Betting on Herself: How Jean Cabrera Mendoza Built Party Gal Rentals
Jean Cabrera Mendoza has a simple philosophy about entrepreneurship: Bet on yourself.
That philosophy has helped the Rochester native turn a longtime love of parties, decorating and bringing people together into Party Gal Rentals, a growing event rental and coordination business serving weddings, community celebrations, corporate events and private gatherings throughout the region.
Since launching Party Gal Rentals in June 2023, Cabrera Mendoza has built an extensive inventory of event items like tents and bounce houses designed to bring celebrations of all kinds to life.
But for Cabrera Mendoza, the business is about much more than renting equipment. It’s about helping people create moments that matter.
A Love of Celebrating
Cabrera Mendoza has loved planning and decorating parties since she was a child. As she got older, she and her sister became known for throwing elaborate private events for 100 or more people, including birthdays, Christmas gatherings and Halloween parties.
“I loved building parties since I was a child,” she says. “Getting things together, decorating and getting creative — that’s really what drew me in.”
The sisters jokingly called themselves “Party Gals,” and the name eventually stuck.
But Cabrera Mendoza took an unconventional route to turning that passion into a career. She worked at LensCrafters beginning at age 17, later became a surgical technician at Mayo Clinic and then moved into customer service at Think Bank.
Along the way, she built Party Gal Rentals on the side. Eventually, she decided it was time to see whether she could make it on her own.
So she made the leap — and never looked back.
Building a One-Stop Shop
Today, Party Gal Rentals is part rental company, part creative partner and increasingly, part event coordinator.
Clients might come to Cabrera Mendoza knowing exactly what they need — or simply carrying a few inspiration photos and an idea. She asks about the number of guests, location and desired atmosphere, then helps bring the pieces together through her own inventory or connections with other local businesses.
“I like to make it as affordable and convenient as possible,” she says.
Her inventory has grown considerably, giving Party Gal Rentals the flexibility to serve everything from intimate private gatherings to large community events.
Even more impressive to Cabrera Mendoza is how she acquired it all.
“I don’t owe anything on all those supplies,” she says. “I don’t owe anyone a dime. I’m so proud of myself. I fully funded it myself. I took a risk. I bet on myself.”
Becoming Part of the Moment
Party Gal Rentals now works on roughly nine or 10 events in a typical month, with weddings, corporate gatherings, private parties and community events making up much of the business.
Cabrera Mendoza is especially active in community celebrations. For three years, she has participated in Rochester's Back to School Celebration at Soldiers Field, and Party Gal Rentals has supported similar events in surrounding communities. She also provides tables for Latino Fest and works with other organizations throughout the region.
One of her favorite recent events was a masquerade celebration organized by Somos Latinos, a Mayo Clinic employee group. She helped create a red-carpet experience, providing backdrops and a photo booth.
Other events carry a different kind of significance. Cabrera Mendoza recalls receiving a last-minute rental request for a memorial and being able to quickly accommodate the family.
Experiences like those remind her that what she provides is more than equipment.
“People are trusting me with very special moments,” she says.
The Pressure Behind the Parties
During peak season, Cabrera Mendoza estimates she works about 60 hours a week. Her event week often begins Wednesday and doesn't end until Monday. When she's not delivering, setting up or tearing down events, she's managing inventory, billing, marketing, social media and the many other responsibilities of running a business.
There are also problems that require quick decisions. Weather changes. Equipment breaks. Plans shift.
Cabrera Mendoza recalls one event where a tent was accidentally moved by a client when it shouldn't have been, resulting in damage. Her priority was to solve the immediate problem, get the event back on track and deal with insurance and billing afterward.
“Every moment matters,” she says.
Yet the logistical challenges aren't what she considers the hardest part of entrepreneurship. It's the internal pressure.
“That's my biggest battle,” she says. “Am I doing enough? Is it working?”
The continued growth of Party Gal Rentals is helping quiet those doubts.
Building What Comes Next
Word of mouth has been the biggest driver of Party Gal Rentals' growth. Cabrera Mendoza doesn't pay for advertising; customers who trust her recommend her to others.
Now she's looking at what's next.
Party Gal Rentals' busiest season runs roughly March through October. Cabrera Mendoza is working to grow the event-coordination side of the company, which she sees as an opportunity to expand the business during the slower months.
She's also continuing to build her own skills. Owning Party Gal Rentals inspired her to go back to school to study marketing.
For someone who has dreamed of owning a business for years, the hard work feels worthwhile.
“I always knew I was going to be a businesswoman,” she says.
She remembers telling a teacher at Rochester's John Marshall High School that she would own a business someday. Years later, when she announced she was opening Party Gal Rentals, that teacher reached out to congratulate her.
“Do It”
Cabrera Mendoza is particularly passionate about encouraging other women to pursue entrepreneurship.
Her advice isn't complicated.
“Do it!” she says. “Start now. It's never too late. I believe women should open their own businesses, no matter how small. If you have a hobby you enjoy, open a business. Don't hesitate. Go for it. Have faith in yourself.”
She also rejects the idea that entrepreneurs have to view one another primarily as competitors. Cabrera Mendoza regularly collaborates with other business owners, shares resources and refers clients when someone else can better meet their needs.
Her philosophy comes from a Spanish saying she paraphrases this way:
“There’s enough sunshine for everyone.”
Cabrera Mendoza is proof of what can happen when you step into it — and bet on yourself.
From an Unexpected Detour to a New Beginning: How BioGlo Aesthetics Founder Arezoo Esteki Turned a Challenge Into a New Business
Getting stranded overseas unexpectedly ended up changing Arezoo Esteki's future.
Last year, the Rochester nurse traveled to her native Iran expecting a routine visit. Instead, conflict in the region disrupted travel, leaving her unable to leave for nearly two months.
Rather than viewing the experience as lost time, Esteki decided to make the most of it.
Working alongside a plastic surgeon, she gained additional hands-on experience in regenerative aesthetic procedures while refining a business idea she had been considering for years.
"When I realized I couldn't leave, I thought, 'I'm not going to waste this time,'" she says. "It became the spark that pushed me to finally pursue this."
Today, that unexpected detour has become BioGlo Aesthetics, a new boutique clinic on the lobby level of Rochester's Kahler Grand Hotel specializing in regenerative skin rejuvenation and hair restoration.
Following the Science, Not the Trends
After more than 20 years as a nurse, Esteki isn't interested in chasing the latest beauty trends.
Instead, she's built BioGlo around regenerative treatments such as Platelet-Rich Plasma (PRP) and Platelet-Rich Fibrin (PRF), which use a patient's own blood to stimulate collagen production, improve skin quality and encourage hair restoration through microneedling and other advanced techniques.
"A lot of trends in aesthetics aren't backed by science," she says. "As a nurse, that's very important to me. I want everything we do to be supported by research." The cutting-edge aesthetic techniques used at BioGlo are used at prestigious medical institutions, she notes.
Rather than dramatically changing a person's appearance, she believes regenerative medicine works with the body's natural healing process to help people maintain healthy skin and age gracefully.
"We're not trying to change someone's face," she says. "We're trying to help people look like themselves—just refreshed."
Unlike many aesthetic practices that offer a wide range of cosmetic procedures, BioGlo focuses almost exclusively on scientifically-backed regenerative therapies Esteki says that allows the clinic to stay current on the latest research while developing deep expertise in treatments designed to work with the body's natural healing process.
A Career Built on Caring for Others
Born and raised in Iran, Esteki left home at 18 before earning her nursing degree in Canada. Her career later took her to Dubai, Chicago and eventually southeastern Minnesota when her husband accepted a position with Hormel Foods.
Since moving to Rochester in 2017, she has worked in several nursing roles before spending nearly nine years specializing in infusion therapy, most recently at Rochester Home Infusion. She now works part-time at Mayo Clinic while growing BioGlo Aesthetics and completing her Nurse Practitioner degree.
"Healthcare has always been part of who I am," she says. "I genuinely love taking care of people."
Building a Business From the Ground Up
When Esteki returned from Iran, she shared her vision with longtime colleague and former Rochester Home Infusion founder Joselyn Raymundo. Knowing Raymundo's experience building and selling Rochester Home Infusion, Esteki knew she'd found the right partner. Together they began transforming the idea into a differentiated aesthetics business.
Although Esteki has spent years caring for patients, she quickly discovered that entrepreneurship came with an entirely different set of challenges.
"For months it felt like every day there was another detail to figure out," she says. "People think you rent a space, put out a chair and suddenly you have a business. There are so many moving pieces."
She says one of the biggest lessons has been learning not to become discouraged when plans don't unfold exactly as expected.
"If something doesn't happen when you planned, that's okay," she says. "Figure out what happened, learn from it, fix it and keep moving forward."
She also credits Raymundo with helping guide her through the process.
"I've been fortunate to have an amazing mentor in Joselyn," she says. "You don't have to figure everything out by yourself."
Making Aesthetic Care More Accessible
Located on the lobby level of the Kahler Grand Hotel, BioGlo was intentionally designed to make regenerative aesthetic care convenient for both Rochester residents and visitors.
The clinic offers complimentary valet parking, flexible scheduling—including evenings and weekends when possible—and a downtown location within walking distance of Mayo Clinic.
Esteki hopes the practice will serve not only local residents but also patients and caregivers visiting Rochester who want to invest in themselves during what can be a stressful time.
"Sometimes people just need something that helps them feel good," she says. "We want everyone who walks through our doors to feel respected, cared for and welcomed."
A Family of Entrepreneurs
Entrepreneurship feels like a natural extension of Esteki's life.
She began working at age 16 in Iran while attending school and later accepted an ultrasound technician position before beginning her nursing career.
Today, her children—ages 12 and 10—have eagerly supported BioGlo's launch. Her son has already volunteered to clean the clinic on weekends—provided she pays him—and her daughter recently discovered her own entrepreneurial spirit through a school business project selling homemade cookies.
"They're excited because they see how much I love it," Esteki says.
Looking Ahead
For now, Esteki plans to continue balancing her work at Mayo Clinic with growing BioGlo Aesthetics while also completing her NP degree.
She's energized rather than overwhelmed by the challenge.
"I love getting up in the morning and going to work," she says. "Helping people is what I've always done."
Whether she's caring for patients in a medical setting or helping someone feel more confident in their own skin, the mission remains the same.
"We want to provide advanced regenerative beauty that's backed by science," she says. "If people leave here feeling cared for and feeling better about themselves, then we've done our job."
From Dream Job to Dream Business: How Grace Pesch Created “Futures From Within”
Grace Pesch had a clear vision for the work she wanted to do.
She wanted to help leaders think differently, strengthen organizations and create meaningful change. But after imagining her ideal role, she found herself asking a different question:
What if I can't find that job?
Rather than waiting for the right opportunity to appear within an organization, Pesch decided to create it herself.
