Jennifer Conrad is the Founder and President of Twigs, a thoughtfully curated boutique with two locations in Madison and Brookfield, Wisconsin, plus an e-commerce site at shoptwigs.com that ships nationwide.
Before Twigs, Jennifer was a Fed Funds and Money Market trader at Citigroup in New York City, with an Economics degree from Columbia University. In 2001, she made the move from the New York metro area back to the Midwest with her husband and three young children — a move that happened to fall on September 11.
Twigs opened a few months later, in January 2002. Twenty-four years in, Jennifer is still running it day-to-day, with her dog Otto in the office above the flagship store.