JENNA HERBUT | PORTFOLIO.YVR Business & Entrepreneurs Magazine | Volume 2 | Issue 5 | 2024

JENNA HERBUT: CONSCIOUS LAB & MAKE IT

Jenna Herbut is an entrepreneur with over 16 years of experience in building successful businesses that empower others to live extraordinary lives.

As the founder and CEO of M ake It, one of the largest craft fairs in Canada, Jenna has created a platform for hundreds of creative entrepreneurs to thrive by selling their handmade, unique products. Under her leadership, Make It has become a hub for artisans and designers to showcase their work, transforming their passion into profitable ventures.

In addition to her work with Make It, Jenna is the founder of Conscious Lab, a sanctuary designed to inspire individuals to tap into their full potential and bring their unique magic to life. Located in a stunning, historic building in the heart of Gastown, Conscious Lab ignites the creative spark within each individual.

The exposed brick, arched windows, hardwood floors, original radiators, and high ceilings create a spacious and authentic environment that fosters learning, human connections, and personal growth.

The space serves as a hub for individuals to feel fully alive, expressed, and awake, allowing them to share their gifts and do the work they are meant to do in the world.

As the author of Make It Happen, Jenna shares her entrepreneurial insights, lessons learned, and personal experiences to help others align with their values and unlock the energy that drives their success. A passionate mentor, speaker, and magic maker, Jenna is dedicated to helping others shine brighter together and co-create transformative experiences that elevate both their lives and businesses.

IN HER WORDS

"I accidentally began my entrepreneurial journey at age 11. I loved crafting, and my school supplies were always the wackiest I could find. One day, inspiration struck: I made bookmarks out of jazzy dividers, scissors, a hole puncher, and yarn pom-poms. These bookmarks were unlike anything I had seen, and I was excited to show them off. I started with prototypes for my family, but soon, the idea of selling them captivated me. My younger brother, Chandler, and I began producing bookmarks in assembly-line style.

"We needed a way to sell them. Without a car or much adult involvement, I decided we would sell door-to-door in our Edmonton neighbourhood, like Girl Guides selling cookies. Armed with a shoebox of bookmarks, a handmade sign, and my nervous yet eager brother, we approached our first house.

"Mrs. Stanley, the mother of Chandler's friend, greeted us warmly. When she asked the price, I panicked and blurted out two prices. She gently explained that I needed a single price covering my costs and yielding profit. Her advice changed how I thought about business. She bought two bookmarks, and though our sales that day were modest, the experience sparked a passion that shaped my future.

"At 12 years old, I produced my first event. I was passionate about dance, theatre, and the performing arts, with The Phantom of the Opera leaving a lasting impression on me after seeing it with my mom.

"It was the early 1990s, and glow-in-the-dark items were all the rage. My room was decorated with stars, I wore glowing Keds, and my brother Chandler had glowing Construx toys.

"One day, inspired by my love for Phantom, I decided to create my own play. I pitched the idea to our neighbours, three boys close to my age. At first, they thought I was crazy, but I convinced them to join me.

"I directed the show in our friend's basement, choreographing dance routines since I was taking dance classes. The twist? Everything had to glow-in-the-dark! The boys agreed, especially when I promised they would make money from ticket sales.

"After selling tickets to our parents and neighbours, we were ready to perform. The show, a mix of dance, acrobatics, and random props like Construx toys, was unique and chaotic. We divided the profits equally, and though the snacks were "borrowed" from our parents' pantries, they could not help but admire my creativity.

"My family lived on the 14th hole of a golf course in Edmonton. My parents and brother were avid golfers, and I played, too, mostly because I had no choice. However, living on a golf course opened up exciting entrepreneurial opportunities for my brother and me.

"A few times each summer, we would trek into the ravines, collecting dozens of golf balls that had been mis-hit off the tee. We would clean them at home, and my parents supported this routine since they never had to buy golf balls."

