Jordan grew up between Bentonville and the woods at the edge of it. She co-founded Refract Branding — the studio side of the company — and keeps the books: not just for Refract Ventures, but for every business in the portfolio. She'd still rather meet you in person than send a contract back and forth.
She started in operations as the family added parcels one weekend at a time, and grew into the side of the business that decides how Refract shows up in the world — and what it costs to do it right. She co-hosts the short-term stays and manages the long-term tenants alongside Ashley and Jacey, and co-runs brand and social with Jacey, turning the day-to-day into the films, posts, and events that carry it. At aura.refract she owns the same two things on a smaller scale: the books and the posting schedule.
If you've messaged a property, the reply was probably her. She keeps a list of every guest who's ever stayed, knows which neighbors to wave at when you walk past, and has opinions about which Fayetteville coffee shop has the right amount of light at 7 a.m.
An owner of the business. Drives an electric pickup, makes a competitive Old Fashioned, and believes the best business is one where the person who picked up the phone also balanced the books.