‘This is Jacob’ creates welcome mats, inviting guests into his life with Down syndrome
Jacob Kiefor didn’t feel welcomed to the workforce when he first starting applying for jobs in 2019. He wanted an office job with his own desk. No one would hire him.
“Those jobs aren’t very available for people with disabilities,” said his mother, Melanie Bennitt, of St. John.
Jacob Kiefor, 23, of St. John, shows off one of his customized shirts from his "This Is Jacob" business, which he launched in 2019 with customized welcome mats. (Provided by Melanie Bennitt / HANDOUT)
Kiefor, born with Down syndrome, didn’t take it well. He was visibly disappointed, yet still determined to find his entranceway into the job market. He knew he excelled in a transition program that prepared him for the workplace after graduating from Lake Central High School. In 2016, he was crowned as prom king.
“People are always nice to me. When they get to know me, they see I’m just a nice guy. And that feels good,” he told me.
That summer, his sister was coincidentally, or possibly fatefully, shopping for a custom doormat that was artistic yet affordable. Kiefor, who enjoyed painting, figured he could make one for her.
“It turned out perfect and Jacob discovered his hidden talent,” his mother said.
It turned out so well that Kiefor decided to start his own business making custom hand-painted doormats. His primary focus was to raise awareness for Down syndrome, a condition when babies are born with an extra copy of their 21st chromosome, which occurs in about 1 in every 700 babies.
World Down syndrome Day, celebrated on the 21st day of the third month signifies the uniqueness of the triplication (trisomy) of the 21st chromosome.
“It’s a big day for those with Down syndrome,” Bennitt said.
Jacob Kiefor, 23, of St. John, with his mother, Melanie Bennitt, behind a vendor table at an event. (Provided by Melanie Bennitt / HANDOUT)
Kiefor’s signature style of doormat has three arrows, symbolizing Down syndrome. His creativity invented other welcome mat designs with customized words and images, such as “Come back with beer,” “This is us,” and “Phone, wallet, keys.” He also creates themed doormats for motorcyclists, nature enthusiasts, pet lovers, autism inclusiveness, you name it.
“Jacob is the CEO and makes all the business decisions,” Bennitt said. “Mom is office and social media support.”
Kiefor, who’s 23, has found his niche in the marketplace. He loves running his own business, This Is Jacob. He’s very proud of himself.
“It’s amazing to have my own business,” he said.
Last year, when the COVID-19 pandemic shut down Kiefor’s supplier of doormats, his business was at a standstill. He had an idea, though. He wondered if he instead about selling customized T-shirts on his website, www.ThisIsJacobsRugs.com.
His mother suggested that it may not be a good idea with the U.S. economy facing a recession. She was wrong. His shirts, and then other apparel, have been a big hit with customers. Kiefor has sold more than 300 shirts, at $20 each, and more than 400 doormats, costing $25 or $35, depending on size, shipping anywhere in the continental U.S.
“His shirt is a simple but very powerful statement — Be Kind,” Bennitt said.
Kiefor’s social media sites illustrate this message, as well as his business journey. He hopes it inspires others with disabilities to follow their dreams, even if they’ve been made to feel like social doormats at times.
One of his Instagram video posts told followers: “When Jacob works, we either watch the first 48 or iCarly. I know they’re about the farthest from each other, but that’s what we agree on. Today when we turned on the TV, @disneychannel was playing this clip.”
The clip showed other special needs young people sharing their lives.
“Jacob completely stopped working and said, ‘HEY come look.’ Imagine finally seeing someone just like you on TV. It was an awesome experience for him. Kudos @disneychannel for being inclusive!” the post states.
Bennitt told me, “We give a glimpse into his personal life on his social media pages to give an insight of what experiences Jacob encounters and to bring awareness to situations people may not have ever thought about.”
Kiefor periodically offers special sales and proceeds to benefit nonprofit organizations that focus on special needs people and causes. He plans to attend artesian markets and conferences this summer to expand his brand. And his message, which is illustrated by his home’s welcome mat — “Bee Kind” with a bee zipping around.
He’s working on a new mat, adorned with his business name and logo. Nearly two years after not getting hired for that coveted office job, Kiefor ended up as president and CEO of his own company. Oh, he has his own desk, too.