We caught up with the brilliant and insightful Annie Thornton a few weeks ago and have shared our conversation below.
Annie, looking forward to hearing all of your stories today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.
The road to SIMPLY CHEESE was anything but quick!
Before opening the shop, I worked as a Medical Sales Representative. When COVID hit, my division was responsible for selling COVID tests, which put me on the front lines of some of the most heartbreaking conversations with doctors and nurses about what was happening in hospitals and offices. At the same time, I had a 2 ½-year-old and a 6-month-old at home, and I had barely returned from maternity leave. Trying to juggle a growing family while witnessing the immense strain on the healthcare system hit me like a ton of bricks—you never know how much time you have in this life.
By April 2020, I knew I needed something different—a career that made me feel alive and fulfilled, something that truly brought me joy every single day. I explored dozens of possibilities, but nothing felt right.
Then, in December 2020, while visiting my family in Michigan for Christmas, my dad suggested we visit the local cheese shop. Of course, I said, “YES!!” The moment I walked through the door, I took two steps in, turned to my husband Kyle, and said, “This is it. This is what I’m doing. I want to open a cheese shop.” And the rest is history.
That very day, we started talking about the idea, and we haven’t stopped since. I’m incredibly lucky and blessed to have Kyle’s unwavering support from day one. Of course, there were doubts—was it smart to leave a stable job with a reliable income and benefits? Would people love cheese as much as I do? Would they see the value in this business? But every time a concern arose, Kyle was there cheering me on, reminding me why I fell in love with this dream in the first place.
I wanted to create something Orlando didn’t really have—a place where people could discover fun and unique cheeses in a warm, welcoming environment. At SIMPLY CHEESE, you can sample anything that catches your eye because I want you to absolutely love what you take home. We also source delicious accoutrements that pair perfectly with our cheeses, along with wine and Florida-brewed craft beer. I wanted the shop to be a one-stop destination for cheese and charcuterie lovers. From offering charcuterie boards to hosting workshops, my vision has always been to create a space that not only brings me joy but becomes a happy place for others as well.
It took a year and eight months of planning, researching, and building, but on July 23, 2022, SIMPLY CHEESE officially opened its doors. Seeing it come to life has been the most rewarding experience, and I couldn’t be more grateful for the incredible support from my family, friends, and our amazing customers who share the same love for cheese that I do.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
I grew up in Monroe, Michigan, in the southeastern corner of the state, but later moved to Grand Rapids to earn my Bachelor of Science in Biology. I absolutely loved Grand Rapids—it’s an amazing city—but after years of dealing with snow, I was ready for a change. In 2009, I packed up and moved to Florida, embracing the sunshine and a new adventure.
Life in Florida has been incredible. I met my husband in 2013, we got married in 2015, started our family in 2017, and I completed my Master’s in Organizational Leadership in 2019.
Since graduating in 2006, my career has taken me through various sales roles across multiple industries, including scientific recruitment, UPS, higher education, technology, and medical sales. Each role has shaped my journey and ultimately led me to where I am today.
Once I set my sights on opening SIMPLY CHEESE, I knew I wanted it to be a truly unique and inviting place. My love for cheese runs deep—all kinds of cheese—and I wanted to give others the opportunity to fall in love with it too.
With food, the best way to discover what you love is to experience it firsthand. That’s why I made it a priority to offer samples—so customers can taste, explore, and find cheeses they truly enjoy before taking them home. When you step into our shop, you’ll see deli cases filled with wheels of cheese, just waiting to be sampled!
Beyond the cheese, I wanted SIMPLY CHEESE to be a one-stop shop for all things cheese and charcuterie. With that vision in mind, I carefully curated a selection of pickles, olives, crackers, jams, meats, and other artisanal accompaniments. We also carry cheese knives, charcuterie boards, wines from around the world, and locally brewed Florida craft beer.
From the beginning, my goal has been to create a destination—a place where cheese lovers can find everything they need to build the perfect charcuterie board, all in one spot. And that’s exactly what SIMPLY CHEESE has become.
Once we had carefully curated the products in our store, we wanted to expand our offerings beyond retail. That’s when we introduced our specialty boards and classes.
We know that not everyone has the time—or the desire—to put together their own spreads for entertaining, and that’s where we come in! Our beautiful and delicious charcuterie boards are perfect for holidays, weddings, birthdays, or casual gatherings. But we didn’t stop there. In addition to charcuterie boards, we also offer smoked salmon boards, dessert boards, crudités, and grazing boards—all designed to impress and delight.
For those looking for more than just boards, we developed a catering menu featuring a variety of light bites. Many of our catering options actually started as customer requests. People would often ask, “Can you do this?” or “Could you make that?” and more often than not, the answer was yes! We quickly realized there was a demand for custom catering solutions, and that’s how our catering menu was born.
One of my absolute favorite things we offer—thanks to a customer who shared an Instagram reel with me—is our charcuterie cart! This stunning, custom-made cart was handcrafted by our talented friend Chuck Kohl, and it has become a true showstopper.
