“Are you THE Hoboken Girl?”
And the answer is always the same — no, it’s a total team effort.
Since we get this question more times than we can count, it is time to reintroduce myself and how I built our team(s).
Hi, I’m Jen.
I grew up in Northern New Jersey. My grandparents had textile businesses in Hudson County on Tonnelle Ave since the 60s, but calling Hoboken home was something I did at the age of 23. I’m now 37.
REAL TALK: I’m not an influencer, and I’m not a blogger, and I’m not “THE” Hoboken Girl. We are a team of locals that I’ve grown, from scratch — all around New Jersey. We are websites and hyperlocal news and lifestyle content first and foremost, with multiple writers throughout each location.
When I was in 8th grade, I started a town-wide newspaper, so I guess you could say, it was always in my blood — though it took me a while to realize it. I started The Hoboken Girl when I was 24 years old. I had a communications /journalism/psych BA + a psych master’s degree from Lehigh University, but was working in education.
In 2010-ish, I was living in Hoboken and wanting to connect to other local business owners, meet people in the area, and discover new places to enjoy in the community.
I created The Hoboken Girl on a whim as a New Year’s resolution to explore my city more, and I realized my passion for social media and writing.
But I knew I couldn’t do it alone, and needed more experience. I wanted to grow a team. The Hoboken Girl wasn’t about me, despite my sharing on our social accounts and “blog” in the beginning.
To make this happen, I completely changed careers in 2015 to work in media, and got a job as an editor for Condé Nast.
On the side, I was growing The Hoboken Girl that whole time — with the blessing of my Condé Nast bosses, I might add. I accepted new writers and contributors to the site, and paid them a small fee for writing about local spots and fun content so that I could step into more of the publisher role, while working as a school counselor (and then later leaving education in 2015 and growing in the corporate media world).
Then, in 2017, I took my media site full-time — which was quite scary. It took me five years to feel comfortable enough to do that. And it still stresses me out. It’s why I’m so big on diversifying income streams when you’re in this business.
At that time, we also started the charity arm of The Hoboken Girl, called Hoboken Girl Helps, dedicated to giving back to the local community and hosting events all around town. To date, our team, with the help of our amazing readers and community, has raised over $30,000 for local non-profits in the area. In October, we’re doing our annual drive for The Flow Initiative, which we’ve done for the past four years to combat period poverty in Hudson County and across New Jersey.
In 2018, I hired my first official part-time (who grew to full-time) employee and got an office in downtown Hoboken on Newark Street. We grew our team to four people by 2020, which for a fully self-funded business owner, was such a big deal to me.
Sadly, in 2020, we had to close our office, and really struggled to make ends meet during the pandemic. We worked hard to stay afloat at that time and provide news coverage of everything going on. I’m proud to say I was able to pay and keep all of my employees at that time, which meant taking some major financial losses here and there.
In 2021, our team of five launched The Montclair Girl, along with local writers in the area. We were a little loco at the time — but knew it was something that the Essex County area needed, and said if not now, then when?
In 2022, I launched my consulting business, The Local Girl Media Group + The Local Girl, the parent brand of our sister brands, and created several courses to help others around the country and world with their own media companies + businesses.
It’s been such a joy to be able to give back in this way, and follow my passions of education x media and content creation + publishing.
In 2023, our team launched The Asbury Girl (now The Jersey Shore Girl). In 2024, we launched The Bergen County Girl. We are slowly working our way to creating full businesses in those locations.
We now have a team of five full-time employees, and about 20 freelancers, all who are paid writers and journalists, but foremost, local residents who cover local happenings in their respective areas: Hudson, Essex, Bergen, and DTS. They pitch stories related to their interest, and we cover them editorially.
What we do may seem like fun and games on the outside, but it’s honestly the hardest job I’ve ever had. There is constant public feedback and a really careful lens on everything we do. There’s a ton of responsibility that goes along with everything posted, and our content goes through multiple rounds of edits, feedback, and team conversations. Our team is online 9AM-6PM throughout the week, and we have a weekend social manager post and schedule weekend content.
