From friends, Danielle Marquedant30 years old, and Shauna Nordlund, of 33, are the founders of Golden Boutiquea traveling clothing shopping experience in residences of older adults. They went viral thanks to a video on TikTok and plan to expand their proposal to visit more and more assisted living centers.
Originally from Minnesota, United States, they both used to work as caregivers for elderly and elderly people. In dialogue with the magazine Peoplerevealed that the idea first came to them in July 2024, while talking to residents.
«For many older adults who live in nursing homes permanently, something as simple as shopping for clothes can become almost impossible,» Danielle said.
«We saw firsthand how difficult it can be for residents and their families access clothing that is practical and at the same time makes them feel good,» Shauna added.
Many of the residents told them that they had not gone to buy clothes in a store for years, that they longed for that feeling of independence and being able to choose for themselves.
«Over the years we have seen how something as simple as the right outfit can lift your spirits and restore confidence,» they said.
The duo thought of creating a traveling place for them and worked tirelessly with different organizations to make logistics possible.
Its mobile boutique project was launched in July 2025 and opened in October of that same year. The traveling store has since expanded to multiple locations across Minnesota, reaching dozens of residents in its first month.
A traveling clothing store in senior residences
They carry all the clothing and accessories in a large trailer, and upon arriving at the centers they set up in a large room and transform it into a store-like environment, with racks, mirrors and fitting rooms, allowing residents to shop as they would in a traditional business.
«The reception was very emotional. Some residents even joke: ‘I haven’t gone shopping in a hundred years,’ and the families have also made us feel their gratitude, because many would not really have the opportunity to experience something like this for health issues and mobility that prevent them from recreational outings,» they stated.
They began sharing their videos on TikTok and Instagram, with videos of residents buying and reacting to the experience. «They gave us back our dignity and independence,» one of their star clients told them movedly in one of the short clips that went viral.
There was one case in particular that moved them deeply. «We met a woman who loved taking care of her appearance, she had her own style, but due to a medical condition she was forced to wear hospital gowns, so we offered her adapted nightgowns in the store, and she cried when she was able to wear clothes again after so many years,» they indicated.
Outside of this initiative, both have other jobs, and dedicate much of their free time to supporting this project. Shauna is a Certified Health Services Executive and is currently the Chief Nutrition Officer at a long-term care facility.
«The boutique allows me to reach the people I care for in a very different way, combining my experience in the healthcare sector with my passion for fashion,» explained Shauna. Danielle, for her part, is the director of social services at a nursing home.
«My years in senior care made it clear to me that clothing is much more than practical: it can help someone feel good about themselves, creating an easy, personalized and fun shopping experience,» she said.
Adapted clothing: comfort and style in the elderly
While creating the business came with many challenges, such as managing transportation during Minnesota’s harsh winters, the founders say the impact makes them feel like every obstacle overcome was worth it.
«Seeing the confidence and joy that this brings to the residents is everything,» they said. «It’s much more than clothes«It’s about giving them back a sense of normality and independence,» they explained.
To further that mission, they also created the «Golden Gift Background«, which helps cover purchases for residents who may not have the financial means to purchase clothing, ensuring that No one is excluded from the experience.
Although they offer cheap prices, they knew immediately that no one could leave empty-handed and that there are all kinds of situations. «They take much more than a bag with clothes they like, they connect with us, they meet people they perhaps saw every day but had never spoken to,» they celebrated.
They also accept donations of clothing, especially clothing suitable for seniors, and constantly carry out fundraising campaigns to always have stock.
«Those who are seniors deserve to feel glorious every day. More than a boutique, we are a celebration on wheels: we create moments of joy, dignity and connection through fashion and conversation»«they expressed.
The boutique offers a wide range of sizes for men and women, including adaptive clothing designed for people with reduced mobility or medical needs.
Residents of different nursing homes can even submit specific requests, which they both strive to fulfill by the next time they visit.
«While we bring clothing directly to nursing homes and assisted living centers, we also offer our clothing online so families and our beloved shoppers can view it,» they explained.
They look for easy-on and easy-off clothing, with Velcro and backless options, to make it easier for their customers to put on and take off clothes when trying them on, but they also have hundreds of casual fashion pieces, such as blouses, sweaters, dresses and jackets.
«Our goal is to provide comfort, style and practicality to those who are elderly. We are a mobile clothing store specialized in second-hand, elegant and adapted clothing,» they summarized.
