Welcome to JO+CO:
Where Fashion Meets Passion

Dive into the world of JO+CO, where each piece is a celebration of authenticity and self-expression. Join us in a fashion adventure that's as unique as you are.


Our Story

Founded by Sara Durcholz, JO+CO is more than a fashion brand; it's a legacy of strong, entrepreneurial women. Established in 2012, our journey is rooted in honoring this heritage while embracing the transformative power of fashion. Discover how we blend honor, legacy, and style in every piece.

hey babe —

It's Me, Sara.

I'm the visionary and dreamer behind JO+CO.  I'm so excited to have you here with us.  Welcome to my dream turned reality, where fashion meets passion in the most amazing way.

Jo isn't just my middle name; it's a legacy.  A name that has been passed down from generation after generation, to now my own little love, Josephine.  Every amazing woman since my great-grandmother has owned some type of apparel business, so this business is more than clothes — it's about honor and legacy for all the strong women who paved the way for me to be here today.

At JO+CO®, we believe fashion is more than just clothes—it's a transformative experience.  It's about the power of putting on these clothes and the profound impact it can have on your life. It's about the feeling, the lifestyle, and the choice to show up as the person you were always meant to be. 

For me fashion is personal and has been my salvation, my healer in the face of years battling with eating disorders. It supported me when I struggled to love my body and myself. Piece by piece, that top, that dress, the outfits—they helped me heal and finally feel confident and beautiful in my own skin.

Knowing first hand what fashion can do for a person, it has become my passion and mission to share that feeling far and wide. I want every woman to experience the transformative power of feeling great in what she wears.

Because when a woman feels amazing in her outfit, it radiates into every corner of her life. She walks with an extra spring in her step, speaks her truth louder, and the moment she enters a room, all eyes are on her because she is owning and loving every inch of who she is.

so who is a

JO+CO babe?

She's confident, authentic, and unapologetically real. You can count on her to lay it all on the table, leaving no room for doubt about who she is and what she stands for. She's the friend who tells it to you straight because you deserve nothing less. She's caring, loving with all her heart. She's bold, vibrant, and the energy she exudes is contagious. When she walks into a room, heads turn because she's a whole vibe. She's pure, she's true, she's uniquely herself. She's YOU.

With free shipping over $75 and a free returns option, you won't have to worry about your purchase not working out—you can try it on at home or return it in the mail with one of our return options!  At the core, we believe in fashion you can trust, so you can buy all the outfits your heart desires because our quality is 100% is guaranteed here.

And if we don't have exactly what you want? No problem—we'd love to hear your feedback because we love our customers, just about as much as we love our daily dose of morning coffee.

Need assistance?  Shoot us an e-mail at hello@shopandco.com.

My Story

A journey over ten years in the making, crafting JO+CO has been a road of passion and dedication. From a small town dreamer to a visionary entrepreneur, my heart remains true to those big dreams. Every step, every challenge, has shaped not just JO+CO, but also the person I am today.


Here's My Journey

Imagine a starry-eyed 20-something girl in NYC, dreaming of conquering the fashion world.  That was me.  It had been my dream to work in the fashion industry there ever since I was a little girl, flipping through fashion magazines, getting this flutter in my heart for wanting something more, something bigger for myself.  I was the last person who thought she'd leave her early adulthood dream to move back home and start her own business.

But life is funny that way and fast forward to 2011, at the age of 24, JO+CO® was born.  It was my new dream, and to bring it to life I wore many hats — I worked as a bartender in NYC (perhaps the worst one ever), hustling every side job I could find to save up enough money to open my first store in my hometown.

Today? I'm surrounded by my ever-supportive husband, Nathan, my little loves of my life, Emmett and Josephine, and of course, our rescue fur babies of Chloe & Charlie. And amidst all this, the heart and soul of it all is JO+CO®.

Fashion saved me.  As a woman who has suffered from eating disorders and body image issues since I was a teenager, fashion allowed me a safe place to express myself.  A place to heal, a place to build up confidence and become stronger mentally and physically.  I wanted to share that feeling with everyone possible.

When I’m not gushing over the latest styles and designing the next JO+CO The Label piece, you'll catch me with a comforting glass of cabernet and a good book, or chatting up a storm over a cup of coffee. My life? A delightful blend of chaos, laughter, love, and endless dreams.

And here's what I truly believe: Life isn't about the perfect moments; it's about authenticity, the messy bits, the hurdles, and the joyous peaks. That's the spirit of JO+CO®: Celebrating real stories, real people, and the beautifully imperfect journey we call life.



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