Jennifer Roberts, 35
Aqua Palace,
Owner/director
Council Bluffs, Iowa
Jennifer Roberts enjoys providing products that help individuals, couples and families find relaxation in their backyards.
As the second-generation owner of Aqua Palace in Iowa, she says “being able to help people with their water care needs is very satisfying. The lifelong relationships you build with your loyal customers are priceless — you enjoy hearing about their family every time they come into the store and watching their kids grow up over the years.”
Roberts started in the industry when she was 15 after her parents opened a large retail storefront, expanding their family business. She has been working and learning alongside her parents for almost 21 years.
“I wear multiple hats in our retail store from front-counter sales, purchasing, scheduling, pool and spa sales, online social media/marketing to janitorial duties,” she says. “We are truly a family-owned and -operated business from the top down.”
“I would love to see hot tubs not classified as a luxury item but as an important part of everyone’s daily life,” she says. “We all have aches, pains and ailments that can benefit from hot water therapy on a regular basis.”
As the industry changes, one thing is for certain: Roberts’ love and dedication to her business remains steadfast.
“I look forward to carrying on all the hard work that we have poured into our family business for years to come,” she says.