Loved ones say Jeffrey Alan Swartz wasn’t afraid to blaze his own trail.

That’s just what he did, founding Powerhouse Advertising in the Tidewater area of Virginia and operating the promotional products distributorship for nearly 30 years before retiring to Mexico.

Jeff Swartz, Powerhouse Advertising

Family and friends say they’ll remember Swartz’s generosity, wit and the energy he brought to living life to the fullest on his terms following his sudden passing at age 71.

“He had a talent for making friends and creating communities wherever he went,” an obituary stated.

Swartz was something of a Renaissance man.

Beyond being an entrepreneur, he was an athlete, enjoying running and tennis for much of his life. He was also a passionate traveler who held a deep appreciation for music and photography, and wasn’t averse to putting pedal to metal in his beloved sports cars.

“Known for shooting from the hip, Jeff was always unapologetically himself and never a ‘yes man,’” his obituary read.

Proud to be, as he described himself, a “Norfolk Boy,” he graduated from Virginia Commonwealth University in 1975. He loved the promo industry and operating his business, relatives said. He lived for a time in Austin, TX, before ultimately moving to Puerto Nuevo, Mexico.

Jeff is survived by his four adult children, five grandchildren, a sister, a brother, and many cousins, nieces and nephews.

“He was the best dad,” an obituary said. “He will be forever missed.”