Inspiring Mompreneur: Jennifer Varner, Founder of

save article
profile picture of Anisa Arsenault
By Anisa Arsenault, Associate Editor
Updated February 28, 2017
Hero Image

We’re getting up close and personal with mothers who are savvy innovators and businesswomen and finding out their secrets to success. This time, we got the scoop from Jennifer Varner, CEO and founder of

The Bump: Give us a quick elevator pitch of your business.

Jennifer Varner: Pure-Ecommerce has been in business for seven years. We build out complete, ready-to-go ecommerce businesses. So, basically, I take an idea and turn it into an Internet business. It allows someone with little to no e-commerce experience to get started online. All products are drop-ship, which means you don’t get any inventory, so when you order on the site, you send the order to the vendor and they fill it for you. It saves the person running the business time and money. The whole premise is to take someone without much experience and teach them how to set up, run, grow, and market an e-commerce business. Each business comes with 40 hours of consultation. It’s a complete business in a box.

TB: What inspired you to start this business?

JV: I used to hold my own e-commerce business, a maternity clothing business, which I sold. I had three kids, and wanted to stay home and be a mom. I was being sought after for consultation for other people’s business, so I decided to start making businesses and selling them before they ever ran. I thought that it was more simple than it is — I realized when people were starting out they had good ideas but didn’t know how to put all the pieces together. That’s where I developed the business in a box concept.

TB: What are your top three pieces of advice for women looking to start their own businesses?

Related Video

JV:  Number one, I would say choose something that you’re passionate about or could become passionate about. When I started I wasn’t passionate about maternity clothes, but I could see myself becoming passionate about learning about maternity clothes. So you want to be excited about the process.

Second, you want to become an expert in the area of your business. Educate yourself. You want to know every aspect of your business and the product that you’re selling. The more you know about the product, the better you can present it and sell it.

My third biggest piece of advice is know your numbers. The biggest make I ever made was avoiding the numbers. At any point you should be able to open it up and see whether you’re making money. You have to look at things — it’s a map that tells you where to take your business in the future.

TB: What was your biggest challenge? Biggest joy?

JV:  The biggest challenge that I faced was becoming sick, which a lot of people don’t plan on. When I was diagnosed with breast cancer, I was pregnant and had to go through chemo, so it was hard to run the company and stay focused. But, because I had trained my staff in such a way, they were able to go into emergency mode and run things for me. My biggest joy has been that when I was going through treatment I decided to double the size of my company. It was an opportunity to go full force. That next year we doubled our sales, we doubled our company, and we’ve been growing ever since.

TB:  Looking back, is there anything you’d do differently?

JV:  With my first company, the first one I owned, I would do so much differently. I overspent on advertising; I didn’t understand the metrics of running a company. I only focused on what I loved— I loved marketing, I loved buying the clothes — which is where many entrepreneurs find failure. Ultimately I could have lost that business. Moving forward, I’ve learned so much from my mistakes with my first company. Since then, it’s been a smooth sailing process.

TB: What has been the most rewarding aspect of starting your own business?

JV:  Absolutely the fact that you can live wherever you want, especially running an e-commerce business. I live in Maui, I work from there;  there’s nothing more rewarding. I’ve achieved the most free form of entrepreneurship. Pure Ecommerce lets me be free; I live exactly on my own terms.

TB: What inside scoop do you have that entrepreneurs never tell you about starting a business?

JV:  How much work is involved. I don’t think people understand you have to be dedicated to the process and give it time. You’re not going to be rich in six months. You’ve got to be ready to work, but if you love what you’re doing, it becomes like one of your children. I can’t wait to get up in the morning and work. It doesn’t feel like work — it’s wonderful; you’re building something through yourself. I can put down 50 hours a week and it doesn’t bother me because I love what I do.

TB: What’s a typical day in your life like?

JV:  I get up and go paddle boarding in the morning. Then I’ll drive the kids to school and drop them off. I start my workday six hours behind my staff, because I’m in Hawaii. Around midday I work out, and then go back to work some more. I am lucky because, since the workday is six hours ahead, I get done quicker. I go pick my kids up again, and drive them to after-school activities. Then I make dinner and prepare myself for the next day.

TB:  What’s the best part about having your own business – do you think it is harder or easier to balance motherhood and career than when working for someone else?

