Jenni

Hi, I’m Jenni, founder of Elsie’s Story and, most importantly, Elsie’s mum.

Before founding Elsie’s Story, I built my career in Retail Management after studying Fashion Buying at university in Manchester. For over 16 years, I worked in senior leadership roles, managing large teams, multi-million-pound businesses, and developing extensive experience in people development, HR, and operations. Most recently, I was a Superstore Manager responsible for leading a major retail business with overall commercial and operational responsibility.

I never expected to run a charity, and before this, I had no direct experience in doing so. But what I did have was a strong foundation in leadership, business, and making decisions rooted in people, values, and purpose. I continue to learn every day, supported by incredible people around me, while ensuring transparency, kindness, and community remain at the heart of everything we do.

Although I will never be the same person I once was, I carry forward my experience, my determination, and most importantly, my role as Elsie’s mum, ensuring her legacy is built on love, positivity, and creating smiles to fill every page.