Built with Pride

Built With Pride: Genavieve Jaffe, Connecting Rainbows

Name: Genavieve Jaffe

Location:  Philadelphia, PA

Describe yourself in three words:  Ambitious, family-oriented, and playful.

What is the name of your business and what do you do? 

Connecting Rainbows. We provide legal and fertility resources to the LGBTQ+ community.

Why did you decide to start your own business? How did you get started?

This is actually my third business. I started this one after going through the fertility and second parent adoption process and realizing that so many people don’t know what they need to protect their LGBTQ+ families. If you are a same-sex cis couple, being on the birth certificate is not enough to grant both parents full legal parental rights.

In just a few words, how does running your own business make you feel?

Empowered. I love being able to make my own schedule and have limitless possibilities. It allows me to tap into both my creative and strategic sides.

What are some of the hurdles or roadblocks you faced/face as an LGBTQ+ small business owner, specifically? How do you overcome them?

I use my wife and family in my marketing, so I am sure the images turn people off. But those are not the people I want to work with anyway, so I feel like my branding weeds people out for me!

As an LGBTQ+ small business owner, do you feel you’ve been granted the same access and opportunities that other small business owners in your community have been given? How did you push past that?

In many ways, I think I’ve been given more opportunities because of the diversity aspect. However, I just read that LGBTQ+ business owners are paid less for the same work as our counterparts when it comes to marketing and content creation. That needs to change.

What unique perspectives do you feel you bring to the small business economy as an LGBTQ+ business owner?

Our community is very tight-knit and supportive. We are loyal consumers. As a member of the community, I truly know my audience. I’ve been through fertility treatments and I’ve been through the legal process. I can empathize and offer real support and guidance.

What are some of your major wins or accomplishments since starting your business? What are your proudest moments?

The messages I receive from people thanking me for my work is just humbling. My services are free to my community. It is such an honor to give back.

What are the next big plans you have for your business?

Big partnerships so that we can reach a much broader audience. The educational resources that we offer need to be in the hands of any LGBTQ+ individual who wants a family.

When you’re having a tough day, who or what inspires you to keep going?

My kids. Everything I do, I do for them. I want them to have the best life possible. I want them to be proud of me. I want to be able to give them anything and everything they want (within reason, of course!).

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A post shared by GENAVIEVE JAFFE ⋒ (@genajaffe)

How can LGBTQ+ business owners give back to their community?

Show up. Be Visible. Representation matters. It’s our job to inspire others in our community to be themselves fully.

What advice would you give to other LGBTQ+ small business owners just starting out?

Use your queer voice! Never hide who you are. While you may be afraid that it will turn people away—GOOD. Those aren’t your people, anyway.

What’s your “power song” and why? 

“Unstoppable” by Sia. It just gets me going!

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