Today we’d like to introduce you to Josephine Beddor
Hi Josephine, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
I’ve been a lover of vintage style my whole life, and largely due to the women that raised me. My mother lived abroad in her 20s and traveled often for work, so she slowly collected and covered our home in vintage furniture and art she sourced from the flea markets she would visit. My late grandmother Marilyn Beddor, “Nani” as the grandkids coined her, is the heart of J’adore Beddor Vintage. She was the epitome of grace and elegance, and taught me that style is more than the clothes we wear. A fellow introvert, she let her clothes do the talking for her, with lots of playful prints and timeless silhouettes. Her closet alone should be in a museum, with its rows of fantastic fabrics paired with so many stories behind them.
Nani meant the world to me, and on Valentine’s day 2020, she passed away. I freshly moved to New York City at the time, and in what was supposed to be an exciting new chapter, I felt devastated. Add on a global pandemic shortly after her passing, and my partner and I decided to move back home to MN. At first, the transition back was hard since my network of friends I grew up with also moved to different cities. The only thing anchoring me was my now husband Nick, and being back at Golden Rule Gallery in Excelsior. I started at Golden Rule in 2017 while I was still in college in Iowa, and would work whenever I was back in town for summers, holidays, etc. Golden Rule Gallery has always been, and is definitely for me, more than just a shop. I’ve always said if my life was a coming-of-age movie, finding Golden Rule would be the catalyst that changed everything. Its space and its community has given me my “why”; a reason to do everything I do with intention and kindness. I owe everything I am to Erin Duininck, Golden’s owner, who is my chosen family. She’s given me, and all who have the gift of knowing her, gentle guidance through both life’s tribulations and joyous moments. So when I came back to MN from New York, the shop gave me a safe space to figure out my next move.
Since my social network back in MN was almost nonexistent, I threw myself into thrifting and sourcing vintage for myself. It was Erin who daydreamed with me, and suggested I start my own vintage brand, and I adamantly shot the idea down. Honestly, I was fearful to put myself out there and it felt… vulnerable. But after sitting with the idea (and Erin cheering me on), I decided to launch J’adore Beddor Vintage in 2021 at Golden Rule. At the shop, I curate vintage apparel, home decor, and more recently, vintage jewelry. The name “J’adore Beddor” was a nickname for me coined by friend Molly May McMahan of Nice Nice Ceramics, and is wink to my french heritage & grandmother. Although J’adore Beddor was born amidst grieving her loss, it became a way for me to keep talking to her and in doing so, a way for me to heal.
Fast forward to today, and I’m so proud of how far I’ve come. I wish I could go back and tell myself not to be so fearful of starting this new venture, but through the vintage community I’ve discovered, I have found so much confidence and fulfillment in what I do. I can honestly say I’m living my dream job, with my dream people and community.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
As ironic and borderline cheesy as this sounds, I think the biggest obstacle has been myself. I remember when I first had my vintage clothing rack set up in Golden Rule, and I had to stop myself from hiding behind the counter whenever people browsed my pieces. It felt so vulnerable, like a part of ME was on display.
The biggest thing that’s helped has been time. With time, I’ve learned to trust my gut and to trust my creative vision; and when I do, it always pays off. Connecting with customers and witnessing them find their perfect vintage piece has fueled my confidence more than anything else. It’s helped me take more risks and invest in myself more. Now, J’adore is no longer a passion project I do on the side, but something that I’m left in awe of as I watch it grow and grow.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
I am a manager at Golden Rule Gallery in Excelsior, which is also the home of my brand J’adore Beddor. I curate vintage apparel, home decor, and more recently, vintage jewelry.
History has always been a major interest of mine, and I even studied Classics for a short time at University with an interest in possibly being a museum curator. As I pivoted to Communications instead, my love for history has never waned. That’s what I enjoy most about what I do – learning the history of silhouettes, textiles, and brands. Vintage pieces are also generally better quality and made with expert craftsmanship that is admittedly harder to find in modern clothes. I find it fascinating that much like history, fashion always repeats itself. And since trends are cyclical, why not buy the original vintage piece instead of a modern replica?
My favorite eras for vintage apparel are the 1960s and 1990s, and often styled together. I’m drawn towards the mod shapes and textiles of the 60s, and the nostalgia and neutral tones of the 90s. I’m all for pieces that are intriguing, yet wearable and timeless.
As for vintage home decor, I mostly specialize in mid-century pottery, such as McCoy or Abingdon. I also adore precious vintage trinkets, which I happen to find myself completely surrounded by with my own personal and ever-growing collection at home.
My gateway into vintage jewelry started when I stumbled upon vintage sweetheart bracelets. They are beautifully made bracelets soldiers would gift to their loved ones during the world wars as a means to remember them by. It’s such a lovely piece of wearable history, and opened a brand new door for me into the world of vintage jewelry. I’ve really enjoyed the process of learning about different metals, styles, and all that comes with it.
I love that J’adore Beddor can ebb and flow with my own personal interests, and what I’m currently inspired by. It’s a true reflection of me, and it’s such a gift to share that with others.
How can people work with you, collaborate with you or support you?
The best way to support and connect is visiting Golden Rule Gallery in Excelsior. Odds are, I’ll be behind the counter and I’d love to chat! I believe vintage shopping is meant to be in person, to feel textiles and to try pieces on to see if it’s the right fit. Besides vintage, Golden Rule also has a delightful assortment of art, accessories, beauty, you name it; it’s the perfect mixture of nostalgic vintage and modern pieces. Besides visiting me at the shop, I love connecting via social media. And, it’s where you can be up to date on the new pieces I’m sourcing at the shop and online!
Contact Info:
- Website: https://shopgoldenrule.com/collections/jadore-beddor-vintage-collection
- Instagram: @jadorebeddor
