Discovering JTwist Living

Madison Main Street Program
Jan 26
3 min read

The shopping experience often begins before you even enter the store,

with eye-catching clothing displayed outside near the entrance when the

weather allows. Inside, casual apparel and accessories line the left wall,

while display cases, tables, and shelving on the right showcase a variety of

tempting finds. The store feels open and bright, offering selections that

range from budget-friendly to luxury price points.

Shop Valentine's Day apparel, mugs, books, and decor at JTwist Living to find the perfect gift for someone special, a thoughtful surprise, or a well-deserved treat for yourself. Brighten winter’s gray days with cheerful seasonal pieces like a red “LOVE” pullover sweater, a pink “Boot Scootin’ Boogie” puzzle, a cozy red lounge set, a “Happy Here...Madison” sweatshirt, a pink-and-red felt heart banner, and snug Valentine-themed sleepwear.

Owner Jody Stevenson met with the Madison Main Street Program to answer the questions everyone has been wondering-from the unique name JTwist Living to the thoughtful planning behind each curated outfit. Here’s what Jody had to say:

Why did you decide to open JTwist Living?

JTwist Living grew out of my love for fashion, good style, home decor, beauty, and finding all the things that feel elevated, yet casual and livable. I wanted to create a shop that reflected that -- somewhere people could find things they truly love, not just what's trendy at the moment.

What inspired the name?

The name JTwist Living (I get asked this several times a week).

J - most of you know my name is Jody, so that's the J (which is my actual handwriting in the logo).

Twist - soooo, my husband actually came up with this part because I'm always 'twisting' my hair up!

Living - I knew I didn't want to place myself into one box, into one category. Apparel store, gift store, home store. I wanted it all (who doesn't), and so 'living' seemed perfect.

What did you do before opening this shop?

Before opening JTL, I had a 19-year career in education. I would often get asked about my shoes, bags, and accessories (I was a walking billboard for Banana Republic), so when my career in education ended, it felt like a natural next step and way to bring that passion for all the things to the people. My website went live in November 2019, and 11 short months later, we opened our brick + mortar in downtown Madison.

Talk about the items you carry -- how do you decide what to buy?

We carry a curated selection of contemporary women's clothing, a mix of home decor, gifts, and accessories that feel timeless but still fresh. We are very intentional about what comes into the store. When we go on buying trips, we look for quality, craftsmanship, and items that work in a real home. Pieces that feel elevated, but not fussy. When we're buying, we always think, who's wearing that? Then visualize our clients and real women, which aids in the decision-making process.

Many of our products are things I use in my own home or would give as gifts. I love mixing classic staples with unexpected finds, which gives the store its unique feel. We also listen closely to what customers are asking for and try to keep the assortment interesting and ever-evolving.

Who is your typical shopper?

Our typical shopper is someone who appreciates thoughtful design and enjoys finding pieces that aren't everywhere else -- but truly, we see a wide range of customers. From locals popping in for a last-minute gift to Hanover College students to visitors exploring downtown Madison, there's something for everyone. Every woman wants to feel her best. We want to help them.

Why should someone make a special trip to your store?

People should make a special trip to JTwist Living because it's more than just shopping -- it's an experience. The store is welcoming, personal, and full of unique finds. Plus, shopping downtown means supporting local businesses and being part of a vibrant community, which is something we're proud to be a part of.

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