About this episode
In this episode of What It Takes: Business Owners Tell All, Jamie Seeker sits down with Jill Gustavson, Co-Founder and Executive Vice President of Topaz Services, LLC — a hospitality contact center that’s grown from a bootstrapped startup into a nationwide operation serving over 80 hotels.Jill shares her remarkable 40+ year journey, beginning in the early days of tech publishing, where she started her career at Byte Magazine in the 1970s. With a deep background in publishing, project management, and advertising, Jill took the leap into entrepreneurship in 1986, co-founding San Francisco Reservations with her husband, Eric. Over the decades, they evolved their business into Topaz Services, embracing new technology while staying true to their people-first philosophy.Jill opens up about what it was like to be a woman in leadership during a time when few others were in the room, how culture and mindset played a key role in her business’s longevity, and why staying anchored to your mission and core values is what it truly takes to succeed — and stay in business for four decades.? Key Episode Notes & TakeawaysJill’s Background & Start:Fell into publishing serendipitously — hired at Byte Magazine because she “walked with purpose.”Worked across multiple departments, eventually managing special projects and launching a new tech magazine.Moved to San Francisco for a sales role, met her husband/business partner, and launched their company together.The Launch of San Francisco Reservations (1986):Identified a gap: no central source for hotel referrals when properties were sold out.Launched a single 800-number hotel reservation service — quickly gained traction.Coined their business values early on: “fast, effective, and efficient”.Growth into Topaz Services:From whiteboards and faxes to AI, omnichannel contact systems, and proprietary booking software.Today, Topaz integrates with major PMS and CRS platforms (like Mews and StayNTouch).Maintains a hybrid team model, with remote staff long before the pandemic normalized it.Leadership Philosophy & Company Culture:People-first mindset: hired for personality and communication skills, not just experience.Prioritized strong internal culture: friendly, courteous, and connected.Balanced innovation with intentional, human-driven service.Challenges Faced:Major shifts in technology required constant reinvention.Economic downturns and global events (Gulf War, 9/11, COVID) deeply impacted the travel industry.Learned to scale back, adapt, and stay connected with staff during hard ti
