At Columbus Metropolitan Housing Authority, we know just how important collaboration is to building community. Along with vital partners, we work hard to build more than houses. Together, we build community. Learn more about how we’re partnering for a thriving Columbus at cmhanet.com.
to Aspire Women’s Book of Business Magazine.
Dedicated to celebrating Women’s SmallBusinessMonth.Across Central Ohio, women entrepreneurs are driving growth, creativity, and resilience — even in the face of rising costs and economic uncertainty.
Inside, you’ll explore successful business building and trends with 8 Local Retail Superstars Superstars, connect with our Industry Insiders and Finance Experts, then thrive with our Good Life profile. You’ll get ready to host your best holiday gathering yet with insights from Columbus’ fastest growing event planner.
Join us in celebrating women entrepreneurs and small business owners!
Magazine Fall 2025
Founder/Publisher
Keena M. Smith, The Women’s Center for Economic Opportunity
October is National Women’s Small Business Month — a time to honor the resilience, creativity, and impact of women entrepreneurs who power our local economy. Here in Central Ohio, we see that impact every day: from storefronts in our neighborhoods to innovative service firms serving us everyday. Women-owned companies not only generate revenue and wages for themselves; they create jobs, strengthen families, and fuel community growth by contributing to the tax base.
This issue of Aspire Women’s Book of Business Magazine is a celebration of that power. We spotlight 10 Local Retail Superstars who are building great businesses while serving their customers with excellence. We step inside the good life with Barb Smoot, a leader who reminds us that behind every accomplished woman
is a story of balance, inspiration, and intentional living. Grace Hunter shares her expertise on holiday party planning — timely advice as small businesses owners wrap up the year and prepare to celebrate their teams, families and friends. And we highlight our new Industry Insiders featuring sectors where opportunity and ownership continue to expand.
At the same time, we must note the realities business owners face. Rising tariffs and uncertainty around the cost of goods are placing new pressures on local retailers and service providers. Yet even in the face of economic headwinds, women entrepreneurs continue to innovate, adapt, and lead with confidence.
As the year winds down and the holiday season approaches, we encourage you to be intentional with your dollars: shop with women-owned businesses, invest in their services, and celebrate the value they bring to our community. Together, we will build, connect and thrive into the new year and beyond.
Columbus Queens of Retail Women Leading the Retail Renaissance in
Walk into a boutique in Columbus and you’ll quickly realize shopping here isn’t just about the products. Yes, the shelves are filled with clothing, gifts, and accessories, but behind them are women who turned vision into business. For these entrepreneurs, retail is more than a transaction—it’s a way to create, connect, and empower.
This October, in honor of National Women’s Small Business Month, three local business owners—Jasmin Tucker of Luxe Levels, Xantha Ward of Xantha Designs, and Jephtha Snow of JJ’s Custom Corner— embody that spirit.
At Luxe Levels, Tucker has built a boutique that pairs luxury fashion with accessibility. Her carefully curated collections encourage women to embrace confidence and individuality through their wardrobe.
Ward takes a different path at Xantha Designs, where sustainability drives every decision. By blending creativity with environmental responsibility, she proves fashion can be both stylish and conscientious.
Snow brings a personal touch at JJ’s Custom Corner, specializing in customized gifts that turn everyday items into keepsakes. For her customers, it’s not just about what they buy, but the meaning behind it.
Individually, these women represent different corners of Columbus retail— luxury, sustainability, and personalization. Collectively, they highlight the resilience, creativity, and vision that women bring to entrepreneurship.
Shopping local in Central Ohio means more than supporting small businesses; it means investing in stories, values, and communities. And thanks to leaders like Tucker, Ward, and Snow, Columbus shoppers can see firsthand how women entrepreneurs are redefining what it means to buy—and give—locally.
