NJBIZ STAFF//August 26, 2024//
In The Lead: 2024 NJBIZ Women-Owned Businesses recognizes and celebrates New Jersey women who are using their energy, talent, intelligence and perseverance to build prosperous companies. For more:
Click here for the introduction | Click here for companies A-D | Click here for companies Q-Z
Equiliem is an employment agency with 2023 revenue of $173 million. The firm focuses on accounting & finance; engineering; government; health care; human resources; information technology; light industrial businesses; and office professionals. In addition, Equiliem supports clients’ HR functions with payroll and independent contractor compliance services.
For health care companies, the firm says it brings 30 years of experience in short- and long-term staffing of clinical, non-clinical and allied personnel. Equiliem also offers advice on its website, including guidance on how to choose a health care recruiter. Among the questions employers should consider: What is ideal work environment and team culture? This question helps the recruiter understand what type of organizational culture you thrive in. What does work-life balance mean to you? Recruiters need this information to match you with employers whose environment aligns with your preferences.
What are your long-term career goals? The best recruiters invest their time getting to know you to build a long-term relationship. They care about your future. By understanding your career trajectory, they can identify opportunities for growth and advancement, ensuring your long-term satisfaction. What specific skills and experiences do you bring to the table that set you apart? This question allows the recruiter to market you effectively to potential employers. It shows that they are interested in highlighting your unique strengths.
In 2022, the company rebranded from Staffing the Universe Family of Cos. operations, including Medical Staffing Services Inc. The resulting company now comprises the Staffing the Universe operations, including former brands Medical Staffing Services, Industrial Staffing Services Inc., Rotator Staffing Services Inc. and Block Staffing Services LLC.

GEP has about 5,000 employees as well as offices and operations across Europe, Asia, Africa and the Americas. Founded in 1999, the women- and minority-owned company offers scalable AI-powered procurement and supply chain solutions through an integrated slate of strategy, software and managed services. The global leader serves a wide variety of industries, counting Fortune 500 and Global 2000 companies among its customers.
It has won awards for that work, earning praise both for its software and platforms in addition to the consulting and services. Co-founded by Roopa Gandhi and Neha Desai Shah (along with CEO Subhash Makhija and COO Jagadish Turimella), both women serve as president on the company’s leadership team. GEP highlights women as “an integral part of our growth and success.”
In addition to flexible work environments, its Women@GEP initiative promotes support across several channels. The program offers mentorship, training and skills development, thought leadership events and a company-wide network connecting all women GEP employees to share experiences, advice and knowledge. GEP’s efforts also extend beyond its own employee base. The company partners with NGOs worldwide to help make education accessible to all women.
GEP continues to innovate, launching an AI-driven platform – an industry first, according to the company – combining orchestrations for procurement and supply chain for a user-friendly experience. And the company continues to grow – it acquired a Finland-based target with 220 employees supporting 600 clients in July.


Hatfield & Schwartz is a law firm serving national and international clients with an emphasis on employment, labor and business solutions for private and public sector employers.
According to the firm, being a woman-owned business is a source of immense pride and responsibility. It means leading with purpose, integrity, and a commitment to fostering diversity and inclusion in the business world. As a woman-owned business, the firm embodies the strength, resilience, and creativity that women bring to the entrepreneurial landscape.
Hatfield & Schwartz’ status as a woman-owned business signifies its dedication to creating opportunities, not just for its team but for other women and underrepresented groups. The firm’s leaders understand the importance of representation and are committed to driving change by empowering women in their industry and beyond.
By choosing to support a woman-owned business, Hatfield & Schwartz clients and partners endorse values of equality, innovation and community-driven growth.

A full-service contractor based in Whitehouse Station, HC Constructors is known for high quality workmanship, fast turnaround and job site safety.
For over two decades, the heavy civil commercial construction company has been led by President and owner Lisa Chowansky. Under Chowansky’s leadership, the 39-year-old business has achieved significant growth and expansion, developing a niche market among the industrial, commercial, utilities and pharmaceutical industries.
HC – which specializes in sitework, underground utilities and concrete – offers comprehensive pre-construction/design services to general project management and building services on a broad range of projects for a client roster that includes Johnson & Johnson, Jersey Central Power & Light, NJ Transit, PNC Bank, BJ’s Wholesale Club and Rutgers University.
Chowansky – who spent the first 10 years of her career as an account executive at Johnson & Johnson – is involved in several organizations, including the New Jersey Chapter of Professional Women in Construction, New Jersey State Chamber of Commerce, New Jersey Supplier Diversity Development Council, National Utilities Contractor Association of New Jersey, NJ Utility and Transportation Contractors Association and New Jersey Alliance For Action.

