As part of our International Women’s Day spotlight series, we’re proud to highlight the inspiring journeys of women within The Giftware Association community. Today, Jennifer King, founder of addSQUIRREL shares her experience of building and growing her business, reflecting on the challenges, successes and lessons that have shaped her journey so far.

As a female founder and mum running businesses, this year’s International Women’s Day theme “Give to Gain”  really resonates with me.

The idea that generosity and collaboration can accelerate progress is something I’ve experienced first-hand. As women in business, when we share our time, knowledge, encouragement, and support, we don’t just help one another individually - we help create stronger businesses, stronger communities, and a more inclusive industry.

That mindset sits at the heart of addSQUIRREL too.

I created addSQUIRREL to help people connect more meaningfully by being able to add a video, photo or voice message to a card or gift using one of our addSQUIRREL QR code stickers. It’s built on the belief that when we give more of ourselves - our voice, our face, our memories, our time - we gain something far greater in return: deeper connection. 

Building addSQUIRREL alongside motherhood has made me more resilient, resourceful and adaptable, but it has also reminded me how important collaboration is. None of us grows in isolation. Progress happens when we share ideas, advocate for one another, and make space for women to innovate and lead.

For me, “Give to Gain” is both a personal and business philosophy and one that continues to shape how I build addSQUIRREL and support others around me.