Where Global Fashion Meets Local Heart
When you step into Luxe Levels at Easton Square Place, it feels more like stepping into a fashion capital than a suburban shopping district. That’s by design. Founder Jasmin Tucker curates an international wardrobe—from Milan to Sydney—bringing global glamour to Central Ohio.
Tucker’s love of fashion began with her mother, a designer who could create anything she dreamed of. “If I said I loved something, two weeks later it was on my bed,” she recalls. That early exposure to
fabrics, construction, and European style made her fluent in the language of fashion.
After building a successful marketing agency, Advantage Media & Digital, Tucker returned to her dream of retail. In five short years, Luxe Levels has become a local landmark, recognized as Retailer of the Year by the Columbus Fashion Council. Customers come not just for the latest European trends but also for Tucker’s belief that fashion is transformative: “We want our customers to look fabulous, but more importantly, to feel amazing.”
Luxe Levels’ Fall Fashion Trends to Watch
• Animal P rints: Coats, dresses, and separates that roar with personality.
3946 Easton Square Place, Cols, OH 43219
contact@luxelevels.com luxelevels.com
IG: luxelevels
• Boh emian Flow: Maxi dresses and flowing blouses add movement and romance.
• Sh earling Coats: Cozy, luxurious, and making a comeback.
Top 3 Holiday Picks from Luxe Levels
• A lux e shearling coat for statementmaking warmth.
• E uropean-crafted artisan jewelry to elevate any outfit.
• Flo wing boho maxi dress perfect for holiday gatherings.
Beyond fashion, Luxe Levels is deeply tied to community. The boutique’s Cancer Couture fashion show supports the Cancer Support Community, while Dog Days of Summer feeds local animal shelters. “We live here, work here, and are committed to supporting our community,” Tucker says. Luxe Levels is more than a boutique—it’s a beacon of beauty with heart.
Sustainability Meets Style
For Xantha Ward, fashion is a responsibility as much as it is an art form. With over 25 years in retail and design, she has built Xantha Designs on the principle that clothing should be both stylish and sustainable.
“My passion for retail comes from the joy of creating timeless fashion that empowers people while protecting the planet,” Ward explains. She blends her
decades of experience with a conscience for the environment, carving out a niche for eco-conscious fashion in Columbus.
Her latest collections highlight upcycled denim and sustainable fabrics choices that resonate with consumers increasingly aware of fashion’s environmental footprint. For Ward, it’s not a passing fad: “I see sustainability not as a trend but as the future.”
Xantha’s Fall Fashion Trends to Watch
• Upc ycled Denim: Reinvented jackets and jeans with a modern edge.
• Minimalist Timelessness: Neutral palettes and clean cuts that last beyond a season.
• E co-Chic Accessories: Jewelry and bags crafted from recycled materials.
• Sustainable Fabrics: Organic cotton and recycled fibers woven into luxury designs.
Top 3 Holiday Picks from Xantha Designs
• Upc ycled denim jackets—statement pieces with a conscience.
• E co-friendly minimalist sweaters designed to last.
• Han dcrafted accessories made from recycled metals and fabrics.
Ward’s journey demonstrates how sustainability and style can coexist.
“When people wear something that’s both beautiful and responsible, they feel aligned with their values,” she says. For her, fashion is empowerment with purpose, proving that what you wear can reflect not only your personality but also your principles.
Personalization with Purpose
In a world of mass production, Jephtha Snow has found her niche by leaning into individuality. Her store, JJ’s Custom Corner, specializes in personalized gifts, apparel, and branded merchandise, creating one-of-a-kind items that celebrate life’s milestones.
“The ability to deliver distinctive, customized items that reflect personality and purpose drives me,” Snow explains. For her, retail is about relationships. Customers don’t just buy; they collaborate, ensuring that each product tells a personal story.
From engraved jewelry to tailor-made shirts, Snow’s products carry meaning far beyond their material value. It’s this level of intimacy that keeps her customers returning and recommending her store to others. “I’m always open to collaboration,” she adds, reinforcing her community-centered philosophy.
