Welcome to The Embodied Baddie Podcast — where we ditch the hustle-for-your-worth narrative and talk about what it really takes to create a life and business that feels as good as it looks.

This week, I’m joined by Sara Durcholz, founder of JO+CO, who has been in the retail game since she was just 25. Her story isn’t the typical “grow bigger, scale faster” kind of story you hear in the business world — it’s one of stopping, reflecting, and redefining success on her own terms.

Sara opens up about the trap of chasing outside validation, what burnout taught her, and how giving herself permission to pause became the most powerful move she’s ever made. Together we dive into what it actually looks like to:

✨ Build a brand rooted in body positivity and self-love (not just pretty clothes).

✨ Step back when the old version of “success” stops working.

✨ Let authenticity lead the way — even when everyone else is shouting about more, more, more.

✨ Embrace change without guilt, and find joy in creating again.

✨ Model a new way of living and leading for the next generation.

This conversation is part permission slip, part truth bomb, and part reminder that you’re allowed to stop chasing and start being.

Links & Connections:

• Follow Sara on Instagram: @saradurcholz 
• Follow JO+CO on Instagram: @joandco
• Shop JO+CO: shopjoanco.com
• Let’s hang out: @theembodiedbaddie

If you’re tired of the same old “scale without stress” soundbites, this one’s for you. Press play, take a breath, and let’s talk about finding power in the pause.

Sara Durcholz is a multi-passionate entrepreneur, brand strategist, and mom who knows what it means to juggle ambition, creativity, and real life. As the founder of JO+CO and a consultant for aesthetic-driven brands, she’s built a career on blending strategy with style — creating brands that connect on a deeper level and stand out in the market. Her work is rooted in authenticity, creativity, and a belief that business should feel as good as it looks.