In 2018, Elizabeth Jones decided to try something new. With a background in production, Elizabeth had a natural eye for beauty. Why not turn that focus into retail? In late 2018, she opened Jones + CO, A Modern Mercantile, off 17th and Pearl. From the start, her primary goal has been to give small batch makers (and larger scale brands with a focus on sustainability) a voice in the community. The mercantile began with home goods, and has since expanded to include apparel, apothecary items, jewelry and more. In 2020, the store moved to its current East End location at 20th and Pearl.
As the store expanded, so did the team. Laura Schwisow, manager, and Paulina Schiliro, marketing manager and community liaison, both found a home at Jones + CO. “I’ve been in retail for six years now, and I realized the corporate side was not for me anymore. I love the hands-on experience of helping run a small business,” said Laura.
“I found out about Jones + CO through a friend, and I met Laura and Elizabeth organically. After talking, I realized that our values really aligned,” said Paulina. “I knew I would grow so much here, especially learning from a female small business owner.”
Jones + CO offers modern minimalist designs, from beachy apparel to beautiful pillows. “Everything in the store goes together in a minimalist way, from jewelry to kitchen items. The overall goal is to create a shopping experience for the community that is filled with less guilt. Our customers can feel confident they are supporting social and sustainable causes when they shop at our store,” said Laura.
Being a business in downtown Boulder provides Jones + CO with the opportunity to serve as a community connector. “We are able to serve as a platform for smaller brands through pop-ups and promotions. Additionally, we host events throughout the year - from private shopping events to holiday champagne nights - that allow us to engage with the community and our clientele,” said Laura. “We love the relationships we’ve formed with our clients. We really look to them for feedback about what to carry in the store, which is a unique aspect of the Boulder community. There is open communication constantly.”
If Jones + CO sounds like the perfect fit for sustainable shopping, head into the store and say hello. “Tell your friends about us,” encouraged Paulina. “And engage with us digitally by signing up for email lists, online shopping, writing reviews and sharing us on social media (@shopjonesandco). Tag us and show us how you are #jonesin!”
After a few years with Jones + CO, Paulina and Laura understand the challenges behind running a small business, but they also know the rewards. Paulina emphasized, “If you are on a team of go-getters and adaptable leaders, you will only continue to grow!” If you are looking for minimalist designs (and some new Boulder friends), stop by Jones + CO and talk with Paulina and Laura.
Paulina and Laura
Jones + CO
We love the relationships we’ve formed with our clients. We really look to them for feedback about what to carry in the store, which is a unique aspect of the Boulder community.