Jamie Yuenger, founder of StoryKeep. (Credit: Courtesy of StoryKeep)
She Helps Families Tell – and Keep – Their Tales
Jamie Yuenger’s media company, StoryKeep, creates documentary-style films that help families preserve their stories and histories.
Jamie Yuenger started her career in public media, producing stories that reached thousands. But she realized there was a world of equally powerful stories that would never make it to broadcast: The deeply personal, often untold narratives of families. Yuenger saw how these more intimate narratives, when recorded with the same care and quality as professional media offerings, could connect people to their past, foster a sense of belonging, and build resilience across generations. In 2010, Yuenger, who is based in the Netherlands, started StoryKeep to bring that level of craft and intention to preserving legacies, so that what matters most isn’t lost to time.
Here’s our lightly edited Q&A, from The Story Exchange 1,000+ Stories Project.
How is your business different from others in your industry?
We don’t just capture family history — we create deeply personal films and podcasts that help families feel a greater sense of belonging, rootedness and direction. Our work is intimate and customized, often spanning months of collaboration with a family to preserve their values and stories for future generations.
Tell us about your biggest success so far.
Completing a multi-year legacy film project for a large, multi-generational family in the U.S. with over 80 living members, and nine elders over the age of 75. They had recently sold their century-old business and acquired a central family campus. They were at a pivotal moment — wanting to honor their history, capture the voices of their elders, and create something that would unite the generations moving forward.
We spent months working closely with them to film intimate interviews, gather archival materials, and weave together a narrative that reflected both their shared past and their hopes for the future. The final film was screened during a family gathering, sparking conversations across generations that might not have happened otherwise. For me, it was a powerful example of how professional storytelling can become a living bridge — connecting people not just to their history, but to one another.
What is your top challenge and how have you addressed it?
After becoming a new mother, moving from the U.S. to the Netherlands, and watching my business falter during Covid, I hit my lowest point as an entrepreneur. I realized I couldn’t keep going it alone. We reached out to the wisest people we knew — starting with a 78-year-old leader in the family enterprise consulting space — and invited them to join our first advisory board. To our surprise, every single person said yes. Three years later, that group has become the single best business decision we’ve made, guiding us through pivots, connecting us to opportunities, and reminding me that asking for help can be the most strategic move of all.
Have you experienced any significant personal situations that have affected your business decisions?
Within a short span of time, I experienced several life changes that deeply affected my business decisions. My relocation, my new motherhood, the resulting work-life balance struggles – again, all during Covid. Around the same time, I lost a loved one and was facing financial strain as projects slowed. I also encountered a wave of opinions from outsiders — some well-meaning, some not — about what I “should” do next. All of this forced me to pause, reassess my priorities, and make the humbling choice to ask for help. That decision led to the creation of the advisory board, which has been a cornerstone of our company’s stability and growth ever since.
What is your biggest tip for other startup entrepreneurs?
Don’t wait until you feel “ready” to ask for help. Early on, I thought I had to prove myself by figuring everything out alone — but the turning point for my business came when I invited a group of seasoned, generous people to form my advisory board. Their perspective, connections, and encouragement have shaped every major decision since. The right people will often say yes — but only if you ask.
How do you find inspiration on your darkest days?
By working alongside my husband, who joined the company in 2021. He’s my rock — the person who gives me perspective when I’m stuck, props when I need encouragement, and the reminder that we’re building something meaningful together.
What is your go-to song to get motivated on tough days?
“Dog Days Are Over” by Florence + the Machine.
Who is your most important role model?
The 78-year-old woman who was the first to join our advisory board. She has spent decades in the family enterprise consulting world, guiding leaders through complex transitions with wisdom, integrity, and heart. Her ability to listen deeply, see the big picture, and act with clarity has shaped the way I lead my own company. Watching her model both steadiness and generosity reminds me that leadership isn’t about having all the answers — it’s about asking the right questions and creating space for others to shine.
Website: StoryKeep.com
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