JV:  When you’re working for somebody else, you’re playing by their rules. You have to have your child in daycare prior to coming to work. All the people who work for me can work whenever they want. They make their own schedules; a lot of them have small children. It’s less stressful for them. Personally, I don’t think I could hold a job in corporate America and have four kids until they’re older.

TB: How does being a mother make you a better businesswoman?

JV:  When it comes down to it, motherhood makes you a better businesswoman because it drives you to be successful. Half of the reason you have a career is to support your children. They drive me to achieve success so they can witness it and be inspired by it. Being a mother also makes you a better, more ethical person in business. My children inspire me to be ethical in the way I conduct business.

save article

Next on Your Reading List

Kristin Davis at the New York Pemiere of "And Just Like That..." A New Chapter of Sex and The City held at MoMA on December 8, 2021 in New York City
Why Moms Are Loving Charlotte's ‘and Just Like That’ Monologue
By Wyndi Kappes
78 Percent of Moms Are Overwhelmed by Pumping at Work
78 Percent of Moms Are Overwhelmed by Pumping at Work
By Wyndi Kappes
mother holding sleeping baby at home
Caregiving Reduces Mom's Lifetime Earnings by 15 Percent, Report Says
By Wyndi Kappes
mother working on laptop while holding baby
These Are the Best States for Working Moms in 2023
By Wyndi Kappes
working mother sitting at home with baby and breast pump
What the PUMP Act Means for Working Parents
By Wyndi Kappes
Rory McIlroy of Northern Ireland hugs his daughter Poppy on the ninth hole during the Par 3 Contest prior to the 2023 Masters Tournament at Augusta National Golf Club on April 5, 2023, in Augusta, Georgia
Kids Take the Masters by Storm Dressed as Adorable Caddies
By Wyndi Kappes
mother wearing baby in wrap while working on laptop at home
Study: Parents Work Longer Hours Than Non-Parents Amid Recession Fears
By Wyndi Kappes
P!nk attends the 2022 American Music Awards at Microsoft Theater on November 20, 2022 in Los Angeles, California
Balancing Acts: Pink Shares Her Journey as a Rockstar Mom
By Wyndi Kappes
Sanya Richards Ross and family
Olympian Sanya Richards-Ross on Motherhood and Finding Balance
By Nehal Aggarwal
Reps. Dan Goldman, D-N.Y., Jimmy Gomez, D-Calif., Andy Kim, D-N.J., left, and Rashida Tlaib, D-Mich., conduct a news conference to announce the Congressional Dads Caucus outside the U.S. Capitol on Thursday, January 26, 2023
Congress’ New Dads Caucus Advocates for Working Parents
By Wyndi Kappes
Shonda Rhimes attends the 2020 Vanity Fair Oscar Party hosted by Radhika Jones at Wallis Annenberg Center for the Performing Arts on February 09, 2020 in Beverly Hills, California.
Shonda Rhimes Shares the Secret Behind How She Does It All
By Wyndi Kappes
MommiNation founders talking at fundraiser event
How MommiNation Is Helping to Empower a Community of Black Moms
By Jen Hayes Lee
Rihanna is seen outside the Dior show, during Paris Fashion Week - Womenswear F/W 2022-2023, on March 01, 2022 in Paris, France
Rihanna Says Being a Mom Pushed Her to Perform at the Super Bowl
By Wyndi Kappes
mother working from home with baby on lap
New Report Explores if Remote Work Is Really Working for Parents
By Wyndi Kappes
wood desk at the texas state capitol
Moms Are Largely Missing From the Law-Making Arena, New Report Reveals
By Wyndi Kappes
pregnant woman working from home at desk in bedroom
Remote Work May Have Led to a Mini Baby Boom, Study Says
By Wyndi Kappes
gabrielle union and dwyane wade smiling with their daughter
Gabrielle Union and Dwyane Wade Champion Community at Home and Work
By Ashlee Neuman
Amanda Kloots and her son, Elvis
Amanda Kloots Talks About Life as a Single Mom and Multi-Hyphenate
By Lauren Kay
Meghan Markle and Serena Williams
Meghan Markle & Serena Williams Talk Ambition and Motherhood on New Podcast
By Wyndi Kappes
Alyson Felix and Daughter running on the track together
Allyson Felix’s Last Race With Her Daughter Bookends a Legacy of Change
By Wyndi Kappes
Article removed.
Article removed.
Name added. View Your List