About Flippin' Fabulous
My name is Jessica Smith and I am the founder, sole owner, and operator of Flippin’ Fabulous LLC. I currently reside in the small town of Wind Lake, Wisconsin. I am a mother, a wife, and a lover of life who designs and creates all things fabulous! I love what I do and love sharing my creative talents with others.
Ever since I was a little girl, I’ve had a passion for decorating and art. I always loved drawing and painting. I kept a stash of sketchbooks and paint supplies in my bedroom closet. Doing crafts was therapeutic for me and I performed best when I was creative. As a young adult, I quickly learned that I had a passion for home décor and decorating. I received many compliments on how beautifully decorated my home was.
Before I decided to launch my business in 2016, I felt stuck in a vicious work cycle in corporate America. I was sick and tired of feeling sick and tired. I was burnt out. While talking with friends, family, and co-workers, I was oftentimes told that I had missed my calling. I knew I was at a turning point in my life, and that God had something bigger planned for me. God gave me the gift of creativity. After completing several months of research and self-reflection, I decided to end my career of 14+ years in the insurance industry to open my own small business. I followed my dream of becoming an entrepreneur and Flippin’ Fabulous was born.
In April of 2016 I rented a small booth inside a local antique mall in Waterford, Wisconsin. My main focus was creating handmade wood signs from repurposed wood. I started to learn the process of refinishing furniture and my pieces moved rather quickly. I was addicted! My business was growing fast, so I decided to add a 2nd adjacent booth inside the antique mall. I collaborated with local artists on a consignment basis, and that helped my business grow and prosper. From there, I expanded into several other locations in southeast Wisconsin and northern Illinois.
When Covid hit in early 2020, I needed to pivot my business in order to stay afloat, despite many other small businesses being forced to shut down and close doors. I did a ton of research, worked with a business mentor, and worked diligently on building my own website to enter the world of e-commerce. I then launched my online shop.
In November of 2021, a terrible tragedy occurred during the annual Christmas parade in the neighboring City of Waukesha, Wisconsin. Although I had no business ties to the Waukesha community, I knew some people whose lives would be forever changed from the incident and wanted to help. I designed a Christmas ornament in honor of the victims and donated 100% of the proceeds to the Waukesha Parade Memorial Fund. Fast forward to late spring of 2022, when I received the unfortunate news that the location I called home to for 6 years (Waterford Unique Antique Market) was for sale and the owners were closing the business. I was not ready to close my business and knew I needed to pivot, yet again. I looked at a few potential locations but nothing caught my eye, until I came across the charming downtown area of Waukesha, Wisconsin. Coincidentally, this was the same community that I had designed the ornament for as part of a fundraising effort for close to a year prior. They say when one door closes another opens and this is exactly what happened in my case.
In September of 2022, I opened my first brick-and-mortar storefront in Downtown Waukesha, Wisconsin. The first few months were very successful, but then the new year started and (per usual in the 1st quarter of the retail industry) sales had slowed down significantly. I was feeling the pressure and getting discouraged. In March of 2023, I was nominated and presented with the "New Business Of The Year" award from the City of Waukesha Chamber Of Commerce. It was just the "pick me up" I needed to continue on my journey of being a store owner. It gave me hope and provided me with inspiration to keep on going. I decided to add more curated collections of handmade goods to the store. I collaborated with local artists, crafters, and small business owners on a consignment basis. I also launched classes, workshops, and pop-up events.
In spring of 2024, after spending nearly 2 years in Downtown Waukesha, I was craving change and realized that I was outgrowing the 900 square foot space I called home. When I initially started my search for a new location, I wasn't finding anything that caught my eye. As time had it, the owner of Waterford Unique Antique Market (where I initially started my storefront) just announced he would be reopening in a new location in May. Without hesitation, I reached out to him and booth in their new location. I made the decision not renew my lease at the end of July. Despite closing the doors to my first storefront, I still had a spark in me and knew my story wasn't over.
In August of 2024 I relocated Flippin' Fabulous to Burlington, Wisconsin and expanded into a nearly 2,000 square foot space. I changed my business model and offered booth spaces to rent in addition to split consignment. I continued to carry a small selection of wholesale goods in addition to making my favorite handmade products. Product offerings included handmade home decor, refinished furniture, apparel, accessories, gifts, vintage & collectible items, and upcycled goods.
I received an overwhelming amount of support from our loyal customers, and the Burlington and surrounding area communities. I was fortunate enough to be able to expand into a 400 square foot adjoining space in December of 2024, which was used as our creative studio and classroom area, which is where a variety of classes and workshops taught by guest instructors were held.
In January of 2025, we acquired nearly 1100 square feet of space and started hosting indoor makers’ markets. We became home to over 125 permanent local artists, crafters, and small business owners in addition to multiple temporary vendors at each market. We achieved our goal of becoming your one-stop gift shop in the Burlington community.
In spring of 2025, we faced a variety of economic challenges, most of which originated from the political changes and economic uncertainty. Transitioning from a small 900 square foot storefront into a 4,000 square foot operation made me realize that bigger isn't always better. I was craving a sense of normalcy and was sick and tired of working non-stop and missing important holidays and family gatherings.
Through all of this, I still love to create. Whether it's a small piece of art, a cozy space, or an important event or small special celebration. Now more than ever, I want to go back to my roots of having a small, cozy place that feels like home. Starting on August 15th, that home will be a cozy storefront located inside of the Market of Lake Geneva.
Seeing others gather with intent and purpose while feeling a sense of warmth and belonging makes my heart full. Leaving a positive impact on this community gives me purpose, brings me joy, and is the sole reason I keep going. Thank you all for being here and becoming a part of our supportive and amazing community. I am forever grateful.
Much Love & Blessings,
Jessica Smith
Founder & Owner-Operator of Flippin' Fabulous