Joseff of Hollywood researched, created and rented jewelry for the film industry,[3][4] and under her leadership, also for television programs, including Queen for a Day and I Love Lucy.

She also launched a retail line of Joseff jewelry, sold in department stores nationwide, and represented her company's aesthetic in publicity stills with movie stars.

[3] In 1958, she was named Successful Business Woman by the Los Angeles chapter of the National Association of Accountants.

[7] She never officially resigned the position of president, but in the 1990s her daughter-in-law Tina Joseff became general manager of the family businesses.

In 2004, the Republican National Congressional Committee's Business Advisory Council named Joseff "Businesswoman of the Year".