Akemi Sue Fisher
May 1 · 9 min read

I had the pleasure of interviewing Joy Harari. Joy has a mission…to help change lives for the better through nutrition. Joy believes that beauty, health and happiness begin from within — they begin with collagen. In her early years Joy was busy raising a family. While her children were still young she lost both her parents and her dear father in-law to illnesses. In reaction to that, Joy delved extensively into alternative healing and the study of healthy life practices. She found out, ahead of our time, that good gut health is the key to a healthy mind and a healthy body. As her Coaching practice grew she specialized in treating gut and brain health. Joy’s journey to holistic healing began while she was helping young children on the autistic spectrum. While searching for a better alternative to bone broth — which helped aid digestion and improve the overall health of her clients — Joy discovered that the real source of healing in the broth was collagen. Joy set out to find the purest, highest-quality form of collagen available, with no dangerous additives, fillers, synthetic vitamins or herbs — a hypoallergenic product that was backed by science and safe for all to use on a daily basis — and, thus, Shore Magic was born. Joy believes Shore Magic collagen will help everyone live a healthier, happier and better life. It’s her way of healing the world, one person at a time.


Thank you so much for doing this with us! Can you tell us a story about what brought you to this specific career path?

I am a Certified Holistic Health Coach. My specialty is gut-brain health. I worked with many children on the autistic spectrum and depressed and anxious adults. When I faced great resistance from children who didn’t want to eat healing bone broth to help their gut, I was determined to find a solution to that problem. I researched collagen fully to come up with the best replacement for the broth, that wound up being even better and more effective than the bone broth itself. Shore Magic was born.

Two scoops of this pure ingredient in a smoothie every day and wow! What a difference. The results were staggering. I worked with Shore Magic collagen for about 5 years in my coaching practice before I made it into a real business. The results were so amazing. I saw people healing in so many different ways from this minor change in their diets. I witnessed clients getting off of anti-anxiety medication and antidepressants, I saw dramatic healing from acne, eczema, osteoporosis and varicose veins. I was sitting on the best kept secret and I realized the world needs this product! At the time there was maybe one or two collagen products on the market. Most people had never heard of it.

Can you share the most interesting story that happened to you since you began leading your company?

I discovered something new about myself; I am very good at business and I love it! Before starting Shore Magic, I wore many different hats. I am a mom and a grandmother. I have done many different things in my life including event planning, health coaching, social work and becoming an EFT coach to name a few. I am mostly attracted to creative pursuits, working one on one with people and science. I never imagined myself as a CEO. However, I found that I love my business more than anything else I have ever done. It helps that my business is completely heart centered with products that I am passionate about. The creativity that businesses require to be successful was a big surprise to me.

Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

I have made so many mistakes and most of them I did not find funny at the time!

I do have a positive take on all mistakes which is that they all provide an opportunity for me to learn and grow. Now looking back, I can laugh at many of those mistakes until my stomach hurts. Like how I packed up a huge, heavy suitcase with full sized samples of all my products to take along wherever I went. Schlepping that heavy thing around everywhere I went was comical. I have since learned to leave the suitcase at home and gauge interest before following up with samples.

What do you think makes your company stand out? Can you share a story?

Shore Magic collagen is the finest purest collagen on the market today. We are the only collagen backed by published science.

Our collagen is 3rd party tested for purity, we are GMP. We are Halal and kosher certified and 3rd party certified hypoallergenic.

The story around this is that I could not put out a product that wasn’t scientifically proven. I needed to know what it does on a cellular level. That’s just who I am. Clinical results were not good enough for me! The science taught us so much like the fact that Shore Magic crosses the blood brain barrier and is involved with neuro-genesis. The Harvard trained scientist who conducted the lab work was so amazed that he proceeded to get this report published in one of the most prestigious scientific peer reviewed journals in the world.

Are you working on any exciting new projects now? How do you think that will help people?

Our products help people every day. I hear testimonials of healing that are absolutely amazing! This is the most exciting endeavor because I believe that for a person to be happy and reach their full potential, they have to feel good. Shore Magic helps joint pain, muscle pain, skin issues of all types. It helps anxiety and depression, focus and so much more.

Our newest project is our organic skincare line. Made in France, every product contains micro-engineered marine collagen. I am extremely picky about anything I will put on my own skin, so the integrity of this line is something I am very proud of. People see incredible differences in their skin. Everyone comments how glowing and beautiful they look.

What advice would you give to other female leaders to help their team to thrive?

