Coming from an entrepreneurial family, it seemed kismet that Morgan Jmaiff would be bitten by the business bug.

In July 2019, she opened her store, Bona Fide, in downtown Golden.

Selling everything from jewelry and accessories to women’s clothing and beauty products, Bona Fide stands as a place for women to be able to embrace their femininity and be empowered by their style.

“My mom ran a boutique when she was my age and then the idea popped into my head and things just spiralled from there,” said Jmaiff.

“Everything just seemed to work out and fall into place.

“I didn’t hit any hiccups in the first few months and it was just so natural that I knew it was meant to be.”

While things are running smoothly, it’s still a learning experience for the first time business-owner.

Jmaiff credits her staff with helping her get through the first few months of business, noting her friends and family were also instrumental in getting the business off the ground.

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“I have a pretty sweet team behind me and my parents were a huge help with what they know, so I wasn’t going into this blind,” said Jmaiff.

“The first six months of a new business is so exciting, finding your brand, finding your niche, and going to the buying shows.”

Jmaiff is also the head coach of the Golden Figure Skating Club and has had to balance her time between her duties on the ice and with the store.

While some elements of owning a business were a challenge to the first time store-owner, skill-sets she has adopted as a figure skating coach, such as sending out invoices, transferred over easily.

She also credits her time as a high-level figure skater for developing a work ethic and drive to succeed.

“That experience helped build my character into what it is today and it helped me learn that if you want something you better work for it because nothing comes easy,” said Jmaiff.

“When I was first starting out that was a huge help.”

While the community as been supportive of her as a woman in business, she says from time to time people question how she built up her business so quickly.

“I have people asking me all the time if my parents are paying for everything, people don’t really expect a young woman to be able to do this all on her own,” said Jmaiff.

“Luckily, my business is so female-oriented I haven’t really experienced it too much and it hasn’t been too challenging.”

Jmaiff has big plans for growing her business, as she looks to build her online presence and move into e-commerce.

Editor’s note: In 2020 it should be no surprise that more and more woman hold positions of power. Whether it’s business, politics, sports or the non-profit sector, woman continue to achieve new milestones. This story is part of a series of stories highlighting four women in Golden who are leaders in their fields. You can read all of their stories in our annual publication called Women in Business in the March 12 issue of The Golden Star.