Joanna Black

CEO & Founder

Hey there!

I'm Joanna, and I've spent the past two decades weaving my way through a colorful tapestry of experiences. From entertainment to non-profit initiatives, DEI & women’s advocacy, sustainability & CSR, wellness & mental health, my journey has been nothing short of fascinating. At the heart of it all is Up to More Good—fueling my passion for purposeful change.

I've been lucky enough to collaborate with incredible individuals across various fields, and one standout moment was the iHeart Living Room Concert for America. In partnership with iHeart and Fox Entertainment, we joined forces to show our appreciation for frontline heroes during the COVID-19 pandemic. We also managed to raise funds for the First Responders Children’s Foundation COVID-19 Emergency Response Fund – a testament to what we can achieve together.

 But it's more than just entertainment; it's about impact. Collaborating with inspiring figures like Scooter Braun, Justin Bieber, Ariana Grande, Alicia Keys, Alan Jackson and George Strait and others has been an eye-opening journey of creativity and purpose. The Parade of Trees initiative, a partnership with Universal Music Group Nashville and the Grand Ole Opry Gaylord Hotel, united some of the biggest names in country music for a meaningful cause, underscoring the profound influence that art can wield in shaping our society.

Diversity, equity, and inclusion are principles close to my heart. From founding SheWorks Collective, a co-working space for women in vibrant New York City, to my role in Bentonville's largest film festival for diversity and inclusion, I'm constantly reminded of the power of amplifying voices that deserve to be heard. Supporting women and girls pursuing tech careers is another way I'm working towards change.

Sustainability is my way of life. Opening one of the nation's first eco-lifestyle retail stores and collaborating with Fortune 100 companies on Corporate Social Responsibility (CSR) keeps me inspired to make a positive impact. My involvement in initiatives like Earth Day and Bicycle for A Day reflects my dedication to creating a more sustainable world.

Wellness and mental health are important to me. Projects like Wellstock and Curating Simplicity aren't just personal endeavors – they're were my way of giving back. Wellstock nurtures holistic wellness, while Curating Simplicity empowered women by decluttering both physical spaces and minds. My journey has also led me to develop a free and confidential mental health program for the children of first responders. These kids face unique challenges every day, especially in times like the pandemic.

Guided by my mantra, "The Power of Purpose, The Will of Women, and The Gift of Giving," I'm here to be a part of something bigger than myself – a force for positive change.