That decision led to the launch of Futures From Within, her Rochester-based consulting practice focused on leadership coaching, organizational strategy and helping people lead with greater clarity, purpose and authenticity.
Building Toward Something Bigger
Pesch didn't wake up one day and decide to become an entrepreneur.
For years, she served as Vice President of Community Impact at United Way of Southeast Minnesota after earlier roles with Bolder Options and other community organizations. Along the way, she also volunteered with organizations including NAMI Southeast Minnesota, Intercultural Mutual Assistance Association (IMAA), First Alliance Credit Union and Olmsted County Public Health.
Those experiences revealed a common thread.
People increasingly turned to her for strategic advice and organizational guidance. The work came naturally -- and it energized her.
"I realized these were the topics that really light me up," she says.
Her background in public health also shaped how she viewed leadership.
While many people think about infrastructure as roads or buildings, Pesch became fascinated by the less visible infrastructures and systems that influence daily life: power, policy, wealth, opportunity and organizational culture.
"I have a passion for influencing systems and structures," she says. "At the same time, I want to help individuals step into their own agency and power so they can influence those systems."
That philosophy became the foundation of Futures From Within.
Leadership Begins Within
Rather than offering one-size-fits-all coaching, Pesch starts with self-discovery.
She works one-on-one with leaders to better understand their values, perspectives, strengths, blind spots and motivations before tackling organizational challenges.
"When leaders really understand themselves -- their worldview, their gifts and their blind spots -- they're much better equipped to create meaningful change," she says.
Her clients may include nonprofit executives, business leaders, elected officials or anyone seeking to lead more intentionally.
The approach is intentionally personalized.
"I'm very anti-cookie-cutter," she says. "People already have wisdom inside them. My role is to help pull it out."
That belief inspired the company's name.
"The answers are already inside of you," Pesch explains. "People sometimes just need someone to help uncover them. When you have that inner clarity and inner strength, you can create real change in the world."
Finding the Confidence to Leap
Even with years of leadership experience, launching a business felt intimidating.
"It felt very scary," she says. "But it also felt really exciting and full of possibility."
The decision wasn't impulsive. Pesch spent more than a year considering the move, saving money, discussing it with her husband and seeking advice from mentors and trusted colleagues.
As she shared her vision, something unexpected happened.
"The more I talked about the business idea, the more people said, 'Yes, this is needed -- and you'd be great at it,'" she says.
Those conversations helped replace fear with confidence.
Today, she says she's learning to trust her instincts.
Growing Through Collider
Pesch also found support through Collider's CO.STARTERS program, which she completed while still working full-time at United Way.
Although she already had extensive experience with budgeting, organizational development and nonprofit leadership, the program provided something different: dedicated time and space to focus on building her own business.
"It created a container where every week I could think about my business, test ideas and keep moving forward," she says.
Equally valuable was the community.
Pesch graduated alongside three other women representing different life stages and professional backgrounds. Together they shared ideas, offered feedback and encouraged one another through moments of uncertainty.
"We grew to trust each other really quickly," she says. "You could share something that felt half-baked or admit you were struggling, and everyone reflected your strengths back to you."
That environment reinforced one of the biggest lessons of entrepreneurship: no one has to build alone.
Helping Others Come Home to Themselves
Although Futures From Within officially launched this year, Pesch sees it as the culmination of work she's been doing throughout her career.
In addition to leadership coaching, she plans to offer facilitation, speaking engagements, and organizational consulting focused on helping people create healthier organizations and stronger communities.
She also hopes to work across industries, believing every leader -- regardless of sector --can benefit from deeper self-awareness.
"I want to bring more fun, joy and humanity wherever people want it," she says.
Ultimately, she believes entrepreneurship isn't just about creating a company.
It's about creating the opportunity to do the work you're uniquely meant to do.
"I never imagined owning my own business," she says. "But I think I have everything I need to make it work."
And perhaps her biggest message extends beyond entrepreneurship itself.
"It's never too late to start something," she says. "It's never too late to start over or to become yourself. That's what I consider my work -- helping people come home to themselves."
From Fairways to Fine Wine: How Rochester, MN’s Autumn Gilliam Turned a Passion Into “The Adventurous Sip”
For 25 years, Autumn Gilliam taught people how to improve their golf game. Today, she's teaching them how to better understand wine.
Through her Rochester-based business, The Adventurous Sip, Gilliam leads wine tastings, educational classes and private events that help people discover new wines, explore different regions and gain confidence in what they like—and don't like.
And what began as a side gig and way to fill Minnesota's long winters has grown into a thriving business that is on pace to host nearly 100 events this year.
But turning a personal passion into a business wasn't part of the original plan.
Finding Opportunity in a Minnesota Winter
Originally from the Chicago area with stints living around the country, Gilliam moved to Rochester 11 years ago. For more than 25 years, she has worked as a golf instructor, building a successful career teaching players of all skill levels.
When she relocated to Minnesota, however, she quickly realized that golf doesn't exactly thrive during Rochester winters.
"I remember thinking, 'What am I going to do during the winter? It's so cold here,'" she says.
At the same time, Gilliam found herself gathering regularly with friends who were curious about wine but didn't know much about it.
"We'd get together and everyone would bring a bottle," she says. "We'd try different wines and talk about them. It started very casually at my house."
Those informal gatherings sparked an idea. Gilliam had managed wine lists at golf clubs, traveled extensively through France and spent years exploring wine regions around the world. What if she could turn that knowledge—and her love of teaching—into a business?
"I realized there really wasn't anyone in our area doing what I wanted to do," she says. "At first, that was exciting, but it was also scary. I kept thinking, 'Is this actually going to work, or is it going to be a huge flop?'"
Finding Support Through Collider
As Gilliam began exploring the idea, she quickly discovered that launching a wine education business involved far more than simply hosting tastings. Questions about licenses, business structures and state regulations felt overwhelming.
"I was trying to figure out exactly what kind of license I needed and what I could and couldn't do," she says.
After researching local resources, she connected with Collider and Director of Startup Services Juliana Silva. That relationship proved invaluable.
"Juliana was amazing," Gilliam says. "She asked questions that made me think more deeply about what the purpose of my business really was. She helped me get more specific about what I was offering and who I was serving."
Collider also helped Gilliam navigate practical startup challenges, including forming her LLC and securing Minnesota's specialized wine education license.
"It's kind of a hidden license," she says. "We'd go back and forth almost every day trying to figure things out. She helped connect me with an attorney, helped me understand the regulations and really made me feel like I wasn't doing it alone."
Building a Community Before Building a Business
Before officially launching, Gilliam tested her concept through a private Facebook wine-tasting group. About 100 local wine lovers joined.
Those early supporters became her first customers—and her biggest advocates. "They'd come to events and bring friends," she says. "Those core people were incredibly important. They gave me a launching pad."
A partnership with Rochester entrepreneur LeeAnn Zubay and Food Union Kitchen helped introduce Gilliam to an even larger audience. Through wine-pairing dinners and educational events hosted at Food Union Kitchen, Gilliam began reaching new audiences and building momentum for her business.
"I think people appreciated that I talked about wine like a regular person," Gilliam says. "I don't talk over people's heads or use terms that nobody understands."
That approachable style remains one of her biggest differentiators today. Whether she's teaching a public class, leading a private tasting or training restaurant staff, Gilliam focuses on making wine accessible rather than intimidating.
"I want people to feel comfortable asking questions," she says. "I also give people permission to not like something. That's empowering. Just because someone else loves a wine doesn't mean you have to."
Growing Faster Than Expected
What started as a side business has grown steadily over the past four years.
In her first year, Gilliam hosted about 20 events. The second year, she doubled that number to 40. This year, she's already completed more than 50 events and is on pace to surpass 100 by year's end.
"I'm kind of in that pinch-me stage," she says. "I didn't think it would turn into what it has."
Today, approximately 40 percent of her business comes from public classes and educational events. The majority comes from private tastings, where Gilliam creates customized wine experiences for clients in their homes or at special events.
She also provides wine education and training for hospitality staff and regularly teaches classes through 125 LIVE.
Much of her business continues to grow through referrals and repeat customers. "I've done virtually no advertising," she says. "It's mostly word of mouth."
Balancing Growth and Reality
Like many entrepreneurs, Gilliam has discovered that success creates its own challenges. Preparing for a single wine class can require hours of research and presentation development. Some classes feature seven or more wines and dozens of educational slides.
Meanwhile, she continues teaching golf lessons during Minnesota's busy summer season while raising her two children, ages 11 and 5.
"There are definitely days when I think I could use an assistant," she says. "You're always trying to figure out when it makes sense to invest more into the business and whether you'll see the return."
Pricing has also been a learning experience.
"A lot of new entrepreneurs undervalue what they're offering," she says. "I've had to learn how to create the right experience for the right price point."
Despite the challenges, she remains energized by the work. "I love hearing people's stories," she says. "People share experiences they've had while traveling or wines they've discovered and loved. And I love seeing how much fun they have. Wine brings people together."
More Than Wine
For Gilliam, wine is ultimately a vehicle for learning, connection and exploration.
What fascinates her most isn't necessarily what's in the glass—it's the story behind it.
"The historical part of wine fascinates me," she says. "I'm a huge geography and map person. I love seeing where grapes came from, how they got there and why wines from different places can taste so different."
She also enjoys watching people become more confident consumers. "People come back and tell me they show their friends what they learned in class," she says. "That's really cool because it means it's sticking. It means they're learning something and becoming more comfortable talking about wine."
Advice for Other Entrepreneurs
Looking back, Gilliam believes one of the smartest things she did was test her idea before fully committing.
Her advice to aspiring entrepreneurs is simple: don't build in isolation.
"Find a group of people to test your idea on," she says. "Let them help you find the flaws, because sometimes that feedback leads you to something even better than your original idea."
And if obstacles appear to stand in the way?
"If you really believe in your idea and it doesn't look like there's a path forward, there probably is," she says. "You just have to get creative."
To learn more about The Adventurous Sip, visit theadventuroussip.com.
From Board Games to Belonging: How Game Haven / Castle Con Founder David Razidlo Is Building Community Through Tabletop Gaming
For David Razidlo, board games have always been about more than entertainment.
Growing up, he played cards with his grandparents. Later came Dungeons & Dragons, Magic: The Gathering and an ever-expanding world of modern board games. Along the way, he discovered something powerful: games create connections.
Today, Razidlo is turning that passion into a business through Game Haven, a Rochester-based web platform designed to help board gamers find one another, organize events and build local gaming communities.
Think of it as Netflix meets Meetup for board gamers. Users receive personalized game recommendations based on their interests, while the platform also helps them find local events, host gatherings and connect with fellow players.
"The great thing about board games is that you sit down with someone you don't know and immediately have a common goal," he says. "It creates a first-level connection. One of the people on our team today is someone I randomly played a game with. We kept playing together again and again. Now they’re a friend of five years and part of my team.”
