The Women of the Foxfire Building
Celebrating the creativity, vision, and entrepreneurship of the women shaping one of Baraboo’s most inspiring spaces.
In honor of International Women’s Day, I wanted to highlight a few of the women who have inspired, influenced, and encouraged me throughout my journey as a business owner.
I have been incredibly fortunate to learn from women who lead with creativity, strength, and kindness. From family members who taught me the value of hard work to the women entrepreneurs around me who show up every day to build something meaningful, I carry pieces of their wisdom into Johnny’s Girl Boutique.
One of the greatest lessons I’ve learned is the importance of developing a strong mindset. Don’t be easily discouraged, don’t take everything personally, and keep moving forward. Work hard, stay focused, and let your dedication and results speak for themselves.
So today, I’m proud to introduce The Women of the Foxfire Building and celebrate the dreamers, creators, and leaders who continue to inspire me.
Jennifer Fox
Owner of the Foxfire Building & River Floral, Founder of the original Wild Apples
How did Wild Apples begin?
The idea for Wild Apples began on a drive to the grocery store when I noticed a “for sale” sign outside a tired building on 8th Street. I was 23 years old, and with the support of many wonderful people we brought that building back to life.
The name and vision came to me while I was walking my dog Grover in the woods during the renovation. I spotted a wild apple tree and started thinking about how it had grown there likely from a seed dropped by a raccoon or bird nibbling on an apple.
The tree grew exactly where it had landed. It changed with every season. In the spring it had fragrant blossoms, in summer glossy green leaves, and in fall the apples were spicy-sweet with a wonderful crunch, unique and one of a kind. Its branches grew twisted and wild because they were never pruned, forming a beautiful shape along the edge of the hill.
Even in winter the bare branches were almost sculptural, with a few apples hanging on like ornaments.
I loved everything that tree represented. It grew strong and beautiful. It celebrated every season and shared its apples with the world.
When I finished my walk with Grover, I returned home and told my friend, “I’m naming the flower shop Wild Apples.”
She replied, “What does that have to do with a flower shop?”
And I said, “Everything.”
How did the idea for the Foxfire Building come about? What inspired you to create a shared space for businesses here in Baraboo?
This story also began with what seemed like a random moment.
I was on a bike ride with my daughter Maeve when she was very young, and we stopped to sit on a park bench on the downtown square. When we got home, I told my husband, “If we ever do anything again, I think I would like to do it in the Ploetz building.” He looked at me like I was crazy.
The next day, Joan Ploetz called me to join our CSA (our member-only garden produce farm). I had never been inside the Ploetz building before and had never met Joan.
Eleven years later, I bought the Ploetz building.
Even though I didn’t realize it at the time, that moment on the bench was the beginning of where I am today.
My hope for the Foxfire Building is to share it with others. I believe in unconditionally supporting people as they pursue their goals and dreams. It’s inspiring to be around hardworking individuals with strong vision and determination.
This building represents a shared space filled with creativity and joyful energy and it’s still growing and evolving.
Tell us about your vision and inspiration for River Floral.
My vision for River Floral remains the same as it was for Wild Apples, celebrating the seasons and recognizing beauty.
Flowers allow us to share life with others: joyful occasions like birthdays, weddings, and celebrations, as well as moments that require comfort and compassion.
I sold Wild Apples so I could stay home with my daughter Maeve and spend more time with my beloved dog Grover as he aged. Eventually Maeve grew older and Grover passed.
One day, while harvesting lettuce and listening to an audiobook, a Mary Oliver poem was referenced. A line said:
"Said the river: imagine everything you can imagine, then keep on going."
In that moment I knew the name for my new flower shop.
River Floral felt like a new beginning.
How did you get into floral design, and what makes you passionate about this field?
This story also began somewhat randomly.
I was driving to a job interview for a waitressing position on University Avenue in Madison. I wasn’t familiar with that part of town and made a wrong turn.
I noticed a flower shop that looked interesting and thought they might be interested in some crafts I was selling at the time. I stopped in and showed them samples that I had in my car.
They placed a huge order and asked me to deliver it in two weeks.
When I returned with the order, they asked me to work there.
I had never worked in the floral industry before, but I spent several years with those incredible people. They shared their knowledge, passion, and support as I developed my skills and personal design style.
To this day, I’m still friends with them. They showed me how powerful it is to have the right people in your life at the right time.
As a creative person, where do you find inspiration and what does your creative process look like?
I think it’s important to constantly stay aware of the world around you. Color and sound influence me all the time.
Ideas often come in a flash or seemingly out of nowhere. I sometimes wake up in the middle of the night with ideas, but mornings are when I feel the most clear and focused.
Often I notice connections that might seem insignificant at first but eventually develop into something larger..
As a mother and business owner, what values do you hope to instill in your daughter? What advice would you give to a young woman following her dreams?
Don’t be afraid to take risks or step outside your comfort zone. Pay attention to what the universe presents to you.
Feel strong and be deliberate in your actions. Difficult situations aren’t failures they help you grow, give clarity, and help you discover your strength.
Communicate clearly and listen with an open mind.
Most importantly, support others. When people support one another, it creates a positive energy that grows and becomes powerful in ways you never expect.
Bridget Trumble
Owner of Johnny’s Girl Boutique
Tell us a little about your past business adventures.
Whoa got a minute? My career has taken me in many directions, and I’ve learned valuable lessons in each endeavor that have helped shape the business owner I am today.
For over 25 years, I was a professional photographer and business owner. That experience taught me how invaluable excellent customer service truly is. Just as important was learning how to run a business, be a good boss, and manage the accounting and day-to-day operations.
