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Industry Icon: Halley Jones of the Purple Goose

December 9, 2009

Industry Icon: Halley Jones
Owner, The Purple Goose

By Chelsea Roehl

“Fashion is a right, not a privilege.” This quote completely epitomizes the philosophy behind Verona’s (and now downtown Madison’s) best kept secret—The Purple Goose!

What a fun shopping stop! Once a house, now a great place to shop, The Purple Goose in Verona is quaint, stylish women and children’s boutique. Owner Halley Jones says the shop was originally created just for children then later, she transitioned into clothes for kids, moms and all-around fashionable  females alike.

When you walk in, you’ll find trendy, brightly pattered clothes, adorable hats, scarves and jewelry hanging from every fixture. The eye is constantly wandering and finding new treasures.

My favorite part about the shop is that every item in the store is under $99. Jones wanted to give her customers affordable fashion—hence, the “fashion is a right” quote. Along with being affordable, all items are current and trendy. If you are looking for the perfect gift (for yourself or otherwise!), you are going to find it at the Purple Goose.

Also, it’s worth noting that Jones just launched her new, user-friendly Web site, AND  opened a second location downtown Madison right across from Marigold Kitchen at 117 S. Pinckney St., sharing space with Studio Quest! Jones has been a busy woman these past few months.

Tip: If you visit, make sure you check out the “Last One” rack located near the kid’s play area. The rack is filled with items that were immediate hot sellers and there are only one left of each item!

Chelsea’s top picks at The Purple Goose:

1. “Live Free” tees by Little Bay, $38

2. Blue cocktail dress, $70

3. Rose gold plated belt bracelets, $30 for a set of 2

The Purple Goose | 400 W. Verona Ave., Verona; (608) 845-2368 or

Chelsea is a fashion intern at BRAVA, and can be reached at

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