Our Story
Rewrites was built from the desire of wanting to rewrite people's mindset when it comes to how they shop, based on two core values of our founder—values of quality and confidence.
Founded in 2023 by fashion stylist Joyce Gereige, Rewrites was born out of the belief that style begins with mindset. After years spent styling women across the Middle East — from New York to Lebanon to Dubai — Joyce saw how the right piece could instantly shift not just a look but a mood. That's the energy she built Rewrites on.
Joyce Gereige built the brand to reflect her personal and professional experiences. Taking everything she has learned from working with different clients to understand their various needs, the difficult roadblocks, and the beautiful adventures the world has taken her on with her work, she has designed something intentional and built to last. She knows that the best products come from instinct and life experience. Never one to be tied down to one path in life, but always looking to challenge herself, dream big and explore how we can collectively tap into the best version, by not only looking good but feeling good in all aspects of life.
"As a stylist, my line of work naturally came with a lot of travel. I noticed that when I packed for my trips, I would end up lugging around a large suitcase filled with a lot of clothing, thinking I needed it all, but I would really only wear a few pieces on rotation—even some days, feeling like I didn't have anything to wear (even though my suitcase would be packed to the brim). The pieces I did have weren't giving me the longevity I was looking for, and after repeating that pattern for my travels, I was fed up. I knew something had to change, not only in how I was packing but also in how I was shopping.
Over the past few years, I travelled back home to Halifax, Nova Scotia, Canada. I found myself doing a complete closet refresh, where I truly cut back and limited myself to what I was actually wearing to hone in on a capsule wardrobe. I challenged myself to bring life to those pieces without needing to buy new ones — I underwent a whole mindset shift and changed my approach to shopping, focusing more on the power of slow fashion and being more selective about how and where I shop, which ultimately led to the birth of Rewrites."
At Rewrites, we're shifting the conversation around how we shop, dress, and express ourselves. This is about making conscious choices, embracing lasting style, and confidence that runs deep, from the way you look to the way you live.
Rewrites frames have been spotted on Lauryn Bosstick, Nicole Garcia, Mona Kattan, and many more, along with being featured in Marie Claire Arabia, Grazia Middle East, and beyond. Rewrites is quickly becoming a go-to for elevated, intentional style.
The company is based in Halifax, Nova Scotia, Canada (our founders' hometown), and Dubai, where she visits often for work.
REWRITES IN THE MAKING
The Start Of Rewrites
Bringing The Vision To Life
Our Mission
Why Rewrites
