Joyce Searls has broad experience in building and running businesses. She is best known for her work in the fashion business, co-founding and running Adele Joyce, a leading label in women's sweaters. Over her years in that business, millions of Adele Joyce sweaters were sold through major department stores and womens clothing stores. (And are still widely re-sold on the vintage clothing market.) Before that she worked in various capacities at The Broadway, now part of Macy's. Today she is President of Soffa Electric, a manufacturer of industrial controls, while also presiding over the strategy and operations sides of The Searls Group.

Doc and Joyce are also founders and board members of Customer Commons, which has as its mission "creating a world of liberated, powerful and respected customers."