I also owned and operated a restaurant… why not?
For the past nine years, I owned and operated several retail stores in Wisconsin Dells. I sold those and retired in December 2025 only to open Johnny’s Girl Boutique in October 2025.
What was your vision for the space, and how did you want people to feel when they walked in?
Johnny’s Girl turned out exactly how we envisioned it. Not only is it a beautiful building, but Jennifer Fox, the building owner, was exceptional to work with when it came to collaborating on ideas.
When people come into Johnny’s Girl Boutique, I want them to feel welcomed and excited about the store. You know that feeling when you discover a great shop with beautiful merchandise that’s relaxing, fun, and makes you want to explore every corner? That’s exactly the experience we hope to create for our guests.
What is your biggest piece of advice for women opening their own business?
Do your homework. Work in the field you’re interested in, make a business plan, and research your location well.
Believe in yourself and take the leap. Work harder than you’ve ever worked before. Treat your staff and your customers with kindness and respect, and good things will happen.
I’ve always said, “Being an entrepreneur is not for the faint of heart.”
What are you most proud of as a woman business owner?
That I did it.
What is your “why”? What keeps you motivated to keep showing up and doing what you do?
My “why” is my daughter. I want to teach her everything I know and show her what’s possible through hard work, determination, and believing in yourself.
Ellie Goethel
Owner of JBO’s Flower Farm
What inspired you to start JBO’s Flower Farm?
JBO’s is named after my grandparents, Jerry and Bonnie Carroll, two of the kindest and hardest-working people I’ve ever known. The farm sits in the Baraboo Bluffs on land that was once their property and is now owned by my mom and aunt, who generously let me start this dream there.
My Grandpa Jerry was my best friend, and although I never met my Grandma Bonnie, I feel connected to her through the stories of her kindness and compassion. JBO’s is my way of honoring them and sharing a little piece of their land through flowers.
The farm is truly a family affair. I sell the flowers out of the back of a 1989 Ford pickup that was first my Uncle Ron’s and then my dad’s when I was growing up. It sat in the garage for years until the idea for the farm came to life, and now it’s part of how I share our flowers with the community.
As you head into your second growing season, where do you envision JBO’s going as you continue to grow your business?
Heading into the second season feels really exciting because the first year taught me so much. My goal is to continue expanding what we grow, improving the quality and variety of flowers, and creating even more opportunities for people to experience locally grown blooms.
I’d love to keep growing the flower farm and flower truck experience, participate in more events, and continue building relationships with people who appreciate seasonal flowers. I want JBO’s to grow in a way that stays true to the land it comes from and the story behind it.
What advice would you give to a new graduate looking to follow their dreams and start their own business?
Start before you feel completely ready. There will always be things you don’t know yet, but you learn so much by simply taking the first step.
Be willing to work hard, stay flexible, and understand that not everything will go perfectly the first time and that’s okay.
Most importantly, build something that feels meaningful to you. When your work is connected to something you truly care about, it makes the long days and challenges worth it.
What is your “why”? What keeps you motivated to keep showing up and doing what you do?
My “why” is deeply tied to my grandparents and the land where the farm sits. JBO’s is a way for me to carry on their spirit and the values they lived by kindness, hard work, and finding joy in the simple things.
Every time I see someone smile when they pick up flowers from the truck, or when something I grew becomes part of someone’s special moment, it reminds me why I started. Getting to build this dream while working alongside my family and friends makes it even more meaningful.
Danna Goodchild
Owner of Press Coffee House & Frenchie Press Coffee Truck
What first sparked your love for coffee and baked goods?
I knew when I started serving beverages that it would take more than “kind of” caring about the product we served and the business I would run. There are a lot of coffees out there that will get the job done, but I wanted ours to stand out and be exceptional.
How did the idea for the Frenchie Press coffee truck come about, and what was your vision for it?
Looking back to the starting point of building my coffee truck, The Frenchie Press, I’ve asked myself this very question. What was my vision? I can honestly say I wasn’t entirely sure where it would take me, but I knew how to take an idea and run with it. I also knew I wanted to create something fun and community-centered.
How did you decide to open Press Coffee House?
There was a long season of pondering whether to stay mobile and adapt what I had already created or to establish a hub where we could be more reliable, stable, and honestly sustainable. The location we’re in now is the perfect home for Press Coffee House. I’m surrounded by people who support me, and I can’t imagine a better place to be than in beautiful downtown Baraboo.
Starting a business at a young age, what was the biggest hurdle you had to overcome?
I opened the coffee truck when I was 21 years old, which taught me a lot about others and also about how to carry myself. I learned so much about planning, communicating, letting things roll off your shoulders, and how to be a woman who succeeds in business.
One hurdle I had to overcome or maybe learn to embrace was rolling with the punches. Don’t let a crappy situation turn into an entire crappy day. Move on quickly.
What advice would you give to a young woman looking to follow her dreams and start her own business?
Be confident, even when you’re unsure.
Time will season you, and there is so much to learn. You can do literally anything you set your mind to, and there is more than one way to do it.
Don’t worry too much about messing up or doing things “wrong.” There are many paths to reach your goal, and you will learn how to pivot along the way.
What is your “why”? What keeps you motivated to keep showing up and doing what you do?
My “why” is my love for our locals and regulars who not only show up for coffee, but show up for us as people. There are so many customers who have been with us since our very first day open, and it’s a blessing to still be meeting new faces every single day.
Thank you to all of the women-owned businesses in this community who have given me so much to look up to and strive toward. There are so many incredible women entrepreneurs in this area, and I feel lucky to learn from and be inspired by them every day.