Solving a Bigger Problem
The idea started with a simple frustration.
"You know what games you like and what your friends like," Razidlo explains. "But when you get four people together, how do you decide what to play?"
As he worked to solve that problem, he uncovered a bigger opportunity. Gamers weren't just looking for recommendations—they were looking for community.
"Everything was scattered," he says. "There were paper sign-up sheets at game stores, Meetup groups, different websites. We realized there were lots of people who wanted to play but didn't know how to find one another."
Launched in 2019 and gaining momentum in 2022 after Razidlo graduated from Collider’s first CO.STARTERS cohort, Game Haven helps users build personal game libraries, rate titles they've played and discover new games they might enjoy. At the same time, it provides tools for players to organize events and build local gaming communities.
Today, the platform powers events ranging from small game nights to large conventions, making it easier for players of all experience levels to discover events and connect with fellow gamers. Last year, Game Haven hosted a board gaming convention, Castle Con, in downtown Rochester that attracted nearly 900 attendees. This year’s Castle Con – billed as a tabletop gaming extravaganza – is scheduled for August 14 -16 at the Historic Chateau Theatre.
But the business isn't really about games.
"It's about encouraging in-person communities to grow," Razidlo says. "We're building software that helps organize people."
Finding Support Through Collider
While Razidlo had experience in software development and previously worked in biomedical research, entrepreneurship was a new challenge.
"I knew how to build software," he says. "I didn't know anything about growing a business."
That changed when he connected with Collider.
After seeing an advertisement, Razidlo enrolled in CO.STARTERS, Collider's flagship program for early-stage entrepreneurs.
"It opened my eyes to all the resources available in Rochester," he says. "Honestly, all my business contacts, all my success and all my networking trace back to Collider."
Through CO.STARTERS and the relationships he built afterward, Razidlo found mentors, advisors and fellow entrepreneurs willing to share their expertise.
"One of the biggest things I learned is that there are tons of people out there willing to help," he says. "You just have to be brave enough to say, 'I don't know what I'm doing,' and ask for help."
Today, Razidlo remains connected to the entrepreneurial ecosystem and even serves as a CO.STARTERS facilitator, helping other founders navigate the challenges of building a business.
Wearing All the Hats
Like many entrepreneurs, Razidlo has found that running a company requires much more than developing a great product.
"Marketing, social media, hiring employees, business development—you end up wearing every hat," he says.
That willingness to learn has helped him continue growing Game Haven while balancing software consulting work and managing a team of volunteers who help run gaming events and conventions.
The company remains in growth mode, with hundreds of users and an ad-supported business model designed to keep the platform accessible.
"It's still early," he says. "The more people we can connect and the more events we can help create, the more valuable the platform becomes."
But Razidlo is quick to point out that entrepreneurship isn't a straight line. Each stage of growth brings new challenges, requiring new skills, new connections and new sources of support.
Getting started was one challenge. “Now the next challenge is growing our user base and figuring out how to make the business financially viable long-term," he says.
It's a reminder that building a business is often a marathon rather than a sprint. For Razidlo, one of the biggest lessons has been that support doesn't end after completing a program like CO.STARTERS. As Game Haven evolves, he continues to lean on Collider and Rochester's entrepreneurial community for guidance, feedback and connections.
Building What's Next
Game Haven isn't the only community-focused project on Razidlo's horizon.
He's also co-leading efforts, with Collider program participant Jimena Jimenez, to launch Med City Makerspace, a collaborative community workshop that would provide access to tools, equipment and creative space for makers, artists, hobbyists and entrepreneurs in Rochester.
Like Game Haven, the project is rooted in a belief that people thrive when they have opportunities to connect, learn and create together.
For Razidlo, that's what entrepreneurship is all about.
And if his advice to other entrepreneurs sounds simple, it's because he's lived it himself.
"There are resources everywhere," he says. "The key is being willing to ask for help."
That's a lesson Razidlo learned through Collider—and one he now shares with other founders starting their own entrepreneurial journeys.
Q&A with Chris DeYoung
Take a moment to learn about recent Collider Business Incubator graduate Chris DeYoung and his project, KeelStone Pathfinder!
Q: Can you share a bit about your business and target customer?
A: Cognogent is developing KeelStone Pathfinder, an AI-powered reflection and habit-building platform designed to help people replace anxiety and doomscrolling with a simple, personalized daily practice. Pathfinder blends Scripture or wisdom texts, tailored reflection questions, and a 10-minute actionable habit to create meaningful growth without overwhelm.
Our primary customers are churches that want scalable discipleship tools and real data about what is resonating and keeping members engaged without increasing staff workload. Secondly, individuals seeking clarity, purpose and wanting to build great habits.
Q: What do you hope to learn from the incubator program?
A: I hope to use the incubator as a structured environment to validate the product, business model, and go-to-market strategy for KeelStone Pathfinder. I’m looking for mentorship on user acquisition, traction building, and refining the core experience so it delivers real value in minutes per day. Ultimately, I want clarity, guidance, and momentum to accelerate early growth.
Q: What is your motivation and inspiration for pursuing your business idea?
A: My motivation comes from seeing how overwhelmed people are by noise, outrage, and constant digital distraction. Many want depth, peace, and purpose—but without complicated programs. KeelStone is inspired by the overlap between Stoic and Christian wisdom and the belief that AI can now personalize daily practices in a way traditional devotionals or self-help tools cannot. I want to build a tool that helps people think more clearly and live more intentionally.
Q: Can you share a bit about your background, hobbies and interests?
A: I’m Chris DeYoung, Founder & CEO of Cognogent, with over two decades of experience leading AI, cloud, and high-performance computing efforts at Microsoft, IBM, Canonical, and other global organizations. A U.S. Army veteran and TOGAF-certified architect, I’m passionate about building tools that elevate clarity, virtue, and human flourishing. Outside of work, I enjoy family, friends, strength training, reading motorcycles, guitar and travel.
Q&A with Angelica Castro Cuineme of Rainbow Balloons by Angelica
Take a moment to learn about Angelica Castro Cuineme and her business, Rainbow Balloons by Angelica!
Q: What brought you to Rochester and what motivates you to stay in the area?
A: I’m originally from Colombia, and I first came to Minnesota 15 years ago through a student exchange program. I studied Animal Science back home, and when I arrived, I fell in love with the kindness and warmth of the people here—especially in Rochester. I initially moved to Rochester for work at Mayo Clinic, where I was part of a research team studying ovarian cancer as a lab technician. But what truly brought me to live here was the birth of my first child. I didn’t want to drive 40 minutes from Altura, MN when he arrived, and I was drawn to Rochester’s diversity and welcoming community.
Q: What is your background in work and/or education?
A: I’m a trained animal scientist with a specialization in nutrition and animal feeding. But beyond that, I’ve always been passionate about creating art and decorative pieces—especially with balloons. That passion led me to become a certified Professional Balloon Designer here in the U.S. I also work in digital business with international companies, which allows me to connect globally while staying rooted in my creative mission.
Q: What initially sparked your interest in balloon art? What inspired you to turn it into a business?
A: I’ve always had a love for balloon art, but growing up in Colombia, I didn’t see it as a real profession. I remember taking a balloon figure class as a child, but I didn’t give it much attention—20 years ago, it wasn’t considered a viable career path.
During the COVID pandemic, I was working at a dairy farm, and with so much time at home and nowhere to go, I started experimenting with balloon designs, even though I had no formal training. My husband—my biggest supporter—saw the talent in me and constantly encouraged me, praising my work and motivating me to keep learning through social media.
The turning point came when I realized I wanted to enroll my son in a private Catholic school, and I needed to start saving for his education. I was six months pregnant at the time—haha! That’s when I decided to take a course to better understand the business and learn how to make balloon flowers, which I absolutely love. It wasn’t easy, but with practice, technique, and persistence, I can now proudly say I’m an expert. My son is three years old today.
Later, during my second pregnancy, I made the decision to officially launch Rainbow Balloon by Angelica LLC. Balloon art began as a creative outlet for me—a way to express joy, color, and celebration. Over time, I realized how powerful it could be as a branding tool and a way to bring people together. That’s when Rainbow Balloons by Angelica was born. The name “Rainbow Balloons” holds deep personal meaning: both of my children are Rainbow Babies, and this business is a tribute to the hope and beauty they brought into my life. It’s not just about balloons—it’s about storytelling, healing, and creating unforgettable moments. And one of my biggest dreams is I wanted more time with my children and less time working at the clinic. Three months ago, I transitioned to working full-time on Rainbow Balloons, and now I’m preparing to teach—I'm launching my first basic balloon course in both English and Spanish.
To make it happen, I got certified. A funny detail: I presented my final project to graduate while nine months pregnant! It was a wild adventure, but every day I fall more in love with this art. Rochester has been a great place to grow this dream. I’ve found amazing resources like Collider and the SBDC that have helped me build my business and turn this vision into reality.
Q: What are some of your favorite balloon creations to make?
A: I absolutely love making flowers using the distortion technique—they create a powerful visual impact and make each balloon composition truly unique. I also enjoy making mascot-style balloon costumes for fairs and parades. It’s something very few people do, and it sparks so much emotion, especially in children. Balloon bouquets are another favorite, usually made for kids. The memories, emotions, and smiles they create mean so much more to me than money. That joy is what keeps me inspired.
Q: In your experience, has Rochester been a supportive community for your business?
A: Yes, absolutely. Rochester has given me a community where I can grow without labels or limitations. The Chamber of Commerce, Collider, and the SBDC have all provided incredible tools and support to help me learn and thrive—always walking alongside me as I lead Rainbow Balloons by Angelica LLC. What I love most is the way women come together to create and support one another. As a Latina woman, I’ve always felt welcomed and embraced by this community, and that means everything to me.
Q: What is a piece of advice that you would give to an aspiring entrepreneur or someone just getting their business started?
A: Don’t be afraid to dream big and start. Nothing worthwhile is easy—and if it were, it’d be boring! Don’t set mental barriers or ceilings for yourself. Instead, plan, visualize, and build community with others who share your passion and never give up. One crucial piece of advice: don’t improvise. Seek help—there are resources out there—and keep an open mind to reach your goals. Give that extra mile every day to make your business the best and most recognized, because visibility is key. In this digital era, with AI and constant evolution, the most powerful thing we can do is be as authentic and visible as possible.
And to my fellow Latinas: don’t be afraid to express yourselves, but fill your hearts with the courage to learn how to communicate—because that makes all the difference. We must be excellent and competitive, but never segregate ourselves. We belong, and we thrive when we show up with confidence and unity.
Q: What are some activities and hobbies you enjoy in your spare time? Do you have any favorite local businesses you like to go to?