JJ’s
Fashion & Gift Fall Gift Trends to Watch
• Engraved Jewelry: Personalized pieces for gifting with meaning.
• Custom Apparel: Branded items for families, businesses, and special events.
• Sentimental Keepsakes: Holiday ornaments and accessories made to last generations.
• Collaborative
JJ’s Custom Corner
Branding: Small-batch, custom designs for local businesses.
Top 3 Holiday Picks from JJ’s Custom Corner
• Personalized engraved bracelets— perfect for holiday gifting.
• Custom family T-shirts for festive gatherings.
• Keepsake holiday ornaments that become family heirlooms.
For Snow, success is measured not just in sales but in the joy of customers who see themselves reflected in her creations. Each purchase is a story, a memory, a celebration— reminding us that the best gifts are the most personal.
Shared Challenges in Today’s Retail Landscape
While Tucker, Ward, and Snow each bring unique strengths, they also face common challenges that define today’s retail environment. They shared with TBOB these major challenges they are facing looking toward 2026.
• Tariffs & Supply Chains: For boutiques like Luxe Levels that import from Europe, tariffs complicate purchasing decisions. For designers like Ward, material costs have skyrocketed.
• Digital Competition: E-commerce giants dominate with speed and convenience, forcing boutiques to stand out through personal service and storytelling.
• Rising Costs: Commercial rent and overhead expenses, especially in Columbus’ prime shopping districts, require constant adaptation.
And yet, these women are not deterred. Instead, they innovate—by incorporating
digital channels, deepening community ties, and focusing on what makes them irreplaceable: authenticity.
Why Women-Led Retail Matters in Columbus
Columbus’ retail scene is robust, from the Short North’s boutiques to Easton Town Center’s 30 million annual visitors. Women like Tucker, Ward, and Snow don’t just participate in this ecosystem—they shape it. Their boutiques reflect a broader truth: women-led businesses strengthen the social and economic fabric of the region. They anchor Columbus neighborhoods, create jobs, mentor others, and give consumers a reason to shop with purpose.
A Call to Holiday Shop with Intention
This holiday season and beyond, every purchase is a choice about what kind of economy we want to grow. Shopping at Luxe Levels invests in global style rooted in community. Buying from Xantha Designs affirms that fashion can be beautiful and responsible. Choosing JJ’s Custom Corner celebrates the joy of personalization and meaning. We encourage you to shop with all the retail leaders we feature in this issue.
Ashequka Lacey
Yajaira Paulino
Huntington’s Lift Local Business®
Looking out for women-owned businesses
When the business owners in our communities reflect t he diversity in our communities, we all win.
We designed Huntington’s Lift Local Business program to support local womenowned businesses throughout the business life cycle—from start up to expansion. The program offers loans, business planning support, and other services to help you achieve your goals.
You’ve got the plan, you’ve got the motivation, and we’re here to help you take that next big step in achieving your vision.
To learn more, visit huntington.com/LiftLocal
IN THE NATION IN NUMBER OF 7(a) LOANS§
BIG Book of Business
Recognizing 100 top local women business owners and the firms, organizations and advocates who invest in their success to drive regional economic impact “exceptional women who bet on themselves”
Sponsorship & Advertisement Sales Are Now Live
Impact Awards Market Movers Women to Know Smartest Man In The Room Allies & Advocates
Best Places for Women to Do Business New Thought Leaders
2026 Industry Spotlights
Healthcare Food & Beverage Sports
Gain visibility with successful women entrepreneurs, corporate allies, and the region’s business leaders.
Please share your financial industry and number of years of experience:
I have 27 years experience in financial service and investment management industry
Please share your passion, what you are known for or what you do daily:
I am passionate about educating, equipping and empowering individuals so they can make financial decisions that best meet their financial goals.
What’s the most important money move our readers (women business owners) can make for themselves or their businesses in Q4?
Understanding how the new tax bill that was recently signed by the government can impact your personal, as well as business, finances.
