I AM JOY sold to Joy Nutra in e-commerce deal brokered by Website Closers

Mineral-supplement brand I AM JOY has been acquired by Joy Nutra LLC in a deal handled by Website Closers. The sale gives the niche wellness company a new owner with plans to build on its Shopify, Amazon and TikTok Shop presence.

Why it matters: - The sale hands a niche wellness brand with a loyal customer base to a buyer group that can scale its multi-channel e-commerce footprint. - The deal underscores how specialized online brands can attract buyers when they have clear positioning, repeat customers and diversified sales channels.

What happened: - I AM JOY was acquired by Joy Nutra LLC, with the transaction brokered by Justin Harris and Paul Vartanian of Website Closers. - Founder Griffin Black sold the business. - The brand has built a following across Shopify, Amazon and TikTok Shop. - The acquisition was announced from Tampa, Florida, on Oct. 26, 2026.

The details: - I AM JOY was established in 2018. - The brand started with mineral supplements, colloidal gold and ORMUS. - The product line later expanded to Shilajit syrup, Haritaki and pine pollen blends, mushroom capsules, methylene blue capsules, protein powders, topical products and other specialty supplements. - The company built its identity around niche supplements, vitality, consciousness and personal well-being. - The direct-to-consumer storefront supports subscriptions, bundles, loyalty rewards and affiliate opportunities. - Website Closers described the business as more than a generic supplement brand because of its recognizable position in a specific wellness niche. - Griffin Black said he wanted buyers to understand the business’s audience, voice and operating model before closing. - Joy Nutra LLC said the brand’s foundation, customer base and product mix created room for growth. - The acquisition gives Joy Nutra LLC an established platform with existing infrastructure and access to multiple markets.

Between the lines: - The deal shows why niche brands can still command buyer interest when their story, customer base and operating channels are easy to evaluate. - It also highlights the value of brokers that understand digital businesses, where brand equity, marketplace accounts, subscriptions and operating systems can matter as much as traditional financial metrics. - The transaction provided Griffin Black with a full exit while preserving the brand’s core identity for the new owners.

What's next: - Joy Nutra LLC plans to build on the existing brand while preserving what made I AM JOY distinct. - The new owners have room to expand product development and customer growth across direct-to-consumer and marketplace channels. - Website Closers will continue positioning digital businesses for sale through valuation, buyer qualification, negotiation, due diligence and closing.

The bottom line: - I AM JOY changed hands because its niche positioning, loyal audience and multi-channel sales model gave buyers a clear growth story.