A: Honestly, with two little ones at home, there’s not much free time! But I love going to church—I’m Catholic—and I enjoy reading, listening to entrepreneur podcasts, visiting the dairy farm, and spending time with my family. I also love going to Wine and Canvas. I don’t go often, but every time I do, I absolutely enjoy it. As a proud Colombian, I’m a coffee lover, so Mezza 9 and Caribou Coffee are some of my favorite spots to think, read, and meet with others.
Q&A with Carmen Tiffany of Brite Design Studio
Take a moment to learn about Carmen Tiffany, a recent incubator program participant and owner of Brite Design Studio!
Q: Can you share a bit about your business?
A: Brite Design Studio is a one-woman business creating small-batch, handmade ceramics and bold art prints that bring personality and joy into everyday spaces. My customers are primarily women aged 25–35 who love colorful, quirky design and seek out unique, artist-made decor and gifts that reflect their individuality.
Q: What do you hope to get out of the incubator program?
A: I hope the incubator will help me bring focus, structure, and tangible growth goals to my business. I’m looking for guidance on building a wholesale strategy, refining financial projections, and developing a realistic plan for scaling while staying true to my creative vision.
Q: What is your motivation and inspiration for pursuing your business idea?
A: ’ve been making art my entire life and have always dreamed of creating a business that blends my creative passion with functional, expressive products. Brite Design Studio allows me to share my work in a way that sparks joy, feels personal, and connects with customers who value handmade art.
Q: What is a fun fact about you? Can you share a bit about your background, hobbies and interests?
A: I hold an MFA in digital design and communications and have over 20 years of experience as a designer and college-level creative educator. Outside of teaching, I’ve always pursued hands-on making, and now as a parent and artist, I’m building Brite Design Studio to bring my lifelong love of art into a thriving creative business.
Learn more about Brite Design Studio!
Q&A with Brittany Wilcox of The Green Shack
Take a moment to meet Brittany Wilcox, a recent incubator participant and owner of The Green Shack!
Q: Can you share a bit about your business?
A: The Green Shack is a small hobby arts farm that hosts classes and parties to have new experiences and learn new things.
Q: What do you hope to get out of the incubator program?
A: To develop a short, concise way of explaining what I do and to learn how to better market and grow my business.
Q: What is your motivation and inspiration for pursuing your business idea?
A: I have always loved helping people be more creative and pursue working with their hands more. After going to horticulture school my view on our agricultural system have made me want to go more small farm and local for our food supply. Helping people reach these goals and getting back to the basics makes my heart happy.
Q: What is a fun fact about you? Can you share a bit about your background, hobbies and interests?
A: I have been a crafter and artist since a young age. I have MANY crafts I enjoy and always love helping everyone (especially children) learn to use their hands to create something they love. After high school I went to cosmetology school. I worked as a stylist for 10 years but I wasn't finding joy in it anymore. During this time I also worked as the office manager for a chiropractic office becoming proficient in billing insurance. For 9 years I worked there before starting horticulture school and starting on my next journey in 2018. In 2019 I had decided that I wanted to start a landscaping business but by the end of the year it was apparent that my health wasn't good enough to continue the strenuous work so we pivoted to more of an education platform with events and classes held on the property. We've reached out to local community ed programs to grow and get our name out to more of the communities in the area. I've really enjoyed working with many communities and being a part of many local Chambers.
Q&A with Taleya Pillai of Emerald Edge Builders
Take a moment to meet Taleya Pillai, a recent graduate of our CO.STARTERS program and our Collider Cup champion!
Q: Can you share a bit about your business idea?
A: My idea is to develop a LEED-certified manufacturing facility that produces affordable, eco-friendly, multigenerational prefabricated homes. While the concept in itself isn’t new, my distinctive home design paired with an embedded workforce development model will offer a meaningful approach to advancing economic mobility and supporting family growth. I know that this social enterprise will take several years, but I am committed to ensuring that it’s done thoughtfully and with care.
Q:. What was your most meaningful takeaway or lesson learned from the CO.STARTERS program?
A: CO.STARTERS enabled me to develop a clear framework around my thoughts behind this idea. I came into the program with essentially the problem in mind. I had some thoughts in place about what the solution could be; however, my CO.STARTERS facilitator, fellow classmates, and guests truly provided insight into bringing it all together to get to the final idea.
Q: What is your motivation for pursuing your business idea?
A: I’ve always had an interest in designing family homes, but I didn’t fully pursue it until recently. I was that kid who spent hours playing Sim City & The Sims and watching This Old House and HGTV. My real journey began my senior year in high school when I took drawing and AutoCAD classes. I still have drawings of floor plans and homes from when I was a teenager. In the summer after high school, I interned at an architecture firm. In college, I initially studied Architectural Engineering Technology, a preliminary track into the Architecture program. As the program became more challenging, I found myself without the program support I needed at the time, which ultimately led me to explore other academic programs. My parents both have business degrees. My dad excelled in supply chain management in the Twin Cities area, and my mom began her career in insurance before moving into education. Their paths influenced me to ultimately shift into the business world, and I eventually earned a Bachelor of Science in Business Administration. After spending my first professional years in tax at one of the Big Four accounting firms, I returned to my alma mater to pursue and earn a Master of Science in Urban and Regional Policy.
Life has been a winding journey since completing my graduate degree in 2012. Along the way, I’ve gained a certification in project management and professional skills in operations and workforce development. I’ve also gained first-hand experience working with vulnerable populations and young adults emerging as professionals, which has deepened my understanding of the critical role housing plays in people’s lives and reinforced my commitment to creating solutions that promote stability and accessibility.
In 2023, my husband and I faced the challenge of caring for our son while arranging long-term care in Rochester for one of our aging parents. Unfortunately, due to the passing of that parent, the plans were not fully finalized. The experience opened my eyes to the growing ‘sandwich generation,’ a term used to describe those who are simultaneously caring for their own children and their aging parents. This motivated me to fully dedicate my career to the housing industry; earning my real estate license and Construction Project Management certificate in 2024.
Q: What is a fun fact about you? Can you share a bit about your hobbies and interests?
A: As you probably can see, I love to learn. I’m always deep diving into a book, YouTube video, podcast, workshop, or new topic that sparks my curiosity. I also really like model trains. I went to the largest model railway in the world (Miniatur Wunderland) in Hamburg, Germany back in 2012. I’m looking forward to starting my model train adventure once my toddler is a little older. Once Emerald Edge Builders is fully established and ownership is distributed, my next goal will be to retire and own a hobby farm and bed & breakfast.
Q&A with Alira Coffman of Wren Writing
Take a moment to meet Alira Coffman, engineer and owner of Wren Writing, as well as a current participant in our first incubator program!
Q: Share a bit about your business and who your target customers are!
A: Designed by authors, Wren Writing offers a unified platform simplifying the pre-publication process by integrating all necessary tools into a comprehensive solution thus reducing cost and time associated with managing multiple softwares. It combines essential writing tools, supports maintainable writing practices through data-driven insights, and fosters a community-oriented, gamified approach to completing a novel.
Authors use a multitude of services to achieve ‘ready for publication’ works. The lack of comprehensive systems leads to additional mental strain, unnecessary spending, and time wasted. Whether self-publishing or traditional publishing, authors find the tools, community, and resources they need within the Wren Writing platform.
Q: What do you hope to learn from the incubator program?
A: I hope to learn more about the behind the scenes that go into making a business, such as legal steps, financial steps, etc.
Q: What is your motivation and inspiration for pursuing your business idea?
A: We are for authors, by authors. I am an author. And I found that tracking my writing sprints by hand was time consuming and hard to manage. I wanted something automated. Well, my day job for the past 10 years has been software engineering. So, I merged my two loves: Authoring and engineering.
Q: Share a little bit about yourself, your background, and your hobbies and interests!
A: I was born and raised in Las Vegas, Nevada. I moved to Rochester about four years ago. I've enjoyed the change, (except for -30 degrees). I've worked as an engineer in a variety of industries and in large companies to start ups. I'm excited to embark on my own.
A Life Changing Practice with Anthony Williams of Radiant Sōl Yoga Studio
Collider is dedicated to sharing the stories of entrepreneurs and small business owners in Rochester! We recently chatted with Anthony Williams, who is passionate about sharing the practice of yoga with others and opened Radiant Sōl Yoga Studio in Rochester in 2018
Photo contributed by Anthony Williams.
For Anthony Williams of Radiant Sōl Yoga Studio, owning a business and teaching yoga classes has less to do with entrepreneurship and making a living, and much more to do with sharing the practice that saved his life.
Anthony was born and raised in Germany and moved to Arizona at the age of 16, where he struggled for many years with alcoholism and substance abuse. In an effort to change his life and escape his problems, Anthony eventually moved to Rochester, where he initially considered becoming a police officer.
“No matter where you go, there you are,” Anthony said. “I was running from myself and I ended up here doing the same things I was doing in Arizona. At the time, I still hadn’t figured out that what had to change was internal, not connected to my surroundings.”
Anthony looked into classes at Rochester Community and Technical College related to his desire to pursue a career in law enforcement. At the same time, while at his local gym, Anthony noticed a yoga class on the class schedule. Out of curiosity, he attended.
“I went into the class and got on the mat. At the end of that class, I was completely disoriented. I forgot my locker number and where I had parked my car. I was experiencing a moment of intense clarity where I realized that yoga was what my life was missing. I didn’t immediately know I wanted to become a teacher, but I knew there was something there that I felt deeply called to investigate.”
That class at Anthony’s local gym started what has now been seventeen years of practicing and learning about yoga.
“A couple of months into my physical practice with yoga, I literally began trading my alcoholism for yoga-holoism,” Anthony explained with a laugh. “At the time I was welding for work, attending school for law enforcement, and going to a health and wellness center in the twin cities as much as I could for yoga classes.”
Not long after, his yoga teacher asked him if he had any interest in teaching yoga himself.
“My immediate response was, ‘Oh, that’s ridiculous,’” Anthony said. “But she planted a seed of curiosity and I started considering the possibility.”
Anthony went on to change his career path by acquiring his yoga teacher certification and teaching at Breathe Yoga Studios, where he would continue teaching for the next eight years. He also continued his education through additional yoga teacher training and education on wellness, breathing practices, and mindfulness practices.
Although Anthony has pursued education in yoga, for him, it isn’t about scholastics and credentials.
“This is about so much more than being able to say you completed 200 or 10,000 hours of training; a piece of paper doesn’t mean much to me. In my personal journey, I’ve pursued a deep practice of internal awareness. I’m trying to both learn and teach a lifestyle and practice that will help both myself and others become more aware of what is hindering us and learning how to get unstuck in our lives through yoga.”
When Breathe Yoga Studios closed, Anthony had a decision to make.
“At that moment I was faced with a choice. Whether to go find a new studio to work for, spread myself thin teaching at several different places, or build my own business. I never had the desire or intention of being an entrepreneur or starting a business. But, in my mind, it was the door to freedom and the ability to teach what I wanted and run a studio that conveyed my beliefs about the practice.”