What are a the major challenges for business owners or consumers in your specific industry now and into 2026?
In 2026, a major challenge will be determining how to achieve sustainable growth and manage financial resources effectively.
Capital is king in business. From your specific industry perspective what is the biggest mistake business owners make when it comes to managing their money?
We tend to be solely focused on present cash need instead of being laser focused on creating a longterm cash flow strategy that handles today’s needs and builds reserve for the future.
How can our readers build trusted connections with financial experts?
Trust is built through relationship. My advice is get to know your advisor and allow them to know you.
Are you looking for partners, suppliers or vendors right now or in Q1 2026?
I am always looking for partnerships that create value and impact.
COUNT
Please share your financial industry and number of years of experience:
I have 12 years in the Financial Services industry.
Please share your passion, what you are known for or what you do daily:
I love helping clients build financial plans that give them confidence and control over their future.
What’s the most important money move our readers (women business owners) can make for themselves or their businesses in Q4?
Streamline your financial systems—consolidate accounts, go paperless, and use tools like eMoney to track spending. Balance short-term needs with long-term goals and
take a holistic approach to investments, taxes, and estate planning.
What are the major challenges for business owners or consumers in your specific industry now and into 2026?
Rising challenges include economic uncertainty, talent retention, digital transformation, cybersecurity, and regulation. Clients also face evolving tax laws, longevity risks, and the need for personalized guidance.
From your industry perspective, what is the biggest mistake business owners make when it comes to managing their money?
Poor cash flow management— confusing revenue with cash, failing to forecast, or misaligning payment cycles.
Other mistakes include mixing personal and business finances or waiting until a crisis to seek advice.
How can our readers build trusted connections with financial experts?
Trust comes through relationships. Get to know your advisor and let them know you. At Elevated Wealth, we emphasize open conversations, personalized communication, and smart tools to build clarity and confidence.
Are you looking for partners, suppliers, or vendors right now or in Q1 2026?
Yes—we’re always open to partners who value transparency, personalization, and client-focused support.
MEET OUR NEW INDUSTRY
Andy Shockney
What Box Consulting Group President andy@whatboxconsultinggroup.com 6143122406 www.whatboxconsultinggroup.com www.linkedin.com/in/andyshockney/
Andy Shockney joined the Fisher Marketing & Logistics faculty team in Spring 2020 as an Adjunct Lecturer to teach the Marketing Projects course. Andy Shockney is President and Founder of What Box Consulting Group. Andy’s focus in consulting is on strategic planning and customer experience. His passion is to discover and unlock growth in businesses and leaders. Prior to starting his own consulting firm, Andy was Director of Strategic Planning with Thirty-one Gifts and Vice President of Operations with Insurance First Agency. His experience includes leadership in key roles responsible for strategic planning, customer experience, business process and product innovation, process improvement, and leadership development. Andy earned his MBA from Capital University and his B.A. in Business Administration and Journalism from Ashland University.
Provide a brief overview of what you do on a daily basis
Consulting, Strategic Planning, Business Mentoring, Marketing Solutions
What is the outlook for your industry in Q4 and into 2026 pertaining to opportunities for suppliers at your firm or in your industry? You might share information about recent shifts, disruptions, or innovations and their impact on your company or industry.
Significant shifts are underway in the consulting industry with the deployment of Artificial Intelligence. It will be a great few years for consulting firms (revenue and profitability growth) thanks to the increased capacity and productivity.
What types of vendors or suppliers are most successful with your company or in your industry? You might consider marketing professionals, suppliers of goods and services, technology providers, event planners, manufacturers, janitorial, engineers, construction services and more.
I most frequently partner with other professional firms such as lawyers, accountants, and other consultants.
Can you share a woman owned success?
I’ve partnered with a woman-owned market research firm in town and we’ve been asked back to complete the workshop we built together several times for this public-traded central Ohio business.
