About Us
About JO+CO
Effortless style. Deep roots. A legacy of strong women.
At JO+CO®, we believe fashion isn’t just what you wear — it’s how you show up in the world. Our collections are curated for women who do it all: boardrooms and school pick-ups, coffee dates and date nights, with style that feels as good as it looks.
OUR FOUNDER
Where It All Began
Founded by Sara Durcholz in 2012, JO+CO® is inspired by generations of women in her family — each a business owner in the apparel industry.
The name “Jo” is a legacy, passed down for decades and now carried on by Sara’s daughter, Josephine. From the start, Sara’s mission has been simple: to create a place where women can find confidence, beauty, and connection through what they wear.
From NYC to Main Street
Sara’s fashion journey began in her 20s, chasing a dream in New York City. But life had other plans. In 2011, she worked multiple jobs to save, and moved back home to open the very first JO+CO store at 25 years old.
Today, JO+CO has evolved into a destination for elevated, versatile, and timeless style — with a loyal community of women who inspire us every day.
Fashion as a Turning Point
For Sara, fashion is personal. It’s been her safe place, her healer, and her source of confidence after years of struggling with body image and eating disorders. Every piece at JO+CO is chosen with intention — to help women feel unstoppable in their own skin.
Because when a woman loves her outfit, it shows in everything she does:
She stands taller.
She speaks with more conviction.
She carries herself with unapologetic confidence.
Meet Sara
When she’s not curating collections or designing JO+CO, Sara’s happiest with a good book, a glass of cabernet, and her family — husband Nathan, their two kids, and rescue pups Chloe and Charlie.
Her mantra? Style isn’t about perfection — it’s about authenticity, confidence, and showing up as the best version of yourself.