Jen Vander Roest: Revitalizing Community, Crafting Sustainability, and Defying the Odds
Nestled in the charming town of Traverse City, Michigan, Jen Vander Roest has built a legacy of entrepreneurship that intertwines sustainability, community, and timeless design. From transforming a historic building into a boutique hotel to creating a sustainable textile brand, Jen’s journey is a testament to grit, creativity, and intention.
The Foundation of an Entrepreneurial Journey
Jen’s path to entrepreneurship wasn’t linear. With a background in science and geography, she started her career as a land use planner for nonprofits and environmental organizations. While her work in conservation brought fulfillment, stepping back to focus on raising her three sons ignited a different kind of passion—one that married her love for sustainability with her entrepreneurial spirit.
Inspired by her parents, who owned small businesses, and her experiences as a volunteer during her children’s younger years, Jen knew she wanted to build something meaningful. She envisioned creating businesses that stood out for their quality, environmental impact, and community-driven purpose.
eelo: A Brand Born from Sustainability
Jen’s first venture, eelo, began as a passion project. Frustrated by the lack of transparency in textile manufacturing and the prevalence of synthetic, unsustainable fabrics in everyday home goods, Jen embarked on a mission to create high-quality, eco-friendly products.
She taught herself every aspect of the manufacturing process, from sourcing flax linen to understanding the intricacies of textile design. Starting with modest production runs, eelo gradually grew into a recognized brand offering bedding, towels, and homeware designed to last. Each piece reflects her values: simplicity, functionality, and environmental consciousness.
Jen’s retail store in Traverse City became the heart of eelo. Here, she connects directly with her customers, sharing the story behind each product and fostering a deeper appreciation for sustainable living.
Reviving History: The Flats at Front + Union
When the historic Masonic Building in downtown Traverse City went up for sale, Jen saw an opportunity that extended beyond retail. With its prime location and rich history—only two owners in its 126-year existence—the building spoke to her.
What began as a search for a flagship store for eelo transformed into a full-scale renovation project. Jen and her husband took on the challenge of restoring the building’s original character while modernizing it for contemporary use. Exposed brick walls, original woodwork, and thoughtfully designed interiors brought the space back to life, resulting in The Flats at Front + Union, a boutique apartment-style hotel.
The suites are a blend of Scandinavian-inspired design and local artistry, with textiles from eelo adorning the bedding and towels. Each detail reflects Jen’s philosophy: merging sustainability with storytelling.
Balancing Business and Family
Jen’s entrepreneurial journey is a family affair. Her husband and sons have been instrumental in her ventures, from crafting custom fixtures for eelo’s store to assisting in the restoration of The Flats. For Jen, the integration of work and family has not only strengthened their bond but has also shaped her businesses into uniquely collaborative endeavors.
Reflecting on the experience, Jen shares, “It’s been fun for our marriage. With our kids growing up and moving on, this is our next chapter. We’re reinventing ourselves, and it’s exciting.”
Lessons in Sustainability and Purpose
Sustainability is at the core of everything Jen does. Her research into the textile industry revealed alarming trends—blended fabrics with misleading labels and microfibers contributing to environmental degradation. Determined to challenge the status quo, she committed to using pure, high-quality materials like flax linen and organic cotton.
This dedication to sustainability extends to her business decisions. Whether it’s preserving the historical integrity of The Flats or offering eco-conscious textiles through eelo, every choice is intentional and grounded in her values.
“I wanted every decision to be purposeful,” Jen explains. “It’s taken a long time, but staying true to my values has been the best thing I did.”
The Importance of Creativity and Resilience
For Jen, creativity thrives when paired with balance. She credits her outdoor adventures, whether hiking in Glacier National Park or backpacking through Iceland, with keeping her ideas fresh and her perspective grounded.
“Nature is my greatest teacher,” she shares. “It inspires me to stay curious and look at things differently.”
Her advice for aspiring entrepreneurs is equally inspiring:
It’s never too late. Whether you’re in your 40s or 60s, it’s never too late to start something new.
Teach yourself. You don’t need to know everything at the start. With grit and curiosity, you can learn as you go.
Stay intentional. Define your values early and let them guide your decisions.
Looking Ahead
As Jen continues to grow eelo and The Flats, she’s excited about the possibilities. From expanding her hospitality partnerships to reaching more customers through e-commerce, her vision remains rooted in sustainability and purpose.
Traverse City may be where her story unfolds, but Jen’s impact reaches far beyond Michigan. She’s a shining example of how thoughtful entrepreneurship can create lasting change—for communities, families, and the environment.
For those inspired by Jen’s journey, her story is a reminder that success doesn’t happen overnight. It’s built on intentional choices, resilience, and a commitment to staying true to what matters most.
Explore Jen’s Work:
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