Smart. Sassy. Modest. Jennifer Jensen’s contribution to the world of fashion meets each of these standards. Her business, Vintage Hem, offers women’s slips with an unique premise: they’re meant to be seen.
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As a newly-single mother, Jensen was pondering a career which would allow her to support her family while being available for her three daughters. As an undergraduate management student at the Marriott School (class of 2000), she had learned that the most profitable businesses are built with innovation and originality, a concept which hit home. When she was younger her father had taken her to see the home of George de Mestral, the inventor of Velcro fastening. “Vintage Hem is my Velcro,” she says. “It’s an original idea which fills a need in the market.”
Her passion for creativity, experience in the scrap booking industry, and Marriott School education allowed Jensen to capitalize on her unique fashion idea. Vintage Hem slips are made of traditional lingerie fabric and worn under skirts and dresses, but they also include fashionable, flirtatious hems that extend below the outer garment to add length and variety. “Our product helps women participate in trends without compromising their inner beauty,” Jensen says. “It makes fashion more wearable.”
The business launched in April 2007 with a commercial during the broadcast of the general conference of The Church of Jesus Christ of Latter-day Saints. The enthusiastic response has included appearances on two Utah morning shows and fashion layouts for the inaugural issue of Eliza, an LA-based, modesty-driven, high fashion magazine. The line recently began moving into the national wholesale market.
Running a business with three little girls at home might seem like a disadvantage, but Jensen says the arrangement has worked surprisingly well. Jensen and her business partner, Janine Hansen Ottley, regularly field phone calls with children playing in the background—something clients accept. Owning the business allows them to set that standard, Jensen says. “We’re moms, and we have a business, and people know that’s what we are.”
Her children love to wear Vintage Hem products and tell people about their mother’s business. They sometimes tag along to trunk shows and client meetings. “Being with them is important in making them feel important and preparing them to be successful, and I couldn’t do that if I was in an office all day long,” Jensen says. “I’m also doing something creative that I’m passionate about, which makes me happier, affecting our whole family.”
Jensen’s passion is fueled by a firm belief in her product. “Women are by nature feminine, and there’s something beautiful about that to be celebrated,” she says. “Vintage Hem allows women to be both feminine and modest.”
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Vintage Hem would like to make a $5 discount available to all Studio 5 viewers with the following promotion code: Studio$5VH for purchase on their website at www.vintagehem.com. It’s good until the end of the week, Sunday October 14, 2007
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