When Brad and Jenna Holdgrafer spent a year living on a sailboat and another year living in Portland, they realized it was time to focus on necessity, intentionality, and patience. We sat down with Jenna to chat about what it takes to start your own business, what it's like working with your other half, and what's next for Formerly Yes.
You've gone through a lot of interesting chapters in your relationship which have brought you to this point. What have been the most trialling?
A lot of our friends and family think Brad and I live a pretty fast paced life, but we don’t look at it like that. Brad and I love a fresh perspective, love pursing life outside of the box and we find ourselves most comfortable when we’re challenged and learning. We love taking life and turning it upside down to find new opportunities. We lived on a sailboat for a year, that taught us a lot about necessity and intentionality. That’s where we first started thinking hard about the idea of owning less but better—our shop's mantra. We also lived for a year in Portland, Oregon. Brad was at Wieden & Kennedy. It was an intense year full of long hour work days. But that’s where we first had the desire to work for ourselves. We don’t have a problem pulling long hours, we just wanted the hard work to go towards our future and we wanted to pull those long hours together. And now, we’re young business owners and putting this shop on the map takes every ounce of energy, every bit of creativity and every second of your time. I’m so glad we’re in this together. Our social life may be hurting because of this small business, but our relationship has never been stronger.
Is there a long term goal for your ongoing partnership in business, beyond Formerly Yes? How can you see it developing?
Within the next few years Brad and I want to move in to designing and manufacturing our own products. Looking at design with a holistic approach. I think we see it developing just like most things we do—a couple of sleepless nights and a bottle of wine.
What is the key to balance in your professional partnership with Brad?
The balance is rooted in patience. Patience for Formerly Yes, patience for the slow days, and patience towards each other. We both look at the store with different lenses. Brad sees good design through function and aesthetics. I see good design through management, the future of the store, and customer service. Each of us is a leg of the store and we can’t run forward without the other person.
In your perspective, what is the most powerful tool Brad has for success in design, and business in general?
Humility. He lets his work speak for itself. He works hard and he’s always learning. He doesn’t settle. He approaches every project with intensity and gives it 110%. Whatever is on his plate consumes him and he doesn’t quit until it’s perfect.