Q&A with Annette Spenner, Founder SJS
Inspired by her lifelong love of books and the quiet beauty of coastal towns, Annette is building The Saturday Journey Society one Saturday at a time, believing that everyone deserves a peaceful hour before the world asks anything of them.
Thanks for your time Annette. So tell us in what part of the First Coast do you reside now and how long have you lived there?
I am in Orange Park. I am a Florida native and was raised in Ortega.
Why and how did you get started?
I’ve always loved reading. Books were an important part of my childhood because they gave me a place to escape, dream, and experience people and places far beyond my own world.
As the years passed, I found myself wishing for something even more immersive than a traditional book. I wanted readers to feel as though they had actually received a personal letter inviting them into another place. That idea became The Saturday Journey Society.
Every Saturday morning, readers receive a new letter from Gabriel Ashford, along with artwork, journals, keepsakes, photographs, and a continuing mystery. My hope is to create one quiet hour each week where someone can slow down, pour a cup of coffee, and simply enjoy the journey.
What aspect of your business are you passionate about?
The part I’m most passionate about isn’t selling stories—it’s creating a tradition.
I imagine a woman waking up early on a Saturday morning while the house is still quiet. She pours herself a cup of coffee, settles into her favorite chair, and opens Gabriel’s newest letter before the rest of the world asks anything of her.
If one day I receive an email that says, “Thank you for the journey. I can’t imagine my Saturday mornings without Gabriel and my coffee,” I’ll know I’ve accomplished exactly what I set out to create.
How did you get the idea or concept for your business?
The idea came from asking myself a simple question:
What if reading felt like receiving a letter from an old friend instead of opening another book?
I wanted every journey to feel personal. Instead of simply reading about a place, readers become part of the story through Gabriel’s letters, journal pages, keepsakes, recipes, and photographs. Each Saturday builds on the last, creating an experience readers can look forward to week after week.
The Saturday Journey Society isn’t just about telling stories. It’s about giving people permission to slow down and disappear into another world for a little while.
From the outset, what would you say was your mission?
My mission has always been simple: to create one peaceful hour each week that belongs entirely to the reader.
Before the emails, the errands, and the responsibilities of the day begin, I wanted to give people somewhere they could go—a place filled with beautiful stories, memorable characters, and a little mystery.
If readers finish a journey feeling more peaceful than when they began, then I’ve accomplished my mission.
What are your goals for the company?
My goal is to build something that people genuinely look forward to each week.
I hope The Saturday Journey Society becomes a Saturday morning tradition shared by readers across the country. I also hope to continue expanding the journeys into new destinations, introducing unforgettable characters, and creating an experience that feels more like opening a treasured package than simply reading a story.
Above all, I want every reader to feel that one quiet hour each week was time well spent.
When did you start your business?
I officially launched The Saturday Journey Society in 2026 after many months of writing, designing, and building the experience I had imagined. What began as an idea slowly grew into a weekly storytelling tradition that continues to evolve with every new journey.
What made you choose to operate your business in its current location?
Living on Florida’s First Coast has been a constant source of inspiration. Historic St. Augustine, the Atlantic shoreline, quiet beaches, and nearby coastal communities all influence the stories I write.
Although Gabriel’s journeys travel far beyond Florida—including places like coastal Maine—the peaceful atmosphere of the First Coast reminds me every day why I wanted to create stories that encourage people to slow down and appreciate the beauty around them.
Can you give us a brief background on what you offer and the people you serve?
The Saturday Journey Society is a weekly storytelling experience designed for readers who long to slow down and escape into another world for a little while.
Every Saturday morning, members receive a beautifully crafted digital journey that includes a new letter from Gabriel Ashford, original artwork, journal pages, keepsakes, photographs, recipes, and a continuing mystery that unfolds one week at a time.
While anyone who enjoys thoughtful storytelling is welcome, many of my readers are women who treasure quiet mornings, a good cup of coffee, and the chance to disappear into a beautiful story before the rest of the day begins.
What is a unique attribute/aspect/quality/feature about your business?
Most stories ask readers to simply turn the page.
The Saturday Journey Society invites readers to step into the story.
Instead of reading a traditional novel, members receive a complete experience every Saturday morning. The letters are accompanied by journals, keepsakes, photographs, recipes, and collectible elements that make readers feel as though they are traveling alongside Gabriel rather than simply reading about his adventures.
It has become a quiet Saturday morning tradition instead of just another story.
How many employees make it happen at SJS?
Right now, it’s just me.
I write every letter, design every page, create the artwork, build the website, manage the business, and interact personally with readers. While I use modern technology as a creative tool, every journey begins with my imagination and my desire to create something meaningful.
What qualities do you look for in an employee?
As my business grows, I’ll look for people who care deeply about kindness, creativity, attention to detail, and creating meaningful experiences for others. Technical skills can be learned, but genuine care for the reader is something I believe comes from the heart.
As a business owner, tell us what some of your responsibilities are?
