From Thrift Store Startup to Personal Brand Coach: Lessons from Jennifer Johnson

A Business Born from Necessity and Vision

Growing up in a family that couldn’t afford new clothes, Jennifer learned the art of “the hunt” at garage sales with her grandmother. This resourcefulness became the foundation for True Fashionistas, her Florida-based business that blends luxury brands with mid-market finds—and even home decor and furniture, all under one roof.

Jennifer saw a gap in the market: no one was combining high-end and mid-market fashion, or offering furniture and clothing together. “If you see a hole in the market, you plug that hole,” she says. With little more than determination and a vision, she launched her store—starting with empty shelves and quickly filling them through community engagement.

Turning Setbacks into Growth

Early on, Jennifer faced a major setback: her business partner left, opened a competing store, and took nearly all the employees. Instead of giving up, Jennifer doubled down, expanded her store, and focused on what she could control. “I put my blinders on and didn’t pay attention to what she was doing. I just did my thing.”

The Power of Community

Jennifer attributes much of her success to deep community involvement. From supporting local nonprofits to becoming a hub for hurricane relief, True Fashionistas became more than a store—it became a pillar of the community. “People want to do business with someone who is a pillar in their community,” she explains.

Building a Brand and a Personal Platform

Jennifer’s brand-building extended online, with a content-rich website and a strong media presence. She cultivated relationships with journalists, responded to media requests, and leveraged every feature to build credibility.

As her business grew, Jennifer began sharing her knowledge through coaching, an academy, and her book, “Grace and Grit.” She’s candid about the challenges of stepping back from her business to build a personal brand, emphasizing the importance of gradual transition and succession planning.

Key Learnings from Jennifer Johnson

• Surround Yourself with a “Personal Board of Directors”: Trusted advisors—both paid and informal—are essential for guidance and support.
• Community is Everything: Deep local involvement builds trust, loyalty, and word-of-mouth growth.
• Turn Adversity into Opportunity: Setbacks can be the catalyst for expansion and innovation if you keep your focus.
• Make It Frictionless: Regularly audit your business processes to remove barriers for customers and staff.
• Vet Your Investments: Jennifer’s $25,000 lesson—always thoroughly research partners and programs before committing.
• Things Happen For You, Not To You: Every challenge is a lesson if you’re willing to learn.
• Delegate and Let Go: Gradually step back and empower your team, even if things aren’t done exactly your way.
• Lead by Example: Stand shoulder-to-shoulder with your team; don’t ask them to do anything you wouldn’t do yourself.