- 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
Travel has been woven into my DNA since childhood in Milan, where family expeditions to far-flung corners of the world ignited an endless curiosity. Through storytelling and personal connections, I found countless opportunities to bring people together, sharing experiences that resonated with readers and friends alike.
My first major venture took root in São Paulo, Brazil, where I established what would become South America’s largest home accessories destination. Standing alongside luxury titans like The Conran Shop and Colette Paris, we became known for our “Objects of Desire” – carefully curated treasures that ranged from sophisticated Munich designs to handcrafted tribal bracelets from Kathmandu. Each piece told its own story of craftsmanship and culture.
2004 marked my move to the United States, and my network – from loyal clients to media outlets like Casa Vogue Brazil, which had named me among its Top 50 Design Influencers – was eager to maintain our connection. They craved insights into my travels and the remarkable individuals I encountered, especially in an era before social media’s rise. The solution came from an unexpected source: a tech-savvy friend’s suggestion to start a blog.
Drawing from my decades of personal journals and a vast collection of photographs stored on Flickr, the blog took shape. These images – capturing everything from sweeping landscapes to intimate cultural moments – became a visual diary that spoke volumes beyond words.
As one of the internet’s first 50,000 blogs, it evolved into today’s Joelle Magazine – a publication read worldwide. What started as personal storytelling has grown into a trusted source of inspiration, fostering connections across continents and encouraging readers to discover beauty and purpose in their own lives.
More than two decades later, Joelle Magazine continues to thrive, adapting while staying true to its founding vision of authentic storytelling and discovery.
Building on this foundation, Studio Joelle emerged as an interior design practice dedicated to creating bold, luxurious spaces that tell their own stories. The Studio transforms concepts into immersive environments that blend European sophistication with global influences. From intimate homes to striking restaurants, we craft spaces that are both visually stunning and deeply meaningful.
The synergy between Joelle Magazine and Studio Joelle reflects a lifetime dedicated to exploration and creativity. Together, they represent our commitment to making extraordinary experiences an essential part of daily life. I’m deeply grateful for the loyal community that has supported both ventures, allowing us to continue merging storytelling with transformative design.
Explore the photographs that shaped Joelle Magazine and brought its stories to life:
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About Joelle Maslaton Oster
Milan-born Joelle Maslaton Oster brings together formal training from Istituto Marangoni (Interior Design) and FAAP São Paulo (Industrial and Product Design) with a lifetime of global inspiration. Now based in New York City, her work reflects this rich tapestry of influences and experiences.
Her creative vision has earned widespread recognition, including selection as one of Casa Vogue Brazil’s Top 50 Design Influencers and the Mercosul Best Quality Product award. Her expertise in luxury design and hospitality led her to serve as a jury member for the World’s Best Hotel Awards.
She shares her life with her husband, finding joy in her roles as mother to three children and grandmother to five, while continuing to pursue her passions for travel, storytelling, and design.