRICH brand for both men and women. The boutique attracts an international customer base with the common thread of an affinity for forward-thinking fashion, music, and art.