13 years ago, I set a goal to one day have a line at Target. At the time, I was working as a designer for Cynthia Rowley's Swell line (which was one of the very first designer collections at Target) back in 2004. After seeing pieces that I had helped to design in a Target store and witnessing the joy it brought to a complete stranger, I knew I wanted to do more of that someday. A ton of time passed and blood, sweat, and tears went into starting and building my business in 2005. Fast forward to 2014 and after pitching a collection to Target the year before, here I was launching my very first Oh Joy for Target collection.
As we finish up our current and last collections at Target, I thought it would be fun to take a trip down memory lane to see all of our collections over the past few years…
Spring 2014 Party – We debuted at Target with an Entertaining and Party Collection full of items that you'd want on hand for any celebration from tabletop to decor and pieces you could still use well after the party ended. Some of my favorite items ever are from this first collection like those goblets with gold rim that I still use at home to this day.
Summer 2014 Party – That summer, we focused on a colorful picnic-inspired collection perfect for mid-summer nights and perfectly warm summer days. We had picnic totes and mats and a cake stand and pieces that I use for every one of my kids' birthday parties.
Fall 2014 Party – As we headed into fall, we focused on darker colors and lots of gold and created the first mini party hat that we still see people using on Instagram to this day for celebrating kids and pets birthdays!
Winter 2014 Party – This was our first "holiday" collection ever and finished off our year of entertaining and party pieces with holiday-specific patterns and products that were giftable and meant to spread cheer no matter where you were.
Spring 2016 Home Decor – We spent 2015 designing and working on what would be our next big launch at Target…our home decor collection! We expanded into more permanent home decor items from decorative brass party animals to pillows to tabletop items. It was a complete dream come true and an extension of our party line to something a bit more permanent and every day.
Spring 2016 Nursery – As a mother of now two kids, it was a natural extension to launch a nursery collection to bring Oh Joy into nurseries everywhere! It was bright and colorful and broke the rules on the pinks and blues of traditional nurseries past.
Spring 2016 Baby Apparel – As a complement to our new nursery line, we launched baby clothing! This collection will always remain dear to my heart as I was able to use the pieces in real life in my own kids' room and my littlest, Coco, was able to rock her Oh Joy every day with pride.
Summer 2016 Home Decor – We expanded our new home decor collection into summer with pieces perfect for entertaining. It was cheerful and chic and we sold out of our popular bar cart in just two weeks!
Fall 2016 Home Decor – For the fall, we added in sultry rose gold to complement a beautiful swan motif and continued to expand our collection of vases, art prints, and whimsical pieces for the home.
Spring 2017 Home Decor – In 2017, we launched our second year of home decor. I was eager to continue the momentum we had started, and I loved seeing how everyone was using their #OhJoyForTarget in their homes.
Spring 2017 Pet Collection – Soon after, the next step from both home decor and baby was to create a collection for pets! This was SO much fun, and this photoshoot may have been one of my favorite days ever.
Summer 2017 Home Decor – I always love summer collections because we create pieces that can go indoor or out and give that summer vibe all year round. The funny thing about this shoot was that it rained (which you can't even tell in the photos), and we found ourselves outside quickly cleaning up the whole scene before we all got drenched!
Summer 2017 Nursery & Baby Apparel – We launched our second year of both nursery and baby apparel. Building off the momentum of last year, we added more styles to our very popular diaper bags as well as more neutral options with our (now mostly sold out) zebra collection.
Fall 2017 Home Decor – This is our current collection which really feels like the "best of's". We brought back some of our best-selling types of products from our first year like mugs and pitchers, as well as new color ways and styles of items that have sold out like hot cakes.
This year will be our last of our exclusive Oh Joy for Target collections. Don't worry, you'll still see some of our product collaborations there, but you will also begin to see us at other retailers as well. Our three years at Target has been simply amazing and what an amazing opportunity to work with such talented people at Target as well as all the freelance photographers, prop stylists, food stylists, and event planners who worked on various shoots and events with us over the years. I am super proud of my own Oh Joy team for what we have created, designed, styled, and marketed with our collections.
Thank you to everyone who has supported Oh Joy by buying something from one of these past collections. Our current collection won't be around much longer and once it's gone, it's gone! We can wait to show you what we have in store for next year…it's gonna keep getting better and better! 😉