The Woman Behind the Voice: Jill Gustavson on Leading with Heart and Hustle

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 & Takeaways

Jill’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 times.

On Being a Woman in Leadership:

• Often the only woman (and youngest) in the room early in her career — but never saw it as a limitation.
• Focused on being results-driven, project-oriented, and purpose-focused.

What It Takes – Jill’s Final Wisdom:

• Keep your core mission and values front and center.
• Use technology as a tool, not a crutch.
• Stay grounded in your purpose and adapt with the times.
• Support both your team and your clients — and serve them equally well.