Patience and appreciation go a long way. Thinking outside the box and taking risks is imperative. Don’t be afraid to create your own lane and go against the grain. Innovate, don’t copy. Be authentic. Most importantly listen carefully to ideas from team members. Trust your gut.

The best advice I ever got is “start before you’re ready!” And go go go!

What advice would you give to other female leaders about the best way to manage a large team?

Give your team direction then give them the room to execute. Value communication! Give clear and direct feedback.

Find out what motivates your team, it’s usually different for each person, and tailor your approach uniquely to each teammate. Celebrate successes often. My favorite way to manage is to put a positive spin on everything. A failure is a lesson, an opportunity. Choose positive language and mean it.

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?

I have to thank God first and foremost. I believe that I discovered the unbelievable benefits of collagen for a reason, so I can share it with the world. I have always looked for a way to help people heal and feel their best, so they can reach their full potential and here was this amazing product that can help so many people. I felt entrusted with a great secret, the ultimate healing substance.

Having faith takes the stress out of my day. I am a mom, grandmother and wife and those roles are extremely important to me. To be able to juggle it all can be a lot at times, but I trust that things will work out for the best.

I am so grateful to my husband Eli for his confidence in me. He supports me in every way with this endeavor and I appreciate him so much.

How have you used your success to bring goodness to the world?

My whole team feels what I feel. We hear the amazing things Shore Magic does for people and every minute of every day is basically helping people. If one mom is calmer because of taking Shore Magic collagen, her whole family and everyone she is in contact with benefits from her good energy. We are changing lives! Truly.

What are your “5 Leadership Lessons I Learned From My Experience” and why. (Please share a story or example for each.)

  1. Your attitude directly impacts the people on your team. If they feel your passion positivity and energy, they will embody it. One day, After speaking to people about the incredible power of our collagen we faced a lot of rejection. I immediately told my sales team “it’s just information for us to learn from. It’s clearly not the right fit for our product. We will find the right fit and it’ll be seamless.” My team picked up on my positive message and started brainstorming. The spark came back!
  2. Patience; success rarely happens overnight. I am always patient and it resulted in Shore Magic being shared through word of mouth. I repeat it over and over “patience.” There is a learning curve and we have to honor that. We have a beautiful foundation of loyal customers whose lives have been changed by our products because of our patience.
  3. Maintain a strong focus. When I started out, I came out with so many products. We produced a gorgeous collagen chocolate. It was organic and we developed seven delicious flavors. At a certain point I realized it was too much too fast. We had to pull back, establish Shore Magic Collagen and skincare first before we expanded. So we put our chocolate on hold for now.
  4. Trust your gut. I discovered the benefits of collagen way before it was a trendy word. I went into this business because I understood the value of the product, not because it was the latest wellness fad. Trusting my gut allowed me to get into the game early and really establish my brand.
  5. Always have integrity in every situation. As a startup, it’s difficult to give up even a few dollars. Honesty and integrity to the people that work for me and to my customers comes first. I once had a customer who opened a large container of Shore Magic and the collagen powder puffed out spilling all over their kitchen! I felt so bad and immediately replaced the container. It was an expensive replacement but it’s so important to always put integrity first!

You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)

Shore Magic is a movement! Getting everyone to take our collagen would create a happier healthier more peaceful and more beautiful world! I say that with the utmost confidence. Glad you asked!

Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?

Never settle for mediocrity, always strive for excellence!

That is who I am. I strive to be the very best version of myself in every way possible. Whether it’s the way I present myself or the way I wrap a gift, I always put my best out there.

Some of the biggest names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US with whom you would love to have a private breakfast or lunch with, and why? He or she might just see this if we tag them :-)

I’m sure a lot of people say this, but one of my personal heroes is Oprah Winfrey. I know I will get to meet her one day. She is a big part of my personal growth. I watched her for many years as my kids were growing up. I want to meet her one day, if for nothing else, to say thank you.

Thank you so much for joining us!

Authority Magazine

Leadership Lessons from Authorities in Business, Film, Sports and Tech. Authority Mag is devoted primarily to sharing interesting feature interviews of people who are authorities in their industry. We use interviews to draw out stories that are both empowering and actionable.

Akemi Sue Fisher

Written by

The "Amazon Queen", Amazon millionaire, Akemi Sue Fisher, has helped thousands of Amazon sellers collectively earn over $1 Billion in sales. LoveandLaunch.com

Authority Magazine

Leadership Lessons from Authorities in Business, Film, Sports and Tech. Authority Mag is devoted primarily to sharing interesting feature interviews of people who are authorities in their industry. We use interviews to draw out stories that are both empowering and actionable.

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