When Jackie Lennert opened Rove Jewelry, Accessories, and Gifts LLC in May 2015, she envisioned a welcoming shop where customers could find stylish clothing and accessories at prices that fit a middle-class budget. For nearly a decade, she delivered on that promise. But today, shifting tariffs are threatening the foundation of her business – and the livelihoods tied to it.
“It starts right at the buying level,” Lennert explained. “One month prices are up, the next they’re down. There’s no consistency.”
She first felt the impact this past April when tariffs were introduced on many of the items she purchases wholesale. At first, the costs increased modestly – two to four dollars more per item. But soon, some suppliers began applying surcharges across entire orders, adding lump sums that were then spread across each product. “It became a ricochet effect,” Lennert said. “I would load items into my wholesale cart, and the prices would change from one day to the next.”
The result? Costs skyrocketed. “I have never in my life paid $36 wholesale for a coat. Now I am.”
That increase has forced difficult choices. To keep inventory moving, Lennert has shifted to lower-cost suppliers, but that often means gambling on quality. Trade shows, once a reliable way to plan for the year, now pose their own risks. Businesses typically place orders six to eight months in advance, locking in prices. But with tariffs in flux, even orders placed months earlier can arrive with unexpected surcharges. “This year, a $2,000 freight bill turned into $2,400,” Lennert shared.
The unpredictability doesn’t stop with her. Customers, many of them loyal, middle-class shoppers, are feeling it too. Items that once retailed for $39 now sit on shelves marked at $44 or higher. Though many customers understand the situation, the changes still alter shopping behavior. Foot traffic has slowed. Buyers are more cautious and calculated in every purchase. “Sometimes people don’t even come in, because they don’t want to be tempted to spend,” Lennert said.
To cope, her business has had to reduce employee hours, trim growth plans, and rethink inventory. “There’s just no room for growth,” she admitted, her voice heavy with frustration. “And that just makes me feel really sad.”
Still, she takes pride in her commitment to service. Staff members make sure shoppers know why prices have shifted and emphasize value. Her store remains a place where $100 can still buy a complete outfit. But it’s clear that the weight of tariffs has shifted the entire equation – not only for her business but for her customers, too.
That’s why Lennert joined other small business owners in Washington, D.C. during the National Association of Women Business Owners’ annual Advocacy Days. Together, they shared their stories with lawmakers, hoping to make the ripple effects visible.
“My message to lawmakers is simple,” Lennert said. “Please evaluate it all the way down the line – to the average consumer, not just those with expendable income. People need consistency. They need to feel comfortable that they can still buy what they need without wondering, ‘Am I choosing this over that?’”
For Lennert, it’s not just about numbers on a balance sheet. It’s about her employees, her customers, and her community. And unless stability returns, she fears that small businesses like hers will continue to struggle under the weight of decisions made far beyond their doors.
Update (October 2025): After a decade in business, Jackie Lennert has announced that Rove Jewelry, Accessories & Gifts LLC closed its doors in October 2025. Despite years of perseverance, the ongoing economic pressures and unpredictable tariff surcharges have made it impossible to sustain operations. “I am so grateful for the memories, the community events, and the chance to support so many women-owned businesses along the way,” Lennert said. “Through it all, I’ve also been proud to serve the Buffalo Niagara chapter of NAWBO. Most of all, I’m thankful for my cusromers-their loyalty and kindness helped make Rove a place that truly felt like home.”
Her words capture the full circle of a business that began with purpose and ends with gratitude, underscoring the very challenges this story sought to illuminate. Written by Paula Greene-D’Amico, owner of Paula D’Amico Productions and Blessings by Nature.