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Laura Jones Joukovski
E-commerce merchandise company
Laura Jones Joukovski is the CEO of DFTBA.com, a position she has held since September 2023.1 DFTBA, which stands for "Don't Forget to Be Awesome," is an e-commerce company that runs a consortium of businesses developing and delivering high-quality products that celebrate ideas.12
Background and Experience
Laura brings extensive experience in e-commerce, fashion, and leadership to her role at DFTBA:
- She previously served as CEO and Board Director of JustFab from December 2020 to January 2023.1
- Before that, she held various leadership positions at TechStyle Fashion Group, including President of JustFab Brands and Chief Media Officer.1
- She has also been involved with several other companies in advisory and board roles, including Skin Laundry, Ruggable, and Winc Wines.1
DFTBA and Its Mission
DFTBA was founded by entrepreneurs, authors, and philanthropists Hank and John Green.12 The company focuses on:
- Selling merchandise for prominent YouTube content creators
- Developing products that celebrate ideas
- Using proceeds to fund cutting-edge content creation
- Supporting efforts to reduce barriers to healthcare and education globally1
Laura Joukovski describes her role as leading "the next chapter in partnership with [the Green brothers] and the DFTBA team".1
Leadership Style
Colleagues describe Laura as:
- A strong leader with an entrepreneurial spirit
- Having a great sense of humor and an unfailingly positive attitude
- Possessing a strong bias for action1
Her leadership at DFTBA is aimed at continuing the company's mission of celebrating ideas and supporting global initiatives through e-commerce and content creation.
Highlights
Today I started a new job that I hope to enjoy for many years to come…
I’ve been invited to lead DFTBA (Don’t Forget to be Awesome) into the next chapter and beyond.
Just in case this is your first encounter with DFTBA, let me tell you all about it:
DFTBA runs a consortium of e-commerce businesses that develop and deliver high quality products that celebrate ideas. Proceeds from all sales flow into funding cutting edge content-creation & supporting scaled efforts to reduce barriers to healthcare and education around the world.
DFTBA was founded by entrepreneurs, authors and philanthropists Hank & John Green -- two brothers who have been pioneers in content creation across a variety of media and topics. They are both best-selling authors and avid contributors to YouTube since the early days, as well as content creators on Tik Tok, X, Insta, Reddit, etc. They have taught an entire generation biology, history & so much more on Complexly, which is available for free to the whole wide world (in case you’d like to continue your education!). These brothers have started many businesses. Some they’ve sold. And this one, DFTBA, they want to build into an enduring organization that puts good out into the world in a few ways. We partner with creators to build merch businesses to give their fans a pathway to support the content creation and bring home tangible extensions of the on-line experiences they love. Many of these partners can be found on the DFTBA.com site, and several more are on private label websites.
All that is pretty cool, but wait… there’s more!
We more recently started developing new brands built on the idea that we want to give all the proceeds to charity. Yup! Let’s give it all away is the guiding principle here. So far, we’ve got socks, coffee & soap. All of these fun brands can be found on Good.Store. And we’re – truly – just getting started. We’ve got ambitious plans to launch additional brands on Good.Store next year, where the intention from ground zero is to create high quality products with which we can delight customers while building a sustainable business that contributes meaningfully to philanthropic causes. So far we’ve already donated >$5M to partner with Partners in Health to build the Maternal Center for Excellence in Sierra Leone. Bit by bit… lowering barriers to healthcare and education around the world.
So, that’s what’s next! I will do what I love – build brands, teams and businesses – with the added bonus of doing a bit of good in the world!
Please reach out if you are interested to learn more about DFTBA. We’ll be seeking a variety of partnerships as we build new brands for Good.Store and launch innovative new ways to bring merch to market with and for content creators. I’d love to be in touch if you’ve got ideas, questions or suggestions for that work. &/or if you are a person who drinks coffee, wears socks or bathes with bar soap, perhaps consider subscribing to the good life at Good.Store.
Love this piece by Shawn about JustFab.
