æz dɪskɹˌɪmᵻnˈeɪʃən fˈɜːðɚɹ ɪŋkɹˈiːst ˈiː.dʒˈiː., dᵻlˈɪvɚɹiz hædtə biː mˈɑːɹkt wɪð ˈeɪ "dʒˈeɪ" fɔːɹ dʒˈuːd, ɔːɹ dʒˈuː, ænd dʒˈuːɪʃ fˈɜːmz bɪkˌeɪm ˈɑːɹɹɪənˌaɪzd, dʒˈoʊl wʌz fˈoːɹst tə sˈɛl hɪz kˈʌmpəni ɪn nˈaɪntiːnhˈʌndɹɪd θˈɜːɾi ˈeɪt tə dʒˈoʊsəf nˈɛkɚmən.
As discrimination further increased (e.g., deliveries had to be marked with a "J" for Jude, or Jew), and Jewish firms became Aryanized, Joel was forced to sell his company in 1938 to Josef Neckermann.