Every week I wear many hats. I’m the writer, designer, photographer, editor, marketer, website manager, customer service representative, and storyteller behind The Saturday Journey Society.
My favorite responsibility, however, is sitting down each week to write Gabriel’s next letter. Everything else exists to support that one special moment when a reader opens a new journey on Saturday morning.
How do you advertise your business?
As a new business, I’ve focused on building genuine relationships rather than relying heavily on traditional advertising. I share Gabriel’s world through Facebook, Instagram, Pinterest, my website, and blog, where readers can experience the heart of The Saturday Journey Society before joining. I also enjoy connecting with local publications and hope to share the story through podcasts and interviews as the journey continues.
To what do you attribute your success?
I attribute my progress to persistence and a willingness to keep learning. Starting a business at 65 has meant stepping far outside my comfort zone, learning new technology, and embracing challenges I never expected. Most of all, I believe success comes from creating something with genuine heart. Every decision I make begins with one question: “Will this make the reader’s Saturday morning a little more special?”
Does your company help with or get involved in any community projects?
As a new business, my primary focus has been building The Saturday Journey Society. As it grows, I hope to become involved in community projects that encourage reading, creativity, and literacy, while supporting organizations that bring comfort and inspiration to others. Creating meaningful connections has always been at the heart of what I do.
If you could offer one piece of advice for someone who’s just starting a business, what would it be?
Don’t wait until everything is perfect.
If I had waited until I knew all the answers, The Saturday Journey Society would still be just an idea. Instead, I chose to begin, learn as I went, and improve a little every day.
You’re never too old to start something meaningful. Sometimes the first step is the hardest one—but it’s also the one that changes everything.
Personal hobbies or interests? Family?
When I’m not writing, you’ll usually find me with a good book, exploring the historic streets of St. Augustine, or searching for beautiful coastal places that inspire future journeys. I love photography, storytelling, and the quiet moments that often become the heart of my stories.
Family is incredibly important to me, and many of life’s experiences have shaped the way I write. My calico cat, Calli, is my constant companion and rarely lets me work alone. She has become my unofficial writing partner, often curled up beside me while Gabriel’s next adventure comes to life.
What’s the best thing for you about living on the First Coast?
Living on Florida’s First Coast means being surrounded by inspiration every day. Whether it’s watching the sunrise over the Atlantic, walking through the history of St. Augustine, or enjoying the peaceful beauty of the coastline, I’m constantly reminded why I wanted to create stories that help people slow down and appreciate the world around them.
It’s a place where history, beauty, and everyday life blend together, and that spirit naturally finds its way into my writing.
Where and how can folks learn more about your business? Links to your website?
The best place to begin is by visiting The Saturday Journey Society online, where visitors can learn about the experience and receive Journey One as a complimentary introduction.
Website: www.saturdayjourneysociety.com
First Coast Life Experience: https://firstcoast.life/how-one-florida-woman-created-a-journey-you-can-take-without-leaving-home/
You can also follow along on Facebook and Instagram, where I share behind-the-scenes moments, Gabriel’s reflections, and glimpses into the world of The Saturday Journey Society.
Is there anything else that you want to tell everyone reading this?
I believe we all need something to look forward to.
In a world that moves so quickly, I hope The Saturday Journey Society reminds people that it’s okay to slow down, pour another cup of coffee, and disappear into a good story for a little while.
If even one person discovers a new Saturday morning tradition because of this article, then sharing my story has been worthwhile.
Before the world asks anything of you, there is somewhere you can go.
What do you hope readers feel when they finish a Saturday journey?
I hope they close the final page feeling lighter than when they began. Life can be busy and overwhelming, and my hope is that for one peaceful hour each week they forget their worries, travel somewhere beautiful, meet unforgettable people, and remember what it feels like to simply enjoy a story. If they look forward to Saturday morning with the same excitement I had as a child opening a favorite book, then I’ve done my job.
Who is Gabriel Ashford?
Gabriel Ashford is the heart of The Saturday Journey Society. He’s a photographer, traveler, and storyteller who invites readers to explore charming coastal towns one letter at a time. Through his eyes, readers uncover mysteries, meet remarkable people, and discover that the greatest adventures are often found in the quiet moments of life. While Gabriel is fictional, the emotions, places, and experiences he shares are inspired by the real world around me.
If someone has never experienced The Saturday Journey Society, what would you tell them?
Imagine it’s early Saturday morning. The house is quiet. Your coffee is warm. Instead of checking your phone, you open a letter waiting just for you. For the next hour, you’re transported to another place where mysteries unfold, friendships grow, and every page invites you to slow down. That’s the experience I hope to create every single Saturday.
- About the Author
- Latest Posts
Glenn is the founder and publisher of First Coast Life. He is also a wonderful storyteller. Born on the 4th of July, he spends his spare time taking his camera and exploring everything beautiful this region offers with his rescue dog Callie by his side. He loves meeting new people and capturing the many beautiful moments and amazing local stories that showcase the true spirit of the area.
