By  on December 12, 2007

VERNON, Calif. — Serge Azria, owner and creative director of the contemporary label Joie, rolls a red-colored rock in his hands as a reminder of what he wants for his company: passion, strength and excitement.

That's the mantra as six-year-old Joie, which is based here, launches retail stores in the U.S. and Japan and expands into accessories, shoes and a girls' clothing line called Petite Joie.

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