As consumers, we are faced with many choices on a daily basis. Truth be told, we are a blessed generation with many gifts from God, including our ability to work and earn money. But have you given thought to how you spend your money and with whom? Well, Brooke Joiner has pondered this very question and we are fortunate to hear about her story today. As Co-Founder and CEO of Catholic Owned, Brooke and her husband Matteo are Building the New Catholic Economy, aptly named by them. Catholic Bros is proud to connect with Catholic Owned on exploring how Catholics can do more business with…you guessed it, Catholics! Off we go…
Bros: Brooke, we are blessed to have this opportunity to interview you and hear about your story. Thank you so much for spending time with us.
Brooke: Thank you for your kind invitation. I love what you guys are doing to spread our faith through authentically Catholic content!
Bros: Where did the idea and inspiration of Building the New Catholic Economy come from?
Brooke: In 2021, my husband was inspired by God to build a company where people could shop according to their core values. We interpreted this to be a more broad-reaching values-matching system. But God had other plans.
A friend came to us in 2023 and asked for help connecting with Catholic business owners for a fundraising project he was working on. He had assumed we would know many because of the work we were doing. We only had two contacts for him that night, after nearly two years of work. That was when we realized we were missing something.
We explored the idea of niching down to serving only Catholics while preparing for a trip we had already planned– a pilgrimage to Italy. God is truly an artist.
We traveled with our four children in tow, visiting Assisi, Rome (for the 7-churches pilgrimage, the old route, plus the Sancta Scala and the Immaculate Heart Parish), then to see Padre Pio and ended in Loreto, where the Word became Flesh.
When we returned home, we knew just what to do. We launched a digital magazine to test our riskiest assumption: Would Catholics really come to us to find Catholic Owned businesses?
It turns out they did, so as the community grew, we went on to build our App, which launched April 25, 2024.
Bros: In our Catholic faith, we discuss the importance of vocations. What is the role for Catholic talented business owners in the economy?
Brooke: The Church and the faithful have material needs that are best fulfilled with workmanship that is good and beautiful. Doing this work returns a profit for the worksman. And a faithful Catholic will use that profit for the good of his family, his Church, and the poor around him.
A Catholic business owner has the responsibility to provide a valuable service to the market, to earn revenue in a way that is aligned with Catholic teaching, and to pursue work that ideally advances some cause or mission of the Church. It is absolutely the responsibility of each and every faithful Catholic to use his or her gifts and talents to the fullest for the greater glory of God.
In our experience, the role of the Catholic business owner is one consisting of deep formation and discernment, a radical trust in God, an immense input of labor, and a reliance on an outpouring of graces from God. Oftentimes, our clients share with us that their business is their evangelization to the world. And we see that played out.
Bros: In your work with Catholic Owned, what is your vision for Catholics doing business with Catholics?
Brooke: The faithful can spend a lot of time trying to research companies before making a purchase, and in a lot of cases, we give up due to frustration or running short on time. Then when we compromise, we feel guilty.
When we eliminate this process for them, Catholics can enjoy their shopping experiences and be freed up in time and conscience– hopefully to pursue greater devotion to Our Lord and Our Blessed Mother.
At scale, there are a ton of us, more than enough to sustain the New Catholic Economy, and our goal is to enable that to the maximum extent possible.
Our Vision is for Catholics to live their faith fully, without compromise, and for Catholics supporting Catholics with every transaction to be easy.
“the role of the Catholic business owner is one consisting of deep formation and discernment, a radical trust in God, an immense input of labor, and a reliance on an outpouring of graces from God.”
Bros: Tell us more about your own personal faith journey. How did you arrive at the idea for Catholic Owned and turning it into a reality?
Brooke: I converted in 2012 and went to Calcutta to serve the poorest of the poor with the Missionaries of Charity. It was there that I met my husband, a cradle Catholic. We were married the following year and went on to have four children (so far), though my personal Marian devotion began to take root after my third was born. I progressed from praying the Rosary to practicing the First Saturdays Devotion and on to Total Consecration to Jesus through Mary.
Our company is consecrated to the Immaculate Heart and Catholic Owned is truly hers. She is endlessly interceding for us, and we are but servants of hers, just showing up to do the work every day.
Bros: How has the process of setting up a Catholic business supported and improved your faith life?
Brooke: The stated purpose of Catholic Owned is to propagate knowledge of, devotion to, and love and admiration for the Immaculate Heart of Mary, in reparation for the many sins and blasphemies against her. We truly aim to bring more souls to know and love her, and to help souls live their Catholic faith more fully. And that devotion begins with us, every single day.
As I mentioned, we started with the digital magazine. Well, we continue to publish the magazine twice per month. Producing this content has benefited my faith greatly. When I am researching and writing for the magazine, plus selecting the art and devotions to focus on, I find my faith refreshed and renewed every time. Similarly, our Instagram account is our love letter to Our Blessed Mother. Thankfully the readers and followers also enjoy this content because it is incredibly rewarding to make and comes straight from the heart!
Bros: What advice do you have for Catholic business owners who are perhaps shy about mixing their faith with business?
Brooke: I would suggest in every case, to first grow in holiness. The easiest way to do this is to develop a devotion to Our Blessed Mother.
Once that happens, there may be the need to learn the “how,” but the hesitation will disappear, with courage appearing in its place.
St. Pope John Paul II said it best: “Do not be satisfied with mediocrity. Put out into the deep and let down your nets for a catch…Be not afraid.”
Studies have long shown that companies that operate ethically earn more revenue, are more profitable, and sustain over the long term far longer than those who don’t. It only follows that running a company as a Catholic, with faith at the center, would bear that out to an even greater degree.
Last, Our Lord and Our Blessed Mother cannot be outdone in generosity. Whatever we give to them, we will be far better for having given it.
Brooke Joiner is a slave of Jesus in Mary, wife to Matteo & mother of four children, and the Co-Founder & CEO of Catholic Owned. With a degree in business & project management and more than five years’ experience in startups, Brooke is passionate about serving Catholics in the marketplace. A convert to the Faith in 2012, her favorite devotions are the Holy Rosary and the Five First Saturdays, and she has a special love for Mother Teresa and her Missionaries of Charity.
LinkedIn: https://www.linkedin.com/in/brooke-joiner-catholicowned/
Business LinkedIn: https://www.linkedin.com/company/catholicowned/
Instagram: https://www.instagram.com/catholicowned/
Website: https://www.catholicowned.com
