In this episode of "Between Over & Next," hosts Holli and Robert sit down with Jill Frechtman to delve into her journey from creating a popular office party snack to becoming the powerhouse behind a nationally admired gourmet brand, Fretzels. The episode promises a blend of personal storytelling, practical advice, and inspiring entrepreneurial insights that are bound to engage listeners from various walks of life.

Known for her innovative approach to marketing and her expertise in branding, Jill articulates the challenges and triumphs of starting and scaling a business, touching on key moments such as receiving overwhelming support and the serendipitous feature on Daily Candy that skyrocketed her sales. She provides a candid look into the evolution of a business, the strategies deployed to thrive in the competitive market, and the bittersweet but necessary decision to close the doors to her venture. As a bonus, listeners will gain an understanding of how personal experiences and professional expertise can pivot to seize new opportunities and guide others.

Key Takeaways:

1. Jill Frechtman shares her story of transitioning from advertising to entrepreneurship, building the Fretzels brand from scratch.
2. Serendipitous opportunities, such as being featured in Daily Candy, can significantly boost a new business.
3. Transitioning a product from direct sales to retail requires a rethinking of packaging, branding, and distribution strategy.
4. The importance of excellent customer service and personal touches in building brand loyalty and standing out in the marketplace.
5. Closing a business can be a complex emotional journey, yet the experience gained is invaluable for future endeavors and mentoring others.

Jill Frechtman Quotes:

“I never invented chocolate-covered pretzels, but nobody was marketing it as a high-end gourmet gift item."
"I just leaned into what I knew and what was available to me when I started."
"Say yes and figure it out later."
"Attention to detail is really important. It's the little things that are important."
"People just want to be seen and heard and understood."
"I certainly knew nothing about the food industry."

About Jill Frechtman

Jill Frechtman is an award-winning entrepreneur turned brand strategist and trusted startup advisor. Her journey from advertising to entrepreneurship embodies the spirit of resilience and reinvention.

Inspired by the acclaim her homemade chocolate pretzels received at an office holiday, Jill launched Fretzels by Jill in 2005 as an online gift business for just $300. Her creative ingenuity propelled Fretzels into a nationally recognized brand, featured on The Today Show and in The Wall Street Journal. Navigating the challenges of the 2008 recession, Jill pivoted to wholesale distribution and secured retail partnerships with Nordstrom, The Fresh Market, and various independent specialty food shops.

Beyond her entrepreneurial success, she played a pivotal role in expanding Chocolate Works, a second-generation chocolate company, into a national franchise. Her roles at organizations like TIGER 21 and Russell Reynolds Associates further honed her branding, marketing, and community engagement expertise.

Today, as a consultant and educator, Jill shares her insights with aspiring food entrepreneurs, teaching brands to stand out and set themselves up for success. She recently co-founded and launched The Aura Project, a community for women leaders navigating a period of personal reinvention due to a career transition.