Jennifer Burns Smith draws upon home decorating acumen and diverse education in her leadership of white birch + burlap, a home decorating store in the Buffalo-area town of East Amherst, New York. Since opening the shop in 2018, Jennifer Burns Smith has helped white birch + burlap become an important part of the East Amherst community. In addition to advertising in publications such as Buffalo Spree magazine, the shop makes regular donations to local charities and nonprofit organizations.

She operates white birch + burlap from its 4790 North French Road location in East Amherst and offers unique home décor and home accents appealing to a range of styles. Some of the offerings she has brought into the store include reclaimed wood tables crafted by local artisans, natural ingredient farm soaps, tableware, and one-of-a-kind light fixtures, many of which are featured on white birch + burlap's Facebook and Instagram pages. Additionally, customers searching for unique gifts can find ideas for virtually any occasion among Ms. Smith’s tastefully curated collection.

Ms. Smith studied social science at Buffalo State University and phlebotomy at Bryant & Stratton College before opening white birch + burlap. A regular attendee of retail industry conferences in Atlanta and Dallas, as well as local art shows, she enjoys keeping up with the latest home decorating trends during her free time.