Today we’d like to introduce you to Jeni Schwenzfeier.
Hi Jeni, so excited to have you on the platform. So before we get into questions about your work life, maybe you can bring our readers up to speed on your story and how you got to where you are today.
I am an accountant by trade and spent over twenty years in rural healthcare finance when I decided to take a leap of faith and start my own business. My dream actually started when I was sixteen and worked for a local clothing store in Hallock; fast forward many years and here I am! I honestly never thought it would come to fruition!
Hallock MN has developed great patronage, become a place of destination, and has amazing local support. It is where I was born and raised, and where my husband farms. We have one son and he is the light of my life! Longing for less stress and more flexibility/time with my family, my husband and I developed the “now or never” mentality when it came to the idea of opening my own business. We began the search for a building, knowing that location was key. Ideally, I would be located on the main street. After a few hurdles, we arrived at the building I currently own, which was the last building available on the main street. Are my stars aligning? I think so!
When arriving at a name for my boutique, I wanted to acknowledge my mom in some manner. She passed away very unexpectedly four years ago, and I know she would have LOVED to encourage me in this endeavor. She would have cheered me on in so many ways. While she isn’t here on earth, I know she would have told me things like “Life is short, do what makes you happy. You are smart, you can do this. Don’t lose focus of your purpose and mission.” So the name J. Lily is a nod to her. J is for me (Jeni) and Lily is for her as her favorite flower was the tiger lily. In my logo, “lily” is in her handwriting. My checkout counter was made by my husband, and he used the gymnasium floor from the school my mom worked at for many many years. Small things can make a big difference, and I can feel her encouragement in so many ways.
My longing for opening my own clothing store isn’t just about buying fun clothes; it’s about empowering women. I love seeing women develop confidence, show a smile, and maybe even push themselves a little out of their comfort zone. Very early in my professional career, I remember a seasoned co-worker stating that the days you feel “bleh” are the days you need to dress up the most! Put on a dress and some heels and your day changes. What we wear DOES change how we feel and act. When women wear clothes that fit and feel confident, their possibilities are endless. To see that unfold in helping somebody pick out a new outfit fills my cup every single time.
So, here I am today. A healthcare CFO turned boutique owner; living the dream, hoping to make a difference in women’s lives in small town rural Minnesota.
I’m sure you wouldn’t say it’s been obstacle free, but so far would you say the journey has been a fairly smooth road?
Generally, my lifestyle transition from corporate to small business owner has been a smooth road. The first hurdle was finding a building, which took some time, but I was able to purchase the last building available on Main Street in Hallock. From there, the formal process began. It took about 9 months from the idea to the opening date, which I consider a very reasonable timeline. I am an accountant by trade, so my business sense likely made the process a bit simpler, but it also pushed my risk-averse personality out of my comfort zone!
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
While the “glam” of owning a boutique is fabulous on the exterior, it’s not just about going to the market and picking out fun clothes. When I am at the market or researching items, I am picturing the woman who is wearing these clothes. What are they needing/want to accomplish? Are they stay-at-home mom who needs a wardrobe facelift? Are they soon-to-be brides looking for a dress for their bridal shower? Are they looking for an interview outfit? Do they need a date night outfit? What is it that drives women to be confident and accomplish whatever it is they want, whether that be in day-to-day life or long term?
One of my favorite quotes is from Anne Klein: “Clothes aren’t going to change the world, the women who wear them will.” What a woman can do when she is confident is really amazing. I want to help women find their confidence by providing quality clothes that fit them, and seeing their self-esteem rise before my eyes,
This also holds true with the products that I carry in my store. I believe in supporting women in business. I do extensive research on products I purchase with the goal to support a valued mission. For example, I carry ABLE handbags. ABLE is a US-based company that very early recognized that if you’re serious about solutions to poverty, then you must do two things: create jobs and do so for women. The ABLE products are handmade by women and ABLE recognizes that if we support women with jobs, especially women who have overcome extraordinary circumstances and often lack opportunity, the greater impact we will have. I love partnering with them!
I work with as many MN-based companies as possible. Section 21 is just 30 miles from my store, and I partner with them in carrying t-shirts and sweatshirts. Women supporting women and small businesses supporting small businesses– It feeds my soul!
Pretty Simple and Realia by Jen are two MN-based women-owned companies where I purchase accessories. Pretty Simple has a mission to aid in developing a cure for Type 1 diabetes as her daughter was diagnosed at a young age. Realia by Jen is a BOSS LADY and I often reach out to her for business advice! She is so confident and strong and I love her enthusiasm!
When a woman walks into my store, I want them to feel like they are in a chic downtown boutique and will walk away with quality clothes and accessories that will give them the confidence they need to conquer the day. After all, she may be an accountant wanting to open her own boutique someday.
In terms of your work and the industry, what are some of the changes you are expecting to see over the next five to ten years?
I think we saw a significant change in the general economy and industry in 2020. This recognition that small and local has your back during the worst of the worst is not going to fade quickly. I think people now value shopping locally and shopping small; bigger isn’t always better. Also, people are looking for an experience, not just a product. A small-town boutique can do just that! With so many other complements in the community (brewery, wine bar, other boutiques, distillery, coffee shop, photography, seamstress, etc), it really is a win!
I feel like this is a relatively new mindset, and I don’t see this changing over the next 5 years. I think people will continue to support small, appreciate locals, and cheer for one another!
Contact Info:
- Website: shopjlilyboutique.com
- Instagram: https://www.instagram.com/j.lilyboutique/
- Facebook: https://www.facebook.com/profile.php?id=100083448364235
Image Credits
Klondike Photography (Jazlynn Folland)
