NLJ Person of the Year 2025 — Jen Womack: Spreading a little sunshine

“I think she’s very deserving of this nomination,” Sagebrush Market employee Mary Kopp said of her boss, Jen Womack. “She just gives a lot that nobody sees or hears.”

Womack and her husband, Chris, own and operate both Sagebrush Marketing, a marketing agency, and Sagebrush Market, a gift shop on Main Street. Womack spent about a decade in the newspaper business before starting the marketing agency with her husband in 2008.

“We have two sons, and I was driving from Douglas to Casper for work at that time and wanted more time at home with them. Starting the agency
allowed me to do a little better job structuring my days around their schedules,” she said.

While renting an office in the Antlers building, Womack was inspired in 2020 to start selling some gift items, and this blossomed into Sagebrush Market. A few years later, Jen and Chris purchased the building at 121 W. Main St. and relocated both businesses to the location.

Running a brick-and-mortar store was not Womack’s initial plan.

“When we started this, I was thinking an online store where we would sell Wyoming-made products, and it would fit neatly in a corner of my work schedule at the time,” she said.

“What we heard from our customers was they wanted a place where they could go and look at things and do custom orders.”

Following this feedback, the couple invested in the property and set up shop, and Womack discovered that having a presence on Main Street has allowed her to do more than she expected. For instance, last year she started the Sunshine Fund, which supports nonprofits and other needs in the community.

The fund is supported in a few different ways. Customers may donate to the fund, and the Womacks themselves have put money in the fund. The fund also accepts non-monetary donations, such as homemade quilts and pillowcases, which are given to organizations such as the Department of Family Services.

“If we see somebody in need, we typically quietly lend a helping hand or do something to help,” Womack said.

This ethos is expressed in the retail slogan for Sagebrush Market, which is “Spread a little sunshine.”

“Our goal whenever people come in the store is that they leave better than they arrive, that we somehow brighten their day,” Womack said.

Linda Hunt, one of the people who nominated Womack for the NLJ Person of the Year, expressed that Womack works behind the scenes to invest in the community.

“She continues to work hard to bring a sense of pride to the area, city and county. Jen has real passions for the good of her community,” Hunt said. 

“She has a lot of energy and willingness to roll up her sleeves and just ‘get to it.’ She wants a better Newcastle,” Hunt continued. “Her accomplishments inspire others to adopt the philosophy that we need to take care of and improve our local community. To shop locally, and to support area wide events as much as possible. She is involved and devoted.”

An ad hoc family of sorts has been formed between Womack and her staff, whom she refers to as the “Sagebrush ladies.” These are primarily retired women who work part-time for Womack.

Pam Brackett has worked at the gift shop for three years.

“This is our happy place. And all the employees will agree with me,” she said. “This is our place where we come to smile.”

Brackett considers Womack one of the best bosses she has ever had, and she attributes this in large part to how Womack treats her employees.

“She treats all of her employees as family,” Brackett said.

Another employee, Carol Rossman, who started working for Womack in April 2025, echoed Brackett’s sentiment. 

“I’ve never had a boss like her. She just makes you feel like you’re part of the team, that she’s one of us,” she said.

Womack’s employees also give her high marks on generosity.

“Jen’s just a very kind, giving person,” Kopp said.

According to Kopp, Womack’s giving nature makes her worthy of recognition.

“If anybody knows of anyone who is just in a little bit of need, Jen helps out,” she said, “but she doesn’t want all the glory.”

Womack’s generosity extends to her fellow business owners.

“She always tells us, if we don’t have something, mention Treasured Floral, mention Ad Pro, because if one person thrives, we all thrive,” Brackett said.

Brackett also mentioned that Womack puts on special functions and is in the habit of inviting other businesses to these events.

Womack’s support for other businesses comes from an understanding of how difficult it can be to run a small-town business, but she is also motivated by the promise carried by Newcastle, especially its Main Street.

“I see so much potential in downtown Newcastle,” she said. “We have a beautiful courthouse. If I had to tell you my favorite statue in the world, it would possibly be the woman homesteader at the top of Main.”

To better realize this potential, Womack serves on related boards. For instance, she was recently appointed to the Wyoming Main Street Board, which functions under the Wyoming Business Council.

“Without a doubt, we have work to do, but we have a ton of potential, and I believe in that future,” she said, “and as long as I’m here along Main, I’ll work to do what I can to positively influence that.”

“The residents of this area and community are fortunate to have her dedication to the growth and success of Newcastle and Weston County. Jen’s investment of time, talent and sustained leadership efforts have made Weston County a better place to live, work and raise a family. She has been very visible as an advocate for projects, events and quality of life for the residents,” Hunt said.