Nash and Skaist-Levy founded a company called Travis Jeans which specialized in maternity wear, especially comfortable jeans. This evolved into Juicy Couture, which started out as a relatively unknown brand of expensive T-shirts.

The venture was financed by Jefery Levy, Skaist-Levy's husband who also served as CEO for 10 years, until the sale of the brand to Liz Claiborne. It later evolved into a full line of women's apparel. The brand was originally popular on the West Coast of the United States especially California, where their fashion lines focused on comfortable women's sweat suits and sportswear.

Juicy Couture added collections for men and children in 2002. Juicy has since added socks and diaper bags. They also sell dog accessories such as dog carriers, dog beds, leashes and collars, dog toys, dog tags, and a variety of dog clothing. They even have their own Barbie dolls which are wearing miniature Juicy outfits and carry Juicy logo shopping bags. The Barbie dolls were made in the likeness of Nash-Taylor and Skaist-Levy.

Gela Nash married bassist John Taylor of the band Duran Duran in March 1999. Taylor and Duran Duran singer Simon Le Bon performed at a party launching the line's East Coast debut in New York City in November 1999.

Slogans often adorn Juicy apparel, such as "For Nice Girls Who Like Stuff" "Smells Like Couture" "Be Juicy" "Cupid Couture" Viva la Juicy" "Her Royal Juicyness" "Wake up and smell the Couture", " Go Couture Yourself", "Cupcake Couture","Bundle Up, Wear Juicy", " The Joy Only Bling Can Bring", "Peace, Love, and Juicy", "Have a Juicy Day", and "Dude, Where's my Couture?". Some less usual slogans are "Save Fashion Wear Juicy", "Santa Juicy is Real" and "Sugar & Spice and Everything Juicy." The signature Juicy Crest, as well as the phrases "Love, G&P" (formerly "Love P&G") are stitched on the inside tag of each item of Juicy apparel. The order of the initials changed in early 2006 after a lawsuit by the Procter & Gamble corporation.