Why We Chose Jennifer McMillian
“Full disclosure: Jennifer is a client and she pays me money. Obviously that made me pretty reluctant to add her to my top 10 list. However, to not mention her would be an even larger faux pas because she has made enormous leaps and bounds as a woman business owner. Just last month she was invited to Amazon headquarters in Seattle, WA by senior management. They chose several women-owned companies who have been successful on their site — and Jennifer was one of them. They also wanted to know more about the launch of her new brand, JennyGems. Wow! This girl knows how to market her products and I’m so thrilled and honored to be apart of the journey. Please meet and learn from her below.”
Jane Clark, Co-Founder of BrandSwan
The Story
Tell us how it all started. Why? What’s the story?
I always had the yearning to run my own business. As a child, I worked as a secretary in my father’s electric motor business. I attempted several businesses on my own as a young woman including a mobile disc jockey business, selling magazine subscriptions door to door with a wagon and selling beauty supplies through Avon. While working a full time job in marketing and raising 2 children, my husband and I were struggling to pay the bills and reduce our debt. As a result, we decided to sell our children’s used clothes and toys on Ebay to help supplement our income. We both experienced an instant adrenaline rush with the first few business transactions.
In 2001, we continued to search for items to sell at local estate sales and auctions. We focused on antiques and collectibles. Gradually we shifted our focus to books. In 2007, we moved our thriving bookstore business to the Amazon platform which opened additional opportunities. We gradually began adding closeouts and unique gift items to our inventory. I left my full time job first and my husband David followed a few years later. Our store, First State Trade, offers a large variety of gift and home décor products.
After receiving feedback from our customers regarding the product lines, we recently decided to create our own line. Spending so much time together in our warehouse, generated a lot of laughs, tag lines and jokes. We decided to combine our warehouse conversations with the feedback provided to us by customers into a home décor line of our own. Early this year, we tested a few products under our own brand, JennyGems. The results have been positive! Our full product launch will occur by November with many more exciting products. It’s become a contest within our family to design the most successful selling product. Our product launch will include additional designs by my mother and both of our children.
Biggest Success
What is your biggest success so far?
My biggest success in life as a whole are my daughters Jillian and Sarah. They have both grown into strong, smart, successful women. Jillian and Sarah have been key participants in the development and growth of our business. Although they will continue to have roles in the business, Jillian is currently attending law school at American University in Washington, DC. Sarah is currently attending Nursing school at Margaret H. Rollins School of Nursing.
Biggest Challenge
What is the biggest challenge in your industry? What are you doing to deal with that?
My biggest challenge in this business includes constantly adapting and changing to everything and being able to make these changes happen quickly. Consumer behavior changes all the time. A single breaking news event can send the consumer into an entirely new direction. I have to be readily prepared to handle these behavior changes quickly. The complexity of taxation of small business combined with the ability to manage government regulations and requirements is a tremendous use my time and resources. To deal with these challenges I have continue to read publications every single day during any free moment that I have. As time is limited, I have begun to outsource some of these responsibilities.
Advice
What advice would you give to a business owner starting out in your industry that you wish you would have known going in?
I never graduated from college. I also faced many big life obstacles and setbacks in my 20s. However, I had a job with a solid salary at a local credit card bank. Even though it was a great place to work with a lot of opportunities, I never felt that I belonged. In 2007 after over 16 years with the company, I was laid off and scared and devastated. On the side, I was selling on Ebay as a hobby successfully for years. My husband encouraged me to give it chance full time. I am so glad I listened and I am so glad I was laid off.
My Tips:
- Make a business out of your passion. In my early days, I met a man who was doing a tremendous business selling antique tools on Ebay. I went to local auctions and bought so many tools. I rarely used tools. That segment of my business eventually failed. I had no interest in tools. I tried to copy someone else’s passion instead of my own. If you do what you love and work with your passion, it won’t be a job.
- There are no shortcuts. I work very hard even on vacation and even in the grocery checkout line, I work.
- Avoid Negative People. They are everywhere. Very few people have supported my decisions and ideas. I didn’t listen to them. So glad!
- Change and Adapt Constantly. If you can’t change everything instantly, you won’t be able to survive in the Ecommerce industry of today.
- Take Risks. Every risk you take is not going to work. Be able to accept that every idea you have won’t sell. Don’t be hard on yourself. Learn from these mistakes. They will make you better.
- Accept rejection and “No” with ease. There will be an abundance of no’s and rejection. Be able to accept it. “No” may also mean let’s re-negotiate or tweak the idea a bit.