What essential advice or “insider tip” would you give women looking to win contracts/customers or grow as founders/suppliers in your industry?
The advice I provide includes that you need to understand your unique selling proposition and make it easy for others to understand. Further, you are responsible to know your worth and do the work necessary to find great clients that are worth your time.
INDUSTRY INSIDERS
Provide a brief overview of what you do on a daily basis
I manage a talented team of professionals who help build stronger families from cradle to college.
What is the outlook for your industry in Q4 and into 2026 pertaining to opportunities for suppliers at your firm or in your industry? You might share information about recent shifts, disruptions, or innovations and their impact on your company or industry.
Our labor costs continue to rise, impacting the number of families we can support in the Jovie business line. For Pathfinders College & Career Advisors, our impact to families continues to increase as we see increases in the costs of college tuition, making our value more impactful.
What types of vendors or suppliers are most successful with your company or in your industry? You might consider marketing professionals, suppliers of goods and services, technology providers, event planners, manufacturers, janitorial, engineers, construction services and more.
Marketing experts, financial experts and community influencers are great suppliers for our industry.
Can you share a woman owned success?
Our team is primarily female and very culturally and economically diverse. We try to partner with minority and female vendors whenever possible so there more success stories than I could share and I don’t want to highlight or exclude any of them. They are all great.
What essential advice or “insider tip” would you give women looking to win contracts/customers or grow as founders/suppliers in your industry?
Work harder than the others, don’t take no for an answer and always live by the golden rule.
Susan Cornish
Jovie Nannies & Sitters
Pathfinders College & Career Advisors, CEO scornish@jovie.com 614-761-3060 or 614-747-3020 Jovie.com and pathfindersadvisors.com www.linkedin.com/in/susan-cornish-ab656214/
Susan focuses her proven experience in sales and management to grow her brands throughout the Midwest. She’s currently established in Central Ohio and building the following markets: Cincinnati and Cleveland, Ohio, and Metro DC. Jovie, the nation’s largest nanny resource, Builds Stronger Families ® by offering a nanny placement, on-call nannies, and professional babysitting services that lead to happy children and successful students. Pathfinders College and Career Advisors focuses on helping students choose the right path forward after High School. It is not just about test scores and essay writing (though they can be important, too). It’s really about finding the path they were always meant to be on. Our team of experts will lead you on the journey of self-discovery that starts in early High School.
Chanel Norton Lee
Head of Supplier Inclusion supplierinclusion@victoria.com www.linkedin.com/in/chanelnorton/
Chanel Norton Lee is fueled by curiosity and a passion for creative problemsolving. With over 15 years in financial services and now leading Enterprise Strategy & Inclusion Growth at Victoria’s Secret & Co., she thrives at the intersection of innovation and possibility. A stylist and foodie at heart, Chanel fosters collaboration where ideas spark into impactful ventures. She measures success not by titles, but by inspiration, positive change, and—above all—the honor of being wife to Maurice and mother to Sevyn and Ace.
Provide a brief overview of what you do on a daily basis
At Victoria’s Secret & Co., strong supplier relationships are key to our success. By expanding and strengthening this network, we enhance efficiency, support growth, and adapt to an ever-evolving marketplace while delivering exceptional products and value.
What is the outlook for your industry in Q4 and into 2026 pertaining to opportunities for suppliers at your firm or in your industry? You might share information about recent shifts, disruptions, or innovations and their impact on your company or industry.
Our commitment to expanding and strengthening this network supports our mission to deliver exceptional products and services, drive economic value, and adapt to an ever-evolving marketplace.
What types of vendors or suppliers are most successful with your company or in your industry? You might consider marketing professionals, suppliers of goods and services, technology providers, event planners, manufacturers, janitorial, engineers, construction services and more.
In our industry, the most successful suppliers bring agility, innovation, and alignment with brand values—whether through creative marketing, adaptive manufacturing, seamless technology, or flexible services. Ultimately, success depends on the ability to pivot quickly, deliver value at scale, and enhance both efficiency and customer experience.
