S2, Ep36: Jenna Lachenman, Owner AZALEA Magazine

LINK: https://theazalea.com/

Jenna Lachenman Bio: 

Jenna Lachenman is the Founder & CEO of Avenir Group, LLC and the Editor-in-Chief of AZALEA Magazine, both headquartered in Summerville. 

Owned and published by Avenir Group, AZALEA is a multiplatform media company that celebrates the character, beauty, and pace of Summerville and the surrounding region. Known for its storytelling and bold design, AZALEA Magazine is the Lowcountry's premier editorial magazine and the authoritative voice on the area's distinctive style of southern living, offering a novel look at the history, culture, food, art, literature, places, and engaging personalities that make Summerville and the Lowcountry so alluring.

A businesswoman and entrepreneur, Jenna has led the global strategy, marketing, and sales motions for multiple B2B and B2C, public and private technology firms, serving as a brand ambassador and sales strategist for solutions that transform the businesses of Fortune 500 organizations across retail, travel & hospitality, media, and logistics.
In addition, she has pursued entrepreneurship owning, growing, and successfully exiting multiple small businesses. Her immersion in the business world provides AZALEA with valuable insights and a forward-thinking perspective.

For Jenna, AZALEA represents a continuation of the recurring themes in her work: her love for storytelling, and her passion for supporting small businesses and communities.

"Stories are the threads that connect us to ideas, places, each other, and ultimately, to a deeper understanding of ourselves. My work in sales and go-to­ market strategy has always been about crafting stories that forge connections. As a small business owner, I understand the challenges of the role and the importance of effective marketing and sales. Media platforms like AZALEA are powerful because they create contextual experiences that inspire and educate readers, enhance consumer engagement, and increase conversions for advertisers. Applying these principles to support towns, small businesses, and communities is truly exciting."

It's also timely. The allure of the SC Lowcountry has never been higher. According to census data, South Carolina was the fastest-growing state in the union in 2023 and the vast majority of that growth is centered in the Lowcountry. As the region experiences rapid growth, Jenna's plans for AZALEA are also expanding.

"We are increasing distribution, expanding our digital experiences, and have added new, analytics-based direct marketing vehicles in print and digital. In addition, we are launching a sister publication, AZALEA Homes, focused on homes, design, gardening, and the Lowcountry's unique style of southern hospitality and being at home."

Jenna is a sought-after public speaker and consultant on women in leadership, entrepreneurship, brand building, and storytelling. She currently resides in Summerville, SC, with her husband, son, three dogs (Piper Bleu, Cash Jackson, and Bert), and their cat, Diamond Lil.

And that's a wrap on today's Town Talk! Remember, Summerville - stay connected, stay informed, and let's keep our town thriving together. Until next time, this is Chris Makowski (cmakowski@summervillesc.gov), signing off from the heart of Summerville. Take care!