I started JNJ Gifts and More in 2016 as a small brick-and-mortar gift shop where local artisans could showcase and sell their handmade products on consignment. I loved discovering talented makers, hearing their stories, and giving them a place to sell their work.

We operated our first store for five and a half years before losing the space. I didn’t want to give up, so I moved into another location, hoping to continue what we had built. Unfortunately, we lost that space too. Losing two stores was difficult, especially after putting so much time, money, and effort into building the business.

At that point, I had to make a decision. Do I try opening another store, or do I completely rethink the business? I chose to rebuild. I moved away from traditional retail and focused on corporate gifting, bringing my love for artisan-made products into a different market.

Today, we work with more than 100 small American makers to create thoughtful gifts for businesses and individuals. What makes us different is that we don’t simply fill boxes with products. I personally care about what goes into each gift, who made it, and how the person receiving it will feel. We take time to understand our clients and the relationships they want to build.

The business looks very different from where it started, but my purpose hasn’t changed. I still want to support small makers and help people feel appreciated through meaningful gifts.

My first corporate client actually came to me while I was still running my retail store. They asked if I could create 35 gift boxes with a budget of $150 each. At that time, I was preparing to close the store, and I didn’t realize this one order would open a completely new direction for my business.

While we were putting those boxes together, another customer walked into the shop. I showed her what we were creating and casually mentioned, "If your company ever needs gifts like these, we can create something special for you too." She looked at the boxes and said, "Actually, I might need 150 of them. I’ll email you."

That moment stayed with me. I realized there was an opportunity beyond the retail store. Businesses needed thoughtful gifts, and I already had the experience, the relationships with makers, and the passion to create them.

Today, most of our new customers find us through Google searches, and increasingly, through ChatGPT. It’s interesting to see how much the way people discover small businesses has changed. What started with a simple conversation inside my little gift shop has grown into a business serving corporate clients across the country.

One decision that completely changed my business was choosing not to open another retail store. After six and a half years in retail and losing two locations, I honestly didn’t know what to do next. It took me seven months to make that decision. Those were very difficult months.

I kept thinking about the small makers I had worked with over the years. I had built relationships with them, knew their stories, and didn’t want to lose those connections. I kept asking myself, "How can I continue supporting these small businesses without having a store?"

That’s when I decided to rebuild JNJ Gifts and More around corporate gifting. Today, whenever I create a gift proposal, I always look at products from my existing makers first before sourcing from someone new. I want their businesses to grow along with mine.

One mistake I made was not thinking far enough ahead about the future of my business. I was so focused on running the store, serving customers, and supporting makers that I hadn’t really prepared myself for what would happen if I lost my retail space.

That experience taught me that you can’t build a business around just one way of doing things. You have to be willing to adapt, even when it’s difficult. I still have the same passion I had when I opened my first store. I’ve just found a different way to pursue it.

One big change I’ve noticed is that businesses are becoming more thoughtful about gifting. They don’t just want to send something with their company logo on it. They want gifts that feel personal, reflect their values, and make their clients or employees feel genuinely appreciated.

I’ve also noticed more interest in supporting small businesses and knowing the stories behind the products. That’s something we’ve always cared about at JNJ Gifts and More, so we’re now making those stories a bigger part of the gifting experience. We help clients understand who made the products and why they were chosen.

Another change is convenience. Many companies have remote employees and clients across the country. They want someone who can handle everything, from choosing the gifts and adding their branding to packing and shipping each box to a different address.

We’ve adapted by offering more personalized gifting services and taking care of the entire process. I think businesses are realizing that a thoughtful gift isn’t just about the products inside the box. It’s about making someone feel remembered and valued.

I would tell them to first understand who they want to serve and why those customers would choose them. Gifting is a beautiful industry, but it’s not just about putting pretty products in a box. You need to understand the occasion, the person receiving the gift, and what your customer wants that gift to communicate.

I would also encourage them to build genuine relationships with their suppliers and makers. Some of the relationships I started when I had my retail store are still part of my business today. Those relationships have been incredibly valuable.

What I would tell them to ignore is the pressure to do everything everyone else is doing. It’s easy to look at competitors, follow every trend, or think you need a huge product collection to succeed. You don’t. Start small, know your costs, create something you’re proud of, and listen to your customers.

And one thing I’ve learned from my own journey is not to rush into spending money on things you don’t really need yet. You can build a meaningful gifting business without a beautiful storefront or a huge inventory. I wish I had understood that earlier.