Storytelling: Roger Wolff, Regional Manager, JAYNE

“When my wife Nancy and I first came to Lake Geneva, this spot was just a little shoe store—cherry wood walls, a fireplace… we fell in love immediately. At the time, people were saying the town was dying. Businesses were closing, tourists weren’t sticking around. But I saw something different. I saw potential.

My background’s always been in shoes. I got my start in high school, helping open a store at Yorktown Shopping Center in Lombard. From stock boy to store owner—I always knew I wanted to build something of my own. After college, I partnered with my old boss to run a store, eventually opening our own in Highland Park. Nancy and I opened The Bootery here in Lake Geneva in 2005, just in this corner space at first. But the response was incredible. The town began to shift. People were excited. Other businesses started opening around us. That momentum was special, and I’m proud we helped spark it.

In 2015, I was ready for a new chapter. I sold our stores to a friend of mine, Craig, who was already running a few boutiques. That’s when Jayne Boutique was born here in Lake Geneva. Now, ten years later, we’re celebrating a full decade of Jayne—right here on this corner where shoes have been sold for over 35 years.

We’ve expanded the store several times since, but what matters most hasn’t changed: our focus on creating an elevated, yet casual shopping experience. We’re not pretentious. We’re approachable, friendly, and personal. We just want people to feel good when they walk in—and even better when they walk out.

We recently added a whole new fitting room experience with seven spacious rooms, three-way mirrors, and a lounge area—so when you’re shopping with friends, it feels like part of the fun. We’re still all about service. Our staff takes pride in helping every person who walks through our door find something they truly love. And yes, there will always be shoes—lots of them. That’s my thing.

We’ve got four Jayne locations now—Glen Ellyn, La Grange, Oak Park, and here in Lake Geneva. Plus, an outlet store coming soon. It’s a growing company, and I’m thrilled to be part of it. Jayne is primarily women-led, and it’s run with heart. Katie, our president, is phenomenal. I still handle footwear buying, but the team is younger, full of energy, and just really sharp.

After decades of commuting from Downers Grove, Lake Forest, and Highland Park—we finally moved up here four years ago. Living in Como now, it feels like we’re on vacation every day. The community is welcoming, the pace is just right, and I get to do what I love: work the floor, talk with customers, recommend restaurants, and be a part of the fabric of Lake Geneva.

Speaking of fabric—we’ve got more than clothes. We’ve got experiences. Every Saturday in the summer, we host “Music on Broad Street”—live local musicians bringing energy to our little courtyard and beyond. It’s just one of the ways we try to make downtown feel alive. Because that’s what this place deserves.

Ten years of Jayne. Thirty-five years of shoes on this corner. And if I have anything to say about it, we’re just getting started.” -Roger Wolff, Regional Manger, JAYNE