Can you share a woman owned success?
Marianne Lancaster’s journey shows the power of supplier inclusion. After connecting at one of our events, her products were featured at our headquarters, beginning with soap and later expanding into hand sanitizer for our stores. Through agility and innovation, she turned a single introduction into a strategic partnership—proof that inclusion drives access, growth, and lasting value.
What essential advice or “insider tip” would you give women looking to win contracts/customers or grow as founders/suppliers in your industry?
My advice to women suppliers: lead with capability and confidence. Clearly show the unique value you bring, back it with results, and stay visible through networking and inclusion events. Don’t wait to feel “ready”— doors open when you show up, tell your story, and follow through. Be persistent, adaptable, and position yourself as a strategic partner who helps customers win.
Industry Insider Jonathan Bridges
CHARGING AHEAD
The Man Steering Ohio Into the EV Future
Jonathan Bridges has a way of talking about the future of cars that makes it feel like it’s already here. “Our mission is to help companies see why Ohio is the best place to build, innovate, and grow,” says Bridges, Managing Director of Automotive for JobsOhio. “This isn’t just about keeping up. It’s about leading.”
For Bridges, the industry’s transformation is more than a headline — it’s a daily reality. Automakers are racing to electrify, suppliers are retooling for new technologies, and startups are testing the boundaries of smart mobility. In Ohio, much of that energy converges, and Bridges is the one connecting the dots.
A Career Built on Change
Bridges joined JobsOhio in 2015, after decades of working in and around the automotive industry. A graduate of the University of Toledo, he holds a B.A. and M.A. in Economics, an M.B.A. in Operations Management, and a certificate in Nonprofit Management. He now
serves on multiple advisory boards, from The Ohio State University’s Center for Automotive Research to regional economic development organizations.
What makes his work unique is how seamlessly he moves between boardrooms and shop floors. One moment he’s talking strategy with a global automaker, the next he’s listening to a startup founder sketch out an idea that could change the way cars are built.
“At its core, my role is about growth and transformation,” he says. “We’re helping companies position themselves for what’s next, not just what’s now.”
The State of Play
Ohio is hardly a newcomer to automotive. The state has been a manufacturing powerhouse for more than a century, producing everything from engines to steel. But what’s different now is the pace of change.
Bridges spends much of his time tracking global trends in EV batteries, semiconductor supply, and smart mobility. “These shifts don’t just affect
automakers,” he explains. “They ripple through the entire supply chain.” Tariffs, chip shortages, and new trade dynamics are constant variables. His job is to make sure Ohio stays ahead.
That preparation has paid off. From Honda’s EV investments to new battery manufacturing plants, Ohio has become a magnet for companies betting big on the next generation of mobility.
Who Wins in Ohio
The companies thriving in this ecosystem are those willing to innovate. Ohio’s suppliers are making vehicles lighter, stronger, and longerlasting — pushing the limits of efficiency.
“The ones who succeed are asking, ‘How do we build smarter, faster, better?’” Bridges says. “And they find the answers here because of our talent, our research institutions, and our deep supply chain.”
A Woman-Owned Success Story
Bridges is quick to point out that innovation in Ohio
Jonathan Bridges JobsOhio Managing Director, Automotive, Steel, and White Goods bridges@jobsohio.com
www.jobsohio.com
isn’t limited to legacy players. Take Action Group Inc. (AGI), a woman-owned company manufacturing custom parts and systems for industries from automotive to steel.
With support from a JobsOhio Small Business Grant, AGI created new jobs, retained existing ones, and grew its customer base, which includes Honda Engineering and Worthington Steel. “AGI shows how women-owned businesses aren’t just part of the story — they’re leading chapters in it,” Bridges says.
Advice for Women Entrepreneurs
Networking, Bridges believes, is one of the most powerful tools for suppliers and founders — especially women in the industry.