Led by Renata Serban, Highly Elevated CPA specializes in accounting and fractional controller services for cannabis operators in New Jersey and New York.
As a certified public accountant and certified management accountant, Serban has over 15 years of experience serving various industries, including the highly regulated cannabis sector. At her newly launched firm, Serban seeks to build trust through transparency of accounting records and excellence in financial management to ensure businesses are more likely to succeed longterm.
Before founding Highly Elevated CPA earlier this year, Serban was a manager of business advisory and cannabis advisory services at Citrin Cooperman. She’s also held positions at firms including BDO USA LLP and Gildea & Ivanis, LLP.
Additionally, she is the chair of the New York State Society of CPA’s cannabis committee, as well as an instructor at cannabis training programs with the New Jersey Business Action Center and the New York Office of Cannabis Management.
Serban is also an NJBIZ 2024 Leaders in Finance honoree and ranked No. 10 on this year’s Accounting Power 50 list. Other recognitions include the 2023 Green Market Report Women in Cannabis Leadership Award and an Emerging Leader Award by NYSSCPA.
This electrical testing and maintenance provider posted 2023 revenue of $43.3 million, providing apparatus testing, switchgear testing, switchboard and transformer testing, and grounding system testing. Its staff also includes acceptance testing specialists to ensure electrical systems meet industry standards and regulations.
The company offers emergency electrical repair services to address unexpected issues, minimizing downtime and ensuring operational safety. It also provides equipment diagnostic testing and dielectric insulation testing, allowing its staff to pinpoint potential problems and provide effective solutions. With a focus on equipment repairs and maintenance, Jet aims to be a partner in keeping clients’ electrical systems running smoothly.
For preventative maintenance, Jet offers infrared scanning and services for circuit breakers; primary/secondary injection protection relays; electromechanical/microprocessors; transformers; oil analysis; switchgear, switchboard and motor control centers.
Among its utility services are relay replacements/upgrades; communication upgrades; complete commissioning/decommissioning services; electrical documentation updates; and functional verifications/end-to-end testing.

Co-owned by Dharshini Casinathen, Joyleaf is a recreational dispensary that rethinks the retail experience so customers can engage with cannabis in a way that’s both comfortable and empowering. Besides providing customers with an environment where they can find the best product for their needs, Joyleaf regularly hosts education-focused events designed to destigmatize cannabis. Since Casinathen opened Joyleaf in December 2023 with Jason Ackerman, founder and former CEO of online grocery delivery service FreshDirect, the shop has earned positive reviews from customers praising the vast selection, affordable prices, quality products, level of employee knowledge and efficient service.
After first meeting Casinathen when she interviewed for a position during his tenure as CEO of multistate operator TerrAscend, Ackerman said, “I just thought she had a spark and an intelligence that you don’t always see. When you’re an entrepreneur, sometimes you don’t know what jobs someone’s going to fill, but you can tell that they’ve got capabilities.”
Casinathen, a certified cannabis sommelier and CPA with over 20 years of experience at companies including PepsiCo and KPMG Canada, began her passion and advocacy for cannabis as a medical patient.
Earlier this year, she told NJBIZ, “Our goal is to create a dispensary that is truly consumer-centric. Our mission is to create experiences of Joy by helping customers find the right product for the right moment for them. We believe in the potential of cannabis to enhance lives, and we are excited to share that potential with the greater Roselle community.”

