We recently connected with Jessica Mortarotti and have shared our conversation below.

Jessica, appreciate you joining us today. Before we get into specifics, let’s talk about success more generally. What do you think it takes to be successful?

I think being successful as an entrepreneur starts with holding a clear vision of what you are trying to create and then taking steps towards that goal. It requires fierce determination and the attitude that “this is happening, no matter what.” When failure is no longer an option you have to find a path to succeed.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I am an entrepreneur at heart. My first business was Carmela Ice Cream, which helped pave the way for the artisan ice cream movement. I still run Carmela to this day. My second business was an infrared sauna studio called HotBox. It was a best-in-class, affordable luxury wellness service. Currently I am launching my third business, SUN LOVE, which is a suncare business focused on embracing the positive benefits of the sun and finding new and inventive ways to nurture skin while exposed to sun and heat. Simultaneously with SUN LOVE I am launching a podcast called Story of a Startup, where my brother, Dominick, and I are chronicling our experience launching SUN LOVE and also interviewing other start-up entrepreneurs so they can share their stories and insights.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

I think one of my strengths as an entrepreneur is that I have an ability to time the market by seeing a niche for a brand or concept before the trend has really begun. However, within that, I think I have always tried to connect authentically with what I am creating. Simply put, if it is something I want to see exist in the marketplace, I have faith that others will also feel the same. Creating something for yourself is not selfish, but important so that you can really connect with it and make sure it is a fully flushed out idea that will also connect with other individuals. Also important for me has been to focus on providing a quality product or service. I also value good branding and cohesive brand messaging. To me this is what sets concept originators apart from copycats – you can tell when someone “knows their stuff” and has put considerable thought and work into it, rather that someone who seems someone doing something cool and then tries to replicate it.

Can you share one of your favorite marketing or sales stories?

As I look back at when I started Carmela Ice Cream I realize that one of my favorite marketing moments was when I initially launched the brand in the farmers’ markets in Los Angeles.

Selling at farmers’ markets and getting produce directly from the farmers we sold next to at the markets, instantly and authentically connected the brand as “farm-to-table” at a time when farm-to-table ice cream and artisan ice cream didn’t really even exist.

From our humble booth at the farmers’ markets we probably received 50 incredible press hits within the first 18 months, including winning Best of LA from Los Angeles Magazine and a feature in Bon Appetit Magazine; I was interviewed on KCRW for being a pioneer in the ice cream movement and gave dozens and dozens of interviews on the topic. I felt like I met everyone who was a “who’s who” in the LA food scene those first couple years, and even had Pulitzer Prize-winning food journalist, Jonathan Gold, as well as many Hollywood celebrities buying from me at the farmers’ markets.

Because it was my first business I had no idea that this type of incredible press coverage and acknowledgment so early on wasn’t normal. I also wouldn’t say I took it for granted. I was proud and happy every time Carmela got the attention it deserved for taking a risk as a new niche in the ice cream world at a time when frozen yogurt was trending and Baskin Robbins or other major chains were more or less the only ice cream options available. It was a pretty sweet way to start the business…

Contact Info:

• Website: https://carmelaicecream.com
• Instagram: @carmelaicecream, @thesunlove, @storyofastartuppodcast, @jessicamortarotti