The story of Jess Chalk :Keeping Memories Alive

By Line : Ayesha Talib
​Jess Chalk is a second-generation preservationist and the owner of For Keeps, which holds the title of Australia’s longest-running studio for flower and memorabilia preservation. Her career isn’t just about business; it’s about a specialized craft she has spent nearly 20 years mastering.
​How She Started
​Jess didn’t originally plan to run the family business. She started at 18 during a gap year, stepping in to help her mother, Gwen, at the studio. What was supposed to be a short-term job turned into a deep apprenticeship. For years, she worked behind the scenes, learning the technical side of how to stop flowers and sentimental items from decaying. She dealt with the high-pressure reality of handling one-of-a-kind items—things like wedding bouquets that can’t be replaced or funeral flowers that hold immense grief.
​Stepping Up
​The biggest turning point in Jess’s life came at age 25. When her mother was diagnosed with dementia, Jess had to step up and take over the entire operation. She became the custodian of the studio, making sure her mother’s hard work didn’t disappear. Since then, she has grown For Keeps from a small studio into a nationally recognized brand. She moved the business forward by focusing on “museum-grade” techniques, meaning she uses methods that actually last for decades rather than using cheap materials like resin that can turn yellow or ruin the items over time.
​Resilience and Leadership
​Running a business like this isn’t just about the technical work; it’s about people. Jess has led her team through the 2020 lockdowns and through her own personal losses. Because she often works with clients who are going through major life changes—births, weddings, or the death of a loved one—she has developed a leadership style based on empathy. She makes sure her studio is a safe place for people to bring their stories.
​Making a Real Difference
​Jess is also known for her work outside the studio. She once led a fundraiser that brought in over $36,000 for a family dealing with a terminal childhood illness. This effort was so successful it helped start Huxley’s Helping Hand, a charity initiative she still supports.
​Her work has won her several major awards, including the ALIBI Awards for Product-Based Business and Young Trailblazer, and a Stevie®️ Award for Women in Business. Even with all the trophies, Jess stays focused on the original goal: making sure the things that matter most to people don’t fade away.