About Us

Owner/operator Nicole Rice started Sweet {Jolie} from a desire to empower herself and other women to rise from the many battles along the walk of womanhood to find self-confidence and strength to uplift others. By building an online community of women that are doing just that, Sweet {Jolie} offers so much more than clothing.




Sweet {Jolie} is a community-conscious women’s clothing boutique based in Edmonton, Alberta known for its trendy, boho styles accessible to women of all shapes and sizes. In 2017, the brand launched is first in-house label, SJ {Essential} – a collection of comfy everyday basics perfect for layering.

Sweet {Jolie} was founded in 2011 by Nicole Rice who wanted to create a new model for selling fashion. Tired of frustrating sizes and unattainable images pushed out by other fashion brands, she built Sweet {Jolie} from the ground up, by tirelessly building an empowering online community of women. Today, Sweet {Jolie} has more than 80,000 social media followers who not only love to shop, but support and celebrate one another.

The company’s social media and e-commerce site feature women of diverse sizes and ages, promoting self love and celebration of all women.


The foundation of the Sweet {Jolie} business is giving back. Each year, the company raises thousands of dollars for community focused non-profits through a {Love} Project – a series of ongoing campaigns to raise awareness and funds in support of organizations that help women and families in Canada. Previous campaigns have raised funds for the Canadian Alopecia Foundation, the YWCA GirlSpace program and the Edmonton Dream Centre, Make-A-Wish Northern Alberta, Lois Hole Hospital for Women, Basically Babies, and the Nina Haggerty Centre for the Arts.