About Us
In 2001 J.Urbina entered a partnership with a leather manufacturer, in Los Angeles, California, to create JOED [jo-ed]. Using his fashion savvy and leather-work mastery, J.Urbina created a line of leather belts rich in both look and feel. Later that year, the first JOED line was introduced to the market and instantly the line sparked fascination with its’ inimitable designs and exceptional quality. Almost immediately, JOED belts were picked up by high-end retailers across the country and the world.
In 2003, J. Urbina and his wife Lupita, a meticulous go-getter, acquired full ownership of JOED and created JOED Melrose, Inc., now known as: JoEd by J.Urbina. Thereafter, J.Urbina worked to create leather textures and dye techniques, as well as metal finishes that are original to the JOED by J.Urbina line. Subsequently, J.Urbina and Lupita worked together to develop designs that further impressed their keen clientele and earned new admirers.
In the years to follow, J.Urbina and Lupita brought their two daughters, Eva, a design aficionada with a contemporary approach, and Alejandra, a fashion devotee and enthusiast, onboard. Additionally, J.Urbina established himself as a prime leather manufacturer in the Los Angeles area and his work became utilized by other high-end leather accessory and clothing collections, as well as one-of-a-kind productions.
Today, JOED by J.Urbina is a family business conducted by J.Urbina alongside his wife and daughters. Their products are sought by stylists, celebrities, and fashionistas alike. JOED by J.Urbina belts continue to be hand-made in Los Angeles, California. With new perspectives and a sustained luxury standard, JOED by J.Urbina is here to stay.