Entrepreneurship rarely begins with a perfect plan. More often, it starts with a quiet realization: the life you’re living no longer fits.
For Jennifer Bernal, that realization came while working more than a decade in government and non-profit roles within the housing industry. The work was important—but it pulled her away from the place she wanted to be most: present in her daughter’s life. What she wanted wasn’t just a new job. She wanted autonomy, alignment, and the freedom to build something on her own terms.
That desire became the foundation for House of Bernal.
Jennifer didn’t begin with a storefront, a team, or a blueprint. In 2021, she started from her basement, experimenting with preserved flowers while still holding a full-time government job. Nights, weekends, and spare moments became her classroom.
She sold $25 bouquets at a local market while clocking in during the week—proof that growth doesn’t require an immediate leap, just a willingness to begin.
Then came a defining moment. In early 2022, Jennifer opened a brick-and-mortar shop one week before Valentine’s Day—without prior retail experience. To make it happen, she made one of the boldest decisions of her career: she withdrew her entire government retirement fund and invested it into her business.
It wasn’t reckless. It was intentional.
From there, the business continued to evolve—shifting from preserved and everyday flowers into weddings, then refining into the House of Bernal brand in 2023. What emerged wasn’t just a floral studio, but a clear identity built on craftsmanship, professionalism, and values.
Based in New York’s Hudson Valley, Jennifer now works across New York City, Pennsylvania, Connecticut, and New Jersey, with most of her projects extending well beyond her immediate area. Her leads come primarily through planners, venues, and Instagram—used not as a trend-chasing platform, but as a living portfolio of her work and perspective.
One of the most powerful takeaways from Jennifer’s session was her redefinition of confidence.
She shared that confidence doesn’t arrive first—it follows action. What many entrepreneurs experience as imposter syndrome, she explained, is often the nervous system responding to growth and unfamiliarity. Expansion is uncomfortable by nature.
Rather than waiting to feel confident, Jennifer focuses on doing the work. Repetition creates mastery. Mastery creates belief.
That belief is reinforced by staying deeply grounded in values. Jennifer stressed the importance of being vocal about what you stand for—whether that’s education, excellence, ethics, or professionalism—so clients, collaborators, and peers understand where you fit and why you’re different.
Reputation, she noted, is built in the details. Her team shows up on time, prepared, and treats every venue with care and respect. Those small, consistent choices have played a major role in shaping how House of Bernal is perceived.
In early 2022, Jennifer officially stepped away from her government career to fully reclaim control of her time. Rather than growing a traditional in-house team, she works with a trusted group of freelancers, setting schedules at the beginning of the year and rehiring the same creatives consistently. This structure allows freelancers to focus on the artistry of weddings without the weight of business ownership—while maintaining reliability and trust on Jennifer’s end.
Family is woven throughout her journey. Her husband and daughter have both supported the business, and on peak weekends she’s coordinated teams of up to 45 freelancers. Working alongside her daughter became a meaningful chapter, one that strengthened their relationship and passed on real-world creative skills.
When her daughter ultimately chose to another career instead of floristry, Jennifer supported the decision fully. Entrepreneurship, she emphasized, is about honoring dreams—even when they’re not your own.
Jennifer’s success isn’t built on hustle alone. It’s supported by daily rituals designed to create clarity, balance, and presence.
Her mornings include prayer, lighting a candle, and tidying her space—small acts that create a sense of calm before the work begins. Even when working from home, she makes a point to get dressed and ready, understanding that how she feels physically influences how she leads and creates.
Her days are structured in time blocks to protect focus, with proposals treated as a top priority because they directly move the business forward. Networking is intentional, not passive—Jennifer described herself as a “walking billboard” for her brand, making space for meaningful connections and memorable energy.
Jennifer’s approach to social media is grounded in clarity, not pressure. Her content revolves around four pillars: her craft, behind-the-scenes process, lifestyle, and values.
She even builds time into her production schedules for herself and her team to prepare before client reveals and photos. Feeling confident, polished, and present is part of the experience she wants to deliver.
She also shares her fitness routine, drawing a direct line between physical strength and the realities of floral work—lifting, installing, and executing large-scale designs. It’s a reminder that sustainability in business includes caring for your body.
At the center of everything is a simple truth Jennifer shared openly: the biggest differentiator in her business is her. That’s why authenticity isn’t optional—it’s the strategy.
As her visibility grew, so did the requests for guidance. In response, Jennifer created House of Bernal Academy on Instagram—a space for practical, actionable education for florists and wedding professionals.
Some resources are shared freely, while her one-on-one coaching offers deeper, long-term strategic support. For Jennifer, teaching isn’t a pivot—it’s an extension of her values.
Her story is a reminder that meaningful growth doesn’t require certainty, confidence doesn’t come before action, and the most impactful businesses are often built by people brave enough to design a life that truly fits.