Anthony and his wife began exploring the idea further, looking at spaces, and determining whether the jump was financially feasible. In 2018, they moved forward and opened Radiant Sōl Yoga Studio, where they now have two additional teachers and predominantly offer vinyasa, hot, and yin yoga classes.
Photo contributed by Anthony Williams.
“Hot yoga is one of my favorite practices because of the way that it pushes your mind to handle challenging situations. On one hand, during the practice, you can say ‘It's so hot. My heart is beating so fast, I can't breathe,’ or you can sit in it, take a deep breath and move through it. This practice can teach us a lot about managing discomfort in our daily lives. You can take a deep breath, or freak out. You have a choice. We don't always get to choose our circumstances, but we do have the opportunity to choose how we respond to difficult moments,” Anthony explained.
Anthony is grateful that other than challenges faced during the pandemic, that things have gone smoothly for the studio since opening.
“It has been a huge affirmation that we’re doing what we’re supposed to be doing.”
Photo contributed by Anthony Williams.
Anthony continues to work a part time job outside of the studio on the weekends, but looks forward to a time when he can teach full time. He also hopes that the future holds opportunities to expand the studio into a larger space or to join a wellness center to serve more people.
As a word of advice to others considering business ownership Anthony said, “Trust yourself. There will be a lot of opinions and advice coming your way telling you to do things one way or another. Advice can be valuable, but be careful to continue listening to yourself and your intentions for what you’re creating.”
Outside of teaching and his work, Anthony finds joy in nature, swimming, playing music, poetry, skateboarding, deepening his spiritual practice, mala creation, and spending time in stillness and meditation.”
He concluded, “In my heart, yoga is less about a yoga mat and more about your state of consciousness and what we can discover about ourselves through the practice. It is such a brilliant gift to help people see through a more commercialized version of yoga, and instead find the joy in turning inward. It’s an honor to see things beautifully unfolding.”
Thank you for taking the time to read Anthony’s story! If you find value in this content, please consider donating to help Collider continue amplifying the voices of Rochester entrepreneurs. You can also learn more about Radiant Sōl Yoga Studio by clicking the link below.
Article by Corrie Strommen, Director of Communications at Collider.
A Pandemic Inspired Passion Project with Adam Lange of Clever Eagle Records
Collider is passionate about sharing the stories of entrepreneurs and small business owners in Rochester! We recently chatted with Adam Lange, who was inspired to fulfill his lifelong dream of starting a record label through challenges faced by the music industry during the pandemic.
Photo contributed by Adam Lange.
Adam Lange, owner and operator of a passion project record label and distribution company, Clever Eagle Records, had a longtime dream of working in the music industry. However, it was not until the pandemic, and the accompanying shipping problems that arose, that the opportunity to turn that dream into a reality presented itself.
“I’ve been really into music since I was a kid with my compact disc collection. I went to a lot of concerts throughout high school and college and always in the back of my mind thought it would be really cool to work for or start a record label. But life happens and ideas like that don’t often work out. So this is something I’ve wanted to do for over twenty years.” Adam explained.
Born and raised in Wisconsin, Adam acquired a degree in geography from the University of Wisconsin Eau Claire. After college, he relocated to Kentucky for a job in computer mapping. Eventually, he moved again, this time to Rochester where he met his wife. He began working for small businesses, predominantly assisting with e-commerce, and now works from home full-time for a company based in the Chicago area.
“When I moved to Rochester, I quickly learned that there was not much work to be had for a geography major, so I learned the ropes of small business project management, particularly relating to e-commerce, a skillset that later transferred really well to starting the record label.”
During the pandemic, international shipping became complicated and greatly delayed; several carriers stopped shipping internationally altogether. At that time, Adam came across an Instagram post from a record label based in the United Kingdom, France, and Germany, seeking assistance in getting record orders to the United States. Adam decided to reach out and start a dialogue with the company.
“Eventually we were able to figure out a way for their company to send me bulk orders of records which I was then able to transfer into individual order fulfillment within the U.S. utilizing the postal service. It was a lot easier for them to navigate one big order getting through customs and whatnot, rather than getting a ton of individual orders through. Once the records were here, I could easily ship them nationwide.”
Adam continued, “It ended up working out well for both of us, to the extent that the record label now has a dedicated U.S. e-commerce site, and I have continued managing their U.S. and Canada order fulfillment.”
Throughout the process of organizing and shipping sales on behalf of another company, Adam was learning the ropes of the business and making valuable contacts. He realized that his longtime dream of having his own record label was not outside the realm of possibility.
Photo by Corrie Strommen.
“I started out working with other small indie record labels that were doing a lot of cool releases with other labels to help alleviate costs for everyone. These days I do a lot of vinyl releases with international record labels for international bands. I collaborate with, for example, a French label and a Hong Kong label to pool costs of production, split up the product, and overall make it cheaper and easier for everyone involved.” Adam explained.
Adam launched Clever Eagle Records in the summer of 2020, and just as the pandemic was one of the greatest reasons for getting started, it also provided the most challenges, particularly through shipping.
“During COVID, shipping conditions were changing all the time, sometimes daily. Navigating that while trying to fulfill orders in a timely manner was definitely a challenge.”
Other challenges have persisted past the pandemic, such as making sure orders arrive undamaged through shipping, finding solutions for long production turnaround times, and navigating language barriers between international clients.
“Through the process of starting Clever Eagle, I somehow became connected to the Japanese music scene, and now a big part of my business is importing a lot of Japanese vinyl, cassettes, and CDs. A lot of music from that region is highly sought after, but for some reason really hard to get in the U.S. because a lot of labels and record stores just don’t carry them. It can be really expensive for a consumer to purchase the item online and then also pay a crazy amount for international shipping.”
Adam continued, “I have the opportunity to buy the product at wholesale cost and then sell it here at a fair, reasonable price. It’s really evolved into something cool. I’ve been able to minimize that barrier to entry for people getting the music they love and I’ve had the opportunity to work with Japanese bands and record labels to do special releases.”
Photo by Corrie Strommen.
In addition to selling pre existing records, Adam also works with artists who are looking to have their music made into CDs, vinyl records, or tapes.
“As a small, independent record label, artists can come directly to me to work with them to have products made and sold, even very small orders. This is beneficial to both parties, since we can work together to split costs in a way that makes sense for everyone. We’ve been able to work with artists to put out thirty different releases over the last two and a half years.”
Clever Eagle’s record offerings can, for the most part, be found on their website, and they predominantly distribute genres such as screamo, emo, post-hardcore, and shoegaze. They have recently begun collaborating with two local record stores, Treedome and Hidden World Vinyl Records, to carry some of their stock. Adam has also made an effort to connect with a local audience through being a sponsor of and vendor at The Rochester Thaw, a local music festival.
Photo by Corrie Strommen.
“Though it just wouldn’t work right now, having a physical record store sometime in the future would be great, but I do want to keep moving forward with making more local connections and increasing awareness of the business in Rochester in the meantime.”
As a word of advice to aspiring business owners, Adam said, “Try to make as many connections as you can. You can learn a lot from others. I didn’t have a background in selling records or working with artists when I jumped into this business. I’m really lucky that it’s a very collaborative community of people, many of whom do it as a passion project as well. But we’re all able to learn from each other and help each other accomplish more than we could have as individuals.”
Outside of work, Adam enjoys time with his wife and young son as well as attending concerts as often as he can.
“Clever Eagle Records truly is a passion project for me. It exists to help spread the music I love around the world. All the proceeds stay within the label to help fund new releases and keep our prices accessible for music lovers and creators.”
Thank you for taking the time to read Adam’s story! If you find value in this content, please consider donating to help Collider continue amplifying the voices of Rochester entrepreneurs. You can also find out more about Clever Eagle Records by clicking the link below!
Article by Corrie Strommen, Director of Communications at Collider.
A Look at Art, Entrepreneurship, and Mental Health with Brenna Brom
Collider is passionate about sharing the stories of entrepreneurs and small business owners in Rochester! We recently chatted with Brenna Brom of It’s a Whimsical Life about her experience as a local artist and entrepreneur!
Photo contributed by Brenna Brom.
Although local artist, Brenna Brom, did not initially pursue art as a career, she explained that art has acted as a grounding exercise and healthy coping skill throughout her life.
“In some ways, my life has been really chaotic and crazy mentally and physically. Art has been a great way for me to tap into that craziness and turn it into something whimsical and beautiful. It helps to tie things in my life together.”
Brenna attended college at Winona State University and took classes pertaining to psychology and therapeutic recreation. “Which I don’t use at all now,” Brenna explained with a laugh.
Though she had enjoyed arts and crafts throughout her childhood and teenage years, Brenna did not start dabbling more seriously in painting and natural stone jewelry until she was in college.
“I started just for the heck of it as a way to keep my brain happy,” Brenna said. “Eventually it naturally evolved and people I knew started asking me to make things for them. So I would take on commissions and be a vendor at art markets from time to time.”
Photo by Brenna Brom.
Brenna went on to work in psychology settings, predominantly psychiatry wards in the Twin Cities, Winona, and Rochester. Although Brenna was motivated to assist others with mental health problems, she soon found these settings to be “a bit too intense.”
Brenna and her husband moved from Winona to Rochester in 2018. Not long after, Brenna decided to step away from her work in psychology.
“At a certain point, working in psychology settings was not good for my own mental health, even though I had a strong desire to help others with theirs,” Brenna explained. “I decided to make a change and slowly began pursuing art more seriously as well as working toward group fitness and personal training certifications. My art has been one of the best things for my mental health and sharing my art, along with my story, has been the best way for me to help others.”
Photo by Corrie Strommen.
Brenna attributes much of her growth as an artist and love for Rochester to finding her place within the network of artists in the community.
“I’ve really grown to love the art and music community here. Initially it was a challenge, asking around at various galleries or other art based businesses about how to meet and work with other artists, but once you tap into that community it is a very open and welcoming environment. We work hard to help each other out and connect one another to a lot of opportunities,” Brenna explained.
These days, Brenna splits her time between being an artist, teaching classes as a fitness instructor at the Rochester Athletic Club, and working at local gallery and art shop, Threshold Arts. Now also the mother to a young child, Brenna admitted that it can be a challenge to find the time and focus to create and manage the business side of being an art entrepreneur.
Photo by Corrie Strommen.
“I think if most artists are honest about it, we’d really rather not deal with the business side at all,” Brenna said. “In my perfect world, I would just create. But there is the whole other aspect of photographing my work, selling it, managing social media, taxes, and applying for business codes, among other things. There’s a lot more to it than painting.”
She continued, “I find that it helps me to leave my home studio and head to a coffee shop a couple of times a week to spend intentional time working on my website, taxes, and inventory. That way I’m in a happy space that helps me feel more motivated and focused on tasks I don’t enjoy as much.”
