APR 16, 2021

If you know Jenny, the founder and CEO of Starfish Project, you’ll know that she has never claimed to be an expert in business, social enterprise, or fashion. Yet, over the past 15 years, she has built a highly successful jewelry brand that is leading the ethical fashion industry in quality while fighting human trafficking and equipping survivors with high-level careers. How did it all begin? What tips does she have for those thinking of starting a social enterprise? We sat down with Jenny and asked it all, over a steaming bowl of noodles in the local village she calls home.

Shelby: It’s been 15 years of Starfish Project. That’s just amazing! How did it all begin? When was the moment that you knew you would start Starfish Project?

Jenny: I actually began visiting brothels, here in Asia, to translate for a friend who wanted to reach out to women she passed every day on her street. As I heard the women’s stories, my heart just broke. I could see very quickly that it would take much more than just inviting them out of the brothels to change their circumstances. Honestly, I was afraid because I knew it would be a huge commitment. I knew it would take at least a solid decade to build what was needed to help the women we met experience true freedom.

At that time, 15 years ago, people weren’t talking about human trafficking in the way they are now. I searched and found a few other projects that were actually doing something in the field and traveled to visit them. The first program I visited was focused on one specific issue, and although it is very important work, it was not at all what I felt led to do. Which was almost a relief, as I was so nervous about the huge commitment of the vision I saw.

Yet, when I visited the second project, which took a more holistic approach, I immediately saw what I was passionate about. I came back to my home in Asia and honestly tried to escape it. The level of commitment was overwhelming. I took a lot of time for reflection, and I found myself overwhelmed by the similarities I have with the women we met in the brothels. We were born in very different circumstances, with very different opportunities and knowledge, yet ultimately we share the same value and worth. Then and there I knew, if I could, I had to help the women I met understand their value. That was it, the moment I knew, and from there we began moving forward.

Shelby: Wow, I can’t imagine the weight of such a huge decision and commitment, especially when living in a country that is not your own. That was just the first question, and I’m already a bit speechless. Why did you decide to begin a social enterprise - a jewelry company?

Jenny: Even in places where relationships are difficult, culture is vastly different and context is hard people are still open to business. When you do business together you have 40 hours a week to share life with people. You share the best of times and the worst of times, day in and day out. Through social enterprise, we have massive capacity to impact each other and it is available in any culture, country, and context in the world. That is so exciting!

For example, here at Starfish Project, many women who join us are high trauma, some suicidal. They need to come and find stability first. In the beginning, it would be very easy to underestimate their ability to contribute or become a leader in a company. Many women who could’ve easily been written off are now contributing at high levels at Starfish Project and helping other women in niche ways that are invaluable. Social enterprise leaves space for this kind of transformation. The jobs that survivors of human trafficking, with very limited education, are doing now at Starfish Project have far exceeded my early expectations.

Shelby: We live in a massive city in Asia and things have changed rapidly, including the job market. Women graduating from Starfish Project are stepping out into a different job market than they were 15 years ago. How has that changed the way you do things at Starfish Project?

Jenny: Yes, when we started, all those years ago, doing manual labor was a viable career in our city. Now higher skills are needed to make a life for yourself and your family in this city. We’ve had to up our game with the level of training we do. We have challenged the survivors of Starfish Project to a higher level of development for the changing market and they have not only met us there but exceeded our expectations. As we grow we get to invite them to grow just a little bit more. Many of the women are naturally pushing these boundaries as they realize their potential.

As our company grows there are also more and more opportunities for us to train in new fields. When we were a company of five people we could only go so far. Now, as we grow, new careers develop, and we can train in new areas. The ability to offer more high-level training opportunities is what motivates me to build our company even more.

Shelby: Yes, yes, and yes! That is just so exciting and exactly what I am privileged to see every day at Starfish Project. I’m so thrilled that Starfish Project is growing and thriving more each year. Sadly, we know that many social mission-led organizations don’t make it to 15 years. What do you think has helped the Starfish Project team continue to grow in changing and challenging circumstances (including a global pandemic!)?

Jenny: For us, the most important thing has been resilience. We learned very quickly how to pivot and adjust in a somewhat unstable environment. At Starfish Project, we don’t have the most educated people with the highest degrees; yet, we have a lot of grit. As a company, I think this grit and commitment to Starfish Project comes from a lot of time spent building relationships. People feel known and welcomed to come to the table in the good times and bad. It’s because of this level of relationship that we trust each other. We don’t place blame when things go wrong - things just sometimes don’t work out. We simply join hands and take another step of faith or another pivot. It’s been 15 years of steps, one after another.

