More About Jen
A little about me...
I whispered to my sleeping baby – my third baby – while typing furiously on my laptop during yet another precious naptime. This had become my new normal: building a business so I could be there for my children, but at what cost? My days were a blur of client calls between school runs, strategy sessions during episodes of Fireman Sam and spreadsheet updates in the midnight hours. I’d built a booming business but, crikey, I was too busy to enjoy any of it.
Hey, I'm Jen…
I’m the founder of Jen Sands & Co., a team of business pros and virtual assistants helping founders make more room for joy, creativity and inspiration.
I’ve been working in admin for 20+ years, but my love for making life easier started way before that. I’ve always been the fixer, the organiser, the big little sister, the mother hen. The one who sees the chaos and says, “Right, let’s sort this out.”
What I'm like to work with
If you’ve ever wished for a calm, capable right-hand person (who’s left-handed, in case you wanted to know) who can make sense of the chaos, keep things moving and still have a laugh along the way – that’s me.
I’m all about finding practical solutions, keeping things human, and creating the kind of space that makes your business feel lighter.
Clients tell me I’m like the brain they wish they had on tap – the one who remembers deadlines, keeps projects on track, and helps them focus on the parts of their business they love.
What lights me up...
Taking your big vision and turning it into a plan that actually works
Creating calm from chaos (I’ve been told I’m weirdly good at this)
Helping independent businesses grow without burning out
Making systems that feel more like supportive scaffolding than a straitjacket
Being your sounding board, sidekick, and secret weapon
Outside of work
I’m a mum of three – two teenage boys and a younger daughter – and live in Norfolk with my husband and two dogs (a whippet aka the Queen of the house, and a crazy-ass cockerdor who is my bestie).
Life’s full, loud, and wonderfully busy… which makes it all the more rewarding to help my clients find the space they’ve been craving in their own businesses.
I’m a big fan of a cuppa tea, intentionally placed sarcasm, and finding a Friends quote for literally every occasion. Could I BE any more ready to be your business-bestie?
My path to building Jen Sands & Co.
My path to building Jen Sands & Co. started with just me, a laptop and a dream of being there for school pickups – just like my dad was for me and my sister. I can still hear him now, “Shh, I’m working,” usually with a half-smile as mini Jen tried to chat away while he ran his business. Working for himself meant work was always on his mind, but it also meant he was there, at the school gate, at sports day, present for the moments that mattered.
And that’s what I wanted too. Freedom, flexibility and a job I actually liked.
So when I was on maternity leave with my third child, I thought: now’s the time. At first, I tried to do it all but, let’s be honest, that never works. Business creeps into every corner of life. First, it’s a few late nights, then it’s lunch at your desk, and before long, you’re answering emails at midnight and wondering when you last had a hot cup of tea.
So, like any ambitious founder, I finally realised I needed support. I found people I trusted to take things off my plate so I could focus on the parts of my business that brought me joy. If you’re here, I’m guessing you might be feeling exactly how I did back then. So I get it.
And that’s how Jen Sands turned into Jen Sands & Co.
1. A Laptop and a Dream
It all began with just me, a laptop, and a big dream: to build a career that gave me the freedom to be at the school gates – just like my dad was for me and my sister. He ran his own business from home and was always around for the moments that mattered. I wanted that same blend of ambition and presence.
3. Trying to Do It All
Like many founders, I started by trying to do everything myself. But business has a way of seeping into every corner of your life – late nights, cold cups of tea, lunch at your desk, and emails at midnight. I quickly realised: just because you can do it all doesn’t mean you should.
5. From Jen Sands to Jen Sands & Co.
What started as a solo venture became a team effort – and that’s how Jen Sands & Co. was born. A collective built on the belief that business should feel good. If you’re here because you’re ready for support, I’ve been exactly where you are – and I’m here to help.
2. A Leap on Maternity Leave
When I was on maternity leave with my third child, I decided to go for it. I wanted flexibility, purpose and work I actually enjoyed. So I started building a business that could work around family life – not the other way round.
4. Building a Support System
The real turning point came when I found people I trusted to share the load. By handing over the parts that drained me, I could focus on the bits I loved – the work that lit me up and moved my business forward. And just like that, it wasn’t just me anymore.
Let's keep in touch
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