Essentially, it’s a mobile charcuterie bar, where we assemble charcuterie boards, boats, or cones on the spot for you and your guests. It’s more than just food—it’s an interactive and memorable experience that makes any gathering extra special.
We truly love being face-to-face with our customers. From the moment you walk into the shop, our team is ready to help you find the perfect cheeses. The charcuterie cart always sparks great conversations—especially with fellow cheese lovers! And, of course, we take that engagement even further with our cheese and charcuterie classes, where we share our passion and expertise in a fun, hands-on setting.
Each month, we host a variety of interactive classes, including our popular Cheese Board 101, where guests learn to create their own stunning charcuterie boards, and our Wine & Cheese Pairing class, where we dive into everything from how the wine and cheese are made to their history, flavor profiles, and perfect pairings.
These classes encourage people to step outside their comfort zones—especially when it comes to board building—but more than that, they bring together a community of people who share a love for all things cheese. Every class is filled with great conversation, lots of laughter, and an amazing group of people who make the experience truly special.
My vision for SIMPLY CHEESE has always been to create something unique, fun, and exciting—a place where everyone feels welcomed and appreciated.
Being a small business isn’t easy. It comes with long hours, hard work, and the constant question, “Am I doing this right?” But through it all, our top priority is the customer experience. That’s why we take the time to help each customer find the perfect cheeses, answer questions, and make sure you feel valued. We truly appreciate every person who chooses us for their cheesy needs, and we’re dedicated to making your visit as memorable and enjoyable as possible!
I believe it’s our dedication to our customers and community, commitment to quality, and passion for unique offerings that have allowed us to grow and thrive. We were beyond honored to be named Best Specialty Food Store in Winter Park (2024) and Winter Park’s 2024 Small Business of the Year—recognitions that mean the world to us.
We know these awards wouldn’t be possible without our amazing customers and community, who continue to show up and support us time and time again. Their loyalty and enthusiasm remind us that SIMPLY CHEESE is more than just a shop—it’s a truly special place, and we’re so grateful to be a part of it.
What do you think helped you build your reputation within your market?
I believe several key factors have helped establish SIMPLY CHEESE as a trusted name in our community. First and foremost, we prioritize the customer experience. From the moment someone walks through our doors, they’re greeted with a warm smile. Our team takes the time to guide customers through the store layout, answer questions, and provide personalized recommendations.
Many of our customers come in looking for the perfect cheeses, whether they’re hosting a small gathering or building a beautiful charcuterie board. We love curating the perfect selections—pairing cheeses with accoutrements and wine to create an unforgettable spread. We also encourage sampling because we want every customer to love what they take home.
Beyond the in-store experience, our classes and events have been a huge part of building our reputation. Our Cheese Board 101 class teaches guests how to craft a stunning charcuterie board, while our Wine & Cheese Pairing class dives into the flavors, origins, and perfect matches for each selection. We also offer “Around the World,” where we sample cheeses from different countries, pairing half with white wine and half with red. In addition to our own classes, we love collaborating with local businesses to host tastings, pop-ups, and market events—something our customers truly enjoy.
Another important aspect of our growth has been actively engaging with the Winter Park community. I regularly attend Chamber and city meetings, participate in the Winter Park Art Festivals, and have even hosted Women in Leadership workshops. Connecting with other entrepreneurs and local leaders has been not only a great way to build our reputation but also one of the most rewarding aspects of running this business.
At SIMPLY CHEESE, we are deeply committed—to our team, our customers, our quality, and our community. That dedication is what makes all the difference.
What’s been the most effective strategy for growing your clientele?
Word of mouth has been the most powerful driver of our growth. There’s nothing better than a customer having an incredible experience and sharing it with friends, family, and colleagues. When people genuinely love what we offer, their enthusiasm becomes the best advertisement.
Beyond that, being actively involved in the community has been instrumental. Engaging with local events, festivals, and organizations allows us to connect with the very people who walk through our doors. I absolutely love when I receive emails from customers saying they met one of our employees at an event and were so impressed with their passion and knowledge. It makes my heart so happy to know that our team represents SIMPLY CHEESE so well, both in and out of the shop.
Collaborating with other reputable businesses has also been a fantastic way to expand our reach. We love working with talented people who are experts in their craft. In turn, their clientele trusts their recommendations, which helps build our reputation as well. When great businesses come together, everyone benefits—especially the customers!
And of course, I can’t forget the incredible work our social media team does. Leah, our social media manager, has done an amazing job of capturing and sharing my love of cheese in a way that excites and inspires others. We constantly hear from customers who found us through Instagram, followed along for weeks or months, and are thrilled to finally visit the shop in person. Leah and I work hard to showcase the beauty, fun, excitement, and adventure of cheese, and it’s been incredible to see that passion resonate with people.
At the end of the day, our growth comes from creating exceptional experiences, fostering genuine connections, and working with like-minded businesses that share our passion for quality and community.
Contact Info:
- Website: https://www.simplycheesefl.com
- Instagram: simplycheesefl
- Facebook: SIMPLY CHEESE.
- Other: [email protected]
Image Credits
a couple of images are by Maggie Isola