- Outsource: You won’t be able to do everything yourself. Seek out services that will save you time. Ecommerce is highly regulated. Set yourself up with a good accountant and lawyer.
Surprise Tidbit
What don’t most people realize about you or your company?
It seems that many people don’t realize how hard I actually work and how many hours I put into my business. Just because I am not at my warehouse, does not mean I am not working. I don’t just go home at the end of the work day to relax and watch TV. In fact, I rarely watch TV. I also think many people think what I do is easy. It’s really not. I am not complaining. I am working my passion and love it.
That’s a wrap!
More 2016 Most Inspiring Women
Day 9: Stefanie Roselle — Inspiring Women 2016
From her animal fostering, amazing new office design to the rockin’ women’s organization she co-founded along with Amber Shader, she motivates me to grow on both a personal and professional level. She has a killer team of fellow #ladybosses for her company Social Butterfly. On top of all of this, she’s amazing at what she does. I had the opportunity to sit with her on a social media panel… this girl knows her stuff! I love love love how she supports other local businesses — even competitors. Her collaborative and embracing real life and online persona makes her a joy to interact with.
Day 8: Angela Kovall — Inspiring Women 2016
Angela is a ray of sunshine. Always beaming, she makes it her mission to know and help the people she meets along the way. (Apparently we went to the same high school!) She is is the inspiration for changing how I approach marketing — think not what people can do for you but how you can people. She is an excellent teacher on spreading feelings of goodwill and increasing others self-esteem. Angela genuinely wants to see people succeed and I find that energy to be absolutely contagious. She is wonderful to have in your corner. I can’t say enough positive things about her. Simply, she makes you feel good.
Day 7: Anne Green — Inspiring Women 2016
What impresses me most about Anne is that she moved from Canada to Delaware and totally started what no one else has here in Newark: a very popular, resident-owned news page. With over 7,000 likes on Our Newark Delaware’s super active Facebook page, Anne has quickly become known for knowing what’s going on in our local hood. I first met her at a Wonder Women Tea event at the Blue Hen Bed and Breakfast, so we already had something in common. What I love most about her is that she builds people up. Always supportive of local businesses and meeting new people, she is a genuine joy to be around and I’m proud to know her. As a client, she is absolutely delightful to work with. Read on
Day 6: Vicki Lam — Inspiring Women 2016
[Vicki] is reliable, always professional, and present. Seriously, she is everywhere. Vicki is my go-to resource for new and awesome networking groups and events. I personally use Vicki for all my promotional products because she gives you awesome ideas and the best advice. She understands branding and so she is an awesome partner for me. I am also very proud to call her a friend.
Day 5: Nancy Dibert — Inspiring Women 2016
Everyone on #netde knew her and looked to her as an authority in the twitter universe. If you’re an entrepreneur in Delaware, you have most likely seen Nancy’s diligent social media outreach on Google Plus, Twitter and even Facebook. Every post is thoughtful, relevant —and for me, enlightening. Every day I learn something new, which in the marketing industry is basically a necessity… Nancy is a true gem. I was humbled that someone as successful as her was building me up and took notice.
Day 4: Robyn Odegaard — Inspiring Women 2016
Robyn is not only kind and caring, but she wears herself on her sleeve and has no problem sharing her amazing life stories. I highly recommend you get to know this super smart gal who I’ve had honor of meeting. Oh — and she’s really good at what she does.
Day 3: Mona Liza Hamlin — Inspiring Women 2016
[Mona] has a very calming and warm presence. Yet at the same time, she is a gal who knows her stuff. As a mother of 1 bulldog and 2 cats, I’m often in awe of moms who have it all: running their own business and raising their children! Not only is she a lactation consultant, but also a pediatric nurse. That alone makes her an authority in her industry and increases my adoration of her 10 fold. I love that she uses a real, holistic approach with her customers and in her life.
Day 2: Donna Duffy — Inspiring Women 2016
[Donna]’s a bit of a local legend when it comes to marketing. I hear her name on everyone’s lips — and always positive things. I know she’s a marketing guru who offers boutique, personal attention to her clients. She’s a huge resource to Delaware.
Day 1: Jessica Barnak — Inspiring Women 2016
[Jessica] is lovely, bubbly, inviting and always composed. She continued to impress and inspire me as managing director for the networking group Polka Dot Powerhouse. Her positive energy is absolutely contagious. The biggest reason Jessica is on my list — her brand is absolutely on point: the perfect amount of professional, modern, and as creative as her interior designs.