Alongside the inevitable challenges with the inner workings of an art based business, Brenna also faces more personal challenges.
“Some of my greatest challenges have always been my mental and physical health. It’s been an ongoing battle. Creating art has brought me a lot of joy and has served as a positive coping skill in my mental health. But I also struggle with several physical health issues that cause chronic pain. Sometimes it can be a hurdle pushing through and creating when I’m experiencing a lot of discomfort.”
As her business name, It’s a Whimsical Life, would indicate, Brenna’s acrylic paintings lean strongly into bright colors, shapes and nature based themes like animals, flowers, plants and trees to create whimsical scenes, starting with base layers of color and finished with black details. Her work can be found in person at Threshold Arts, on her website and social media, as well as at local art markets.
Outside of her art and other work, Brenna loves spending time outdoors, hiking, camping, biking, and cross country skiing. She’s passionate about fitness and staying active and loves sharing that passion with her family and friends. She also enjoys traveling and cooking at home.
As a word of advice to aspiring artists, Brenna advised seeking out your local art community and being patient.
“Try not to get discouraged if things move slowly. It can take a long time to find your niche, whether that be in your art, your community, or your customer base. But if you love something and keep working at it, things will eventually come together.”
Thank you for taking the time to read Brenna’s story! If you find value in this content, please consider donating to help Collider continue amplifying the voices of Rochester entrepreneurs. You can also find out more about It’s a Whimsical Life by clicking the link below!
Article by Corrie Strommen, Director of Communications at Collider.
Helping People Feel Satisfied, Confident, and Comfortable in Their Own Skin with Siri Julsrud
Collider is passionate about sharing the stories of entrepreneurs and small business owners in Rochester! We recently chatted with Siri Julsrud, who runs her own waxing studio and brow care business.
Photo contributed by Siri Julsrud.
“I was always really passionate about beauty and skincare, even as a little girl. But I never really considered it a career option.” Siri Julsrud, now owner of SiBeauty LLC, explained.
Growing up, Siri loved makeup and skincare and later, in college, she taught herself how to wax her eyebrows and began doing it for her friends and roommates.
“When I went to college in Winona in 2010, I remember it just being the default. That’s just what you did. You graduated high school and went to college so you could have a career. My dad at the time had pushed me to go into beauty school because he knew it was the kind of thing I loved to do. But instead I went into marketing.”
However, a year into her studies, it became clear to Siri that the program was not working for her.
“I decided to move to the Twin Cities, experience a new place, and figure out what I wanted to do,” Siri explained.
She lived there for the next five years, during which time she acquired her esthetician license from the Aveda Institute and worked as a bartender. In 2017, she moved to Rochester and began working for the European Wax Center.
“Living in the Twin Cities was very fun, but also very expensive. When my mom moved here it seemed like a good time to transition and be closer to family.”
Although Siri only intended to stay in Rochester for a year, she’s made a life for herself here and in 2021, made the decision to start her own waxing business.
“I think working for a large franchise business really motivated me to branch out and create my own brand and business. I knew that I was doing good work and creating good relationships with clients, but not really reaping the benefits of doing so. Ultimately, thinking back, I’ve always had a desire to work for myself and eventually decided to make that change.”
In July of that year, Siri opened her salon suite out of Studio 65, a space that leases salon suites to independent beauty professionals.
“My clients have been so supportive and I feel very blessed by that. I’ve grown a lot just by word of mouth and it’s been really encouraging seeing support from the community. I think a lot of people here really prefer to support small businesses and individuals which is so important.”
Photo contributed by Siri Julsrud.
Although Siri is happy with the success of her business so far, she explained that one of the greatest challenges is just getting over the initial fear of failure and taking the leap.
“Going in, I knew a lot about the beauty industry but very little about business. To an extent I had to jump in blindly, not sure if clients would follow me or if I would be able to make rent.”
Another challenge has been keeping up with the ever changing world of social media and staying relevant.
“So many people find out about businesses through social media, so there definitely is a lot of pressure to stay on top of what people are looking for, what’s popular, and creating an aesthetically pleasing feed.”
Siri finds her relationships with her clients to be the most rewarding and fun part of her work.
“Some of my clients have been with me since day one and it’s so fun building up that rapport to a point that working with my clients feels more like catching up with friends.”
She continued, “It’s also wonderful to see that smile on someone’s face coming out of an appointment. Knowing that my work helps people feel satisfied, confident, and comfortable in their own skin is amazing.”
Outside of work, Siri loves trying out new restaurants, going to concerts, walks outdoors, and traveling.
For those considering business ownership, Siri said, “Fear holds us back in a lot of things in life and if you don't attempt to do something, you're never going to succeed. Do your research, but know that you’re going to have to learn a lot along the way, and that’s okay. Ask other people in the field you want to get into for advice. Work hard. Nothing worthwhile comes easy.”
Thank you for taking the time to read Siri’s story! If you find value in this content, please consider donating to help Collider continue amplifying the voices of Rochester entrepreneurs. You can also find out more about SiBeauty LLC by clicking the link below!
Article by Corrie Strommen, Director of Communications at Collider.
Enhancing People’s Lives Through Spacial Transformations with Kristie Moore of Soul Purpose Home
Collider is passionate about sharing the stories of entrepreneurs and small business owners in Rochester! We recently chatted with Kristie Moore, longtime Rochester small business owner, who seeks to transform her clients’ lives in meaningful ways through designing and arranging beautiful, functional spaces.
Photo contributed by Kristie Moore.
“It’s been an exhilarating journey and beautifully challenging,” Kristie Moore said, reflecting on her years of business ownership.
Kristie’s first business venture began in 1996 when she and her family moved from Minneapolis to Rochester to start Refashion, a clothing consignment business, in partnership with her sister, Cindy Hughes. Not long after opening their first location, the sisters expanded into a second location, also downtown, which included an addition to the business, Refurnish. Through Refurnish, they featured consigned furniture and decor. A year later, they expanded once again to include a home styling service called Rearrange, offering one day makeovers using people’s existing furniture and decor to transform and reimagine their spaces, a service which would later be featured on HGTV!
“All three businesses were growing quickly, it was an exciting time!” Kristie said. “ I've always had such a heart for downtown Rochester. It's the hub and core of the city and it was important to me to be a part of that urban atmosphere and experience.”
Eight years into co-owning and managing the triage of businesses, Kristie decided to take a step back after the birth of her third child, having a strong desire to be at home full time with her family. At that time, Kristie began taking on occasional freelance re-design jobs.
In 2016, Kristie was drawn to re-enter the business ownership role, but in a different and reimagined avenue. She opened Soul Purpose, a boutique filled with the work of global artisans, in downtown Rochester, sharing space with Refashion, which had downsized and consolidated to a single storefront at that time.
“While working through the idea for Soul Purpose, I felt called to create something that didn’t just sell things, but functioned as a marketplace that supported a unique and less known segment of the population, specifically global artisans, many of whom were survivors of human trafficking, poverty, addiction and abuse.”
She continued, “The storefront became a delightful combination of textiles, wall art, jewelry, food products, soaps and body care products. It also featured amazing local artisans that refinished furniture, painted furniture, wall art, and handmade clothing. I absolutely loved creating market space for these artisans and for my own furniture creations. Soul Purpose was a bright light in downtown Rochester for locals and visitors.”
Sadly, in 2018, with rising costs and challenges of being a brick and mortar business, Kristie made the difficult decision to close her downtown storefront. Kristie’s sister relocated and later sold Refashion, which has continued to thrive under the ownership of Alisha Arguello and her husband. Kristie, however, following a disappointing search for a space to transition into, decided to close Soul Purpose as a boutique indefinitely.
“I really grieved when Soul Purpose had to transition into something new,” Kristie explained. “At that point, I had to decide how to continue doing meaningful work using my God-given gifts and experience, while also focusing on the larger goal of creating meaningful connections with people through my business beyond the transaction of selling a product or service. That's really where the name Soul Purpose came from, the desire to create and do something with impact beyond turning a profit.”
After a period of soul searching, Kristie began her next venture, Soul Purpose Home, leaning on design education from her college years, experience gained through Rearrange, continued self education, and acquired certification to create her staging and design business.
Photo contributed by Kristie Moore.
“There always seems to be a silver lining from challenges we face, and for me Soul Purpose Home was that silver lining,” Kristie said. “I wanted to expand the ways that I could help people love their spaces and I had the tools to do so through my years of experience and a diverse, creative background as a boutique owner, furniture artist, retail stylist, and redesigner.”
Kristie underwent business coaching, became a certified stager, and began working with local real estate agents and homeowners to get her reimagined business off the ground. It has since expanded to include redesign work for model apartments, short term rentals and some commercial spaces.
“It is incredible work to help people get unstuck in their physical spaces, and lead them to solutions that maximize property appeal, reduce stress, and create spaces that people love and want to linger in,” Kristie said.
Photo contributed by Kristie Moore.
“I love solving problems. Even though I have a very creative mind, I see things more in a building block kind of way. So when I walk into a space I can rearrange it in my mind and see elements that many people cannot see.”
She continued, “Our spaces have a tremendous impact on us. And right now we live in a time where people are often overwhelmed by their stuff. with busy lives and lots of distractions. We live in a world that makes it easy to become discontent and question how we live, what we do, and how we think our spaces should look. It’s my goal to help people connect with themselves, celebrate their style, and create a space that truly works for them in their own unique way.”
Photo contributed by Kristie Moore.
As a word of advice to aspiring business owners Kristie said, “I think everyone going into business ownership should know that it is an amazing journey, and that it can also be super hard. At times you will likely be wearing every hat imaginable and that it can be incredibly lonely. So seek out mentors and stay connected to other dynamic peers in your profession and community. Through my years as a woman-owned, small business owner, it has always been meaningful and worth the struggle.”
She continued, “Keep adapting, keep learning. I am constantly trying to improve what I know, understand who I serve, and how I can serve them better. I've had business coaching, attended conferences, worked on webinars, done design trainings, completed certifications, and learned sophisticated design software. I'm always doing that on the fringe, because I want to provide the best value that I can to my clients. I think it's really important to stay relevant to keep adding value to yourself and your business.”
Outside of her work though Soul Purpose, Kristie seeks a simple, homespun life with her husband, their five children, and pets. She treasures time spent outdoors hiking, kayaking, biking, and rollerblading.
“I really like simple living and having a lifestyle that doesn’t need to be propped up. I’m just trying to be present in the midst of the craziness and daring to be different.”
Kristie is delighted and humbled by her work with people and their spaces and said, “It’s so personal and humbling to have someone bring me into their space. I feel honored to have the opportunity to create spaces that are visually pleasing, but are also highly functional and intentional in ways that will positively affect my clients’ lives. It is so rewarding to come in, really listen, find solutions and achieve transformations that enhance people’s lives.”