Founded in 1993 as Evergreen Partners, Kessler PR is a leading public relations firm – boasting top clients around the globe and specializing in services such as crisis communications, reputation management, litigation support, media relations and more.
The firm is led by founding President and CEO Karen Kessler, who brings more than 30 years of experience in the industry and who regularly counsels clients and their attorneys on sensitive issues, like regulatory inquiries, personnel matters, business practices, and criminal and civil litigation. She also spends a lot of time and effort advocating for and mentoring women to advance their careers.
Next month, Kessler is being recognized by the New Jersey Business & Industry Association at the upcoming 10th Annual New Jersey Women Business Leaders Forum.
She will receive the prestigious Caren Franzini Award.
“The Caren Franzini Award is an honor bestowed on individuals who by their quiet and behind-the-scenes ‘get things done’ way, inspire and empower others to achieve professional excellence,” said NJBIA President and CEO Michele Siekerka. “Karen Kessler truly embodies the spirit of this award. She has built a hugely success public relations business that is globally renowned for reputational management and crisis communications, she serves on numerous boards of directors, and she is a rock star when it comes to mentoring others wherever they are on the career path.”

Laird & Co.’s history in Monmouth County dates to the 17th century, earning the brand distinction as “America’s Oldest Distiller.” In the next century, George Washington would become a fan of the Laird family’s Applejack recipe, which recorded its first commercial transaction in 1780, according to the company.
Three-hundred years on, Lisa Laird Dunn now leads the family business in its ninth generation. As president, she’s the first woman to take the reins.
“Our family has been masters of our trade for generations, becoming the leader of such a company would be an honor for anyone,” she told USA Today last year. “As the first female leader, it fills me with immense pride to be a role model for future generations of women both inside and outside of my family.”
With its base in Scobeyville, the company says it produces the vast majority of all Applejack and American Apple Brandy on the market.
And though history is inherent in its operations, the company is also looking ahead. Modern interest in mixology has helped introduce the spirit to a new, and growing, audience. Recently, it introduced its first ready-to-drink cocktail as well as its first low-ABV canned products.

In April, Lee & Associates announced the launch of Lee & Associates – WBE, the New York Metropolitan area’s largest WBE-owned commercial real estate brokerage.
Following its receipt of Woman-owned Business Enterprise certification earlier in the year, this regional operation of one of the nation’s leading privately owned CRE services firms rolled out – with longtime Lee & Associates Regional Operations leader Jessica Vasil tapped as president.
“Our executive team has always looked holistically at how the commercial real estate industry is changing and how we can make it better,” said Vasil in April. “Our transition to Lee & Associates – WBE provides our current and future brokers with additional opportunities to succeed while reinforcing our corporate culture of inclusion.”
The regional operation has offices in Edison, Elmwood Park and Whippany – with Vasil noting that the designation has allowed for expanded reach. And that the WBE platform has been met with great enthusiasm.
“From a business development standpoint, the WBE is intended to open new doors for our brokerage professionals; the WBENC certification standard is accepted by thousands of corporations and government entities,” said Vasil. “Our New Jersey brokers are now positioned to serve local, state and federal government agencies; businesses and health care networks; and property owners. Further, our new designation has enabled the creation of a nationwide Lee & Associates WBE network spanning all 50 states and Canada.”

Headquartered in Fairfield, L-E-M Plastics & Supply Inc. is a woman-owned and led fabricator and distributor of raw material plastics, sheet, rod, tubing and film.
As a build-to-print fabricator, the company services several industries including aeronautics, medical and radio engineering and has provided components for everything from the International Space Station to the production line at Budweiser.
Founded in 1973, L-E-M’s products have been a part of space launches and satellite technology, as well as in conveyor lines, heart defibrillators, rollercoasters and runaways. Its clients range from ABInBev, Getinge, Hockmeyer, GE Aviation, BAE Systems, Kearfott, Microlab and Collins Aerospace.
Led by second-generation owner and CEO Ellen Pietrowitz-Phillips, L-E-M is driven by the philosophy of “Collaborative, Cooperative and Kind” when it comes to how it conducts business and how the company interacts with others.
Pietrowitz-Phillips is considered to be a force in the industry, as well as an advocate for women in manufacturing. Besides being an active mentor for students and business owners, she supports local robotics teams, is part of women’s business groups and participates in events promoting manufacturing careers.
A WBENC-certified Women’s Business Enterprise, L-E-M was honored as 2022 manufacturer of the year, rising star by NJMEP and as a finalist for manufacturer of the year, small, in 2023.

