Sitting in a boat jigging for Walleye on the Turtle-Flambeau Flowage, a couple of veteran fishing buddies were musing about what’s next in life. Jim was a film-maker, photographer and advertising CEO. Ed, after cutting his teeth on Milwaukee’s East Side institutions, like Beans and Barley, The Exclusive Company and Shank Hall, left to become a fishing guide in the great Northwoods. Now, they decided it was time for both of them to find a new sandbox to play in.

Doing it together was a given, but what? Gas station…? Bait shop…? Delicatessen…?

Destiny answered.

Amidst a downtown renaissance, along comes this storefront in the heart of Boulder Junction. The fellas looked at each other and said, “What about a gift shop?” But not just ANY gift shop. It would be different! Unique! And most of all, FUN!

Visitors could walk through the door and spin vinyl, taste free samples, and see fun and fine goods that no one else had to offer – including pieces crafted by local artists and artisans and plenty of hidden gems to amuse and delight. Visitors would say, "WOW! THIS is a cool shop!"

And so, The Joyful Loon was born. The offerings will be ever-changing, with a focus on premium quality and fun. That's our story! We invite you to grab a seat, pour a glass of wine or crack a beer, listen to some tunes, and tell us your story.