Biography of Jenna Hess: Founder of Gnome Advent Calendar -Entrepreneur
Biography of Jenna Hess:
Birth of Gnome Advent Calendar
Jenna Hess is the proud founder of Gnome Advent Calendar, a
small, women-owned business focused on creating unique, handmade gnome advent
calendars. Her company specializes in crafting delightful holiday products that
add charm and magic to the festive season. The idea for her business came from
a passion for bringing people joy and supporting local artisans, all while
celebrating holiday traditions in a special way.
A Pivotal Moment: Shark Tank Appearance
A life-changing moment for Jenna came when she had the
opportunity to pitch her business on ABC's Shark Tank. Standing in front of
some of the most successful investors in the world was a nerve-wracking but
exhilarating experience. The exposure was invaluable, and though she did not
secure a deal, the pitch gave her confidence in her products and the work she
was doing. It was a moment that validated her hard work and solidified her
belief in her company's potential.
Crafting Magic for the Holidays
Gnome Advent Calendar’s products are designed to bring joy
during the holiday countdown. Each calendar features adorable handmade gnomes,
varying in size from 4 to 12 inches, which are carefully crafted to perfection.
These gnomes add a whimsical touch to any home during the holidays, making them
more than just decorations—they create memorable experiences that can be
enjoyed by the whole family. Every day, a new gnome is revealed, adding to the
excitement of the season.
Expanding Beyond Christmas: Easter and More
In addition to Christmas gnome calendars, Jenna expanded her
offerings to include Easter and Valentine’s Day versions. The Easter Gnome
Countdown Calendar, for example, features 20 handcrafted gnomes that add a
festive touch to the season. Each gnome has been thoughtfully designed with
pastel-colored hats and soft fabric outfits, making them the perfect companion
for the Easter countdown. Jenna’s ability to create gnome calendars for
multiple holidays allows her to reach a broader customer base and make the
magic of these traditions last all year round.
Identifying the Gap in the Market
Jenna recognized a gap in the advent calendar market—a lack
of high-quality, unique, and engaging options. While traditional advent
calendars were readily available, they didn't offer the same personal touch or
magic that she wanted to provide. With this insight, she created Gnome Advent
Calendar, a business that filled this void by offering handcrafted gnome
calendars inspired by Scandinavian folklore, a tradition that brings warmth and
whimsy to the holiday season.
Organic Growth through Social Media
A significant factor in Gnome Advent Calendar’s success has
been its use of organic marketing. Jenna didn’t spend money on ads but instead
relied heavily on social media platforms like TikTok. By collaborating with
influencers who loved gnomes, she was able to reach a broad audience, allowing
her products to go viral. Her use of TikTok influencer marketing helped drive
traffic to her website, leading to impressive sales figures without spending a
penny on traditional advertising.
Sales and Success Without Advertising
The success of Gnome Advent Calendar is remarkable
considering the lack of paid advertising. In just 18 months, the business had
generated $160,000 in sales. Jenna’s unique approach to marketing through
influencer partnerships and organic content allowed her to build a loyal
following. Customers were drawn to the gnome advent calendars, and the buzz
surrounding her product only continued to grow, helping the business expand
despite operating without any paid ad campaigns.
Pricing Strategy: Affordable Yet High-Quality
When Robert Herjavec asked about the pricing of the gnome
calendars, Jenna explained that the Christmas Gnome Advent Calendar cost $47 to
make and sold for $147, while the Halloween version cost $35 to produce and
sold for $135. The Sharks were generally impressed with the product’s
price-to-value ratio, but Mark Cuban felt that the price was too low,
suggesting the calendars could be priced much higher. Despite this feedback,
Jenna defended her pricing model, explaining that the average cost of a 12-inch
gnome was around $28, and her price of $6.12 per gnome was a competitive
bargain.
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Challenges with Scalability
While Jenna’s direct-to-consumer model worked well, the
Sharks were concerned about scalability. They felt that her business model,
which focused on online sales through her website and TikTok Shop, could limit
her opportunities for large-scale retail partnerships. Although Jenna’s
business was thriving through organic growth, they believed that expanding into
retail stores could provide a much-needed boost. However, Jenna was committed
to maintaining control over her pricing and avoiding retail markups, which she
felt would dilute the brand’s value.
Shark Tank Feedback: A Mixed Response
The Sharks were impressed by Jenna’s passion for her product
and her entrepreneurial spirit, but the feedback was mixed. While some
investors appreciated the value of the product, others felt that the pricing
strategy was too low for the quality of the product. Robert Herjavec ultimately
decided not to invest, as he didn’t see a fit for his portfolio. Lori Greiner
also passed on the deal, despite expressing admiration for Jenna's work, noting
that she didn’t believe Jenna needed her help at the moment.
No Deal, But Continued Growth
Although Jenna didn’t secure a deal on Shark Tank, the
appearance on the show had a significant impact on her business. After the
episode aired, Gnome Advent Calendar saw a huge increase in website traffic,
sales, and social media exposure. The lack of a deal did not hinder the
company’s growth; instead, it seemed to fuel it. Jenna was able to apply some
of the advice given by the Sharks to refine her approach and continue growing
the brand organically.
Post-Shark Tank Success and Growth
In the aftermath of Shark Tank, Gnome Advent Calendar saw
consistent growth. With a projected 10% yearly growth rate, the company’s
estimated net worth in 2024 is around $800,000. Jenna’s dedication to creating
a high-quality product, combined with her savvy use of social media, has
ensured that her business continues to thrive. She has built a loyal customer
base and is poised to expand further in the coming years.
Taking the Business to the Next Level
Jenna is now looking to take her business to the next level.
Despite not securing a deal with the Sharks, she is more motivated than ever to
expand her brand and increase sales. The company’s unique value
proposition—handcrafted, high-quality gnome calendars—sets it apart from
competitors. Jenna’s vision for the future includes further expansion of her
product line, greater engagement with customers, and leveraging her TikTok
presence to boost sales and brand awareness.
Building Community and Tradition
At the heart of Gnome Advent Calendar is Jenna’s commitment
to fostering a sense of community and tradition. Each gnome calendar is
designed to bring families together, creating moments of joy and anticipation
as they count down to special holidays. By focusing on the personal touch and
attention to detail in every product, Jenna has built a brand that resonates
with people who appreciate the magic of the season and the value of handmade
craftsmanship.
The Future of Gnome Advent Calendar
Looking ahead, Jenna is excited about the possibilities for
Gnome Advent Calendar. She believes the business has a lot of untapped
potential and that her unique products will continue to resonate with customers
year after year. With plans to expand into more holidays and further develop
her brand, Jenna is determined to continue creating magical moments for people
of all ages. Her passion for her business and her customers ensures that Gnome
Advent Calendar will remain a beloved brand for years to come.
Timeline for story
2020: Jenna Hess founded Gnome Advent Calendar, a
women-owned business creating handmade gnome advent calendars.
2021: Business growth through organic marketing and TikTok
influencer collaborations.
2022: Pitch on Shark Tank, no deal, but increased exposure
and sales.
2023: Company generates $160,000 in sales, continues growth
without paid advertising.
2024: Projected 10% yearly growth, estimated net worth of
$800,000.
