Mother-Daughter Business is Built to Last

Lilli Jennison, creative director at Atlanta Jewish Times, has been one half of a dynamic mother-daughter selling duo for more than 14 years. What started as a way for a high schooler to earn some spending money quickly turned into a full-fledged business. And has since evolved into a crystal shop with over 2,000 followers on TikTok.

Lilli recalls, “I remember I was bored one night, my mom was at mahjong with her friends, and I had a video game I didn’t want … so I listed it on eBay. It sold quickly, and I was like wait, this could buy me a car.”

And so, it began.

Her mother, Risa, helped ship that first order, and from there, they became a team.

That next weekend, they went up to the attic with a goal: find anything Lilli could sell to keep the momentum going. Down came dollhouses, American Girl dolls, and bins of old toys. They listed everything one by one, learning as they went, including how to price competitively, how to market listings, and how to ship efficiently.

Risa brought years of customer service experience, while Lilli figured out the selling side in real time. Together, they built a system.

Over time, the business evolved into arbitrage. Weekends were spent at estate sales and thrift stores, searching for items they knew would resell. It became part of their routine, and something they genuinely enjoyed doing together.

The business grew, but so did the challenges.

During COVID, the online resale market shifted — eBay became flooded with inventory, and it was harder to stand out. What had once felt straightforward became saturated and unpredictable.

But Lilli and Risa leaned into what had always set them apart — customer service. Risa puts it simply: “Without customers, there is no business. So, we’ve always made that the priority.” That mindset carried them through and eventually pushed them to evolve again.

Lilli made the decision to pivot the business away from traditional resale and into something new: crystals. It started with interest but quickly became something more intentional. She spent time researching, watching other sellers, learning pricing, finding reputable wholesalers, and figuring out what worked in a completely different market. From there, LilliAnn’s Treasures took shape.

Today, the business runs through a combination of a dedicated website and weekly live sales. Lilli built the website herself, learning the backend and even picking up some basic coding along the way. New items are added weekly, and customers know to check back often to see what’s new.

Live sales have become a major part of the business. Every weekend, Lilli goes live to show pieces in real time, answering questions, interacting with customers, and creating an experience that goes beyond a traditional listing. She’s the face of the business.

Risa is the one making sure everything behind it runs smoothly. Known by customers as “Mama Treasures,” Risa handles all shipping and supports during the fast-paced live sales. Every order goes through her hands. Packages are all organized, packed, and sent out with care. It’s a role that keeps everything moving, especially after busy weekends. Together, they’ve built a system that works.

The business has also expanded beyond online sales. LilliAnn’s Treasures is a regular presence at local events, including the Atlanta Jewish Life Festival and the Atlanta Kosher BBQ Festival. In June, they’ll attend the Chattahoochee Nature Center’s Butterfly Festival.

Between festivals, live sales, and the website, there’s constant work happening behind the scenes. Social media, especially TikTok and Instagram, has become a key part of that growth. Lilli films and edits videos daily, showing crystals in natural light, previewing new inventory, and keeping the business visible. It’s a constant process of learning and adapting.

Fourteen years in, the platforms have changed. The products have changed. But the partnership hasn’t. It’s still Lilli and Risa working side by side, each bringing something different, building something that continues to grow.

To follow along or shop new treasures, visit lilliannstreasures.com or search @LilliAnns_Treasures on TikTok and Instagram where new pieces are shared daily, and weekly live sales offer an interactive shopping experience.