We were lucky to catch up with Jennifer Janssen recently and have shared our conversation below.
Jennifer, thanks for taking the time to share your stories with us today Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?
I launched my business because I’ve always thrived with autonomy. I hate being told what I can and can’t do. I’m someone who values the freedom to work creatively and independently, and I wanted to build something meaningful outside of my role as a wife and mother — though I’m incredibly grateful and proud of that part of my life. My goal was to create a career that allowed me to stay present for my family while pursuing work I was deeply passionate about. I’ve always been an artist in one way or another, so naturally makeup came easy to me.
Through my experience in the bridal and beauty industry, I recognized a common challenge among women in the field — the desire to balance artistry, financial independence, and family life. I saw an opportunity to fill that gap.
Jennifer Janssen Bridal Artistry was born from a simple idea: to provide brides with more than beautiful hair and makeup. I wanted to deliver a professional, calming, and seamless experience while creating a space where other bridal artists like me could grow, thrive, and do what they love — without compromising their personal lives.
In the early days, I managed everything myself — from weekend weddings to late-night admin tasks — always striving to deliver exceptional service. As the business grew, so did demand. I knew I needed to scale, which meant investing in business coaching, building systems and training protocols, and establishing a team culture centered on excellence, professionalism, and kindness. Most importantly, it meant learning to delegate — trusting others to manage operations, communications, and logistics so I could focus on leading and expanding the brand.
This vision later expanded into Avery and Birch Beauty Studios, a boutique space created to support independent beauty professionals. I saw too many talented women stuck in rigid commission structures, managing burnout and family responsibilities with little control over their schedules. I wanted to provide a solution — a space where they could own their business, set their hours, and build something truly sustainable.
Beyond the logistics of launching a salon suite business — learning leasing, budgeting, compliance, and operations — my highest priority was creating an elevated environment. One that felt beautiful, professional, supportive, and empowering. A space that reflects the value of every woman who works within it. A space where they could feel proud of their work, everyday.
Today, both businesses are thriving. Jennifer Janssen Bridal Artistry provides artists with the structure and flexibility to do what they love. Avery and Birch offers beauty professionals a space to succeed on their own terms. And I’m grateful to lead these businesses while remaining present for my family, mentoring and coaching other women, and continuing to grow with purpose.
None of this would have been possible without the unwavering support of my husband, family and friends. Their belief in me gave me the courage to take risks and keep thinking big. I know not everyone has that kind of support — and that’s exactly why I’m so passionate about creating it for other women. Whether through mentorship, leadership, or providing space and opportunity, I’m committed to being the kind of support system that I am so lucky to have.
Jennifer, 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?
I’m an entrepreneur, mentor, and the founder of two women-centered businesses: Jennifer Janssen Bridal Artistry and Avery and Birch Beauty Studios. My work is rooted in one mission — to help women thrive in their artistry, their businesses, and their lives.
I entered the bridal beauty industry over a decade ago as a makeup artist, drawn to the transformation, the connection, and the joy that comes from helping someone feel their absolute best on one of the most significant days of their lives. But as time went on, I realized I was equally passionate about the experience — creating calm, curated, memorable moments for brides and raising the standard of what beauty services could be.
As my bridal business grew, so did my desire to support other artists — many of whom were women navigating the same desire for creative fulfillment, flexible schedules, income, and family balance. That’s when Jennifer Janssen Bridal Artistry evolved from a solo venture into a team-based brand. We built a foundation of professionalism, training, and consistency, allowing our artists to grow while delivering an elevated, seamless experience for every client.
Later, I founded Avery and Birch Beauty Studios in Greenfield, WI — a boutique salon suite rental space designed to give independent beauty professionals the freedom to run their own businesses. The response for Avery & Birch was overwhelming, and we’re proud to say we are building our second location in Brookfield, WI.
I wanted to create more than just a place to work; I wanted to build a space that felt also felt elevated, beautiful, and empowering — a space that reflected each woman’s value and supported her goals. I’m sure you notice a trend here. In everything I do, “elevated” reflects my commitment to quality, care, environment, and purpose—choosing to create experiences for my team and the people we serve that stand apart from the norm.
From bridal hair and makeup services to artist mentorship and private suites for beauty professionals, our work spans multiple offerings — but the heart is the same: empowerment. Whether it’s helping a bride feel radiant and at ease on her wedding day, guiding an artist to step confidently into her craft, or providing a stylist with the keys to her own space — everything we do is designed to help women feel seen, supported, and strong.
The most rewarding part of this journey is seeing women step into more freedom — more confidence, more joy, more possibility. I’ve built this with intention and heart, and I’m just getting started.
Do you have any insights you can share related to maintaining high team morale?
My best advice for managing a team and maintaining high morale? Lead with empathy, clarity, trust, and heart.
At the end of the day, we’re all navigating the human experience — and life inevitably happens. People want to feel respected, fulfilled, and supported. Creating that kind of culture starts with how you lead.
One of the most powerful things you can offer your team is clarity. When expectations are clear — not just around tasks, but around communication, growth, and team dynamics — it creates safety. Systems, checklists, and structure don’t limit people; they free them. With the guesswork removed, your team can focus on showing up and doing exceptional work.
Trust is foundational. I believe in hiring good people and then giving them the space to own their roles. Micromanagement stifles creativity, drains morale, and slows growth — I’ve seen it unravel businesses with incredible potential. Flexibility matters. When you invest in the right people and trust them to lead in their lane, they rise — and often exceed your expectations.
Acknowledgment goes a long way. I make it a point to recognize wins, whether that’s a quick thank-you text after a glowing client review, a team night out, or simply creating time for them to share feedback. When people feel seen and appreciated, they pour even more into what they do.
Protect your culture. I’m intentional about creating and maintaining a warm, collaborative, drama-free environment. That means leading by example, addressing issues early and honestly, and only inviting people onto the team who align with our values and energy.
And most importantly — honor your team as people first. I built my businesses to give women more freedom, and that includes my team. Many of them are moms, creatives, and caregivers, and I respect the full lives they lead outside of work. High standards and humanity can absolutely coexist.
Finally, let people grow — even if that growth eventually leads them in a new direction. Supporting someone’s evolution, even beyond your business, is part of what it means to lead with heart.
Any stories or insights that might help us understand how you’ve built such a strong reputation?
Consistency, care, and intentional leadership are what helped me build my reputation within the market.
I’ve never been interested in doing things halfway. From day one, I made the decision that every bride, every artist, every interaction would be treated with the same level of professionalism and personal attention. That consistency — in communication, in quality, in how my businesses show up — is what built trust.
I also think genuine care goes a long way. Brides can feel when you truly care about their experience and so can team members and vendors. I care about their time, their vision, and how they feel working with us — and I’ve made that a foundational part of my brand.
Word of mouth and referrals have been our biggest source of growth, and I know that’s because we take the experience seriously, not just the artistry. We show up early, we’re organized, we’re calm under pressure, and we’re kind. Those qualities speak volumes in the bridal space, especially when emotions run high.
Lastly, I believe holding high standards while mentoring and supporting others is a huge piece of it. In both my bridal business and salon suite brand, I’ve built systems and teams that reflect my values — and that kind of consistency is rare. When people work with us, they know they’re going to get excellence and a really thoughtful, human experience.
That’s what has helped us stand out and stay in demand — and it’s also what I’m most proud of.
Contact Info:
- Website: https://www.averyandbirch.com
- Instagram: @jjbridalartistry
- Other: https://www.jenniferjanssen.com
Image Credits
c. mae design photography