About Us

Shop Goldylox was started as "Goldylox Cottage" in January 2017 on Facebook and ShopGoldylox.com was started in June of the same year. The Facebook group still exists and is considered the VIP Shop Goldylox group where members get exclusive deals, flash sales, and buy-in items. Just search for it on Facebook!

Shop Goldylox was started by me, Jill Eicher - wife, mother of two, and full-time nurse. I have a minor in Consumer Science from Ball State University and have loved all things fashion since I was little. After becoming a critical care flight nurse, I decided I needed a creative outlet to relieve stress, so I taught myself how to heat-press t-shirts. Though I no longer print shirts, my business has evolved to a contemporary women's boutique that carries a range of sizes and provides excellent customer service. Shop Goldylox is currently only online, with occasional pop-up shopping events.

I love being able to give back to the community and my customers do too. Shop Goldylox has donated hundreds of dollars in new clothing to women's shelters, and we have also raised thousands of dollars for charities around Indiana, the US, and the world - including (but not limited to): Children's Tumor Foundation, Riley Children's Foundation, Megan S. Ott Foundation, Saint Florian Center, Port Macquarie Koala Hospital, Shop with a Cop/Christmas for Kids Program, among several others! When my customers know an item is being sold for charity, they come through to help support it in big ways!

You'll find a variety of clothing on this site, from fun to flirty to casual to classy. I love that you can change your whole vibe simply by what you wear. And I love that something as simple as clothing can change your whole attitude. Finding items that women love and feel good in is my main mission. Confidence is gorgeous and if I can find items that make women feel beautiful and, in turn, confident, I feel happy and like I've done something important. I guess it's a way of supporting women, individually and as a community. I'm all about building up others and coming together. I listen to what my customers want and I try to find those items. I am a people-pleaser at heart and I truly want you to love what you purchase from my site.

I truly hope you enjoy your experience on my website! Please email me if you ever have any suggestions, comments, or concerns. I want you to find something that is "just right," just like Goldylox said in the folk tale.