Hello friendly faces! It’s that time of the week! We’re back with a new Chicago North Shore Moms spotlight brought to you in part by Mary Gifford of Gifford Law.
Our spotlights of grit and perseverance are often derived from that woman’s triumphant tale of adversity. This story is just that. Susie Newman is the founder and president of SJ Rose, LLC, a bookkeeping company for individuals and small businesses. Her journey to this path was not linear nor was it pretty. After losing both parents at the young age of 36 (her mother very suddenly), she was left to pick up the financial pieces, closing out her mother’s business, selling properties and getting other financials in order. SJ Rose, whose name is a tribute to her mother, father and beloved Nana, was born out of both grief and a burning desire to help others left in the same situation. Today, Susie and her team of four financial advocates expertly manage the finances of small businesses, young adults, and retirees, and serve as trusted partners for adult children with aging parents.
Get to know Susie, her side gig as a fitness instructor, favorite restaurants, advice to entrepreneurs and more about SJ Rose LLC!
Photo credit: Shay James Photography
Hi Susie! Please introduce yourself. Where are you from originally? What city do you live in now? What brought you here?
Hi, my name is Susie Newman. I was born and raised in Buffalo Grove. My husband and I both attended Stevenson High School and wanted to move somewhere near where we were raised; we landed in Deerfield, about 10 minutes East of where we grew up! We knew each other in high school but didn’t start dating until we had both moved back to Chicago after college. I went to University of Wisconsin-Madison and am a proud Badger. I achieved my MBA at Northwestern University’s Kellogg School of Business.
Tell us about your children and do brag away!
We have two sons, ages 12 and 10 years old, and a male Havanese named Rookie. I am a Boy Mom through and through. People used to ask me if I would “try for a girl” or “wanted a daughter” and I honestly never did! I love having boys. They are both mama’s boys, and I have a very special and unique relationship with each of them. My oldest son is wise beyond his years, a kind soul, super smart, a beautiful pianist, and a great athlete. My younger son is the definition of sweet. He is also extremely smart, a tremendous soccer player, and easy-going. And, I have to brag about my dog, Rookie. We got him during Covid and never had a dog before, but he is very easy to love. He is so adorable and affectionate and he follows me everywhere. I never knew I could love a pet like this! I am one of those dog moms who brings him everywhere and have mom guilt when I leave him home.
Photo credit: Stephanie Heymann Photography
What are one or two fun facts to know about you?
I am an avid White Sox fan. My dad and I always shared in the ups and downs of being a Sox fan. 2005 was a great year because not only did the White Sox win the World Series, my husband and I started dating that year as well.
I was a dance minor in college. After college, I was part of a dance troupe in Chicago called All About Dance. I love to dance! Being an entrepreneur in this kind of work – caring about others – can make self-care elusive, so I addressed that head on in 2019 by becoming an AFAA-certified Group Fitness Instructor and achieving Les Mills Body Pump and WERQ certifications as well. I currently teach workout classes nearly every day of the week, creating community, celebrating my passion for fitness, and hopefully providing a place for self-care to my participants.
Photo credit: Midtown Athletic
Oh fun! Where and when do you teach?
What are your favorite North Shore places, spaces and eats to frequent with family and/or a date night?
I really enjoy eating out. Some of my favorites are Abigail’s in Highland Park, Deerpath in Lake Forest, Authentico in Lake Forest, and any Lettuce Entertain You restaurant, but honesty, I crave Shake Shack and Lou Malnati’s regularly!
What gets you through a tough day?
Depending on the time of day, my beverages of choice are coffee and wine. They are comforting to me. I love to work out; it is my therapy. I always enjoy a pedicure and a massage.
Your mantra?
Pay it forward.
It’s time to get down to business. We last heard from you all the way back in March of 2019! Please reintroduce SJ Rose LLC.
SJ Rose is a bookkeeping company for individuals and small businesses. We are financial advocates who manage the financial details of your life, whether personally or professionally. I started the business focusing on predominantly female senior citizens who had either lost their spouse or were unable to take care of their personal finances due to a change in circumstances. However, my business has evolved into servicing people from all different walks of life: young, old, men, women, business professionals, young retirees. Each of my clients has a unique story.
Your story is one that is born out of heartache but you have literally made a very terrible situation something that your parents would be proud of. Tell us again, what was the impetus behind starting SJ Rose?
