"Because I have lived the messy, creative, sometimes overwhelming process of building something from the ground up -
and believe no good idea should stay stuck simply because the next step feels unclear.” - Jill
— I'm so glad you found your way here.
If you are here, chances are something brought you to this page that is bigger than just looking for business advice.
Maybe you are trying to build something meaningful and you are not sure where to start. Maybe you have been spinning in the same place for longer than you want to admit. Maybe you just need someone to tell you the truth — kindly, practically, and without trying to sell you something you do not need.
That is exactly why this place exists.
Take a look around. And if you ever see me on Main Street — come say hi. I would truly love that. ✨
Why Fable & Firm Co.?
The name was not an accident.
Fable — because we believe every good business should tell a story. One that feels real, useful, and aligned with the life you are actually trying to build. Not a polished version of someone else's success. Yours.
Firm — because knowing your worth and holding your ground is not optional in business. It is the foundation everything else is built on. We help you find that footing and stand in it — even when it feels uncomfortable.
Co. — because this is not a one-way transaction. It is cooperative. Collaborative. Built on the belief that when business owners support each other and share what they know, everyone moves further forward.
Fable & Firm Co. Story. Strength. Community.
That is what we are here to build — with you.
Meet Jill
Now - about the woman behind the firm.
The quick version of Jill: A wife and mom of five, Grammy, certified life coach, internationally recognized entrepreneur, and the kid who used to cry when she was called on in class — who now speaks on stages to help make a difference.
The longer version starts in the 1990s…
At a time when most people were still figuring out what the internet even was — when email was a novelty and "You've got mail" was genuinely exciting — I was already using it to grow my business.
I was one of the early women entrepreneurs who saw the web not as a trend but as a tool. An original mompreneur, before the word became trendy. That led to being featured as a published contributor — twice. And eventually to building a multi-seven-figure specialty retail and service-based business — one that grew into one of the largest companies in its category in North America.
Along the way I spent well over a decade educating and speaking to business owners across the country and internationally — at conventions, conferences, and industry events. I served as Education Director for one of the world's largest manufacturers, where I built curriculum and training programs internationally. I became a certified business coach, employee performance coach, and Master Life Coach — because strategy without the human piece is just a spreadsheet.
And I have been a board member, a panelist, a podcast guest, a conference speaker, and a contributor — for longer than I usually admit publicly.
But here is the thing about credentials:
They tell you what someone has done. They do not always tell you who they are.
The Real Story
What Matters to Me
So who am I actually?
I have been through seasons that nearly broke me.
I do not say that for effect — I say it because I think the people who find Fable & Firm deserve to know that the woman on the other side of this work has not just studied business strategy from the outside.
She has lived it from the inside of some really hard years.
I know what it is to start over when starting over was not a choice. When you can't make payroll or your mortgage payment. I know what it is to carry more than anyone around you can see. I know what it is to build something piece by piece — slowly, quietly, sometimes while holding things together with nothing but sheer determination and the refusal to quit.
I also know what it feels like when it finally clicks. When the fog lifts. When the scattered pieces finally sort themselves into something clear.
That moment — the one where everything starts to make sense — is the moment I work toward with every single person I sit across from.
You are not behind. You are not broken. You are sorting.
And there is a difference.
Beyond the business — what matters to me.
I believe a life well lived is bigger than what you build at work.
I am a proud supporter of Make-A-Wish, military families, breast cancer awareness — having faced my own scares and scars — and empowerment at every level for every person. The kind that goes beyond inspiration posts and actually touches self-worth, safety, and the quiet courage it takes to start over.
Domestic violence advocacy is something I hold especially close. It is personal. And when the time is right, I intend to use this platform to speak about it more openly — because silence does not protect survivors. It protects the people who hurt them.
If you are in a hard season right now — you are not alone. And you are so much stronger than you know.
How We Work
Here is what working with Fable & Firm actually looks like.
No cookie-cutter systems. No homework you will never finish. No "just follow my framework and you'll be fine."
We meet you where you are — in the tools you already use, the rhythms that already work for you, and the season of business and life you are actually in right now.
If Google Calendar is your thing — we build around that. If you run your whole business from your notes app — perfect. If sticky notes on a whiteboard is your process — we work with that.
Because a system you do not use is not a strategy. It is just guilt with better branding.
We help you sort out what matters first, build a clear foundation, and take next steps that actually make sense for you.
Not a fantasy version of your business. The real one. The one that supports your real life.
Strategy before systems. Always.
The Disney Moment
The moment that changed the direction of everything.
While on one of our many Disney trips — a place that has always meant something to me beyond just theme parks and pixie dust — I received the news that the education role I had poured so much of myself into was being eliminated.
The world got quiet for a second.
Fighting back the tears, I took a breath. I looked at my husband and then the question became:
What now?
For the first time in a long time I realized I was not limited by someone else's curriculum, platform, or timeline. I could build something I actually believed in — from the ground up, on my own terms, for the people I had always most wanted to serve.
That question — what now? — became the beginning of Fable & Firm Co.
And honestly? I think it was the best thing that could have happened.
Our Approach
We believe good business should tell a story - one that feels real, useful, and aligned.
At Fable & Firm Co., we do not believe in performative marketing, pressure-filled sales tactics, or fluffy strategies that sound good but do not actually move a business forward.
Our work is grounded in practical, real-life strategy, honest feedback, and thoughtful systems that help business owners and creators build with clarity, confidence, and sustainability.
We meet people where they are, help them make sense of what they already have, and turn scattered ideas into intentional next steps that support growth, income, and long-term momentum.
Because the goal is not just to look like a business.
The goal is to build something that works,
supports you, and can grow with you.
Our Values
This is your second act. Your next chapter. And it gets to be built on your terms.
Whatever brought you here — a gut feeling, a Google search, a friend who told you about this place — I am glad you found it.
There is no pressure. No pitch. Just a clear next step whenever you are ready.
Take a look around, choose the path that fits where you are right now, and reach out if you have questions.
What we stand on.
Not just words on a page — the foundation of
how we serve, how we create, and how we show up every day.
TRANSPARENCY
We tell the truth with kindness. Even when it is not the answer you were hoping for.
INTEGRITY
We do not promise overnight success, guaranteed income, or magic formulas. We promise honest strategy and our full attention.
CREATIVITY
We believe your business should still feel like yours — personal, aligned, and true to who you actually are.
EMPATHY
Building something of your own is exciting and terrifying and overwhelming — sometimes all in the same afternoon. We know. We have been there. You are not behind. You are building. 🖊️
