Shannon is no stranger to entrepreneurship. In 2006, she founded and operated a wedding stationery design business, which she successfully ran until selling it in 2012. After welcoming twins, she felt the pull back to business ownership and launched a branding and web design studio—eventually co-founding a branding agency with a close friend. She spent the next decade building brands and creative strategies for clients.

Longing to reconnect with hands-on creativity, Shannon began designing bracelets and gifted a set to a friend for her 40th birthday. The response was overwhelming, and what started as a heartfelt gift quickly grew into a small passion project. Armed with a suitcase full of handmade pieces, she began selling at church basements, house parties and local artisan fairs.

In November 2019, Shannon took a leap of faith and gifted some of her designs to Canadian influencer Jillian Harris. After Jillian shared the bracelets with her audience, the hobby transformed into a full-time business. Rosie Joan has since been featured in The Jilly Box in both 2021 and 2023, with many other influencers along the way sharing their love for the brand and its meaningful creations.