We are Joya

Joya, the Swiss feel-good shoe, is based in the picturesque municipality of Roggwil, by lovely Lake Constance. Behind the idea for Joya are two young, innovative entrepreneurs. Karl Müller comes from a family whose Masai barefoot technology once revolutionised the shoe market. Claudio Minder made a name for himself in the Swiss media as a presenter and media expert. The two have a clear vision: "We want to give our customers a shoe that sets new standards in the comfort sector when it comes to walking sensation and health benefits."


The most important Joya milestones


Let's celebrate!

Joya is 10 years on the market.

Only 365 pieces available

Joya releases the Limited Edition.

New shoe innovation

Introduction of the long awaited wave technology.

New coporate design

Unveiling of a back-focused brand strategy.

Near to the British throne

Joya starts distribution in the UK.

We are the champions!

Joya wins 1st place in international shoe competition.

Finally in the US!

Joya launches a US subsidiary.

Joya is healthy

Joya receives AGR seal of approval for all their technologies.

Manufacture in Turkey

Joya launches a manufacture in Europe.

New rocker sole!

Joya introduces the innovative curve technology.

We are expanding

Joya is now avalible in 21 countries worldwide.

New showroom

Opening of the first Joya showroom in Zürich (CH).


Expansion of the collection with waterproof leisure shoes.

One million shoes

The golden one: Joya says thank for 1 million shoes sold.

No. 1 partner

Adward: Joya retail partner No. 1 in Germany.

Best comfort shoe

"Best comfort shoe 2012" according to the award of the Readers' Choice Award.

Senso sole technology

Introduction of the new Senso sole technology.

Always looking for new sole technologies

The Air3 technology is introduced.

Joya in 11 countries

Joya shoes are now avalible in 11 countries.

University study

The biomechanical study by the ETH Zürich (Swiss Federal Institute of Technology) confirms the positive effect of Joya shoes.

Go feminine

Presentation of the first ballerina functional shoe.

Summer is coming

The first sandal collection comes onto the market.

Headquater in Switzerland

Opening of the headquater in Roggwil (Eastern Switzerland).

We are on TV!

Joya generates big media interest.

Joya production starts

Joya produces the first shoe in series.

8 black shoes...

Joya launches the first collection and sells it in Switzerland and Germany.

First Joya patent

Patent application of Joya shoes in Switzerland.

Joya means happiness

The brand "Joya" emerges and is registered.

The founders

Karl Müller and Claudio Minder found Joya Schuhe AG in Roggwil, Switzerland.

Everything starts with an idea

The first sketch of Joya prototype is made.
The Swiss shoe manufacturer Joya develops and distributes back-friendly shoes. Joya enables a unique walking sensation and mimics the natural rolling movement. According to the AGR (Aktion Gesunder Rücken e. V.), all of Joya’s shoes are especially back-friendly and distinguished with the coveted AGR quality seal. The soft patented Joya sole ensures optimal pressure distribution under the sole of the foot. This prevents plantar stress concentrations. Joya causes the foot to sink in while stepping, which in turn causes the hip to drop down on that side. The muscles in the back must be stabilized by this movement, which can also have a positive effect on back problems. The strong cushioning effect of the soft PU sole reduces the pressure on the spine, which can provide a beneficial effect.
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