” JOELLE MAGAZINE was created simply because my friends wanted to know where I was and what I was doing.”
– Joelle Maslaton Oster, Founder of Joelle Magazine
My passion for travel began in my early childhood in Milan, where family trips to exotic destinations sparked a lifelong curiosity about the world. As an adult, I naturally gravitated toward professions that complemented this passion. Perhaps it was my Sephardic ancestry or a deep-rooted spiritual calling that inspired me to explore and share stories of the world.
In São Paulo, Brazil, I opened what became the largest home accessories store in South America, standing proudly alongside renowned names like Conrad Store and Colette Paris. The store was celebrated for curating “Objects of Desire”—luxurious home accessories from Munich to intricate tribal bracelets from Kathmandu—each piece carrying a story of its origin and cultural significance.
After moving to the United States in 2004, my loyal clients, friends, and even the press—including Vogue Brazil, which named me one of their Top 50 Influencers—were curious about my next steps and eager to stay connected. They wanted to learn more about my travels, the places I had visited, and the fascinating people I had met beyond their borders in a world where social media had yet to emerge. One day, a tech-savvy friend suggested a solution to satisfy their growing curiosity—a blog.
From the busy, scribbled pages of my journals, which I had been filling since I was a teenager, and the thousands of photographs I had carefully stored on Flickr for years, the idea took shape and was brought to life. These photographs—vivid snapshots of landscapes, culture, and people—became the visual language of the blog, creating a connection that transcended words.
This endeavor was among the first 50,000 blogs on the Internet and, over the years, has grown into Joelle Magazine—a global publication with a community of over 300,000 subscribers worldwide. What began as a personal diary blossomed into a trusted source of inspiration, connecting people across continents. It transformed my stories and reflections into a meaningful dialogue, encouraging others to embrace beauty, connection, and purpose in their lives.
Now nearly 20 years later, Joelle Magazine continues to thrive as a respected international publication, evolving with its readers while remaining true to its core vision of storytelling, discovery, and inspiration.
Building on the magazine’s success, I launched STUDIO JOELLE MAGAZINE , an interior design studio dedicated to crafting bold, luxurious interiors that embody a holistic vision of living. Inspired by the magazine’s storytelling and its global community, the Studio transforms ideas into immersive spaces that blend European refinement with global aesthetics. From serene homes to captivating restaurants, the Studio creates environments that are both stunning and meaningful, capturing the essence of intentional and elevated living.
I could not be more grateful for the loyal community that has supported Joelle Magazine and its Interior Design Studio over the years. Together, they work in harmony, merging storytelling with transformative design to create experiences that inspire and elevate. They reflect a lifetime of exploration, creativity, and a shared commitment to making the extraordinary an integral part of life.
Explore the photographs that shaped Joelle Magazine and brought its stories to life:
About Joelle Maslaton Oster
Born in Milan, Joelle Maslaton Oster holds a degree in Interior Design from the renowned Instituto Marangoni and a degree in Industrial and Product Design from FAAP São Paulo. Currently residing in New York City, Joelle brings a global perspective to her work, shaped by her diverse education and experiences.
Throughout her career, Joelle has been recognized for her contributions to design and creativity. She was named one of the Top 50 Most Influential People by Vogue Brazil in its 25th Anniversary Edition and received the prestigious Award Quality Mercosul in 2000. Most recently, Joelle was selected as a jury member for the World’s Best Hotel Awards, further cementing her reputation as a leader in luxury design and hospitality.
Joelle currently resides in New York City with her husband. She is a proud mother of three children and grandmother to five grandchildren, balancing her vibrant family life with her passion for travel, storytelling, and design.