The fashion scene in Hoboken + Jersey City is growing by the day. With local talent galore, we are always excited to see business owners step into the spotlight and do what they love. Golden on Garden, a women’s online/pop-up style boutique, is one of them, with a fun nod to an iconic pop-culture TV show to match. Read on to learn more about Hoboken-based Golden on Garden and the face behind the name.

Photo Credit: Sofia Delmage

How it Started

Sofia Delmage grew up in West Orange and has been a Hoboken resident for nearly 10 years. Fun Fact: She told The Hoboken Girl that she and her husband met right here at McSwiggan's! (We love local love). After spending years working in the mortgage industry, Sofia knew she was good at what she did but said, “It just wasn't me.” She dipped  her toe in other areas and spent time as a yoga instructor and even worked at boutiques.

Photo Credit: Sofia Delmage

It was during her time in retail  that she had her lightbulb moment. From connecting with customers who would come in wearing pieces she styled for them to crushing it in sales volume, she realized that the experience  had sparked a new passion within her. After spending time behind the scenes of retail and fashion, Sofia thought… Why not me?

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Sofia had noticed gaps in the market for affordable, high-quality clothing and wanted to do something about it. While she knew what was trendy, she noticed that these products didn't last, and  didn't grow with customers through multiple phases of life. Sofia began asking other local business owners for advice as she shared her potential business plan. She emphasized how kind and open everyone was in helping her sort out her ideas during this stage. After their encouragement, she decided… let's give it a shot. In June 2024, the Golden on Garden was born.

About Golden on Garden

For as long as Sofia can remember, she has been obsessed with The Golden Girls and expressing herself through fashion. Her mom and grandmother always had it playing in the background, and the show has a special, nostalgic place in her heart — she even shared that she had a Golden Girls-themed bridal shower. So when it came time to name her business, combining her two loves, she knew there had to be a nod to the show. While she and her husband were playing around with names, they jokingly threw out “Golden on Garden” since they live on Garden Street in Hoboken, and it stuck right away. To this day, Sofia plays Golden Girls in the background as she works on her brand.

Photo Credit: Sofia Delmage

The Golden Girls' inspiration doesn't stop at the name. The pieces at Golden on Garden also reflect the style of some of TV's most infamous, fun-loving characters. Sofia sources garments for her online boutique that are described as “reserved but still fun, funky, and expressive,” with plenty of nods to Miami-inspired prints, colors, and palm trees. The patterns are designed to catch people’s attention and are anything but boring.

The items at Golden on Garden are meticulously chosen to support women through all phases of life with materials that stretch and flow accordingly and go beyond the basics. The importance of pieces changing with the customer body and providing unmatched quality is of utmost importance. Sofia used herself as an example, sharing that many of the pieces at Golden on Garden are even bump-friendly. Sofia knows this first hand as she is six months pregnant and still wearing some of the same Golden on Garden pieces she’s had since the beginning. These styles are also investment pieces clients can wear throughout different life stages. Several items are even made from 100% cotton and wash well for added ease.

Photo Credit: Sofia Delmage

When Sofia is sourcing for the boutique at trade shows, she always thinks: will this last, and will it flex through many phases of life?  Sofia shared on her website, “I created Golden on Garden because I want women to have a place to come that allows them a creative outlet through fashion with pieces that can follow them through all stages of life. At Golden on Garden, we strive to focus on finding styles that you won't see anywhere else and quality that you just don't find anymore. I can't wait to connect with you!” So far, Sofia shared that her customers have ranged everywhere from their early 20s to their mid-80s, emphasizing Golden on Garden’s mission to cater to everyone looking for a unique, comfortable, stylish outfit that moves with them.

Sofia noted that her favorite thing about being a business owner in Hoboken is easily the community. Every time she needs help someone lends a hand or gives great, transparent advice.  Sofia has even hosted pop-up events at local favorite, McSwiggan's, which she named a piece of her collection after. She has also collaborated with the historic eatery, Leo’s Grandevous, naming a piece after them as well—a true testament to her support and connection to the community. 

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How to Shop

Customers can shop all things Golden on Garden on the company’s website. For information about upcoming IRL pop-ups and events, be sure to follow @goldenongarden on Instagram + Facebook. Locals can also check out Golden on Garden at this year’s Spring Arts + Music Festival on Sunday, May 18th. For more information, or if you need to organize a local pick-up, email Sofia at [email protected].