Jouni established her namesake brand as creative director in 2015, having received her qualifications in fashion history and tailoring at Parsons Paris. She gained experience apprenticing at Parisian fashion houses such as Balmain and Rad Hourani. She is currently a committee member at Dubai Fashion Week, where in October 2023, she unveiled her Spring/Summer 2024 collection. The brand describes itself as sustainable, using biodegradable fabrics, and producing demand-based limited stock.