It started as a dream (literally) and blossomed into a colorful lifestyle empire. 

In 2013, after moving to San Francisco, Texas native Jordan Jones had a vivid dream about sending herself a “Pity Party” care package. That dream led to the spark for Packed Party, a vibrant brand built around the belief that life should be celebrated — every single day.

Packed Party started from care packages and evolved into an array of lifestyle products and paper partyware collections. Over a decade later, Jones’ dream has grown into a nationally recognized company (now valued at $50 million) and sells in retailers across the US like Walmart and Whole Foods, offering everything from partyware to lifestyle accessories.

“Packed Party started out of my bedroom,” Jones reflects. “At the time, themed ‘party for one’ packages didn’t exist. I saw a hole in the market and dove in.” What began as a side hustle quickly transformed into a bustling business known for playful, conversation-sparking products. The mission was “to make people’s lives a party.”

A Texas Brand Goes Global

In 2024, Jones took a bold next step — partnering with Bioworld, a powerhouse (based just up the road in Dallas) in licensed merchandise and pop culture products. (Check out our article featuring an interview with Jason Mayes, Senior Director of Marketing and Intellectual Property at Bioworld Merchandising).

Though Jones didn’t insist on partnering with a Texas-based company, connecting with fellow Texans in business felt natural. “I love that Bioworld is based in Dallas — it definitely makes things easier,” she says. “And Texas, with its vibrant, bold lifestyle, plays into everything we do. Our customers want to celebrate everyday, and that Texas spirit fits perfectly with that message.”

“Meeting Raj Malik [Bioworld’s CEO] was a turning point,” says Jones. “Their long-standing retail partnerships and manufacturing power were game changers for us. And now, with their global footprint, we can finally reach all those international customers who’ve been asking for our brand.”

With teams across the globe — from Dallas to London and New York — the acquisition marks a new chapter for Packed Party, one where global distribution, new product categories, and strategic growth are all on the table.

Staying True to the Party

Despite its well-deserved growth, Packed Party still beats with the heart of a small business, which is something Jones is tremendously proud of. From product development to office culture (yes, there’s a trampoline and dogs are usually always involved), the Austin-based team pours love into everything they create.

“We make products we’d want to give our friends and family. That’s the bar,” she says. “Even with our expansion, we still operate a lot like we did in the early days. Dogs roam the HQ. We test products constantly. It’s fun, and it keeps us grounded.”

That authenticity shines through in the details, something customers notice. “It’s the little nods that keep people coming back,” Jones says. “We hear it all the time: you nailed the small details. That’s our superpower.”

Jones is the first to admit her journey hasn’t always been rainbows and sunshine (or should I say, glitter and confetti). “The transition from founder to CEO was hard,” she shares. “I started this business at 23, with barely any professional experience. Now at 35, the landscape is completely different.”

What helped Jones through it all? Mentorship, growth, and finding comfort in assigning responsibility. “I wish someone had told me earlier to invest in a team. I tried to wear every hat. But letting go and trusting experts — that’s how you really grow.”

The Future is Bright for Packed Party

With Bioworld behind it, Packed Party is set to launch into new categories, refresh its brand, and expand worldwide. “We’re just getting started,” Jones promises. “I think people are going to be really excited about what’s coming.”

From a “Pity Party” to a global celebration, Jordan Jones has proven that even the smallest dream — born in a bedroom — can lead to something truly magical.

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Cover photo courtesy Packed Party

Leean Vargas is the Lone Star Low Down newsletter editor at Texas Lifestyle Magazine and an honors graduate of Texas State University with a bachelor’s degree in Public Relations. She is a concert enthusiast who loves traveling, photography, good food, and discovering new hangout spots in her beloved city, Austin, Texas.