We caught up with the brilliant and insightful Jess Goodkey a few weeks ago and have shared our conversation below.

Jess, thanks for taking the time to share your stories with us today Parents can play a significant role in affecting how our lives and careers turn out – and so we think it’s important to look back and have conversations about what our parents did that affected us positive (or negatively) so that we can learn from the billions of experiences in each generation. What’s something you feel your parents did right that impacted you positively.

My parents immigrated to Canada with one goal in mind: to build a better life for my brother and me. They sacrificed so much—leaving behind everything familiar, working tirelessly, and making sure we had access to education and opportunities they never did. I wouldn’t be where I am today without them.

One of the biggest things they instilled in me was the importance of reliability and accountability. Growing up, discipline wasn’t just encouraged—it was expected. If you said you were going to do something, you did it. No excuses. You showed up on time, you planned ahead, and you always considered how your actions impacted others. Looking back, I think that’s why event planning felt so natural to me! It’s a career built on precision, foresight, and keeping your word—qualities that were ingrained in me from a young age. And even now, as a WOC business owner, those lessons continue to shape how I work and show up for my clients.

At the same time, there was another lesson that came—not from what they said, but from what I observed as they reached retirement. They had spent their whole lives working, saving, and sacrificing for the future. But once they retired, I noticed something: life had moved forward so quickly. It made me realize that work isn’t everything. Yes, financial stability is crucial, and yes, we need to plan for the future, but we also need to be present. To enjoy the moments in front of us. To prioritize relationships, mental health, and self-care—because no amount of money can replace time lost or memories unmade.

My parents’ sacrifices gave me the privilege to make choices they never had. And because of them, I’ve learned to find balance—to work hard, but also to live fully. And even though they aren’t the kind of parents to express pride through words of affirmation, I know deep down that they are proud of where I am today. And that means everything to me.

Jess, 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?

Of course, I’m Jess, the founder behind my brand and website design studio (Studio Crescent), where I design intentional, strategic, and personality-infused brands and websites for lifestyle-focused service providers. But before I found my way into brand and web design, I actually started in the world of event planning, specifically in weddings as well as medical conferences!

For the longest time, I didn’t believe I was “creative enough.” Growing up in an Asian household with immigrant parents, my path was pretty much mapped out—go to school, get a stable job, follow the traditional route. No one ever asked, “What do you want to be when you grow up?” or encouraged me to dream beyond what was practical. So, I followed what I thought was the “right” path… until I realized I was constantly putting my own passions on the back burner.

Through event planning, I naturally gravitated toward the creative side—designing mood boards, crafting details that told a story, and making sure every touchpoint felt cohesive and intentional. That love for design eventually led me to brand and web design, where I finally felt like I found my calling. I realized that so many small business owners were struggling to create a brand that truly felt like them—one that wasn’t just aesthetically pleasing but also aligned with their personality, values, and the way they wanted to show up in their business. That’s where I come in!

At Studio Crescent, I create brands and websites that go beyond just looking good—but feel like it too! My process is super collaborative and deeply personal because I believe that the best brands are built from the inside out. I get to know my clients beyond just what they do; I get to know who they are, what difference they want to make, and what makes them light up. From there, I design a brand that not only stands out but also feels like home—something they feel confident showing up in every single day.

One of the things I’m most proud of is seeing my clients grow after working together Seeing them step into their brand with confidence—whether it’s booking aligned clients, doubling their revenue, or finally feeling like their business reflects who they truly are—that’s what fuels me.

If you’re a service provider looking for a brand and website that feels like you (and you want the process to actually feel fun), I’d love to bring your vision to life!

If you have multiple revenue streams in your business, would you mind opening up about what those streams are and how they fit together?

Yes! Aside from my 1:1 brand and web design services, I also have a couple other revenue streams in my business.

One of my “passive income” is selling website templates! Not everyone is in a place to invest in fully custom branding or web design, and I totally get that! When I was just starting out, I loved the hands-on learning phase and figuring things out myself. That’s why I created my website templates—to meet business owners where they are and give them a beautiful, strategic starting point without the big price tag of custom design. It’s a great option for newer entrepreneurs who enjoy DIYing but still want a professional and polished online presence.

I also do affiliate marketing for select platforms, products, and services that I genuinely love and use in my own business. Integrity is a huge priority for me—I’ll never recommend something I don’t personally believe in or haven’t tried myself. This revenue stream allows me to stay true to my values while sharing tools and resources that have helped me grow my own business. It’s not just about earning extra income; it’s about passing along recommendations that I know will make someone else’s journey smoother, whether it’s a platform that simplifies their workflow or a tool that elevates their brand.

At the end of the day, my goal is to equip business owners with the resources they need—whether that’s through 1:1 services, digital products, or sharing the things that have helped me along the way!

Have you ever had to pivot?

Pivoting in business (or in life) is never easy, especially when you’ve poured so much of yourself into something. But looking back, I see that every twist and turn led me to where I am today.

I started a wedding planning business in my early 20s because I loved gathering people together for a meaningful occasion. I was the go-to planner in my friend group, the one who always showed up, brought people together, and made sure every gathering felt special. I loved the energy of bringing ideas to life and making moments memorable for the people around me. So, turning that passion into a business felt like the most natural thing. I went all in—working full-time as a conference planner by day, running my wedding planning business by night, volunteering on nonprofit event committees, and attending industry events. My entire world revolved around event planning.

For a while, I loved it. But then, slowly, that spark started to fade. I found myself dreading the things that once excited me. The late nights, the constant pressure, the emotional weight of planning someone’s biggest day—it all started to drain me. I was burning out, but I ignored it. I didn’t want to quit. Quitting felt like failing. And as someone who had fought so hard to be in an industry that my parents (Asian immigrant parents, at that) already didn’t see as a “real” career, I felt this immense pressure to prove that I could make it work. That I could be successful. That I wasn’t a disappointment.

Then the pandemic hit. Events shut down overnight. And in that stillness, I had no choice but to face what I had been avoiding—I wasn’t happy anymore.

It felt like a now or never moment – I had to decide: do I keep forcing something that no longer feels aligned just because I’m afraid of what it means to let go? Or do I trust that stepping away isn’t failure—it’s growth?

I chose growth, and I’ll admit that for a while, I beat myself up over it even though it felt like a weight has been lifted off my shoulders. I felt like I had wasted years, like I had quit on something I once loved. But with time I also realized: nothing is permanent. We are allowed to evolve. We are supposed to evolve. The experiences we go through—successes, failures, and everything in between—shape us.

If I hadn’t built that first business, if I hadn’t struggled through undercharging and imposter syndrome, if I hadn’t pushed myself to figure things out as I went—I wouldn’t have the brand and web design business I have today. I wouldn’t understand firsthand what it’s like to be a small business owner trying to build something from the ground up.

So now, instead of planning conferences and weddings, I help business owners build brands that feel like home to them! And that’s what I’ve learned through it all: success isn’t about holding onto something just because you once loved it. It’s about trusting yourself enough to let go when it’s time and embracing whatever comes next.

Contact Info:

• Website: https://studiocrescent.co
• Instagram: https://instagram.com/studiocrescentco
• Facebook: https://facebook.com/studiocrescentco
• Linkedin: https://www.linkedin.com/in/jessgoodkey
• Other: https://pinterest.ca/studiocrescentco

Image Credits

Sarah from Amarah Creative Productions