From Wall Street trader to fashion entrepreneur, Jennifer Conrad moved from New York to Madison, WI, on September 11, 2001. While coping with the events of that day, Jennifer identified a need in her new city — and a vision for what to do next. So she did what a former day trader would do: she trusted her gut, moved quickly, and built it herself.Jennifer, Founder & President of Twigs, an elevated, fashion boutique, will discuss how she built this career pivot on instinct and discipline, how she's kept the business strong through pandemics and recessions for two decades, the importance of prioritizing your people, and what she's learned about building both a career and a life that fit.ABOUT THE GUEST:Twigs is an independent women's fashion boutique with locations in Madison and Brookfield, WI, with a nationwide online presence at shoptwigs.com. Jennifer opened Twigs on January 2002, drawing on the economics degree she earned at Columbia and a career as a money market trader at Citigroup. In 2012, Elle Magazine recognized Twigs as one of the best boutiques in America.What make’s Twigs stand the test of time is Jennifer’s approach to curation: a thoughtful mix of contemporary clothing, jewelry, and accessories for three generations of women — carefully pulling together pieces that are worth your time and attention. What keeps customers coming back is the Twigs team's ability to cultivate a community while providing exceptional customer service and attention to the little details.WHAT YOU WILL LEARN:08:49 — Spotting a need in a field you didn't come from — and deciding to act on it11:52 — How Jennifer uses her background as a trader to assess risk and make fast decisions when the business needs to pivot13:32 — The "big enough and small enough" philosophy that has shaped how she's grown — staying nimble while building real durability through a pandemic and a recession24:04 — When to take the leap to expansion — and how a candid conversation with another retailer helped her say yes to a second store34:25 — Jennifer's leadership style and why appreciating her team is the foundation of everything39:13 — The art and joy of curating — how Jennifer finds designers, edits a collection, and curates for three generations of women49:08 — What it takes to keep a business healthy over the long haul, including the team and the benefits that have kept her people with her50:55 — Jennifer's honest advice for any woman thinking about a real industry jump56:11 — Learning to take care of yourself in order to be there for othersGUEST LINKS: Website: www.shoptwigs.comInstagram: @shoptwigsEmail: [email protected] RESOURCES:"The Artist's Way" by Julia Cameron, Amazon link here. Note, by using the link HIR will receive a small affiliate link compensation.CONNECT WITH SPONSOR: Roots & BloomInstagram @rootsandbloom_studioListener promotion: Roots & Bloom 20% off plant purchase — mention “Her Intentional Reset” at checkout/to Ciera CurtisCONNECT WITH HIRInstagram @ herintentionalreset.coFacebook @ Her Intentional Reset.coWebsite: www.herintentionalreset.comIf HIR has been valuable to you, you can support the show here: Kofi Support The ShowNo pressure — just making it easy for listeners who want to say so.Music from #Uppbeat (free for Creators!):https://uppbeat.io/t/hemlock/the-way-forwardLicense code: RVGOVVHKDJFBKVJC