Influential Woman · Retail and Finance
Diana Joyner, CPA
Vice President and CEO of Corporate Operations, Village Shed Store
Petersburg, VA 23803
Her Story
About Diana
Diana Joyner is a seasoned finance and retail executive with over three decades of professional experience spanning both the private and public sectors. A graduate of Virginia Commonwealth University's School of Business, where she earned her Bachelor of Science in Accounting, Diana went on to build a distinguished 33-year career at the Federal Reserve Bank of Richmond, rising through the ranks in vendor management, program support, and senior leadership advisory roles. Today, she serves as Vice President and CEO of Corporate Operations at Village Shed Store, a thriving two-location retail business she co-owns with her husband, where she oversees the corporate and financial functions that drive the company's strategic direction and long-term growth.
Professionally, Diana is recognized for her expertise in strategic planning, business management, and financial oversight, with a sharp focus on accurate data, profit-margin discipline, and sustainable growth strategy. She is an active and respected voice in her community, currently serving as Treasurer of her local Chamber of Commerce, and lending her leadership to both the Board of Virginia Workforce and the Crater Region Workforce Board. Her contributions and influence have earned her a distinguished feature as a Top Influential Woman in the 2026 edition of Influential Women Magazine, representing the Richmond and Chester, Virginia area — a recognition that reflects her longstanding commitment to excellence and service.
Beyond her professional accomplishments, Diana is a firm believer in the power of relationships, integrity, and lifting others as you climb. She is passionate about empowering the next generation of women in business, encouraging them to build strong, trusted networks and to boldly claim their seat at the table. Outside of work, she enjoys traveling, biking, hiking, and unwinding with a good movie — pursuits that reflect the same energy and enthusiasm she brings to every professional endeavor. Diana Joyner stands as a testament to what perseverance, positive thinking, and purposeful relationship-building can achieve over the course of a remarkable career.
Her Interview
Ten minutes with Diana
01What do you attribute your success to?
I attribute my success to maintaining a positive attitude, persevering through challenges without giving up, and intentionally building a strong network of trusted and supportive people around me.
02What’s the best career advice you’ve ever received?
The best advice I've ever received is to value relationships. Relationships will take you further in your career than almost anything else.
03What advice would you give to young women entering your industry?
I would encourage young women to be very intentional about surrounding themselves with people who offer sound, honest advice. Building and nurturing a strong network is absolutely critical — and equally important is making sure you secure a seat at the table and confidently advocate for yourself.
04What are the biggest challenges or opportunities in your field right now?
One of the most significant challenges remains breaking through in male-dominated environments — earning visibility and a genuine seat at the table. Pay and opportunity disparities for women continue to persist, and on the business side, managing thoughtful, sustainable growth without expanding too quickly is also a constant consideration.
05What values are most important to you in your work and personal life?
Integrity is at the core of everything I do. Beyond that, I am deeply committed to empowering and motivating others, maintaining sound financial stability through accurate data and disciplined oversight, and prioritizing good health — both for myself and those around me.
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