206: Jennifer Q. Williams - Delivering Satisfaction: The Customer-First Journey of Saint Louis Closet Co.

Business Mic

Jennifer Q. Williams, founder and owner of Saint Louis Closet Co., joined The Business Mic podcast to share her entrepreneurial journey and the philosophy behind her thriving custom closet business. Starting the company in her twenties after leaving graduate school, Jennifer transformed a natural passion for organization into a business that helps people simplify and elevate their everyday lives. Based in St. Louis, Missouri, her company designs, manufactures, and installs fully customized storage solutions for homes and businesses.

In the interview, Jennifer spoke about the power of organized living and how it contributes to reduced stress, greater productivity, and improved wellbeing. She reflected on navigating major business challenges, including the aftermath of 9/11, the 2008 housing crisis, and the uncertainty of the COVID-19 pandemic, which, surprisingly, led to a boom in demand as people reimagined their home spaces. Jennifer also emphasized the importance of building strong systems, not just for clients but within the business itself, and how having the right team has been critical to long-term growth.

From working with high-profile clients like Grammy-winning artist Nelly to helping firehouses make better use of their limited space, Jennifer highlighted the versatility and impact of her work. She discussed how children and families benefit from structured, decluttered environments and stressed the value of starting small, like organizing a linen closet, as a gateway to broader transformation.

Customer service remains at the heart of her business, and she shared a recent story of a customer who was amazed by their prompt, no-cost repair of a broken shelf, more than a decade after installation. For Jennifer, entrepreneurship is about persistence, adaptability, and never giving up, even when the path gets tough. Her parting advice to fellow business owners: “Bad weeks will come, but the best week of your life might be right around the corner. Keep going.”