I was pregnant and living and working in the city in a very male-dominated Finance industry for GE Capital. My dad was diagnosed with cancer and it was more advanced than initially concluded. My dad experienced every setback through miserable surgeries, barbaric side effects from chemo, and many awful nights in the hospital with my mom sleeping by his bedside. It was a dark time. My mom ran a very successful real estate business and my dad would do her bookkeeping and payroll on the weekends. While he was dying, I tried my best to retrace his steps and help my mom as much as I could with her books. When he passed away (and I was 4 months pregnant), I helped her with closing accounts, changing her estate plans, and establishing a life without her husband of 43 years. Once I was close to having a baby, my mom and I decided she would have to outsource her business bookkeeping. This is why I consider my mom my very first client.
Fast forward 5 1/2 years, I was a mom of two little boys. We had just moved to Deerfield, I was still chatting with my Energizer bunny of a mom several times a day, and that morning, Mom indicated she was heading to the cardiologist because she was experiencing debilitating pain in her chest. About an hour later, I got a call that my mom went into cardiac arrest. I rushed to the hospital in the midst of unsuccessful resuscitation efforts and my mom was gone.
At 36 years old, I was an orphan. My parents never made it to their 70s. It was the worst day of my life and the next year I felt like I was drowning. I let her employees go, I sold her business, I sold her real estate investments, I closed her accounts, I squeezed every last drop of my parents’ legacy and lifelong work and split it between me and my two older sisters, and I grieved. When I got my head above water, SJ Rose was born.
How has business changed since we last interviewed you in 2019?
My business has certainly evolved. It began with me as the solo bookkeeper, focusing on the needs of senior citizens who were experiencing a change of life, needing help organizing their finances and ensuring the bills were paid. Today, we are best described as a “financial advocacy” company. We are female-owned and operated with a team of 4 financial advocates who expertly manage the finances of small businesses, young adults, and retirees, and serve as trusted partners for adult children with aging parents. We also support entrepreneurs with their personal affairs and family offices. We spend quality time with our clients and advocate for them to reduce costs and waste, and empower them to have greater financial comprehension and control over their personal and business finances.
What do you do to generate leads and referrals?
What I do is so personal and requires trust beyond measure. My business has grown organically through friends and family and networking groups. I still have no need for a website. I finally launched an Instagram page after 5 years in business. If you are Googling a bookkeeper, we are not the right fit for you. This isn’t a service in which we do the work and clock in and out. In reality, we spend nights and weekends thinking about our clients, how we can help businesses grow, and how we can give individuals peace of mind.
I joined a networking group in Highland Park which has been a great referral source for me, and serves as a productive monthly session with women who have taught me so much about life.
What is the hardest part of running a business in your opinion?
The hardest part of running a business is saying “no.” I have had situations in which my gut is telling me that this is not a good fit and my gut has been right. Our ultimate goal is to provide financial advocacy by getting under the hood of the car, and we can only do that with reciprocal trust.
What advice do you have for budding entrepreneurs out there? In other words, what do you wish you knew then that you know now?
I wish that I knew how much my business becomes another child for me to nurture, to grow, to care for, but just like my children, my business can cause sleepless nights, stress, and angst. Entrepreneurs put their heart and soul into their businesses.
What’s on the horizon for SJ Rose?
Fortunately, there has been no shortage of clients, so I am always looking to build my team. I have two criteria for hiring: you must have a vagina and you must have compassion. I can teach the rest. SJ Rose is my brand and my reputation that I have worked so hard to build.
I am also working to develop processes and procedures to streamline major life events that can serve as a financial “guide post” during times of change and trauma for all clients.
Is there anything else you’d like us to know about yourself or your business?
My business name, SJ Rose, is dedicated to my parents, whose names start with S and J, and my beloved grandma Rose who was the most special Nana in the world. All three of them shaped the woman I am today. Everything I am and everything I do is to honor them and celebrate their lives.
How can our readers reach out to you?
The best way to reach out is by emailing me. You can reach me at [email protected]. I’d love to hear from you.
About our Meet of Mom Sponsor
A very heartfelt thank you to CNSMoms’ Meet a Mom sponsor, Lake Forest mom of three and owner of Gifford Law, a solo Estate Planning Firm (wills and trusts). Mary, we appreciate your support of local moms in our North Shore communities! Learn more about Mary by visiting her Meet a Mom spotlight here! Contact Mary directly here: [email protected].
