By Ashley Reyes
The SEMA Businesswomen's Network (SBN) has named Jeni Bukolt as the network's newest #SheIsSEMA spotlight member. Bukolt is the founder and CEO of Haven Creative, a communications consultancy.
Get to know Bukolt in her interview with SEMA News below.
SEMA News: How many years have you been with your current company and what do you enjoy most about working there?
Jeni Bukolt: I founded Haven Creative a little over 12 years ago. What I enjoy most is the opportunity to collaborate with amazing people--both my team and our clients. I love using creativity and strategy to solve problems and make meaningful connections that drive growth.
SN: What is the most challenging part of running your business or job?
JB: People. Business isn't just about strategy and execution--it's about humans. Leading a team, managing client relationships and navigating change all require clarity, compassion and radical candor. It's the hardest part and the most rewarding. Building a culture where people feel seen, heard and empowered fuels everything we do.
SN: How many years have you been in the industry and what was your first industry job?
JB: I've been in and out of the automotive and communications industries for 24 years. My first role was as a production assistant at Hot Rod TV and MotorTrend TV, a job I landed thanks to a family connection and sheer grit. From there, I found my way back to the automotive aftermarket as a brand strategist and eventually built Haven Creative, working with standout clients like Warn, Fab Fours, FabTech, Factor 55 and some of the industry's top installers.
SN: What are three qualities that got you to where you are today?
JB: Grit, tenacity and a bias toward action. Grit kept me pushing through moments when failure felt inevitable. Tenacity fueled bold goals others thought were out of reach. My hunger to get sh!t done has helped me adapt to an industry and a world that's constantly changing. Together, these traits have helped me move faster, braver and smarter.
SN: Being a woman in the industry, what have been your biggest challenges and accomplishments?
JB: One of my biggest challenges--and unexpected advantages--has been being underestimated. Early on, I was often the only woman in the room and sometimes the youngest. People doubted me. Instead of fighting for permission, I focused on delivering results. Earning respect through hard work and not waiting for someone to hand me a seat at the table became one of my greatest accomplishments.
SN: Who are your role models or mentors in the industry?
JB: While working closely with Fab Fours in the early days, I was inspired by its founder Greg Higgs. He was unapologetically himself and created bold, innovative ideas that stood out from the crowd.
Jessi Combs' legacy, carried forward by the Jessi Combs Foundation, has also been a powerful inspiration for me. Seeing how Jessi blazed her own trail with authenticity and grit made me more confident in how I show up in the industry and as a business leader.
SN: What is the best career advice you have received?
JB: Greg Higgs' father Bill Higgs once said, "All problems are communication problems." This advice shaped the way I run Haven Creative. Whether it's a client issue or an internal challenge, I approach it by analyzing and resolving communication gaps. This philosophy has led to stronger teams and more impactful client relationships.
SN: Have you always wanted to work in the automotive industry? What keeps you here?
JB: Not initially. I stumbled into the industry thanks to my dad's connection at PRIMEDIA, which led me to MotorTrend and Hot Rod TV, and I’ll admit I was terrified at first. What I found was a world fueled by passion, grit and innovation. That energy--the drive to build, innovate and go beyond--is what keeps me here.
SN: Who was the most influential person in shaping your career or goals?
JB: My dad. From day one, he encouraged me to chase purpose over a paycheck. When I didn’t know what I wanted to do, he taught me to stay curious and be brave enough to find out. Kevin Oeste, now with V8 Speedshop, was another early influence. He helped me see that even as a newcomer, I had value to offer and that sometimes the best thing you can do is jump in, listen hard and figure it out as you go.
Fill out a #SheIsSEMA spotlight form to submit a self-nomination or nominate a colleague and highlight how you or she is contributing to the specialty-equipment industry. Selected candidates are automatically eligible for consideration for SBN's #SheIsSEMA Woman of the Year award, featured on SBN's social media, SEMA News and recognized on the sema.org/she-is-sema website.
