Meet Jennifer Jones Futrell

Today we’d like to introduce you to Jennifer Jones Futrell.

Hi Jennifer, thanks for joining us today. We’d love for you to start by introducing yourself.
I’ve loved creating with my hands as far back as elementary school. I had a plastic tote with all kinds of arts and crafts supplies that I loved to work with. Whenever I got ‘sent to my room’ with no tv, I happily created instead. There was no one in my world who could or would encourage me to be ‘creative’ because no one, including me, had the belief that it could ever be a life or a career. Fast forward to 2018…I was in the 15th year of my career as a Sr. Call Center Director. Over the course of my career, I taught and lived in India, The Netherlands, and California. I’d been promoted 6 times and was well compensated for my efforts. My career in customer service afforded me a mentor that built me professionally from the ground up, co-workers like family and life experiences I wouldn’t have had on my own. However, I’d reached a point where it felt like it was time to move on, but where? How? What did that even look like?

Coincidently, the company I worked for was being acquired by a much, much larger company. I felt an obligation to stay and see this process through to advocate for my team and for myself. Many of us had been there for 10+ years and as a leader, I wanted to help make decisions that would impact the lives of people I cared about. I also thought that maybe this would breathe new life into my desire to be there but that didn’t prove to be true.

At the start of 2019, our offices were closed and we were all sent to work from home. For someone that thrived on the energy and connection with other people, this was so difficult and my unhappiness only increased. I started baking as a way of relieving stress and attempting to overlook that loud voice telling me – there was something else out there for me. I started educating myself via YouTube on all kinds of treat-making techniques and recipes. I started a Facebook page and began promoting the business. By spring, I was ready to debut my business to family and friends. In June, my then 16 years career decided it didn’t want me anymore either. They had someone I’d never met call me and read a letter over the phone; it basically offered me the option of keeping my job for more responsibility and less money or leaving. He couldn’t be bothered to care or even show evidence of a human on the other end of the phone. It was that part that shattered me even more than the insulting job offer. My last day of work was Thursday, July 30, 2020.

I began focusing on what is now ‘LoveJones Co’! Love; because love is the core of everything, Jones; because that is my family name and I am incredibly proud of that and, Co to mean together as in we are all better together. I spent countless hours educating myself on anything and everything I could find on starting a sweet treat business. I also took a jewelry-making class! That experience showed me that I’d lost a part of myself for almost three decades; I remembered during that jewelry class….I am a maker! I’d put that creative little girl away a long time ago and gave myself to corporate America. I knew then that my business would include much more than sweet treats!

By the fall, I’d introduced jewelry to my product line and started to participate in pop-ups around the city. My first selling opportunities were with Artsy People of Color (APOC); I remain so grateful. I was barely making any money but my happiness was at an all-time high! As my gourmet popcorn gained popularity, I focused on testing lots of new items to add to my offerings and built a website. I was scared and excited to present myself to the public with the expectation that someone would love and spend money on what I created with my hands. Some products worked, and many didn’t. I’m two years into my business and it is the most meaningful and real experience I’ve ever had. I am an active member of three collectives where I’ve participated in dozens of vendor markets, I ship all over the US from my website and most recently, I’ve acquired a boutique space within Cecy’s Gallery and Studios in downtown Durham (417 Foster St.) You can find me there starting mid-July. I’ll have all of my products available as well as offerings by other amazing vendors in the city. In this space, I’ll also expand on my brand mission to increase joy with classes that explore creativity, mindset and healing. I hope to see you!

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
No way has it been all smooth sailing!

One of my biggest struggles is getting out of my own way! By far, adult ADHD is a constant challenge for a million reasons. Sometimes ADHD makes me wonder if I am good enough, I lose focus or I get lost in fear and that holds me back and/or delays the things that I want to do. The planning, marketing and selling aspect are critical but also a challenge for someone who’d rather be making. Like many creatives and makers, that is all I want to do! Another essential aspect of entrepreneurship is knowing how to run your business; understanding business finances, taxes, pricing of your product, etc. Again, I rather be making things!

I’ve come to love growing and marketing my business but you have to know that it requires accepting the challenge of constantly coming up with new and better ways to be a business, create customer loyalty, and grow. Overall, I had to be willing to change as a person, heal and overcome to achieve success in my business. Learning the skill of asking for help was and is tough but I am better every day! Learning to be comfortable in having real and exploratory conversations with people has stretched me in the best way. Honestly, nothing in life is without challenge. For me, it has been about learning to turn challenges into opportunities to learn and grow as well as help others do the same.

As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
What I do at LoveJones Co is try to promote JOY thru delicious food and handmade products. Food; I offer several dessert menu items but LJ Co is best known for its perfectly balanced gourmet candied popcorn especially the unique combinations like caramel bacon or the ‘Party Poppn Mix’ collaboration with DJ Bro Rabb (Kid ‘n Play tour DJ).

I also have a handmade jewelry line called ‘Adorn’ consisting of a wide variety of healing stones and semi-precious metals. I typically make one-of-a-kind unique pieces vs selling in quantity – for almost every jewelry item, there is only 1 like it anywhere in the world!

Motivating others is incredibly important to me. I understand how healing from past trauma can put you on the path to total healing and true unspeakable joy. My home decor pillows, wall art and decor are created with quotes/images that promote positivity, realization, healing and JOY. I am most proud of those moments when I see someone actually make a connection with something I’ve made. I’ve seen customers excited to put on their jewelry right then or witnessed a tear from someone who read a quote on a pillow that shed light in a dark place.

Are there any apps, books, podcasts, blogs or other resources you think our readers should check out?
YES! I love to read and I love Jesus. I love to listen to sermons by Joyce Meyer and TD Jakes. I also love to listen to other spiritual leaders who promote relationships and offer me real perspectives and examples on living the life God created for me. The greatest teachings about God are offered to me by Harvey and Bennie Richardson of Life-Changing School of Ministry. I define my experience with these spiritual leaders as the greatest teachings because they started me on a path to relationship. I have a personal relationship with GOD that sustains me like nothing else possibly could.

Self-help books by Iyanla Vanzant and Dr. Wayne Dyer, along with tons of motivational speeches and the documentary ‘The Secret’ by Rohanda Byrne have all been huge contributions to my life and well-being.

Contact Info:

• Website: www.lovejonesco.com
• Instagram: https://www.instagram.com/lovejones.lovemade/
• Facebook: https://www.facebook.com/lovejonesco