Shelby: When people think of resilience or grit people often think of toughness and strength, but really what you are explaining is adaptability, authentic relationships, and compassion across the team.

Jenny: Yes, I had an eye-opening moment about that in one of my recent marketing classes. My professor asked, “Is it ok to be Facebook friends with your staff?” I could not believe that this would be considered unacceptable. Here at Starfish Project, we are so involved in each other’s lives, and I think that is needed when you are walking a difficult journey with people. There are no lone rangers.

Shelby: I’m sure there may be people out there inspired by Starfish Project and thinking about starting their own social enterprise or freedom business. If you could go back 15 years and give yourself one piece of advice at the beginning, what would it be?

Jenny: If I could go back, I would tell myself to stop worrying about failing. In my early days, I struggled with a fear of failure that could’ve become crippling. I put so much pressure on myself. In the beginning, I thought it was all up to me and that I had to do everything perfectly or the women of Starfish Project would end up back in the brothels. When I realized it wasn’t all on me - again it’s that interdependence - I found so much freedom. That freedom didn’t change the amount of work I put in every day but the pressure was definitely relieved. I wish I could’ve learned it earlier. Now that the company is bigger there is more to worry about, so even now I remind myself of this realization often. Once I let go of that fear and the expectation of building a huge organization that will last far beyond me, I was able to start focusing on how to love people well, day in and day out. We have very little control over most things and we can’t predict the future, yet we can love well. At the end of the day, if I loved each person I work with well and Starfish Project was shut down tomorrow, I would still call it a success. That mental and heart shift was so important for my peace of mind and the wellbeing of the company.

If I’m totally honest I think many of us have a fear of public failure. I remember as Starfish Project grew bigger and bigger, I had that fear. I had to let that go and realize it wasn’t about me. It is all about the women we work with.

Shelby: I’m sure that’s really helpful advice for people both thinking of starting something or in the midst of growth in their own endeavor. You are the Starfish Project Founder and CEO, yet, you are also our Head Designer. How many hats can one woman wear?! So, of course, we have to ask, what is your favorite piece of jewelry you have ever designed, and why?

Jenny: That’s a hard one. If I have to choose, I would say our Give Hope Necklace. It was designed with the purpose to bridge women globally. When a woman anywhere in the world purchases a Give Hope Necklace, she receives one to keep and another is given on her behalf to a woman we are building a relationship with at the brothel. The one-for-one impact of the Give Hope Necklace invites the Starfish Project community to be a part of the experience of visiting brothels and sharing their hope with the women we meet. In my job, every week I visit brothels. Visiting women there is highly motivating. I want to do my job to help them get out. The Give Hope Necklace brings that reality to our customers. I also love that it literally says “hope” on the pendant. The issue of human trafficking and exploitation can feel very dark, but in our core values, we always try to focus on hope at Starfish Project.

Shelby: Yes, we can certainly see this ethos of hope flow out of everything that Starfish Project does from the branding, colors, and how you share stories. The focus is always on hope rather than the darkness. Looking forward to the next 15 years, what most excites you about the future of Starfish Project?

Jenny: What most excites me is seeing the women in our program leading! We now have women in our leadership meetings speaking into every area of the company, even about how we go into the brothels. To see each woman really own Starfish Project, lead others, and hone their skills to provide more opportunities for more women is what it’s all about.

Shelby: Is there a specific woman that comes to mind when you think of a leader at Starfish Project?

Jenny: There are so many, yet, June, our photographer is a perfect example. June has taken every opportunity to learn and become skilled at her work. It brings me so much joy to see her naturally wanting to teach and pass those skills on to more and more women. No matter what she is doing, she is always teaching those around her. I would love to see her continue to grow and train the whole department, across both branches, in photography, videography, and design. She’s already begun!

Shelby: Last and certainly not least, if you could meet face to face with each and every customer that has supported Starfish Project over the past 15 years what would you want to say?

Jenny: Thank you. You, through your purchases, have changed lives, transformed families, and given hope to thousands of women and children. We could not do this without you. From all of us here at Starfish Project, thank you.