About Us

Geneva Jake’s is a Life is good® Genuine Neighborhood Shoppe and is an independently owned retail store solely dedicated to the Life is good® brand.

Geneva Jake’s carries an extensive assortment of both in-line and exclusive Life is good® merchandise, including the signature Life is good® AT HOME collection of home furnishings.

Geneva Jake’s is committed to not only providing you with a complete Life is good shopping experience, but also to spreading optimism every day and helping kids in need.

Life is Good® is a dedicated to spreading the philosophy of “Do what you like. Like what you do®”.

Life is Good®, based in Boston, MA, was begun by brothers Bert and John Jacobs. In 1989 the brothers began their business hitting the road and selling T-shirts to college students up and down the East coast. In 1993, after pairing together the slogan “Life is good®” with smiling cartoon character, Jake, the line expanded to include sweatshirts, hats and backpacks.

“People who love Life is Good® see the glass half full, not half empty”, Bert Jacobs says. “That can be anyone from a six year-old learning to snowboard all the way up to a grandmother who loves the ice cream man T-shirt. There’s a Jake for everyone: athletes, musicians, and freethinkers of every kind.”

In 1989, Bert and John Jacobs designed their first tee shirt. They knew nothing about the business.

For five years, the brothers hawked tee shirts in the streets of Boston and traveled the East Coast, selling door-to-door in college dormitories. They collected some good stories, but were not very prosperous. They lived on peanut butter and jelly, slept in their van, and showered when they could.

Chicks were not impressed.

By the Fall of 1994, heading home from a long, less-than-fruitful roadtrip, Bert and John were desperately searching for answers to keep the dream alive. Little did they know, the only answer they needed was back in Boston, hanging up on their apartment wall.

Jake’s contagious grin, simple as it was, seemed to express everything the Jacobs brothers believed in.

One fateful September day, they printed up 48 Jake shirts for a local street fair in Cambridge, Massachusetts. They laid the shirts out on their rickety card table. By noontime, all 48 of those tees were gone. A star was born.

Soon Jake was introduced to local retailers, and his simple message of optimism was embraced like nothing the brothers had ever seen. As demand for product soared, Jake’s team grew, and the Little Brand That Could began to spread across America. Today, the New England based brand stays close to its roots, with an emphasis on humor and humility. Through Life is good Festivals, positive products, and a steady dose of ping pong, Jake’s crew does its best to keep the good vibes flowing.