Most of our days are spent behind a computer with our team, on Slack/email/all of our task management systems and Google Sheets, and other days are meetings with clients + in the community.
When you’re messaging us, you’re messaging a team of locals who manage our social channels and email, and work really hard at their jobs. They’re the reason this company runs.
But when I’m not working, I am raising awareness for dog rescue and fostering through Wise Animal Rescue, exploring new local businesses, spending time in the mountains, going on adventures with my husband and pups, and enjoying r&r with family and friends.
So while some people call me The Hoboken Girl, I’m really not.
In fact, if I could do all of the things we do on a daily basis — content creation, graphic design, social media trends, posting, scheduling, writing, researching, strategy, team meetings, editorial updates, marketing, client management, content marketing, news writing, I quite literally might die of exhaustion. It’s virtually impossible, but I’m flattered that some think it’s just me. That just couldn’t be further from the truth.
It’s a total team effort. I’m just a publisher of a small media news company. Trying our best, with the best team. We do this because we love connection, community, and most of all — we love where we live.
Thanks for being here on this journey with The Local Girl brands. Thank you for reading, sharing, commenting, engaging — it all means so much to us.
Our email and DMs are always open <3
The Hoboken Girl’s 5th Annual Puppy Bowl Contest — NOMINATE YOUR PUP!
We can’t think of a better reprieve from the frigid dog days of winter (pun intended) than kicking off The Hoboken Girl’s 5th Annual Puppy Bowl Contest. If you live in Hudson County, you know there is no shortage of photogenic pups around town, and that our area is one of the best places for dog owners and lovers alike. This makes nominating and voting on adorable four-legged friends all the sweeter — especially when it helps non-profit rescues and when prizes are involved. This year, HG has chosen two organizations that contestants can donate to. This includes Wise Animal Rescue, local to New Jersey, and Ace of Hearts Rescue, based in Los Angeles. While Ace of Hearts Rescue is not connected to the Hudson County area, we want to show our support while the Los Angeles area recovers from the devastating wildfires. We will also be donating a portion of the sponsorships we receive to these selected non-profits. The contest will begin on Friday, January 24th, and end on Sunday, February 9th. On that final day one lucky dog will be crowned the winner of some amazing local prizes.
The Contest
Our version of Puppy Bowl is a Puppy Bowl Photo Contest.
Starting Friday, January 24th, locals can submit their pet’s cutest photo via the form below or by emailing [email protected].
Those submitting should screenshot a receipt of their donations of $5 or more to Wise Animal Rescue and/or Ace of Hearts Rescue and upload it to your Google Form submission, along with the photo of your pup. Only one donation is required to enter, but donating to both is always encouraged (and may even get contestants bonus points with the judges!)
- Donate to Wise Animal Rescue via this link or through Venmo @wise-animalrescue.
- Donate to Ace of Hearts via this link or through Venmo @Ace-OfHearts.
Nominations will be accepted until 11:59PM on Friday, January 31st.
The nine finalists will be announced on Monday, February 3rd, at which time the entire community will vote on which pup is the cutest canine.
Voting will end on Thursday, February 6th at 11:59PM, and the winner of The Hoboken Girl’s Puppy Bowl Contest 2025 will be announced on Super Bowl Sunday, February 9th.
Contest Entry Requirements
- Follow @TheHobokenGirl + follow the contests’ sponsors — @lbhealthypetmarkets, @bondvetclinic, @cornerstonepets, + @houndabouttown — on Instagram.
- Submit a photo, description, + screenshot of the donation of the pup via the form HERE
- or email the pup’s photo, a screenshot of the donation, and a blurb about the dog
- name, age, city, story, favorite treats + activities, and favorite local pet business
- email to [email protected]
- or email the pup’s photo, a screenshot of the donation, and a blurb about the dog
Other info you may need:
- The dog does not have to be a puppy — we just call them all puppies.
