Building Businesses with Purpose: Jen Vander Roest on Sustainability, Community, and Grit

Badass Women in Business

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In this episode of Badass Women in Business, we sit down with Jen Vander Roest, an entrepreneur whose journey embodies sustainability, community preservation, and creative ambition. Jen shares how her background as a land-use planner and nonprofit professional shaped her transition into entrepreneurship, leading to the creation of two thriving ventures: The Flats at Front + Union, a boutique hotel celebrating Traverse City's rich history, and eelo, a sustainable textile brand committed to quality and intentionality.

Jen opens up about the lessons she learned restoring a 126-year-old building, balancing creativity with strategy, and growing businesses alongside her family. She also provides valuable insights into creating products that resonate with consumers, staying true to your values, and the importance of taking risks—no matter where you are in life.

Whether you're a seasoned entrepreneur or just starting out, Jen's story is a testament to grit, perseverance, and the power of building businesses with purpose.
Show Notes

Introduction:

• Meet Jen Vander Roest, founder of The Flats at Front + Union and eelo, combining sustainability, community, and creativity.

Key Themes:

• Entrepreneurship at Any Age: Jen launched her first business in her 40s, proving it’s never too late to start.
• Sustainability Focus: eelo produces high-quality textiles with a commitment to eco-friendly practices.
• Community Roots: Restored a 126-year-old building to create a boutique hotel celebrating Traverse City's history.
• Family Collaboration: Running businesses with her husband and children, balancing roles for success.
• Advice: Take risks, embrace learning, and spend time in nature to spark creativity and maintain balance.

Where to Find Jen:

• The Flats at Front + Union: Website | Instagram
• eelo: Website | Instagram

Stay tuned for more inspiring stories from Badass Women in Business!

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