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Jen Dayton, founder and creative force behind Homecrest & Co., continues to make waves in the Michigan home decor scene. The Kalamazoo-based entrepreneur has successfully transitioned from teaching to establishing herself as a respected voice in home decoration, garden design, and lifestyle content creation. Recently featured in Voyage Michigan and Shoutout Michigan magazines for her innovative approach to home aesthetics and female entrepreneurship, Dayton shares her design journey through various media channels. Her appearance on the Furniture Success Podcast, where she discussed her path "From Teacher to Home Decor Entrepreneur," has inspired aspiring business owners across the state. Homecrest & Co.'s unique blend of contemporary styling with vintage sensibilities continues to attract attention from regional publications and social media followers alike, cementing Dayton's reputation as one of Lower Michigan's most dynamic home decor visionaries.
CanvasRebel
Meet Jen Dayton: From Corporate Sales to Home Decor Entrepreneur
In a revealing interview with CanvasRebel Magazine, Jen Dayton shares the inspiring journey behind founding Homecrest & Co., a Michigan-based home decor business. After taking the bold step of leaving her secure corporate sales career in September 2023, Dayton fully committed to growing her business, which she had initially launched in April of that year. Her guiding philosophy—"Let your fear of regret be stronger than your fear of failure"—has driven her entrepreneurial path.
Homecrest & Co. has quickly established itself through unique, handcrafted decor items featured at Michigan markets and festivals. Dayton has expanded her offerings to include home staging services throughout Southwest Michigan, using her company's distinctive pieces to create warm, inviting spaces. She has also launched Jen Dayton Lifestyle, focusing on social media influence and creative storytelling to complement her decor brand.
The article highlights Dayton's effective growth strategies, particularly her emphasis on building strong local connections through market presence and strategic partnerships with other Michigan businesses. Her approach to social media collaboration has proven especially successful in growing her audience. Dayton also shares valuable insights about the importance of flexibility in business planning, noting how her willingness to adapt and pivot has been crucial to her company's development.
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LUXlife
Homecrest & Co. Earns Prestigious Recognition in 2025 Home & Garden Awards
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Kalamazoo-based Homecrest & Co. has been honored with significant industry recognition in the prestigious 2025 Home & Garden Awards. The premier home décor and staging brand received dual accolades: "Best Home Staging & Home Décor Retail Specialist 2025 – Midwest USA" and the coveted "LUXlife Client Satisfaction Excellence Award 2025," highlighting their exceptional commitment to both design quality and customer experience.
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The downtown Kalamazoo business has established itself as a respected name in the Midwest décor scene through its carefully curated selection of stylish, timeless home accents and décor pieces. Homecrest & Co.'s distinctive approach blends modern elegance with classic charm, creating inspirational spaces that resonate with clients. This unique design philosophy, coupled with their award-winning customer satisfaction practices, has made them a trusted resource for homeowners, professional decorators, and design enthusiasts throughout the region.
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Their recognition by LUXlife reinforces Homecrest & Co.'s position as an industry leader committed to excellence in both product quality and service delivery in the competitive home staging and décor market.
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Shoutout Michigan
Jen Dayton Shares Her Entrepreneurial Journey in Shoutout Michigan Feature
In an inspiring interview with Shoutout Michigan, Jen Dayton opens up about her transformative journey from corporate sales professional to the founder of Homecrest & Co. The feature, published on July 17, 2024, explores Dayton's perspective on risk-taking and the bold decision to leave her stable career to pursue her passion for home and garden décor.
Dayton describes her transition as a "calculated step toward achieving my long-held dream," revealing that despite thriving in her sales position, she felt a persistent dissatisfaction and knew her true calling lay elsewhere. Through careful planning, market research, and financial preparation, she launched Homecrest & Co., embracing the challenges and learning opportunities that came with entrepreneurship.
The article highlights the recent expansion of her brand with the launch of Jen Dayton Lifestyle, a platform that extends beyond home and garden products to embrace the essence of cozy living and everyday inspiration. Dayton emphasizes her commitment to supporting other Michigan small businesses and artists, noting that authenticity has been a key factor in her success.
In a touching moment, Dayton dedicates the interview to her best friend, Precious Walker, acknowledging her "unwavering dedication and support" as "instrumental to the success of Homecrest & Co." The feature also includes Dayton's personal recommendations for experiencing Kalamazoo, showcasing her love for the local community that supports her business.
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Read the full interview with Jen Dayton on Shoutout Michigan
VoyageMichigan
Jen Dayton Shares Her Entrepreneurial Journey with VoyageMichigan
In a revealing February 2024 interview with VoyageMichigan, Jen Dayton opens up about her transformative journey from corporate sales professional to founder of Homecrest & Co. Describing her career change as a "pivotal leap of faith," Dayton explains how she left the security of the corporate world to pursue her lifelong passion for home décor—a decision that, while daunting, allowed her to transform her creative vision into a thriving business.
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Dayton's approach to home décor is deeply personal, viewing "every room as a canvas, and every piece of décor as a story waiting to be told." This perspective has guided her since childhood and now forms the foundation of Homecrest & Co.'s mission to bring "elegance, warmth, and personality into every home." The article highlights her commitment to quality and community, particularly through her focus on sourcing unique specialty items from small business owners, with special emphasis on Michigan-made products.
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Despite facing challenges in establishing an online business and curating a product line that resonates with customers, Dayton remains committed to providing exceptional customer experiences. Beyond product curation, she embraces her role as a lifestyle advocate and content creator, sharing home décor designs, tips, and DIY projects to inspire her community. The beautifully photographed feature captures both Dayton's professional presence and the aesthetic sensibilities that define her brand.
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