"One summer, I had an idea. With so many balls, why not sell them back to the golfers? Since we lived on the 14th hole, we could easily set up a stand. I convinced my brother Chandler to join me, found an old table, and created a "$1/ ball" sign with my neat penmanship. The next day, we set up shop.

"Sales were slow at first, so I thought of another idea: sell drinks. Golfers often stopped at the snack shack, and by the 14th hole, they would be thirsty again. The next day, I filled a cooler with drinks from our pantry. Sales picked up quickly - until our parents found out. When my dad asked where the beer had gone, I confessed He was both mad and impressed, but I learned a valuable lesson about profit margins.

JENNA' S JEWELLERY

"Jewellery has always been a passion of mine, so it was only natural that I would eventually start making my own. As a child, I loved visiting bead stores and would beg my mom to take me so I could stock up on colourful seed beads and fishing line. I quickly amassed so many beads that I could have made necklaces for the entire school! My allowance was entirely spent on this hobby, but it brought me immense joy.

"After creating countless necklaces, bracelets, and anklets, I decided to sell them. One day, I packed a bag with my best pieces and visited a consignment store in downtown Edmonton. By then, I was in high school, and my sales skills had improved since my bookmark business days.

"After creating countless necklaces, bracelets, and anklets, I decided to sell them. One day, I packed a bag with my best pieces and visited a consignment store in downtown Edmonton. By then, I was in high school, and my sales skills had improved since my bookmark business days.

"The store owner agreed to sell my jewellery on consignment, which felt like my first real entrepreneurial success. She asked for an order form, a concept I had not considered. My dad, ever the business expert, helped me create one.

"I named my business Jenna's Jewellery Co., designed a logo with scissors and glue, and printed order forms. The sales were modest, but I learned valuable lessons in packaging, pricing, and trends. Later, I partnered with a store owner at the University of Alberta mall, which led me to produce macramé jewellery with help from my family. Together, we met the growing demand.

BOOTY BELTZ

"In 2003, I started my first "big girl" company, Booty Beltz, as a project for a marketing class at the University of Alberta. A Booty Belt was a simple yet stylish scarf belt with a buckle, making it easy to take on and off.

"At the time, it was a trendy accessory, and after creating a business plan for it, I was filled with passion. Upon graduation, I decided to pursue the idea full-time, ignoring any doubts or fears.

"I began by visiting local stores in Edmonton, showing buyers my belts and pitching the product. As the demand grew, I expanded to Calgary, Montreal, Toronto, and Vancouver. Within a year, Booty Beltz were sold in more than 30 stores across Canada. At 24 years old, I was eager to build a fashion empire, so I took a huge step and signed up for the MAGIC tradeshow in Las Vegas, the largest apparel show in the world.

"The first few days of MAGIC were discouraging, with no orders. But on the final day, my brother Chandler worked his magic, and a department store from Japan placed an order for 60 locations.

"However, as trends shifted, sales began to slow. Then, I was invited to share a booth at an art festival in Edmonton."

"Selling directly to customers was a revelation. It was exciting, and the experience reignited my passion for the business. I started travelling across Canada to craft fairs, music festivals, and more, ultimately selling more than I had when Booty Beltz was in 120 stores.

MAKE IT

"In the mid-2000s, craft fairs were not considered the trendy events they are today. However, I noticed the rise of handmade, DIY culture as Etsy gained popularity and saw an opportunity to revamp craft fairs to attract a younger crowd. A few months later, a friend and I launched our first show, complete with live music and a bar.

"Within a year, the event grew from 25 to over 100 exhibitors. Encouraged by the growth, I wanted to expand to other cities, but my business partner and I parted ways. At the time, my brother Chandler, who had started his own T-shirt company, Ole Originals, to cater to men dragged to craft fairs, showed a keen interest in my business. We joined forces in 2008 and launched Make It.

