20 November, 2025 – When Jennifer Wilnechenko stepped into her first JA Company Program meeting as a Grade 11 student at Burnaby South Secondary, she had no idea how profoundly it would shape her understanding of business, or influence the way she approaches creativity, leadership, and building a career with purpose. Growing up in Burnaby, B.C., she had always been drawn to entrepreneurship, but JA gave her the structure, community, and confidence to unlock what was possible.
What she didn’t expect was that years later, she’d return to JA, this time guiding a new group of students through the very journey that once sparked her own. Now, Jennifer mentors a JA Company Program team after school at Aura, her workplace in downtown Vancouver, welcoming students into their weekly sessions and supporting them as they develop their companies from concept to creation.
“I leave our weekly sessions feeling energized every single time,” Jennifer says. “Watching students nod along, ask thoughtful questions, and genuinely lean into the experience is such a joy. Because I went through the program myself, I really understand what they’re navigating.”
Entrepreneurship had always been part of Jennifer’s world. Before JA, she and her sister Dayle had experimented with business ideas, including Jenayles Card Shop, a handmade greeting card business. “JA took that early spark and expanded it,” she recalls. “It pushed us beyond what we could do on our own and gave us the chance to collaborate with a team, test new ideas, and see how a real business comes together.”
At Aura, Jennifer brings the same entrepreneurial focus she cultivated as a student. She describes it as ownership without ownership, showing initiative, thinking ahead, and treating every project with the care of someone building their own venture.
As her responsibilities have grown, so has her confidence in navigating uncertainty, another skill she traces back to JA. “I learned how to move forward even when things are unclear. Each new challenge stretches you, but that’s part of growth.”
One of Jennifer’s biggest lessons from JA was the power of a strong team. In her student company, success came from people leaning into their strengths and communicating clearly.
“When the right people have space to contribute, everything accelerates. The best wins are always the ones you achieve as a team.” It’s a philosophy she carries into her leadership style and career today.
Returning to JA as a mentor wasn’t simply nostalgic, it was intentional. It was a chance to invest in the community that shaped her, and to offer students the same encouragement and curiosity-driven mindset that changed her own trajectory. Her weekly sessions with the downtown Vancouver group have become the highlight of her routine. Their fresh perspectives, their questions, and their creativity continually push her to grow.
Jennifer sees mentorship as reciprocal. She teaches, but she also learns. And that exchange keeps her coming back year after year. If she could offer one message to youth starting their JA journey, it would be this:
“Treat JA as your sandbox. Say yes to roles that stretch you, speak up even when you’re unsure, and see every challenge as a chance to build resilience. Your first company won’t define your entire future, but the confidence, creativity, and teamwork you build absolutely will.”
From designing greeting cards to mentoring future entrepreneurs, Jennifer’s journey reflects a steady curiosity and a growing commitment to supporting others. What began as a high school venture evolved into a career mindset, a leadership approach, and a desire to help students find their own path.
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