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Many of us have plans for our 60s. Mine involve enjoying countless glasses of vermouth on a sunny Spanish beach alongside Chris Hemsworth—wait, I mean, Mr. 50Sense. (Of course, I do…)
Sixty-three-year-old Joy Roberts, however, is using her time far more productively—helping women look and feel their best.
After over 25 years at an art pottery company in Stoke-on-Trent, Joy launched Sophisticato Jewellery last year. Her business specializes in elegant, high-quality pieces designed to elevate any outfit.
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“I spent years traveling across North America in my job, working on product development, which included creating jewelry with hand-painted ceramic pendants,” she explains. “I’ve always been drawn to style and had close ties with high-end retail. When family circumstances required a career change, starting my jewelry business felt like a natural step.”
Joy, like me, believes jewelry is an essential wardrobe element. While I rely on bold necklaces or oversized earrings to brighten my neutral outfits, Joy emphasizes how transformational accessories can be.
“Jewelry can completely transform an outfit,” she says. “It brings new life to what you wear, boosts your confidence, and enhances your image.” Her Sophisticato collection is tailored for mature women who value timeless style—without breaking the bank.
“Affordability is key,” she says. “Having worked for a British manufacturer for so long, I chose to support British designers, ensuring the quality of every piece.”
Through Sophisticato, Joy explored a new creative avenue by becoming a consultant and makeover artist for Look Fabulous Forever (LFF), an award-winning makeup line designed specifically for women over 50.
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I first discovered LFF when a PR sample arrived at the office—a No Shimmer Eye Shade Trio that’s now a staple in my makeup bag. With its flattering neutral tones, it’s perfect for natural looks or a smoky eye and lasts all day without creasing.
LFF’s founder, Tricia Cusden, launched the brand at 65, proving that age is no barrier to innovation.
The company champions a “pro-age” philosophy, featuring real women over 50 in its campaigns and rejecting outdated beauty standards.
Joy, who became an LFF consultant after advanced training, shares Tricia’s passion for empowering women through beauty and style.
“Many women lose confidence as they age, unsure about their style and bombarded by media messaging about ‘anti-aging,’” Joy says. “LFF helps women embrace their beauty and find makeup tailored to their changing skin.”
Why is age-specific makeup important?
Joy explains that while many brands cater to younger skin, LFF addresses the unique needs of mature skin, such as dryness, fine lines, and pigmentation changes.
“Older skin behaves like blotting paper,” she says. “Traditional foundations often struggle to provide the coverage and longevity that mature women need.”
Should older women change their makeup style?
“Yes, but only to enhance what makes you look good,” Joy advises. “As our faces change, our makeup needs to evolve too. For instance, adding a beauty balm or foundation can even out skin tone and create a healthy glow.”
One common mistake? Ignoring your eyebrows.
“Brows define the face but often thin or fade with age,” Joy says.
LFF’s Bring Back Brow Shape is her go-to product for revitalizing brows.
Are there beauty rules for older women?
“Absolutely not!” Joy insists. “There’s no reason to tone down makeup due to age. Subtle eyeshadows can enhance your eyes, and a bold red lip can brighten your face. It’s about balance—pair bright lips with understated eyes for an elegant look.”
Joy’s favorite LFF products include the foundation, primer, concealer, and blusher.
“They work harmoniously with mature skin, creating a natural, radiant finish that lasts all day,” she says. “The rest is just icing on the cake.”
From her stunning jewelry line to her makeup expertise, Joy Roberts is proving that style and beauty are timeless pursuits. And who requires a beach in Spain when you can empower women to look and feel fabulous every day?
