Today we’d like to introduce you to Amy Peterson
Hi Amy, thanks for joining us today. We’d love for you to start by introducing yourself.
My journey to starting Rebel Nell began during my time working for the Detroit Tigers, when I fell in love with the city and its people. In 2013, Detroit was in the midst of bankruptcy, and while the headlines painted a bleak picture, I saw something different—a community full of resilience and untapped potential. Volunteering at a local shelter, I met women who were eager to build a better future but were held back by systemic barriers. They didn’t need charity; they needed opportunity. I wanted to be part of the solution, to create something that provided not just jobs, but a pathway to financial independence.
The idea struck one day while walking past a wall of fallen graffiti—what if we could take something discarded and turn it into something beautiful? That moment became the foundation of Rebel Nell. We started in 2013 with a simple but powerful mission: to employ, educate, and empower women facing homelessness. The journey has been full of challenges—building a business while staying true to our social impact, proving that this model could work, and fighting for the success of the women we serve. But through it all, Rebel Nell has become more than just a jewelry company—it’s a movement that champions resilience, second chances, and the belief that with the right support, anyone can rewrite their story.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Absolutely not! Building Rebel Nell has been anything but smooth, but I wouldn’t have it any other way. Starting a **social enterprise** meant balancing purpose with profitability, proving that a business centered on impact could be sustainable. One of the biggest challenges was navigating **Detroit’s bankruptcy** when we launched in 2013—resources were limited, and many people doubted whether a mission-driven company like ours could survive. On top of that, I had no background in jewelry-making or manufacturing, so I had to learn everything from scratch while building a business model that truly supported the women we employed.
Beyond the logistics, the biggest struggle has been breaking cycles of generational poverty. We don’t just provide jobs; we provide wraparound support, financial literacy, and mentorship to help our team members build independent futures. Seeing the barriers women face—lack of housing, childcare, transportation—reinforced just how much deeper the challenges go. There were times when I questioned whether we could keep going, but every success story reminded me why we started. The road hasn’t been smooth, but the impact has made every struggle worth it.
Can you tell our readers more about what you do and what you think sets you apart from others?
We’d love to learn more about your work. What do you do, what do you specialize in, what are you known for, etc.? What are you most proud of? What sets you apart from others?
At my core, I am a community builder and social entrepreneur. I founded Rebel Nell to empower women facing homelessness by providing them with employment, financial education, and the tools to build independent futures. Our mission is about more than jewelry—it’s about breaking barriers and creating opportunities where they didn’t exist before.
Beyond Rebel Nell, my passion for community spaces led me to co-found The Congregation, a neighborhood café and gathering space, and The Rectory, an upcoming pizza restaurant designed to foster connection and creativity. I’m also the co-founder of TEA a 501(c)(3) workforce development organization dedicated to supporting women facing barriers to employment. T.E.A. collaborates with businesses to identify employment needs and provides resources such as housing assistance, transportation, legal aid, and career planning to help participants achieve self-sufficiency.
What sets me apart is my unwavering commitment to using business as a force for good. I don’t just build companies—I build ecosystems where people can thrive. I’m most proud of the impact these ventures have had on individuals and communities, proving that when you invest in people, incredible things happen. Whether it’s helping women rewrite their stories, creating welcoming spaces for neighbors to gather, or mentoring the next generation of entrepreneurs, my work is rooted in purpose, and that’s what drives me every day.
Is there something surprising that you feel even people who know you might not know about?
One surprising thing that most people might not know about me is that before starting **Rebel Nell**, I spent over a decade working in professional sports, including with the Detroit Tigers. My background isn’t in jewelry or social work—I came from a world of business, strategy, and fan engagement. But during my time in Detroit, especially as the city went through bankruptcy, I felt a deep calling to do something more impactful for the community.
That pivot—from the sports industry to launching a social enterprise focused on empowering women—was unexpected, even to me. But looking back, it all makes sense. The skills I developed in leadership, problem-solving, and community engagement helped me build businesses like Rebel Nell, The Congregation, The Rectory, and TEA. And at the core of everything I do, whether it’s creating opportunities for women, building gathering spaces, or mentoring entrepreneurs, is the same passion I’ve always had: bringing people together and making a difference.
Additionally, although I live in Michigan I love to surf. It is my favorite thing to do and I only recently picked it up.
Contact Info:
- Website: https://www.RebelNell.com
- Instagram: @rebelnell
- Facebook: @rebelnelldetroit
- LinkedIn: https://www.linkedin.com/in/amy-peterson-739b9011/
- Other: https://www.linkedin.com/company/rebel-nell/?viewAsMember=true
