Nine Years of Jenson Natural Jewelry: What I’ve Learned About Love, Loss, and Resilience

Nine years ago, I had no idea what I was building. I just knew I needed to create something meaningful.

In 2017, I was still working full-time in water resource protection. I had three kids at home. That photo is of me in chest waders, about to walk into a cold lake and take some early spring measurements. I was beginning to teach yoga on the side. My beloved pets Reese and Anna were still with us, as was my Dad. Life revolved around carpools, meal planning, orthodontist appointments, and keeping the household running. I was constantly stressed and had recommitted to my yoga practice just to stay grounded.

A year earlier, at my local yoga studio, I took a three-hour mala-making workshop. That workshop quietly opened a creative door I didn’t even know existed.

I never considered myself an artist. My career had been focused on protecting our natural world, educating homeowners about shoreline stewardship, and aiming for leadership in the agency where I worked. Creativity was not something I made space for, and it certainly wasn’t something I thought I was good at.

But that day, holding Fluorite stones in my hands, something shifted. The smooth coolness of the beads. The rhythm of the thread moving through my fingers. The meditative calm of knotting. It felt grounding. Centering. Almost sacred.

I went home and bought more stones.

Then I made more pieces.

People started asking for them.

And then a friend and yoga mentor asked, “Have you ever thought about making this a business?”

That question hit me like a lightning bolt.

A business owner? Me?

I didn’t think I was good enough. I worried about imposter syndrome. I questioned whether the world needed more “stuff.” I wondered what could possibly make my creations different or necessary.

If I was going to do this, it had to be about more than selling jewelry.

So I began soul-searching.

I committed to sourcing ethical stones. Supporting women-owned businesses whenever possible. Minimizing waste. Using recyclable and reusable shipping materials. Offsetting carbon emissions from online orders. If I was going to create something, it had to honor the earth, not take from it.

But what truly gave me the courage to begin was something deeper.

One day during meditation, I asked for guidance. I said, “Please tell me how I can make this business be something more than just a way to make money.”

The answer was clear.

It was Devon.

“Make it all about me.”

Everything clicked.

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Devon’s Legacy

This business was never just about jewelry. It was about honoring my niece Devon and using love to build something good in the world.

Devon was born with Hypoplastic Left Heart Syndrome. She fought bravely through surgeries and complications for three years and five months. Her care happened at Children’s Hospital of Minnesota, where the doctors and nurses poured their hearts into saving her life.

I made a pledge that at least 10% of Jenson Natural Jewelry’s profits would be donated each year to Children’s Hospital of Minnesota in memory of Devon, specifically to their Pediatric Cardiovascular Program.

Over the years, we have also supported Minnesota Public Radio, Wisconsin Public Radio, Hope Chest for Breast Cancer, Special Olympics, QueerSpace Collective, Catkins Animal Rescue, the Immigrant Rapid Response Fund, and many others.

Compiling donation totals and sending those checks is truly one of the best parts of my job.

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From a Kitchen Table to Four Continents

Since 2017, I have sold thousands of pieces of jewelry. Bracelets, necklaces, earrings, malas, and even a pendulum have passed through my hands and into the world.

JNJ has shipped to 46 states and 9 countries. My jewelry is now on four continents — connecting with people as far away as Japan and New Zealand.

Through this business, I’ve met families navigating heart defects. Healthcare workers supporting those families. I even met a woman pioneering technology that may one day prevent another child from dying from HLHS.

Devon’s story continues to ripple outward.

What began as a creative experiment became something far bigger than I imagined.

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JNJ Is a Community

JNJ is mostly a one-woman operation. When you send a message, it’s me replying. When you receive a handwritten note, it’s from me. When your bracelet is resized or repaired, my hands are doing the work.

I remember customers. I remember your stories. Some of you have been here for years and own multiple pieces. Some of you just discovered JNJ yesterday.

Either way, you matter to me.

This business has become more than jewelry. It’s a community. A safe space. A loving embrace. A home.

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Nine Years of Resilience

About half of small businesses don’t make it past five years. Only about a third make it to ten.

Somehow, here we are at nine.

I’ve pivoted. Evolved. Gone back to things I thought I was done with. Tried new ideas that failed. Stretched past self-imposed limitations. And gotten back up again.

Nine years has taught me a few things:

• Consistency beats bursts. You have to show up regularly. Even when you’re tired. Even when engagement is low. Small steady action builds something real.
• Quality matters. You can buy cheap beaded bracelets almost anywhere. But when you purchase from JNJ, you are buying high-quality stones that are ethically sourced and thoughtfully chose. Beauty should honor the earth, not exploit it.
• People crave meaning. Life is messy. The world is chaotic. We’ve lost some of the depth in everyday interactions. When you wear a piece of JNJ jewelry, you are wearing something made with heart and intention. From the stones to the packaging to the handwritten note, I try to infuse meaning into every detail.
• Small businesses are built on relationships. There’s no hiding behind a screen here. Growth requires connection. The introvert in me sometimes resists it, but I continue showing up because that’s how Devon’s Legacy grows.

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Year Ten Begins Now

Nine years ago, I couldn’t have imagined this.

I couldn’t have imagined jewelry traveling the world. Or customers who feel like family. Or the impact Devon’s story would have on strangers.

This business has stretched me. Strengthened me. Humbled me.

If you have ever purchased a piece, shared a post, told a friend, or simply read this far — thank you.

You are part of this story.

Year ten begins now.

And I am so grateful you’re here.

With love,
Kristine