We were lucky to catch up with Emma Jo Wassink recently and have shared our conversation below.

Emma Jo, thanks for taking the time to share your stories with us today Can you talk to us about a risk you’ve taken – walk us through the story?

One of the biggest risks I’ve ever taken was leaving my corporate job to start my own business. It wasn’t just about switching careers—it was about betting on myself, my vision, and the life I wanted to create.

At the time, I had a stable job, but deep down, I knew I wanted more flexibility, creativity, and ownership over my work. When I became pregnant with my first child, that desire became even clearer. I wanted to build something of my own that allowed me to be both an entrepreneur and a present mom.

With no roadmap and no guarantees, I took the leap. I started working at my aunt’s boutique, helping her grow her business while using that experience to fuel my own. I invested what little I had into business courses, product, and a DIY website, doing everything on a tight budget. I stayed scrappy, learning through trial and error, making mistakes, and figuring things out as I went.

Fast forward six years, and that risk has paid off. I now run a thriving custom gifting business, working with clients across the country, all from my home—while raising three little ones under six. It hasn’t been easy, and there were plenty of moments where I questioned if I made the right choice. But looking back, I wouldn’t change a thing. Taking that risk gave me the life I always wanted, and more importantly, it showed me that sometimes, the biggest rewards come from the boldest moves.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I’m Emma, the founder of Emma Jo & Co., and I started this business because I saw a major gap in the gifting world—especially for small business owners. So many wanted to send thoughtful, personal gifts to clients, employees, and partners but didn’t have the time (or energy) to spend hours hopping between stores, second-guessing every purchase. They needed a solution that was both stylish and stress-free. That’s where I come in.

Emma Jo & Co. specializes in curated, custom gifts that make an impact—whether it’s for client appreciation, employee onboarding, corporate events, or even those “just because” moments. We source high-quality products (many from other small businesses), create beautiful gift designs, and handle everything from branding to packaging to delivery. Our goal? To make gifting effortless while keeping it personal.

What sets us apart is our hands-on, boutique approach. Every gift is intentionally designed, not just thrown together. We think about the recipient, the brand, the message—every little detail—so that the gift doesn’t just get opened; it gets remembered. Plus, we’re all about making things easy. Whether you need a one-time gift or an ongoing gifting strategy, we take it completely off your plate.

One of the things I’m most proud of is the relationships we help strengthen through thoughtful gifting. A well-timed, intentional gift has the power to make people feel seen and valued—and I love being part of that process.

At the end of the day, I want people to know that gifting doesn’t have to be complicated. If you want to make people feel valued—whether it’s your clients, employees, or someone special in your life—we’ve got you covered. Custom gifting, made easy.

What’s worked well for you in terms of a source for new clients?

Because we’re such a visual company, Instagram has been our biggest driver for new clients. We focus on sharing engaging reels of our gift designs, behind-the-scenes processes, and final packaged gifts ready to ship. Every time we complete a project, we tag both our client and all the product vendors featured in the gift. This not only showcases our work but also expands our reach, as clients and vendors often reshare our posts.

Word-of-mouth has also played a huge role. Many of our clients come back to us again and again—and they refer others who are looking for a seamless, high-quality gifting experience. The combination of social media visibility and strong client relationships has been key to our growth.

Have you ever had to pivot?

Over the past six years, I’ve had to pivot a lot—mostly because I’ve had three kids in that time! As any business owner (and parent) knows, time is the most valuable resource, so I’ve had to constantly adjust how I work. That’s meant learning to outsource, streamline, and set boundaries so I can keep growing the business while still being present for my family.

One of the biggest shifts I made was moving away from one-off gifts available on our website and instead focusing on client gifting. This change completely transformed my business from something that was highly seasonal to something with steady, year-round cash flow. Traditionally, Mother’s Day and Christmas are the biggest gifting holidays, but I didn’t want those seasons to be spent buried in work—I wanted to actually enjoy them with my family. By prioritizing corporate and client gifts, I’ve been able to build a sustainable business that runs with my life, not against it.

Contact Info:

• Website: https://www.emmajoco.com/
• Instagram: https://www.instagram.com/emmajoandcompany
• Other: I am also a DIY + “all things home” content creator! You can find out more about that creative outlet on my other Instagram page, @emmajwassink

Image Credits

Kelsey Pasma Photo