“I find myself going to more and more women-oriented events,” he says. “The energy in those spaces is different. Smaller groups allow for more open conversations, shared stories, and stronger connections.”
He describes them in automotive terms: “In the EV world, we say those events leave you with a higher state of charge. You carry that energy with you into the bigger, more crowded industry events.”
Looking Ahead
As EVs, batteries, and smart mobility reshape the global landscape, Bridges is determined to make sure Ohio doesn’t just adapt — but leads.
“Ohio has the talent, the infrastructure, and the vision,” he says. “The future of automotive is being built right here.”
The Good Life
At Home with Barb Smoot
Barb’s Favorite Things
Vacation Memory: Riding camels in the Moroccan desert and sleeping in Bedouin camps
Favorite Piece of Art: Of the art that I own, it is “Ganesha” by Maye and Jorge Vales. It is the painting of the elephant that is on screen behind me in all of my Zoom calls.
At Home: Gardening, growing tomatoes, and decorating her front porch for every holiday
Movie Role: Wanda Sykes or Angela Bassett to play her life story
What women watching would yell to the screen: “Girl, go to bed!”
Values in Three Words: “Mean people suck.”
When you first meet Barb Smoot, you see the accomplished leader — polished, confident, and inspiring. The unflappable and deservedly much lauded leader of Women’s Economic and Leadership Development (WELD), one of Central Ohio’s premier women’s organizations. But behind the professional accolades and public presence lies a woman grounded by family, fueled by faith, and fiercely protective of her peace.
At home, Barb finds her rhythm in the quiet. Whether it’s enjoying cherished time with her daughter and 2-year-old grandson or simply creating space to reflect feet up on her office cushy settee, she has learned that thriving isn’t just about accomplishments in business
— it’s about harmony in her inner life.
“Caring for myself is not self-indulgence. It is selfpreservation, and that is an act of political warfare,” wrote Audre Lorde — a quote Barb holds as one of her guiding principles. She understands that to lead boldly in the world, she must first care for her own well-being. Protecting her peace is not optional; it’s essential.
Her second guiding principle, also from Lorde, is a reminder to stay true to herself: “This is how I learned that if I didn’t define myself for myself, I would be crunched into other people’s fantasies for me and eaten alive.” These words shape her boundaries, her choices, and her ability to lead with confidence.
Barb has many sides away from the public eye — a seasoned traveler, a wannabe green-thumb gardener, loving grandmother, and a woman who knows when to put down her phone and simply say “no” without guilt. Her love of travel
is the spirit of her lovely home office. A sanctuary like space, painted a stunning Jericho jade, lush artwork and colorful mementos from international journeys surround her. A beloved elephant painting by Maye & Jorge Vales hanging above her favorite table serves as both aspiration and inspiration — a reminder of the wisdom and strength she carries with her. Some of her fondest memories from faraway places are reflected there, like prints of riding
camels across the Moroccan desert and a chair throw purchased while riding up to the Amer Fort in India. The result is a versatile space that holds your attention with its striking beauty yet calms the senses in grounded peace and cultural richness that allows the work to flow.
Her good life is not only defined by where she’s been, but also by what she cultivates in her home. Barb believes that you don’t have to be an expert to enjoy a hobby. While she struggles to keep indoor plants alive, Barb delights in creating colorful flower displays in her outdoor planters. She decorates the front of her home in the colors of each holiday and tends to her herbs and vegetables — including homegrown tomatoes — that bring both beauty and nourishment. These simple joys are reminders to all of us that growth is about the work and the celebrations.
Through all the muchappreciated public praise, Barb says that family remains her foundation. The middle
daughter of hardworking parents and one of six siblings, Barb grew up watching resilience in action. Today, she treasures her role as Mom and Grandmommy most of all, finding blessings in the legacy she is building for the next generation.
