Merchant Girl Registry No. 003

PJ Jonas
Founder, Goat Milk Stuff
Added to Registry: 2026

Essence

PJ Jonas is a maker whose life and work are inseparable from the land she tends, the family she raised, and the values she embodies daily. Her practice is deeply rooted in care — for her own children, for the health of others, and for the creative possibility of slow, sustained craft. Her presence is steady, earnest, and grounded in service rather than spectacle: a woman who saw need, learned skill, and turned both into a living legacy.

The Work

PJ Jonas is the founder of Goat Milk Stuff, a family-grown farm enterprise in Southern Indiana that produces handcrafted goat milk soaps, skin care, and other natural goat milk products. What began in a kitchen as a practical effort to replace commercial products laden with chemicals for her own children’s skin grew into a business with national reach — yet one that remains rooted in family practice, faith, and craftsmanship. 

PJ’s journey began out of necessity and care: after realizing that typical baby wash was full of chemicals, she experimented with replacing water with the raw goat milk from her own dairy goats when making soap, discovering early on that the results were both nourishing and therapeutic. Over time, feedback from customers — some reporting relief from conditions such as eczema and sensitive skin — encouraged expansion from an intimate kitchen operation into a broader family enterprise. 

Goat Milk Stuff grew quickly from that first Apple Festival in 2008, where PJ and her family shared samples and learned firsthand the impact of their work. The story of consistent growth — from handcrafted soaps sold at local festivals to a family farm that now milks over 100 goats — reflects both resilience and stewardship. 

In 2015, as the family’s children matured and expressed a desire to work full-time on the farm, PJ and her family shifted strategy to expand the farm’s offerings and make it a destination, becoming a Grade A goat dairy in Indiana. Beyond soaps and skin care products, the farm now shares goat milk, yogurt, gelato, cheese, fudge, caramel, and other goat milk goods, and invites visitors to participate in the farm experience itself. 

What defines her work is its integration of family life, faith, craftsmanship, and purpose. The Jonas family, guided by their values and belief in honoring their work as a reflection of their faith, teaches their children entrepreneurship and stewardship. Each member participates in the work — from milking goats to packaging soap — creating a living model of shared labor, legacy, and education. 

Selected Notes

  • Creative Focus: Natural skin care, sustainable farm craft, product development
  • Approach: Hands-on family craftsmanship rooted in personal need, stewardship, and care
  • Mediums: Goat milk soaps, bath and body products, dairy goods, artisanal farm offerings
  • Philosophy: Practical kindness crafted by hand; products that heal and nourish
  • Cultural Contribution: Elevating handcrafted, family-made goods; normalizing farm-to-skin care traditions
  • Enterprise Character: Faith-centered family business with multigenerational participation

Words From PJ

“We feel blessed to run Goat Milk Stuff in a way that honors Jesus, supports our family, and blesses our customers.”

This reflection — from PJ and her family — captures their humble resilience, faith, and orientation toward service through craftsmanship.

Closing Reflection

PJ Jonas’s work embodies the harmony of craftsmanship, family, and service. What began as a mother’s response to the needs of her own family became a farm-centered enterprise that invites others into a life of care — for skin, for community, and for the land. Her practice is not about scale, but about sustained goodness, nurtured through shared labor, deep values, and wholehearted dedication to craft.

For her commitment to thoughtful making, family stewardship, and honest care rooted in lived experience, PJ Jonas is recognized as Merchant Girl Registry No. 003.

Associated Work

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