Tell us a little about your business. – Specially For You (specially4youinc.com), is a local, small business that specializes in advertising specialties and promotional products business.

How did you get started in the business? – Specially For You, was started 40+ years ago. I recently jumped into the promotional product business in February of 2025, when I came on as a full-time employee to the previous owner, Linda Duren. I recently purchased the business from her in March of this year.

What is the biggest challenge you’ve faced professionally? – Working my way to the top. I had always felt that no matter how many hours I had put in, miles I had traveled or degrees that I had, something more always had to be done to just be seen or appreciated.

What has been your most important achievement professionally? – Being my own boss and having my daughters see it.

Tell us a little about your family. – I grew up in Rising City, which is a small town, about an hour from Lincoln. I have an Associate’s Degree from SCC in Business Administration and my Bachelor’s Degree from Nebraska Wesleyan, where I majored in Communications and Minored in Business. I had spent close to 23 years in the corporate world before getting out and working for my aunt, Linda Duren, at Specially For You, in 2025. My husband, John, grew up in Grand Island and has been a realtor in Lincoln for 16 years. John and I have been married for 13 years and have two wonderful daughters. Ellie is 12. She is active in club soccer, club basketball, golf team and as of recent flag football. Avery is 10 and involved in both sports and music. She plays club basketball, flag football and then entertains us with her ability to sing, play the piano, the guitar (acoustic and electric) and the trombone.

What do you see as one of the biggest turning points in your life? – One of the biggest turning points in my life came in August of 2024, when I realized that there is more to life than always saying yes and doing too much. This is when I stepped away from the corporate world, as a project manager, because my mental health and my family needed to come first. I had a manager once say, “Joni you cannot get the memories back,” so I took a risk and started making more memories with my family.

What is your favorite thing to do on a day off? – It sounds weird but it is clean my house.

What is the most unique or interesting thing about you that most people probably don’t know? – My very first job was hauling garbage.

Who inspires you? – My parents

What is your favorite quote or the best piece of advice you’ve ever received? – “Never stop learning.”

If you could choose only one descriptive word to be remembered as, what would it be? – Loving.

If you could choose any other profession to be successful in, what would it be? – I have always wanted to be a chef.

What is your favorite book or the last good book you read? – Diary of a Wimpy Kid – I usually only get to read books with the kids.

What is your favorite movie? – Poetic Justice.

What is your favorite TV show? – Criminal Minds.

What is your favorite local Lincoln restaurant? – Lazlo’s and The Oven.

If our readers would like to contact you, how should they do so? – (402) 489-4204, sales@specially4youinc.com or specially4youinc.com.