Joseph started selling clothes in the mid eighties from a rack in the Austral Hotel on Rundle Street. He later set up shop across the road from the Austral in a small shop that was no more than three metres wide. He started buying fabric and making up exclusive designs for men. Joseph would press the finished garments in the store and then straight onto the racks. He would also cut the clothes himself and send out to makers.

Joseph opened his Metro store in the late eighties, as the city closed at midday on Saturdays, and the Metro was open all weekend. He also opened a small store in Sydney in Paddington in an old church.

In the early nineties Joseph consolidated his stores from Sydney, the Metro and Rundle Street to his beautiful establishment at Gawler Place where he thrives today.