Thank you for taking the time to read Kristie’s story! If you find value in this content, please consider donating to help Collider continue amplifying the voices of Rochester entrepreneurs. You can also find out more about Soul Purpose Home by clicking the link below!
Article by Corrie Strommen, Director of Communications at Collider.
Creating Meaningful Community Connections through Recovery with Jeremy Westrum of Window Wonderz and Rootz of Inspiration
Collider is passionate about sharing the stories of entrepreneurs and small business owners in Rochester! We recently chatted with Jeremy Westrum, who owns two local business and is passionate about working with and employing individuals with varying abilities.
Photo contributed by Jeremy Westrum
Jeremy Westrum, owner of two local businesses, Rootz of Inspiration and Window Wonderz, was raised nearby in Stewartville, Minnesota. He “always wanted to leave,” so, upon graduating from high school, he relocated to the Twin Cities to pursue a degree in biochemistry at the University of Minnesota with the end goal of working in pharmaceutical medical device sales.
Throughout college and the years that followed, Jeremy acquired his degree and began working in sales as he had planned. He also struggled with a mental health disorder and grappled with substance abuse issues which eventually culminated in an ischemic stroke in 2016.
Following his stroke, Jeremy faced a long road to recovery and moved back to the Rochester area in 2017 to be closer to family. As he moved forward with his recovery and sobriety, Jeremy found that working with plants and art helped greatly in his journey. He also attributes medication, eastern medicine, mindfulness, and taking the time to learn about himself and his emotions to his success in maintaining his sobriety for the past six years.
“When I moved to the twin cities, I couldn’t keep any house plants alive. But while I was recovering from my stroke I got really involved in propagating plants. I remember being given a couple of jade leaves, which at the time I had no idea how to maintain, but somehow I kept them alive and just kept learning from there. During that year while I couldn’t work, I really focused on plants as well as photography.”
Photo by Corrie Strommen
In 2017, Jeremy started his first business, Window Wonderz, through which he created and sold acrylic boxes, planters, risers, and displays.
“Our acrylic products are made from the highest quality materials to ensure that they are durable and long-lasting. One of the benefits of acrylic is its clarity. Acrylic, or plexiglass, is known for its crystal-clear appearance, which makes it perfect for displays and signage. It is also lightweight and easy to work with, making it a great choice for both professionals and DIY enthusiasts.”
Through his developing love of plants and propagating, Jeremy was inspired to start another business. His initial idea involved hosting “plant parties” for groups to gather together and learn more about growing and maintaining plants. He launched into a two year plan, finding and renovating a space before opening in April of 2020.
Photo by Corrie Strommen
Opening during the pandemic turned the idea for Rootz of Inspiration on its head, as it became impossible to host events. However, Jeremy pivoted and began selling things online, predominately through Etsy. As the ecommerce business grew, Jeremy sold a wide variety of houseplants, plant accessories, and his acrylic items. He also began partnerships with local artists and now has fifty different consignors represented in his storefront.
“We believe in supporting our local artist community and providing them with a platform to showcase and sell their work. Our selection includes a wide range of mediums, including painting, sculpture, and photography. We have a diverse group of artists, including young talents just starting out, veteran artists with years of experience, and artists with varying levels of disabilities, who all bring their unique perspectives and styles to our collection.”
Photo by Corrie Strommen
As the business has grown, Jeremy has also expanded to offer a wide variety of minerals, crystals, stones, rocks, slabs, tumble stones, Lake Superior agates, jewelry, and handmade wire wrapped crystals. He also carries incense, smudging items, and candles.
Photo by Corrie Strommen
“We’ve really become a one-stop shop for all things handmade, natural, and inspiring.”
While Jeremy finds enjoyment in his work, what he finds most rewarding are the relationships he has built, specifically with his staff. Due to his own struggles in the past, Jeremy is passionate about providing employment opportunities to individuals in recovery from chemical dependency, people with varying abilities, and those who may be struggling with their mental health.
“Following my stroke, a lot of opportunities I used to have for employment just weren’t there anymore, and I had so much work to do around my mental health, learning how to talk again, and regaining my energy. I can really connect with certain people within our community through my experiences. It's been very fulfilling connecting with the community on different levels than I could have otherwise. We’ve had some great individuals come here and work with our team. And even though they are here as staff and to complete a job, we learn so much more than just how to work.” Jeremy explained.
He continued, “Having a business and paying my bills is great, but I’m really motivated and rewarded by the growth I can see in the individuals that work here.”
While much of his time is taken up by his work, in his free time Jeremy enjoys time outdoors, snowboarding, wakeboarding, golfing, and playing frisbee golf. He also enjoys yoga, art and photography, and engaging with the community through volunteering.
“These businesses and connections wouldn’t have been possible without me going through some really difficult times in my life. I’m glad that my recovery has ultimately created something good for the community.”
Thank you for taking the time to read Jeremy’s story! If you find value in this content, please consider donating to help Collider continue amplifying the voices of Rochester entrepreneurs. You can also find out more about Window Wonderz and Rootz of Inspiration by clicking the link below!
Article by Corrie Strommen, Director of Community at Collider.
Artful Preservation with Valerie Becker of Rochester Framing and Fine Art Printing
Collider is passionate about sharing the stories of entrepreneurs and small business owners in Rochester! We recently chatted with Valerie Becker who, along with her husband, owns and operates three framing and fine art printing businesses throughout southeast Minnesota.
Photo by Corrie Strommen.
Valerie Becker has been a lifelong entrepreneur, though she didn’t pursue framing and fine art printing until later in life. She began her career by starting a word processing company, utilizing the skills she had learned while working in an office. She later began doing bookkeeping for small businesses. Both of these pursuits allowed her to remain a stay at home mom after her children were born.
“I worked as a liaison between the CPAs and the small businesses, helping them stay on track with their bookkeeping.” Valerie explained.
During those years, Valerie and her husband, John, lived in the Twin Cities before eventually relocating to Red Wing, Minnesota.
In 2002, Valerie was ready for a change, “I loved the work I had done in the past, but got tired of sitting behind a desk all the time. I asked myself what it was I wanted to do next and decided to take a week long crash course in custom framing. I knew after that class which direction I wanted to go in and started taking more classes.”
Valerie went on to acquire her framing certification through the Professional Picture Framers Association and opened her first of what would grow to three locations of the framing and fine art printing business. Valerie began the business in Red Wing, where she and John continue to reside, opened a secondary location in downtown Rochester in 2014, and most recently has expanded to open a shop in Northfield, Minnesota in 2018.
Photo by Corrie Strommen.
“Perhaps fifteen years before I got into framing, I was at a garage sale and bought this box of frames. At the time I didn’t do anything with them, but there was something about that box of frames that intrigued me. Eventually I started doing custom framing for my own projects at home, and had a lot of fun with it. At one point I brought some art to one particular custom framer who would allow me to actually come in and put it together myself. I've always been kind of crafty, but I started realizing that this was a step above that, and I realized I really liked working with wood, with mat, and with color.”
Valerie explained that the greatest challenges in opening the business initially was cashflow while getting started, as well as finding their customer base.
“As a small business owner, you tend to not pay yourself. You have to pay your employees first, then there’s rent, insurance, and the cost of materials to cover as well. A lot of people ask why custom framing is so expensive, but they don’t understand the costs that go into running the business itself, along with creating a high quality product. But we stuck to the idea that we wanted to create something that was sustainable for us and for our employees and persisted through a few lean years before things started to take off for us.”
They have loved having a location in Rochester and Valerie explained that, “It's been a joy to be here and get customers from all over the world. I really appreciate the international feel of it. I love working with all of the professionals that are in Rochester. We also feel that we’ve really been embraced by the community.”
Photo by Corrie Strommen.
Throughout the years, Valerie has continued taking classes to expand her knowledge of framing and is now the only master framer in the state of Minnesota. Alongside her framing expertise, John offers a wide knowledge of photography printing as well as creating high quality print copies of artwork.
At any of their three locations you can have artwork, photographs, and objects professionally framed with unique designs, conservation glass, and acid free mat material. You can also have artworks and photographs recreated in print form.
Photo by Corrie Strommen.
“We always try to really think of what's best for the art and that holds true for the design.” Valerie explained.
As a word of guidance to those aspiring to business ownership, Valerie advises paying close attention to your bookkeeping, whether you are doing it yourself or hiring someone to do it for you, and to always make customer service a high priority.
Outside of work, Valerie enjoys time spent with John, their children, and seven grandchildren. She is also a lover of nature, time spent outdoors, sewing, and needlework.
Valerie finds much satisfaction in her work and said, “I just love getting to know my customers and giving them something that they're going to love for a long time.”
Thank you for taking the time to read Valerie’s story! If you find value in this content, please consider donating to help Collider continue amplifying the voices of Rochester entrepreneurs. You can also find out more about Rochester Framing and Fine Art Printing by clicking the link below!
Article by Corrie Strommen, Director of Community at Collider.
Interpreting Sentiments Through Floral with Heather Wright of Tulips & Truffles
Collider is passionate about sharing the stories of local entrepreneurs and small business owners! We recently chatted with Heather Wright, who runs Tulips & Truffles, which recently changed locations and had a grand reopening!
Photo contributed by Heather Wright.
Local florist and co-owner of Tulips and Truffles, Heather Wright, is a longtime artist with a strong floral background. However, Heather did not become a business owner until later in life.
Born and raised in northern Minnesota, Heather acquired a Bachelor of Fine Arts degree from the University of Minnesota Duluth with an emphasis in studio art. Now involved in the Rochester art scene, Heather spent many years working in the arts, creating her own work and curating shows, as well as being on the Arrowhead Regional Arts Council and the president of the Range Fiber Arts Guild for a time.
Heather began working in the floral industry not long after graduating college and worked at two different floral shops before she married and started a family. Twenty years later, in 2014, Heather was ready for a life change and decided to move to southeast Minnesota where she had some friends and connections.
“When I moved to the Rochester area, floral design was my most marketable skill, so I pursued a job in that.”
Heather went on to work for Hy Vee Floral for a year, followed by another shop in Hastings, Minnesota. Not long after, Heather was offered the opportunity to open a floral shop of her own in Pine Island.
“I kept my options open and followed opportunities as they came my way,” Heather explained.
Heather ran the shop in Pine Island for three years, at which point she had decided to move the business to a new location. Initially, she considered moving to the nearby town of Eyota, due to the promising conversations she had with the economic development office there. However, following some challenges and the arrival of the pandemic, Heather took a different opportunity presented to her by the owner of Scrub Your Butt Soap Company, who had proposed sharing their space in downtown Rochester. Deciding this was the best course of action, Heather switched gears and decided to move the business to Rochester in 2020, where she operated until recently.
Photo by Corrie Strommen.
When the owner of Scrub Your Butt Soap Company decided to retire, Heather was on the lookout for a new location and a business partner.
