Joyebells Net Worth 2025: From Shark Tank Praise to a $16M Southern Pie Story

Kevin O’Leary called it a “ten out of ten.” But even that couldn’t seal the deal for Joyebells on Shark Tank. So what’s the real story behind this Southern pie company’s rise, fall, and fresh start?

Joyebells Net Worth 2025: A Financial Snapshot

By the time Joyebells aired on Shark Tank Season 16, it had already accumulated $16.1 million in lifetime sales. The business saw a revenue peak in 2023 at $7.7 million. However, a devastating product recall caused a sharp decline, with 2024 revenue projected at just $4.3 million.

Factoring in these fluctuations, the company’s 2025 net worth is now estimated between $2.5 million and $4.5 million. This valuation reflects Joyebells’ ongoing relaunch efforts, including new frozen pie offerings, fresh grocery partnerships with Kroger and Schnucks, and a renewed focus on direct-to-consumer sales via its website.

Still, the company continues to wrestle with tight margins and profitability hurdles that originally concerned the Sharks.

The Shark Tank Episode: High Praise, No Deal

When Joye B. Moore entered the Shark Tank, she presented more than just pies. She brought a legacy. Her ask of $600,000 for a 10% stake valued Joyebells at $6 million. Every Shark on the panel was impressed by the taste. Kevin O’Leary gave her pies a rare perfect score, and Mark Cuban called the pumpkin pie “insane.”

But as often happens in the Tank, praise doesn’t equal a deal. Moore revealed that each sweet potato pie cost $5.23 to make, with hopes of lowering that cost to $4.96 through a new manufacturing partner. With a retail price of $10.99 and a 35% retailer markup, the Sharks weren’t confident in the company’s profitability.

Kevin O’Leary bluntly pointed out that her production cost was still a dollar too high. In the end, despite the enthusiasm for the product itself, Joyebells left the Tank without an investment.

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The Big Reset: Rebuilding After a $3M Recall

In 2023, Joyebells experienced a crisis that could have ended the business. Over 315,000 pies had to be recalled due to quality issues, particularly unripened peaches in their shelf-stable products. This problem strained customer trust and led to the loss of their deal with Sam’s Club, one of their most significant retail partners.

Rather than give up, Moore launched what she calls “The Big Reset.” She made the tough decision to pull all shelf-stable pies from stores and end that product line. Joyebells partnered with a new family-owned manufacturer focused on home-style quality.

The company also transitioned to frozen, unbaked pies to better preserve flavor and consistency. In February 2025, Joyebells relaunched its website for nationwide shipping and prepared for a return to shelves in grocery stores like Kroger and Schnucks.

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Meet the Founder: Joye B. Moore’s Story

Joye B. Moore is much more than a business owner. She’s a mother, a creative, and a survivor. At just 14, she experienced homelessness in South Dallas, surviving on what she could find and still managing to graduate high school with a 3.79 GPA. That resilience has been the backbone of her journey.

Her recipes trace back six generations to her third-great-grandmother, and the business itself was built with deep family support. At launch, seven family members moved into Joye’s two-bedroom apartment to help. Her husband became COO. Her sister now manages production. Her sons oversee quality control and brand development.

The company’s story is one of family unity, sacrifice, and a shared vision to build generational wealth.

Product Line: From Country Roots to QVC

Joyebells has remained true to its Southern culinary heritage, offering four main pies: Sweet Potato, Peach, Pumpkin, and Apple Lattice. Each pie is based on original family recipes and made with real ingredients. After discontinuing its shelf-stable line, Joyebells focused exclusively on frozen, unbaked pies.

This not only ensures a fresher, more homemade experience for the customer, but also aligns better with their original mission.

These pies are currently available through their website with nationwide delivery, QVC appearances, and select grocery retailers. Their expansion continues with placements in Kroger stores in the Mid-Atlantic region, Schnucks in the Midwest, and a planned rollout to Costco in the Northeast.

Public Feedback: Sweet Reviews and Bitter Bites

While the Sharks praised Joyebells for taste, public feedback from early retail releases told a more complicated story. Reviews for the shelf-stable pies were mixed, with many complaints about flavor inconsistencies, hard peaches, and soggy crusts. Some customers were disappointed enough to return the product or throw it away.

In response, the company’s shift to frozen pies represents an effort to fix these issues head-on. So far, TikTok reviews and QVC customer responses show more favorable reactions, with several praising the pies’ authenticity and flavor. Still, regaining consumer trust will be a long-term effort.

Awards and Recognition

Even in the face of challenges, Joyebells has earned high-profile accolades. The brand won “Best Pie in the Country” in 2023 from the American Pie Council, surpassing brands like Sara Lee.

Joye herself was honored as EY’s Mid-Atlantic Entrepreneur of the Year and was a semifinalist in Pharrell Williams’ Black Ambition competition. Joyebells has also received nominations from QVC and national food industry organizations, cementing its reputation as a standout startup with staying power.

Social Impact: Baking With Purpose

Joye’s mission has always gone beyond business. Joyebells donates 10% of annual sales from Joye B. Moore’s memoir, Hopefully Beautiful, to causes that align with her personal journey, including teen homelessness, mental health advocacy, child abuse prevention, and expanded learning programs. Her memoir, Hopefully Beautiful, details her life’s challenges and serves as the emotional heart of the brand.

Final Slice: Is Joyebells on Track for a Comeback?

Joyebells may have missed out on a Shark Tank deal, but it walked away with something more valuable: national exposure, hard-earned lessons, and a chance to rebuild on stronger ground. The new product format, manufacturing improvements, and direct-to-consumer strategy all point to a company committed to long-term success.

The road ahead won’t be easy. Costs are still high, and consumer trust must be rebuilt. But if grit, love, and purpose count for anything in business, Joye B. Moore and her family are well on their way to writing a comeback story worth remembering.