Whether traveling abroad, tending her garden, or leading women to new heights of success, Barb Smoot thrives by living intentionally — protecting her peace, staying true to herself, and embracing the joy of both adventure and home. But believe that her humor is never far behind. When we asked who might play her in the movie of her life, Barb named Wanda Sykes or Angela Bassett — a pairing that perfectly captures her wit and strength. And the line she said we would all be yelling at the screen? “Girl, go to bed!”
Thanks to Margaret D. Finley, Founder of Woman 2 Woman for contributing to this article
one open door can open doors across a community.
Our most important work happens outside the four walls of our bank. KeyBank gets involved by supporting people who make a difference and working with community-focused organizations through investments, philanthropy, and volunteering. Together we can keep our communities full of hope, compassion, and opportunity.
Elevated Holiday Hosting
Creativity, Connection, and a Higher Standard of Hospitality
Corporate events used to be predictable affairs: the same banquet hall, the same cocktail menu, the same holiday playlist on repeat. But in today’s workplace, expectations have shifted. Businesses want events that spark joy, foster connection, and reflect their values — without draining their teams’ already full plates.
That’s where professional planners come in. Instead of asking staff to squeeze event logistics into their workloads, more companies are leaning on experts to design experiences that feel effortless for hosts and unforgettable for guests. The payoff? On event day, leaders can actually spend time mingling, not managing microphones or chasing down the caterer.
Purpose Meets Celebration
Themes are making a comeback — and not the cheesy kind. A strong concept adds energy and creativity, transforming routine holiday parties into something people look forward to. Even better, many companies are pairing their themes with a purpose.
“People want to feel like they’re making a difference, especially during the holidays,” says Grace. Donation drives, volunteer tie-ins, or service-based activities are becoming popular ways to add meaning. The result: events where guests feel good and do good.
Beyond the Cocktail
Another trend on the rise? Rethinking the bar. Guests increasingly expect inclusive, thoughtful options that go beyond a glass of wine. Enter the mocktail movement.
Colorful, creatively garnished, and designed with the same care as craft cocktails, these non-alcoholic drinks are reshaping hospitality. “Mocktails have gone from being a polite afterthought to a must-have,” notes Grace. “It’s about ensuring everyone feels part of the experience.”
Insider Tips for Flawless Events
Behind every seamless celebration is months of preparation — and a few tricks of the trade. Here’s what Grace says makes all the difference:
Start early. The sooner planning begins, the more room there is for creativity and problemsolving.
Be unique. Skip cookie-cutter décor and activities. Find ideas that reflect your organization’s mission and culture.
Know your guests. Music, menus, and
entertainment should feel intentional and inclusive.
Never skip the tech check. Nothing derails a program faster than a glitchy video or dead mic. Test everything in advance with the onsite team.
From Obligations to Opportunities
When done right, corporate events stop feeling like obligations and start becoming opportunities — to connect, to celebrate, and to inspire. The difference isn’t just in the decorations or the drinks. It’s in the planning that allows hosts to be fully present.
After all, the best events aren’t remembered for the flawless A/V or the perfectly timed entrée. They’re remembered for the conversations, the connections, and the moments that made people feel part of something bigger.
BIG Book of Business
Recognizing 100 top local women business owners and the firms, organizations and advocates who invest in their success to drive regional economic impact “exceptional women who bet on themselves”
Sponsorship & Advertisement Sales Are Now Live
Impact Awards Market Movers Women to Know Smartest Man In The Room Allies & Advocates
Best Places for Women to Do Business New Thought Leaders
2026 Industry Spotlights
Healthcare Food & Beverage Sports
Gain visibility with successful women entrepreneurs, corporate allies, and the region’s business leaders.
A PARTNER YOU CAN COUNT ON
Encova Insurance strives to be present in our communities and values fostering strong relationships. By supporting the Aspire Women’s Book of Business, we are elevating women business owners and leaving a lasting impression in the communities we serve. We are glad to be part of recognizing all those united in helping women succeed.
