Meet Guido Jessen | Owner Jessen Cabinets

We had the good fortune of connecting with Guido Jessen and we’ve shared our conversation below.

Hi Guido, we’d love to hear more about how you thought about starting your own business?
In my former life back in the Netherlands, I ran a decent-sized social work company. We specialized in rehabilitating youngsters and adults coming out of prison, or struggling with alcohol, drugs, or personality disorders. Basically, I was in the business of trying to get people back on track—which, let’s be honest, is not for the faint-hearted.

Then my wife got a fantastic opportunity for her horse-riding career in the U.S., and we decided to leave everything behind and chase the American Dream. Sounds glamorous, right? Easier said than done.

I spent a few years helping her build a successful business, and while I loved supporting her, it became pretty clear that the horse industry wasn’t really my calling.

So, I started looking for a business of my own. Having already scaled a service business, I knew this time I wanted to be in products. I love working with people, but it’s a lot easier to scale a product than a service.

After a lot of research, I landed on kitchen cabinets. But not just any kitchen cabinets. I wanted to do it my way: simple, straightforward, and effective. One style. One color. Great quality. Affordable. Because, let’s face it, the prices for kitchen cabinets in the U.S. are crazy—and I thought, “Why not make this a little less painful for people?”

And that’s how Jessen Cabinets was born.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
Jessen Cabinets really started from a simple idea: keep it straightforward, keep it high-quality, and take the stress out of buying kitchen cabinets. One style, one color, great quality, nationwide and an affordable price—because I couldn’t believe how complicated and expensive cabinets had become in the U.S.

What sets us apart isn’t just the product, though—it’s the people. I’ve learned that surrounding myself with great people makes all the difference. We focus on customer service and building genuine relationships, and as a result, the sales come naturally. It’s never been about just “moving boxes.” It’s about making the process easy, clear, and actually enjoyable for our customers.

Has it been easy? Definitely not. But I like challenges. When someone says, “We have a problem,” my response is, “Good!” Because it means we have an opportunity to learn and to improve our process. Mistakes are part of business, but repeating the same mistake twice—that’s the real problem.

The lessons I’ve learned along the way are simple: focus on people, keep your promises, and don’t overcomplicate things. Our brand is built on honesty, simplicity, and service. If the world knows one thing about Jessen Cabinets, I want it to be that we’re not just selling cabinets—we’re building trust, one kitchen at a time.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
If my best friend came to visit, we’d spend the week exploring North Georgia’s mountains—long hikes like Amicalola Falls or Blood Mountain by day, and dinners at spots like The Black Sheep in Blue Ridge by night. We’d mix in lake time at Blue Ridge, a little wine tasting in Dahlonega.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
My first and biggest shoutout goes to my wife, Charlotte Osborne. She has had unlimited faith in me from day one. She’s an amazing mother, a great wife, and a true example that hard work really does pay off. Her work ethic is incredible, and on a daily basis she still surprises me with how she manages to do it all—riding horses at a high level, running her business, and still being an amazing mom at the same time. Honestly, I don’t know how she pulls it off, but she does.

The second person I need to thank is Claire Pearson of Claire Pearson Coaching
. I found Claire at a time when I was stuck with my business and knew I needed help. At first, I thought I needed a coach to just have conversations with—but after two sessions, I realized what I really needed was someone who would roll up their sleeves and do the work with me. And that’s exactly what she did. It paid off in a big way, and I honestly can’t recommend her enough.

Website: https://www.jessencabinets.com

Instagram: https://www.instagram.com/jessen_cabinets/

Linkedin: https://www.linkedin.com/in/guido-jessen-713258a8/

Facebook: https://www.facebook.com/profile.php?id=100064056154790

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