Gina Jacquart Thorsen, CEO of Jacquart Fabric Products (JFP), discussed on Apr. 10 how the company and its iconic Stormy Kromer brand have adapted over the past decade, facing significant shifts in their business model and product focus.
The evolution of JFP matters to Michigan’s small business landscape, especially as organizations like the Small Business Association of Michigan (SBAM) continue to lead advocacy efforts for entrepreneurs across the state, according to the official website.
Jacquart Thorsen said that while Stormy Kromer now accounts for about 85% of JFP’s business, they also maintain contract manufacturing for other companies. She described how losing a major contract customer after 2015 forced them to shift operations: “It was gut wrenching and terrifying. This had been a multi-million-dollar partner, and we had to figure out how to keep going and keep people employed in our small UP town in an industry (American sewing manufacturing) that wasn’t exactly booming.” Despite these challenges, she noted there were no major layoffs during this transition period.
She highlighted recent achievements including launching an officially licensed collegiate collection with caps representing 18 Midwest universities—11 from Michigan—and partnerships with organizations such as the Detroit Red Wings. A commemorative cap honoring the Edmund Fitzgerald’s sinking sold out in just two-and-a-half days. Community involvement remains important; she shared her family’s role as billet parents for local junior hockey players.
Reflecting on her journey since becoming JFP’s first female CEO in 2022, Jacquart Thorsen said: “The transition to taking over was long, intentional, and valuable…that time with him [her father] was more valuable than any MBA program I could have attended.” She emphasized building internal leadership capacity due to retirements among longtime employees and strengthening marketing strategies focused on digital outreach.
As a member of SBAM’s Board of Directors, Jacquart Thorsen praised organizational adaptability: “What I most love about our board is how this group of entrepreneurs applies the same principles they would to their business to the vision and direction of SBAM.” She cited expansions such as increased Leadership Council responsibilities and initiatives like daily COVID briefings or training toolkits for new laws benefiting small businesses statewide.
SBAM serves small businesses through membership services, insurance offerings, resources support according to its official website. The organization operates statewide as a nonprofit advocacy entity focused on advancing small business interests according to its official website.
Looking ahead, Jacquart Thorsen indicated that maintaining authenticity will remain central even when integrating new technologies like artificial intelligence into branding workflows.
