Leaving Corporate to Lead with Heart: How Wendy Jensen Built a Purpose-Driven Brand from the Inside Out

Growth Department Podcast | Featuring Wendy Jensen, Founder of Scandinavian Hearts

Most would-be founders daydream about leaving the corporate grind to create something that feels deeply aligned with who they are. Wendy Jensen did more than dream it. She took the risk and acted on it.

After decades in executive leadership, she stepped away to create Scandinavian Hearts, a lifestyle and retail brand rooted in heritage, storytelling, and intentional design. Her journey is proof that building with purpose is not only possible, it can be a powerful growth strategy.

On this episode of the Growth Department podcast, Wendy joins Chelsey Reynolds to share her transition from corporate HR to founder, and how she built a brand that feels personal, sustainable, and authentic.

Listen to the Full Episode on Apple, Spotify, and watch on YouTube.

From C-Suite to Startup: A Conscious Transition

Wendy’s move into entrepreneurship was the result of years of reflection and a desire for more alignment between her work and her values.

“I had a long and rewarding career,” she explains, “but I wanted more alignment. I wanted to create something lasting, meaningful, and deeply personal.”

That desire became Scandinavian Hearts—a business that honors her Danish roots, celebrates meaningful connection, and offers products designed to bring joy into everyday life. From home décor to accessories, every piece has a story. And every story begins with family.

“My grandparents came to the United States from Denmark,” Wendy says. “Our traditions, our symbols, even the shape of the heart—it’s all connected to how I grew up. I wanted to share that.”

This was about building a business with roots strong enough to last.

Why Heritage and Storytelling Matter in Branding

While many founders chase the latest trend, Wendy chose a different path. She built around a central symbol: the woven Scandinavian heart.

For her, the heart isn’t just a design choice. It’s a metaphor for the kind of business she runs; it is interconnected, thoughtful, and rooted in care.

“When I started the brand, I didn’t just want to sell products,” she says. “I wanted to build a brand that represented care, craft, and connection.”

That philosophy shapes every detail. From the curated products to the stories that accompany them, Scandinavian Hearts reflects a commitment to meaning. Wendy believes customers aren’t buying another item; they’re investing in values they want to carry forward.

And in today’s crowded marketplace, meaning always rises above noise.

Building a Business That Feels Like You

Entrepreneurship gave Wendy a new level of freedom. But it also demanded courage.

“When you’re in a corporate role, even a leadership one, you’re still operating within someone else’s framework,” she explains. “Now, I get to ask: What do I care about? What do I want this brand to stand for?”

Starting small meant wearing every hat, from product design to customer service. It meant facing doubt and uncertainty. But Wendy chose to let intuition and mission guide her instead of rushing to scale.

“I didn’t need to scale fast. I needed to build right,” she says.

That approach allowed her to build slowly and intentionally, while staying true to her vision.

Why Purpose Is a Business Strategy

For Wendy, purpose isn’t a slogan. It’s the filter that shapes every decision.

“Purpose isn’t a buzzword. It’s a filter,” she explains. “It helps you decide what products to launch, what partnerships to pursue, and how to talk to your customers.”

That clarity gives Scandinavian Hearts its distinctive voice. It resonates with people who want more than another purchase. They want connection. It also simplifies decision-making. Instead of chasing every opportunity, Wendy curates the right ones. And in a marketplace that rewards authenticity, that focus is her biggest competitive advantage.

The Power of Starting Small

Wendy launched Scandinavian Hearts with a single product: handwoven heart ornaments modeled after the paper hearts she made with her family.

No funnels. No complex campaigns. Just one beautiful, meaningful offering.

“I gave myself permission to begin,” she says. “It didn’t have to be perfect. It just had to be meaningful.”

That product created trust, and trust created momentum. Customers connected with the story behind the brand. From there, growth followed naturally.

Lessons for Founders Ready to Reinvent

Wendy’s story is filled with lessons for leaders considering a pivot or new venture.

Here are a few takeaways worth bookmarking:

• Start from values, not pressure. Building from beliefs creates staying power.

• Let the mission guide the marketing. Strategy flows more naturally when rooted in story.

• Growth is not a race. Slow, intentional progress builds stronger foundations.

• Your past career is a resource. Corporate experience translates directly into leadership skills as a founder.

• Connection is currency. Authenticity builds loyalty faster than any trend.

These principles apply whether you’re starting fresh or scaling what you already have.

Leading With Heart Is Smart Business

Wendy shows that leading with heart doesn’t mean softness. It means clarity.

“People want to feel seen,” she says. “They want to know that there’s a real human behind the brand.”

That mindset, combined with decades of leadership experience, allows her to create something rare: a business that feels like home.

Scandinavian Hearts isn’t just a product line. It’s a reflection of heritage, intention, and care.

And for founders navigating change, it’s proof that you don’t have to sacrifice meaning for growth. You can build both.

🎧 Listen to the full episode of the Growth Department podcast to hear more of Wendy’s story, her mindset shifts, and her advice for building with purpose.

Explore her products and mission at scandinavianhearts.com.