We were lucky to catch up with Noreen Juarez-Alexander recently and have shared our conversation below.

Noreen, appreciate you joining us today. How did you come up with the idea for your business?

After leaving my last job, retiring, I felt I had to do something outside of the home. I needed and wanted to be able to talk with people and offer something I felt was lacking for me in the valley. What I felt was lacking was spices that were fresh, organically grown and certified, that was respectful of the farmers and the land. I regularly would go to Denver and purchase my spices. I enjoy the travel but felt that I needed something here in the valley. Putting together the 2 ideas of seeing people, and fresh spices I decided to open a retail store. The idea from the beginning excited me as I had been in sales when I was just out of college. I loved the idea of learning new things about spices that I could add to my own home cooking. I felt with my past experience in home sales and with the help of the Business Incubator I could pull the idea together.

Noreen, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I always laugh about my first meeting with my future son-in-law. We were having spaghetti for dinner and he wanted to know what my favorite spaghetti sauce was– Prego or Ragu. My daughter, his future wife, turned to him and said RUN. What he didn’t know was I made my meals from scratch. Spaghetti was home grown tomatoes, my personal selection of sauces and put together with lots of love.

After I had retired, I felt I had more in me to do. My husband and I set down over several meals, long drives, and exploring some ideas we thought we would be excited to invest in. We came up with a retail store of spices, coffees and teas. Thanks to those long chats and following up with so ‘How to start a Business’ books and using the classes offered by the Business incubator we got started with Blue Heron Gourmet Spices, Coffees, Teas etc.

I am excited to be able to offer organic, direct from the International spice markets products for any home chef. Thanks to the pandemic, pinterest, cooking shows many people are looking for unique and hard to find spices. Here at Blue Heron we are happy to provide those spices needed. If I don’t have them today I will research what they are and work to get them into the store for them.

I also provide personal blends and mixes. If someone has a seasoning they have used before and it is no longer available I will work to recreate it here in my store.

I have a website with my available spices, coffees and teas as well as blends. They can order and pay for those on-line and come into the store to pick up. BlueHeronSpices.com

I can be found in the old Lowell /R-5 school: 310 N. 7th Street [Classroom 1]
We are just 2 blocks north of Main Street. corner of 7th and Grand.

Hours are Tuesday – Saturday 10:30 to 5:00

Any advice for growing your clientele? What’s been most effective for you?

I utilize several advertising methods to grow my clientele. 1. I used the farmers markets, expos, festivals to bring my product to and sell and introduce to people.
2. Next I opened my website and let people know such as facebook friends, farmers market people
3. When I was going to attend an event with my product I made up flyers and sent them around to businesses I utilized with where I was going to be and when.
4. I organized a Grand Opening and invited the people I knew and businesses what was happening.
5. I went to a radio station and put an ad on air
6. I went to our local paper and set up a series of events and regular advertising.

All of this has generated interested in my business. I believe if Charmin still advertises ( you would think people knew they needed toilet paper) I better advertise too!

How did you put together the initial capital you needed to start your business?

Funding has been a cash idea. We started with our savings, and had my husband continue with his job and utilized his money, I cashed in my retirement. We at this time only buy when we have the cash to do so. We are strong but determined. Having watched many people build businesses; my father-in-law, myself, local businesses and then visiting with them I have a strong affinity with the slow and steady. Good personal one on one with clients and potential clients. Makes the different in going forward.

Contact Info:

• Website: blueheronspices.com
• Facebook: coming soon

Image Credits
Noreen Juarez-Alexander