From its East Brunswick base, Lush Decor is earning praise and fans, establishing itself as an affordable option for home goods to elevate every and any space in the home.
Bolstered via product expansions and acquisitions, the company’s portfolio includes fashion bedding, window dressings, decorative pillows and bath accessories, storage, baby, kids and gifts products available direct to consumers through the company’s website, as well as from Amazon.com and omnichannel retail sites, such as Target.com, Kohls.com and Macys.com. Additionally, the Lush Decor Home Stylist Collective engages its creative community with how-to tips and curated information. Jenny Jing Shu founded what is now Lush Decor in 2008 (the company rebranded from the former Triangle Home Fashions in 2023). The next 10 years would include professional and personal struggles that have informed how Shu operates her business and what she hopes to achieve. With that in the rearview, Lush Decor is looking ahead. Five years ago, private equity firm TZP Capital Partners II LP made a strategic investment in the brand. Since then, Shu has said the company’s grown by more than $100 million. In February, it added a new CEO, Paola Peretti, with experience from LVMH and Mars Inc. Meanwhile, Shu transitioned to chief vision officer and co-chair of the board. According to Lush Decor, women make up 60% of its workforce and comprise most of its senior management team. Shu also founded the Jenny Jing Zhu Collective with Gold House foundation, which she described to Forbes as “a mentorship and scholarship program for selected women with perseverance, vision & ingenuity.”

Marketsmith is an award-winning, woman and LGBTQ-owned, full-service marketing agency with a history of driving growth for brands and influencing behaviors. The firm posted 2023 revenue of $1.7 million and is a repeat honoree in the NJBIZ Best Places to Work in New Jersey awards program.
According to the company, in creating brands, its professionals drill down to identify a client’s product and/or service strengths and build on the qualities that resonate in the market. Using data and realtime testing, its strategies produce media and messaging that influence choices and create meaningful changes in consumer behavior. Among the main considerations are languages, education and accessibility. Understanding these factors helps the firm empathize with the client’s audience and improve communication.
The firm’s leaders also cite its celebration of diversity – not only during Pride Month, but every day. As a woman and LGBTQIA+ owned and operated business, Marketsmith says it understands the importance of supporting historically underrepresented populations by advancing diversity, equity and inclusion principles through its organization.
The firm actively recruits, hires and promotes staff with diverse experiences, enhancing its ability to serve business partners. Team members are encouraged and empowered to achieve their career goals. The result is a positive environment that offers affirmation, celebration and appreciation of different skills, approaches and perspectives.
Founded in 1994, NewAgeSys is an information technology, engineering, clinical research and scientific staffing; web and mobile app development consulting and consulting firm with 2023 revenue of $20.36 million. The firm focuses on pharmaceuticals and ERP consulting and numbers Fortune 1000 companies among its clients. Those clients include Johnson & Johnson, Merck, Novartis and Organon.

“NewAgeSys, Inc. stands out as a distinguished winner among the USPAACC Fast 100 Asian American companies 2024, showcasing outstanding performance and excellence,” Susan Au Allen, CEO of USPAACC, said when the award was announced.
The firm has also been named by NJBIZ as one of the state’s fastest growing companies and as one of the top 250 privately owned businesses.
Given the importance of the pharmaceutical industry to the state, NewAgeSys is an important contributor to New Jersey’s economy. But it also operates across the country, with services performed onsite, offsite and offshore.
One of NJBIZ’s Top 250 Privately Held Companies in New Jersey, Cedar Knolls-based Newmark Associates CRE is the largest women-owned commercial real estate firm in the state — and its longest-standing, with more than 30 years’ experience. On the 2024 ranking, the WBENC-, WBE, SBE- and WOSB-certified firm jumped nearly 10 spots boosted by 12% revenue growth.

Founded by Susanne Newmark, the firm’s services include buyer/seller and landlord/tenant representation, investment opportunities, health care and medical office buildings, and advisory services. It also has a longstanding commitment to diversity, inclusion and community. In 2022, Newmark along with Newmark Associates COO Nancy Glick launched CRESDA – an extension of and underscoring that commitment.
The national alliance of certified minority, women and veteran-owned CRE firms offers a simplified resource with a range of services in major U.S. markets – guaranteeing certified and qualified commercial real estate providers to help diversify supply chains, particularly at Fortune 500 companies.
Glick serves as CEO while Newmark is president. “Really the initial mission was to give back and be helpful and generous with what we’ve learned and what we’ve done,” Glick told NJBIZ in 2023. “There was such an overwhelming response from these firms across the country … they were thrilled to have support, collaboration, partnership. And that’s how this alliance was formed.”
This past February CRESDA marked another watermark, expanding to include project management services.


