Prepare the strawberries: Hull and chop strawberries, then place in a large, heavy-bottomed pot. Mash lightly with a potato masher to release some juices.
Add pectin (if using): If using pectin for a firmer set, stir in pectin with the strawberries and bring to a full rolling boil over high heat, stirring constantly.
Add sugar and lemon juice: Stir in sugar and lemon juice (and optional vanilla or lemon zest). Bring to a boil, stirring frequently to dissolve sugar. Once boiling, cook for 10-15 minutes, stirring occasionally, until the jam thickens and reaches 220°F (gel stage) or passes the spoon test (jam coats the back of a spoon and holds a line when you run a finger through it).
Test the jam: To check readiness, place a small plate in the freezer for 5 minutes. Spoon a small amount of jam onto the chilled plate; if it wrinkles when pushed with a finger, it’s ready. If not, cook for 2-3 more minutes and retest.
Prepare for canning (optional): While jam cooks, sterilize jars and lids by boiling in water for 10 minutes. Keep warm until ready to fill.
Fill jars: Ladle hot jam into sterilized jars, leaving 1/4-inch headspace. Wipe jar rims clean, place lids on, and screw on bands until fingertip-tight.
Process jars (optional): Place jars in a boiling water canner and process for 10 minutes (adjust for altitude if needed). Remove jars and let cool for 12-24 hours. Check seals; lids should not flex when pressed.
Store or serve: If not canning, cool jam to room temperature, then refrigerate. Serve on toast, scones, or as a dessert topping.