- A picture in their cutest attire or birthday suit is perfect — just make sure it’s 1200×1200px minimum sizing, large photos, or original size.
About the Rescues
Wise Animal Rescue
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Wise Animal Rescue is a non-profit organization "dedicated to the well-being of dogs of all breeds," according to its website. This rescue takes in neglected, abused, and homeless dogs and restores them to health. WISE provides adoption, foster, and volunteer opportunities. Donate to Wise Animal Rescue via this link or through Venmo @wise-animalrescue.
Ace of Hearts Rescue
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This dog rescue foundation based in Los Angeles rescues furry friends from shelters all over the LA area. Because Ace of Hearts Rescue is working hard to aid in the current wildfire disaster, it is in desperate need of donations — and since our readers reside in New Jersey, donations can come in monetary forms. Donate to Ace of Hearts via this link or through Venmo @Ace-OfHearts.
The Contest Sponsors
L+B Healthy Pet Markets | 155 4th Street, Hoboken
IG handle: @lbhealthypetmarkets
Giveaway + Gift Value: $100 gift card
L+B Health Pet Markets is a family owned and operated pet supply store serving the animal-loving communities of Hoboken and Montclair. L+B’s values are rooted in health, which reflects the store’s carefully selected supply of high-quality foods. The store carries everything from single-ingredient treats, natural supplements, and healthy toppers to frozen food, dry food, and more. The team at L+B takes the time to work closely with each customer to hone in on the individual needs of their pets.
Bond Vet | 1425 Washington Street, Hoboken
IG Handle: @bondvetclinic
Giveaway + Gift Value: Appointment credit for the Hoboken location ($100 value)
Bond Vet is a veterinarian-founded company that is redefining pet care. The innovative clinics elevate the veterinary experience for pets and their humans through elegant design, seamless technology, and a collaborative approach. Bond Vet has warm, welcoming spaces with thoughtful amenities, state-of-the-art diagnostic and surgical tools, and a user-friendly mobile app for booking and treatment plans — all supported by extended evening and weekend hours for ultimate convenience.
Cornerstone Pets | 105 9th Street, Hoboken
IG Handle: @cornerstonepets
Giveaway + Gift Value: Gift basket valued at $150
Cornerstone has been a trusted pet supply shop in Hoboken since 2003. The pet store provides a curated selection of pet food, treats, supplements, toys, decorated cookies, and other specialty items like pet birthday cakes. Local customers can shop in-store or order online for same-day delivery or pickup.
Hound About Town | 17 McWilliams Place + 218 Montgomery Street, Jersey City
IG Handle: @houndabouttown
Giveaway + Gift Value: $50 gift card, Dandylion Clean Paws No-Rinse Foaming Cleanser, Dandylion Lick Mat, and Muttluks Nosemagik Soothing Nose Balm ($100 value)
Hound About Town is a Jersey City staple run by a husband and wife duo who’s pup Wiley inspired the idea for the business. The store has two locations in town and encourages customers and their pets to “come in and sniff about.” Aside from treats, toys, and gifts, Hound About Town sells a variety of healthy pet food options for both dogs and cats.
IG Handle: @thelocalgirlhq
Giveaway Gift + Value: $50 gift card
The Local Girl is the parent brand of The Hoboken Girl — and is the home our other brands The Montclair Girl, The Jersey City Girl, The Jersey Shore Girl, The Bergen County Girl, and The Catskills Girl. The owner of the winning pup will receive a gift card to the New Jersey business of their choice, so they can indulge in some local fun along with their pup.
Don’t forget to nominate + submit a photo of an adorable pup between Friday, January 24th through Friday, January 31st via the form HERE or email [email protected] and donate to Wise Animal Rescue or Ace of Hearts Rescue. Happy nominating!