Boasting three offices coast-to-coast and 41 attorneys, Nukk-Freeman & Cerra PC is a 100% women-owned employment law firm led by co-founders and partners, Katherin Nukk-Freeman and Suzanne Cerra. Certified by the Woman’s Business Enterprise National Council, active NAMWOLF member NFC provides a progressive, creative and forward-thinking approach to employment law. In 2023, the firm had revenue of $15.15 million and is acknowledged as a top employment law firm by Thompson Reuters, Chambers & Partners and U.S. News & World Report. A core tenet is giving back, including through a commitment to harnessing the power of pro bono to ensure access to justice for New Jerseyans experiencing poverty. NFC has partnered with Volunteer Lawyers for Justice’s Veterans Legal Program, with employees dedicating expertise to address challenges facing those who served. Earlier this year, NFC was recognized for these efforts as a 2024 NJBIZ Leaders in Law Pro Bono honoree. “It is a testament to our unwavering commitment to serving those in need,” said partner Kerrie Heslin. “One of the tenets of our Core Values is that we ‘care about the world beyond NFC and are dedicated to giving back.’”

Open the Joy aims to improve the lives of children suffering or recovering from illness while also supporting their families and caregivers through curated kits filled with therapeutic and educational activities.
The therapist-designed toys – which include arts & crafts, magic tricks, mindful origami, positive quote coloring posters, canvas & paints and conversation-provoking cards designed by therapists – aim to fill difficult times with laughter, learning and some normalcy.
Open the Joy was founded in 2017 by Shalini Samtani after her 6-month old daughter was diagnosed with a rare disease that required extended hospital stays. Although there were many toys available to help her child pass the time, none of them addressed emotional or physical needs, so Samanti decided to create a collection of playthings that did.
Its products come in several different themes, like Kindness, Anger Management, Empathy and Anxiety Management, and can be found at many retailers, including Amazon, Target, Camp, Kohl’s, Nordstrom and Macy’s.
Additionally, for every kit purchased, Open the Joy donates one to a hospitalized child through its nonprofit, Spread the Joy Foundation. As CEO of Open the Joy and president of Spread the Joy, Samtani believes it is an opportunity to pioneer a new business model that combines retail and philanthropy.
Over the years, Open the Joy has sent tens of thousands of “Feel Better Kits” to numerous hospital systems across the U.S., including Hackensack Meridian Health, Penn Medicine, Children’s Hospital of Philadelphia, Robert Wood Johnson University Hospital and Yale New Haven Health.

Palisade Capital Management is an independent, woman-led and majority woman-owned firm with over $4 billion of assets under management.
Founded in 1995, Palisade has built its business around developing and managing specialized investment strategies for individuals, families, corporations, pension plans and other institutions.
As president and chief executive officer, Alison Berman is responsible for overseeing the firm’s operational groups, including finance, operations, compliance, risk management, client service, sales and marketing, and human resources. She is also the firm’s managing partner and chairs the operating committee, leading the development and implementation of the overall strategic plan.
As part of its roadmap for growth and evolution, Palisade became a WBENC-certified Women’s Business Enterprise earlier this year.
In achieving the recognition – which is considered the gold standard for women-owned business certification in the U.S. – Berman said it aligns with the firm’s commitment to diversity, equity and inclusion, as well as helps promote gender equity in the financial services industry.

