We recently connected with Jen Dayton and have shared our conversation below.

Hi Jen , thanks for joining us today. Risking taking is a huge part of most people’s story but too often society overlooks those risks and only focuses on where you are today. Can you talk to us about a risk you’ve taken – it could be a big risk or a small one – but walk us through the backstory.

One of the most defining risks I took was leaving a secure career in sales to focus solely on my small business, Homecrest & Co., a home decor online shop and retail vendor at Michigan markets and festivals. I started Homecrest & Co. in early April 2023 while still working in my corporate sales job and traveling, dedicating my energy to both until September 2023, when I decided to commit fully to making Homecrest & Co. a standout name in the home decor industry and distinguishing it from competitors. For me, always being someone who needs to take risks, the fear of ‘what if’ and the dread of regret have always bothered me more than the fear of failure. As I often say, ‘Let your fear of regret be stronger than your fear of failure.’ This mantra has guided me through the fear of failure and the fear of regret, and I hope it can inspire you to take risks in your journey.

After transitioning from juggling a stable career and building a startup to focusing entirely on my passion for creativity, I faced daunting and uncertain challenges. Despite the obstacles of learning everything from e-commerce to digital marketing, my persistence has begun to pay off. Homecrest & Co. has gained a following for its unique, handcrafted items and the personal engagement we fostered at local festivals. This personal connection with our customers has been a cornerstone of our success, making them feel valued and important and strengthening our bond. Recently, Homecrest & Co. launched home staging services in the Southwest Michigan area. Decor pieces from Homecrest & Co. are used to create beautifully curated spaces that will provide warm and cozy environments for our clients.

As the business expanded, I launched Jen Dayton Lifestyle, a brand focused on enhancing the social media and creative storytelling aspects of Homecrest & Co. It aims to set me apart as a social media influencer from Homecrest & Co.’s home decor brand. This new venture also includes lifestyle modeling to showcase various aspects of storytelling. Our goal is to establish a strong online presence and connect with a broader audience through collaborations and strategic partnerships, which are a testament to the strength of our business network and social media content.

This strategic plan has increased our reach, deepened our customer relationships, and brought a profound sense of fulfillment. It’s a testament that embracing risk, guided by passion and hard work, can lead to significant personal and professional success. This sense of fulfillment drives me to continue taking risks and pushing the boundaries.

Jen , before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

As the founder and owner of Homecrest & Co. and Jen Dayton Lifestyle, my journey into the home decor and lifestyle industry is profound. It began while I was still working in a career in the sales industry. In April 2023, while traveling and balancing my corporate responsibilities, I founded Homecrest & Co. This venture was driven by a passion for creativity and a longing to craft a more fulfilling life. By September 2023, I made the decision to fully dedicate myself to this venture, with the aim of making Homecrest & Co. a standout name in the industry, distinct from its competitors.

Homecrest & Co. is a haven for unique, handcrafted home decor items. We also participate as a vendor at various Michigan festivals and markets, bringing our distinct products to a broader audience. Our products are designed to add a personal and artistic touch to any living space, crafted with meticulous attention to quality and detail. In response to the evolving market and to leverage the power of digital platforms, I launched Jen Dayton Lifestyle. This brand focuses on the social media and creative storytelling aspects of Homecrest & Co. This initiative not only broadens our reach but also deepens our engagement with customers through vivid lifestyle modeling and engaging content.

Homecrest & Co. also offers staging services. We utilize our decor product line to create beautifully curated spaces that resonate with contemporary aesthetics and lifestyles. This service is particularly tailored for clients looking to transform their environments into stylish and inviting spaces.

Our unwavering commitment to authenticity, quality, and personal connection sets us apart. Each piece we create or curate has a story, and through our brands, we tell these stories, connecting people to products that beautify their spaces and inspire their lives. This commitment is at the heart of everything we do, ensuring that our customers can trust in the quality and authenticity of our products and services.

I am most proud of how Homecrest & Co. and Jen Dayton Lifestyle continue to grow into thriving platforms for creativity and community. These brands reflect my values and commitment to living and thriving by one’s passions. For potential clients, followers, and fans, I want them to know that our brands are more than just businesses—they are a lifestyle, a community, and a source of inspiration. Whether decorating your home or looking for inspiration to leap of faith into what you love, Homecrest & Co. and Jen Dayton Lifestyle are here to guide and inspire your journey.

Any advice for growing your clientele? What’s been most effective for you?

The most effective strategy for growing our clientele at Homecrest & Co. and Jen Dayton Lifestyle has been building strong connections locally and across various industries in Michigan. Engaging directly with diverse audiences at festivals and markets, coupled with strategic partnerships with local businesses, extends our reach and fosters a supportive network. These collaborations enhance our brand’s credibility and introduce new customers to our products.

Our online presence, including content creation on social media, attracts a wide audience and fosters a community among customers and peers. This is essential for sustaining growth and loyalty in a competitive market. The most successful strategy has been to collaborate with other lifestyle content creators on social media platforms, such as Instagram, to create content that resonates with our audience.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

As a female small business owner and entrepreneur, one of the most transformative lessons I’ve embraced is the importance of flexibility in business planning. Initially, I believed a meticulously crafted business plan would be my roadmap to success. However, as my journey unfolded with Homecrest & Co., I quickly learned that being too rigid could hinder rather than help.

I adhered strictly to my initial plan in the early stages but soon realized that market dynamics and customer preferences could change rapidly. Embracing this realization meant learning to pivot when necessary, whether adjusting our product offerings, refining our marketing strategies, or even reshaping our business model entirely. This flexibility has been instrumental in navigating the challenges of growth and ensuring the long-term health of Homecrest & Co. It’s not just about being open to change but actively seeking opportunities to evolve and innovate. This mindset has allowed us to stay responsive to our customers’ needs and competitive in a dynamic marketplace.

Through this journey, I’ve realized that successful entrepreneurship isn’t just about sticking to a plan; it’s about being agile and adaptable. Finding the balance between long-term strategy and adaptability is crucial for making decisions that benefit the business.

Contact Info:

• Website: https://www.jendaytonlifestyle.com/
• Instagram: https://www.instagram.com/homecrestandco/
• Facebook: https://www.facebook.com/profile.php?id=100092322270228
• Other: Homecrest & Co. Home Decor Shop – https://www.homecrestandco.com/

Image Credits

Oh Shoot Photography Kalamazoo, MI
Homecrest & Co., LLC Kalamazoo, MI