Latrece Joi Russell
Latrece Joi Russell is an award-winning entrepreneur, motivational innovator, and the founder of Joi Doll Inc., a purpose-driven company dedicated to inspiring and empowering young girls through creative, educational products. Based in the Greater Chicago Area, she is the visionary behind the first-ever motivational speaking doll designed to promote confidence, self-esteem, and positive life skills. A 2025 Chicago Defender Women of Excellence Honoree, Black Women Professionals 40 Under 40 Honoree, and Rolling Out Sister with Superpowers Honoree, Latrece is widely recognized for her impact at the intersection of entrepreneurship, youth development, and community empowerment.
Latrece’s journey began with a lifelong passion for leadership, communication, and independence. As a child, she was a natural speaker, frequently inspiring others through church and community events. After earning her Bachelor of Science in Psychology from Clark Atlanta University, she combined her academic background with her entrepreneurial spirit to launch Joi Doll Inc. in 2010 at just 24 years old. Her innovative concept merges psychology and motivation into a tangible product—dolls that speak affirmations, educational messages, and values-based content. She later expanded the brand to include inclusive designs, such as hairless dolls created for children experiencing medical conditions like cancer and alopecia, further reinforcing her commitment to representation and emotional support.
In addition to her business success, Latrece is deeply committed to community service and youth development. She founded Developing D.O.L.L. Inc., a nonprofit organization that hosts literacy initiatives, educational workshops, food drives, and character-building programs for young people throughout the Chicagoland area. She is also an author of The Making of a Doll, an autobiographical work reflecting on the experiences that shaped her path. Currently pursuing her MBA in Marketing at Ashworth College, Latrece remains actively involved in organizations such as the NAACP, NCNW, NCBW100, and her local church. Through her work, she continues to inspire the next generation to dream boldly, lead with purpose, and turn vision into reality.
• CPR/AED/First Aid
• Ashworth College
• Clark Atlanta University
• Black Women Professional League 40 under 40 2025
• Sisters with Superpowers 2025 Honoree
• Chicago Defender 2025 Women of Excellence Honoree
• Alpha Kappa Alpha Sorority
• Jack and Jill of America
• 100 Black Women
• Family Christian Center
• Lurie Children's Hospital in Chicago
• Children's Memorial Hospital
• Family Christian Center
What do you attribute your success to?
I attribute my success to faith, hard work, and dedication. You gotta be consistent with those three. You gotta be consistent with your prayer. You gotta be consistent with your dedication. It may seem like it's the same old thing every single day, but that consistency is what'll get you where you need to be. You may get 100 no's before you get that first yes, but you may get 3 or 4 people look at your product before you get your first sale for the day. So it's just that consistency, and I've learned in this business, in life really, it takes a person a few chances of seeing you before they actually support. You gotta get them to know you, trust you, then they'll finally support. So those no's are not necessarily no's, they're just not right now.
What advice would you give to young women entering your industry?
Don't give up on yourself. Keep pushing. Because each small step will lead to a larger scale of your story. It's not about the big wins, but it's those little moments that create this big story, and it's like, wow, and you can look back on when she came.
What are the biggest challenges or opportunities in your field right now?
One of the biggest opportunities in my field right now is the ability to create products that go beyond play and truly impact children’s confidence, mindset, and well-being. Through Joi Doll, I’ve been able to combine motivation, education, and representation into one experience—offering affirmations, faith-based messages, and important topics like anti-bullying, healthy habits, and self-esteem in a way that resonates with young girls.
At the same time, one of the biggest challenges is continuing to grow awareness and scale a purpose-driven brand in a competitive market. It takes consistency, innovation, and strong community connection to stand out and reach more families. For me, the focus is on expanding nationally and eventually globally, while staying true to the mission of creating a doll with purpose that empowers every child it reaches.