There’s a story behind every family-run business, and in the case of JNJ Craftworks, it’s one of love, kindness and support.
Jerina Vincent opened her Verona consignment shop in 2016, with the desire to delight customers, showcase makers and create community.
Jerina and her husband Julius grew up in southeastern India. She earned an MBA there and worked in banking and human resources before moving to Wisconsin to join Julius, who works in IT. The couple and their twelve-year-old daughter Natania have called Verona home for the past ten years.
A debilitating issue with her jaw forced Jerina to quit her corporate recruiting job. And after turning to card-making and crafting, and finding sparks of inspiration in visiting craft shows and consignment shops, she decided to open her own store to sell crafts and offer classes.
JNJ Craftworks — a name that draws from the family’s initials — carries a beautiful range of gift items, from wooden bowls and custom signs, to Girl Wonderful apparel, to Wisconsin-themed hats and shirts, to artwork, cards, jewelry, candles, onesies and more. “Gifting happiness” is the store’s tagline.
“It’s mostly consignment and mostly locally made items,” Jerina says, adding that many of her makers are retirees and stay-at-home moms.
And the selection includes some of Jerina’s own handiwork, namely earrings, candles and signs.
“I have my hand in everything,” she says of crafting. “The only things I don’t do are knitting and crocheting.”
Natania has also become a crafter, and even sells her own slime and lip gloss in the shop. She’s also a huge help at the store, pitching in with cleaning, social media posts and more — once she’s done with her homework.
And Jerina’s own parents, who live in India, play a role in the shop as well, although it’s through support and inspiration more than hands-on help.
“I talk to them every day. That’s how I start my day,” Jerina says. “My mom, she’s a crafter. She’s a talented lady, and I learned so many things from her.”
An openness to learn — from her family, from her customers, from the day-to-day work of running a small business — has been as asset as Jerina has helmed the shop, which last year won a Dane Buy Local business award.
“Every day is learning,” she says. “As it goes, I am changing, and my customers teach me a lot.”
Jerina continues to dream and plan about what the JNJ Craftworks will become. She wants to make it even more beautiful and turn it into a destination boutique in small-town Verona, where crafters and shoppers alike find connection.
“Running a store is not easy, but I love it,” she says. “My customers are the ones who boost me. The community is so good here.”
Katie Vaughn is the editor and co-founder of Northerly. She is a University of Wisconsin-Madison and Stanford University-trained journalist with experience as a writer, reporter, editor, blogger and author. She lives in Madison with her husband, daughter and son, and her family is always up for an adventure.
Know of a great Wisconsin family business that should be featured on Northerly? We’d love to talk more! Reach out at hello@livenortherly.com to discuss a collaboration.