"Our first Vancouver event at the Roundhouse Community Centre was a success, and we moved to the Croatian Cultural Centre for the next three years. In 2013, we made a leap to the 45,000-square-foot PNE Forum, attracting over 15,000 visitors.

"In 2016, a Toronto company offered to buy Make It, but I had a change of heart. Chandler was ready to sell, so I bought him out in the winter of 2016. Since then, I have poured my passion into Make It, expanding to new cities and venues, including Edmonton, Calgary, and Vancouver, and growing the brand with each step.

MAKE IT: THE BOOK

"For a long time, I dreamed of writing a book to share my journey and the lessons I have learned along the way.

"Eventually, I decided to commit to the project and turn it into reality. Writing a book turned out to be far more challenging than I expected

"While I enjoyed brainstorming, interviewing interesting people, and sharing ideas, there were difficult moments when the writing simply would not flow. Sitting at a computer for hours, especially on sunny days, became painful.

"The editing process was another hurdle, as I sent my work to someone who helped refine it, often questioning my ideas.

"Publishing a book also exposed me to potential criticism, adding to the pressure. Yet, despite the many reasons to quit, I knew I would always wonder what could have been. I pushed through, embraced the challenges, and made my book happen.

CONSCIOUS LAB

"In 2017, I visited my friend Ashley Wray at her office in Gastown. I was immediately captivated by the space on Richards Street. The combination of exposed bricks, high ceilings, and curved windows made it feel like a magical portal.

"At that time, my Make It team was working out of a smaller space nearby, and I had not considered moving to a larger office. However, when Ashley mentioned she was trying to find someone to take over her lease, I knew it was meant to be. I did not have a concrete plan for the space, but I felt drawn to it."

"In early 2020, I discovered I was pregnant. My fiancé, Orson, and I had been trying for about a year, and we were excited to be expecting our baby in October. But then, the pandemic hit. Our spring Make It show in Edmonton was cancelled, and a week before it was scheduled, the national shutdown was announced. It was devastating but also a relief.

"We quickly pivoted, launching the Make It Box featuring items from our Makies. Just days after our son Arlo was born on October 8, I was curating items from my bed while Orson packed and shipped nearly 1,000 boxes before the holidays.

"In 2021, large events were still heavily impacted by government mandates. One day, gatherings were allowed, and the next, they were not. It was a precarious time for the events industry, but we decided to hold on to the lease for Conscious Lab.

"Personally, it was a wonderful escape - a space to dream about the future. Sometimes, I would bring my Ragdoll cat, Biscuit, who loved curling up in the plants and meditation cushions.

"During the shutdown, Orson and I slowly refined Conscious Lab, combining our skills to update the space. As the world began to reopen, demand for Conscious Lab grew.

"We started receiving more bookings, and it became clear there was a strong need for spaces where people could gather and connect. Soon, Conscious Lab was hosting breathwork, meditation, and transformative events, becoming a well-known hub for community.

"Moving forward, Conscious Lab is evolving into a membership community for entrepreneurs who wish to grow both their businesses and themselves. I believe entrepreneurship is a spiritual journey, and the most important asset to invest in is yourself. From my experience and seeing others, I know how intense the journey can be. Sustaining personal growth while connecting with others on a similar path is essential.

"I envision Conscious Lab as a hub for founders, visionaries, and entrepreneurs to share ideas and learn from each other. It will offer long-table dinner parties, impactful speakers, wellness events, and a mastermind component to exchange wisdom and navigate the highs and lows of business.

"Though many membership clubs exist, few focus on the mind- body- spirit connection. Neglecting yourself can hinder even the best business models. Burnout is a leading cause of business failure, and I know firsthand that overcoming it requires a strong community.

"In five years, I see Conscious Lab expanding globally with spaces in multiple cities. It will be a sacred space where entrepreneurs can be authentic, access resources, and enjoy engaging events. We also envision integrating family life into Conscious Lab, including childhood education initiatives that empower children to turn their ideas into reality - fostering entrepreneurship from a young age is more vital than ever."