“I was very fortunate to have made several connections in Rochester, one of which was Jes Peterson. She had introduced me to Cindy from Scrub Your Butt and sparked that collaboration. She also helped connect me to my current business partner, John Devlin, as well as encouraging us to take over this space after she bought it. It really has been a serendipitous relationship.”
Jes Peterson, who purchased the longtime local consignment store, Kismet, in 2022, was excited for the chance to collaborate with other local businesses to make some changes to the block near downtown where Kismet is located. Tulips & Truffles relocated there and had their grand re-opening celebration on Friday, January 27th of this year.
Photo by Corrie Strommen.
Heather, an artist and designer by nature, has found that the most challenging parts of business ownership center around paperwork, as she finds her personal strengths to be more focused on the production side of the business.
Tulips & Truffles is a full service florist business that takes online orders, delivers locally, sends orders out to other parts of the country and world, and designs floral arrangements for events. In their storefront, they provide pre-arranged bouquets, bath products, home goods, gifts, and a selection of truffles. Crown Incentives also operates out of the space to provide a laser engraving service for trophies and personalized gifts.
Heather prides herself on their selection of delicious truffles, as well as bean to bar chocolate from Squash Blossom Farm.
“We’re excited about the variety of truffle makers that we’ve found, so we’ll be rotating through several different companies and flavors. It’s a fun little passport into the truffle world.”
Photo by Corrie Strommen.
As a piece of advice to aspiring business owners, Heather strongly advises getting an accountant to manage the finances for the business, taking advantage of assistance available to small businesses, as well as being conscious of networking and making local connections.
For those considering starting a floral business in particular, Heather said, “It isn’t just a cute way to pass the time, which I think can be a common misconception about the floral industry. There are a lot of things you need to learn beyond just being creative with a floral medium. You need to familiarize yourself with horticulture, sales, and connecting with customers.”
For Heather, the most rewarding part of her work is hearing the stories of customers and individuals she has come in contact with through Tulips & Truffles.
“I could absolutely write a book on all of the incredibly poignant stories that I hear from clients and recipients. I think that's unique to Rochester and it being a community the whole world comes to visit for healthcare. There are so many different cultures and diversity present through the people here and endless stories to be had. I could just go on for hours with stories I’ve heard.”
Photo by Corrie Strommen. (Arrangement by Jay Wassner, designer at Tulips & Truffles.)
She concluded, “Floral is a really emotional product. I like to say that I am an interpreter, and people who can't be with their loved one or they don't know what to say ask me to interpret their sentiments to others through flowers. It’s a beautiful and heavy thing at times. I’m here to communicate on behalf of others, and floral is my avenue for that.”
Thank you for taking the time to read Heather’s story! If you find value in this content, please consider donating to help Collider continue amplifying the voices of Rochester entrepreneurs. You can also find out more about Tulips & Truffles by clicking the link below!
Article by Corrie Strommen, Director of Community at Collider.
Carrying on the Family Legacy with Jessica Pearson and Lydia Patton of Flowers by Jerry
Collider is passionate about sharing the stories of local entrepreneurs and small business owners! We had the recent pleasure of hearing from Jessica and Lydia, who have jumped in to continue leading their family business of over fifty years, Flowers by Jerry.
Jessica and Lydia’s grandfather, Jerry Patton, along with his wife, Marlene, first opened Flowers by Jerry in May of 1967 in a small shop in downtown Rochester. Ten years later, they expanded into a larger space on 3rd Avenue, where they operated a large sales floor and floral design studio for the next 36 years.
“We both have so many fond memories of growing up running around that space. From a young age our parents and grandparents had us helping out, washing buckets and doing other small tasks. As we got older, we would help out on the sales floor and with wedding designs.”
Photo contributed by Jessica & Lydia.
Their father and mother, Kevin and Karry, joined in on the operations of Flowers by Jerry in 1984, after completing college, Kevin with a business degree and Karry with a degree in art and fashion merchandising. Jerry and Marlene welcomed their son and daughter-in-law into the business with open arms, and the four of them ran the business together for the following decade. In 1995, when Jerry and Marlene were ready to retire, Kevin and Karry took over ownership of the business.
Shortly after, Kevin was provided the opportunity to purchase an additional space and business, Whiting’s Flowers and Greenhouse, located near Silver Lake. Though he was cautioned against the purchase by his father, due to added challenges, work, and knowledge needed to run a greenhouse operation alongside a floral business, Kevin decided to take a chance and purchased the business in 1997.
“Our dad saw an opportunity and he knew that he could handle both, and that he could grow both businesses. Just like his parents, he’s always been an extremely motivated individual who doesn’t shy away from challenges and hard work.”
Photo contributed by Jessica & Lydia.
Lydia continued with a laugh, “I swear they’re all like Energizer bunnies with all of that motivation and energy.”
Kevin and Karry continued running both businesses until 2014, when the 3rd Avenue location was sold and they decided to consolidate into the Silver Lake location to create a hub for Flowers by Jerry. The building underwent a massive renovation as they revived the space to have a fresh and modern feel, while keeping their storefront, greenhouse, floral design center, and storage for delivery vehicles.
“So often when businesses close a location and consolidate, they are downsizing out of necessity. We were in a really lucky position and our business didn't downsize at all. It was wonderful to be able to have all of our staff and operations under one roof and was a really unifying move for the business.”
Though Jessica and Lydia grew up working for the family business, they had very different mindsets when it came to thinking about their futures.
“I remember very distinctly as a kid always knowing that I was going to own and be a part of the flower shop someday. It was such a big part of my life from such a young age and I feel like I just always knew it's what I wanted to do,” Jessica explained.
Jessica worked at the shop, along with her high school sweetheart and later husband, Dylan Pearson, through her teenage years. Upon graduating from high school, Jessica began pursuing a degree in business management and Dylan went into the military.
They married and Jessica completed her degree in 2006. The two of them left Minnesota to live in Colorado Springs while Dylan completed his military service, but moved back to Rochester in 2008. They quickly re-immersed themselves in the family business and now, in 2023, are in the process of taking over ownership of Flowers by Jerry.
“Over the last several years, Dylan and I have had the opportunity to slowly learn the ropes of what it takes to manage each area of the business. Taking the time to learn, both from my parents and grandparents, has been huge in preparing for a smooth and healthy transition,” Jessica explained.
Photo contributed by Jessica & Lydia.
Lydia, on the other hand, had very different plans for her life after graduating high school.
“I was convinced I was moving across the country and had no intentions of being involved in the family business. I moved to Colorado after high school and went to the University of Denver. I completed my degree in marketing and entrepreneurship there and went on to get a job at a digital marketing consulting firm, where I eventually transitioned into a sales role,” Lydia said.
Lydia soon realized that her position in sales was not for her. Miserable and burnt out, Lydia started considering other job options.
“I wanted to take my time looking for a job that I would really enjoy, and thought that I may need some temporary work in the meantime.”
Lydia reached out to Jessica and the rest of her family, pitching the idea of her working remotely for the family business, assisting them with their marketing, website, and social media. Though they were initially hesitant about the idea of her working for them remotely, they agreed and Lydia was back onboard and working at Flowers by Jerry in June of 2019.
"I truly love the creativity of working in the floral and retail industries and this is exactly where I am meant to be. It's been three and a half years now, and I still live in Denver. But I travel back and forth every couple of weeks. Typically I fly back to Minnesota when we have large weddings, events, or holidays. During that time is when I get a handle on taking content for social media as well,” Lydia explained.
She continued, “Within the business, our family has always stressed that we all need to be available to help with every area of the business and we need to understand each part of it. If there’s a ton of work to be done for a wedding, we all pitch in and stay late to make sure everything gets done. If it’s Valentine’s Day and the phones are ringing off the hook, we’re there to help staff take calls and orders. It really is a team effort.”
The sisters cherish the opportunity to work so closely together with each other and with the rest of their family.
Photo contributed by Jessica & Lydia.
“It’s such a beautiful collaboration. We both have different strengths and it’s wonderful watching each other shine in the business in totally different ways.”
Flowers by Jerry offers a wide array of services and products for the Rochester community. They sell both fresh and faux floral bouquets, home goods, women's clothing, and gifts through their storefront, as well as a variety of houseplants and self-grown seasonal annuals in their attached greenhouses. Through their 55 years in business, floral design has always remained at their core, and Flowers by Jerry has been named ‘Rochester's Best Florist’ for many years. Their team specializes in designing made-to-order bouquets for delivery or pick up from their shop, as well as large floral designs for celebrations, funerals, and weddings.
Photo contributed by Jessica & Lydia.
Their advice for aspiring business owners is focused around a love for what you do and a dedication modeling hard work and humility to your staff.
“Before jumping into business ownership you need to make sure you love what you do. You can’t just work from 9am to 5pm and clock out at the end of the day. You have to accept that it will demand a lot of your time and very likely spread into your home and family life as well. We grew up with the business being discussed over dinner with our parents and grandparents as they brainstormed ideas and solved problems together. They were really good at including us in those conversations which I think really helped lead us into a love for the business at an early age.”
Lydia went on to say, “Another important piece of running a successful business is hiring people who really align with your values, and leading them by example. Your business is only as strong as your weakest link, and it's so important to have a strong team. Our parents and our grandparents told us and taught us by example, that you never ask somebody to do something that you have not only done yourself, but that you wouldn't do yourself.”
She continued, “ I think that as a business owner you have to have quite a lot of humility. There's the saying that ‘pride comes before the fall’ and I think that fall comes even faster when you're in business.”
Outside of work, Jessica spends much of her time with her young family, which has grown to include two children. She and Lydia both enjoy taking time to get creative, try new restaurants, and spend time at the family cabin in northern Minnesota. Lydia additionally enjoys seasonal activities such as boating, skiing, and snowmobiling, as well as spending time with her husband.
Photo contributed by Jessica & Lydia.
“We feel so blessed that we get to be a part of the legacy and carry on the work of our parents and grandparents, who are the most honest, hardworking, and generous people. Being so close as a family and working together is one of the wildest experiences, and it comes with challenges that you wouldn't face if you weren't working together. There will always be disagreements and difficulties, but we’ve always managed to talk things through and find solutions.”
“The most rewarding thing for me is working with family,” Jessica said. “It really isn’t about the flowers for me. Don’t get me wrong, I love what we do. But we could run any business together as a family and I think I would be just as happy. As long as we were doing it together, I'd be happy as a clam!”
“Let’s just stick with the flowers,” Lydia added with a laugh. “I find it really creatively fulfilling in a very personal way through the floral design and merchandising, but it’s also working with family because I can't imagine the flower shop without all of our family members holding it up.”
Photo contributed by Jessica & Lydia.
Thank you for taking the time to read Jessica and Lydia’s story! If you find value in this content, please consider donating to help Collider continue amplifying the voices of Rochester entrepreneurs. You can also find out more about Flowers by Jerry by clicking the link below!
Article by Corrie Strommen, Director of Community at Collider.