Founded in 2009 by Rachel Durkan, Paradigm Marketing & Design began as a website company for small-to-medium businesses. Shortly after opening the doors, Durkan realized that many of her clients needed more comprehensive marketing help well beyond the URL. Since, the company has expanded from a one-person operation to a 30-person award-winning marketing, design and workflow agency with seven-figure revenues and growth ratios above industry standards. Paradigm offers a range of services to B2B, business-to-consumer and nonprofits, from startups to large, multifaceted companies with revenues in excess of $50 million. Clients include NewBridge, Morris County Economic Development Committee, Mandelbaum Barrett, YWCA Bergen County and the New Jersey Psychiatric Association.
As a woman-owned marketing agency, Paradigm is committed to working in diverse markets and helping promote financial growth in fellow local and small businesses.
Despite economic uncertainty and widespread staffing constraints, Durkan has led her team on a trajectory of remarkable growth. Over the last two years, the agency achieved 33% year-over-year growth and doubled its headcount. Durkan has also remain dedicated to empowering her peers, actively partnering with esteemed business leaders to offer educational resources to help others learn and grow, including the “Table for Four” networking program and “The Business Growth Roundtable.” Among the accolades Paradigm has received in recent years include being named a Top 3 advertising agency in NJBIZ’s reader rankings. Durkan has also been honored with several awards.

Passion 4 People is a boutique staffing, search and consulting services firm. It provides companies with professionals on an interim, project-based or permanent basis. The firm posted 2023 revenue of $5.1 million.
Some of the successes the firm touts on its website include Engaging an interim CFO for small privately held distributor of health care products, and successfully conducting a search for a controller in New York.
In the pharmaceutical industry, Passion 4 People provided interim cost & plant accounting assistance to a publicly traded pharmaceutical company in New Jersey.
The firm also assisted a publicly traded energy company in the implementation of new revenue recognition FASB and other technical accounting and reporting needs in New Jersey.
And in the private equity space, Passion 4 People placed interim accounting and finance professionals to assist several different PE-backed oil & gas, travel technology and nutraceuticals companies in New Jersey, New York, Pennsylvania and Texas.
“By offering a non traditional office environment, we save on overhead which means we can pay our accounting/finance professionals more and charge the clients less,” founder Ina Rose says on the firm’s website. “Anyone working at P4P will make more when they work more so it is up to them to decide how and where to do the work. We give a 2% of our revenue to charities of our clients and employees choice every quarter. “

Pomptonian Food Service provides high-quality nutritious meals for hundreds of New Jersey school districts and employs over 2,000 workers, making it one of the largest, privately owned companies in the state. The 65-year-old family-run business is now helmed by its third generation – CEO Candy Vidovich and her husband, Mark, who serves as president.
Founded in 1959 as a restaurant in Cedar Grove, the business became involved in schools when the local district asked for temporary help running one of its school cafeterias. By 1970, the company was managing four cafeterias and sold its restaurant to focus entirely on quality school service.
Over the years, the company has branched off into different areas of food service, including catering, corporate dining and restaurants, but has always made sure to keep schools as a focus area. As a result, Pomptonian has received numerous accolades from organizations like the New Jersey Association of School Business Officials and trade publications such as Food Management.
Vidovich – named as one of NJBIZ’s Best 50 Women in Business in 2021 – has experience in all aspects of the company. Currently, she is working on menu development and promoting nutrition and collaborating with nutrition advisory committees to develop award-winning offerings and innovative service concepts. Vidovich also spearheaded an initiative that dramatically increased the number of students choosing fresh fruit and vegetables with their meals.

Commercial real estate financing company Progress Capital has been advising clients since 1990, closing more than $40 billion in loans and with $150 million directly funded throughout its history.
Led by founding partner Kathy Anderson and partner Brad Domenico, her son, the business has offices in Tinton Falls, New York and Naples, Fla. Thanks to its network of lending partners and capital market relationships, Progress Capital says it can provide owners, operators and investors flexible custom financing solutions.
Progress Capital offers a variety of funding options for property types spanning industrial, land, medical, multifamily, office, retail, self-storage and single tenant net lease.
“When I began my company three decades ago, there were very few women in this industry,” Anderson reflected in a recent Women in Business spotlight in Mid Atlantic Real Estate Journal. “As I expanded my business, I started noticing that successful commercial real estate owners were seeking my advice and guidance for financing their projects. This was a turning point for me. It was incredibly empowering to know that these accomplished entrepreneurs trusted me to secure the capital they needed to grow their businesses.”
Progress Capital’s track record of success is grounded in a culture of authenticity and hard work.
And despite headwinds, the business has kept busy. Notably, it recently arranged acquisition financing to help facilitate the nearly $37 million purchase of a shopping center in Paramus.
Click here for the introduction | Click here for companies A-D | Click here for companies Q-Z