About Jennifer
I’m a third-generation retailer, consultant, and speaker who knows firsthand the challenges and joys of running independent stores. As the owner of a family of award-winning businesses in Petoskey, Michigan, I’ve spent more than two decades building teams, creating unforgettable customer experiences, and turning creative ideas into profitable results.
Now, through The Shorter Shift, I help other retailers do the same. My consulting and speaking work is designed to give business owners and teams exactly what they need most: big clarity, bold change, and a shorter path to what’s next.
My approach is rooted in one simple purpose: LOVE.
I love helping retailers see their strengths clearly and chart a confident path forward. I love supporting employees as they grow into their careers, discovering their own potential.
And I love strengthening communities by helping local businesses thrive. Whether I’m working one-on-one with a store owner, leading a mastermind group, or speaking at national conferences like the Retail Success Summit, I bring both strategy and creativity to the table. I focus on practical systems for growth — from sales metrics and staff training to marketing and event innovation — always paired with inspiration that helps leaders and teams feel energized and empowered.
Highlights:
- Owner of Grandpa Shorter’s Gifts, JW Shorter & Son Mercantile, and Luci & Carl’s Candy Cabin
- Founder of The Shorter Shift (consulting & speaking for independent retailers)
- Speaker at Retail Success Summit and Michigan Downtown Association
- 2025 Named a 20 Women of Influence in Retail by Gifts & Decorative Accessories
- 2022 Athena Award Recipient | 2025 Retail Excellence Award Winner
- Creator of high-impact community events that increase sales, visibility, and customer loyalty
If you’re a retailer ready to unlock new possibilities, re-energize your team, or spark ideas that will transform your business, let’s connect.
