We had the good fortune of connecting with Sarah & Boo Simms and we’ve shared our conversation below.
Hi Sarah & Boo, what role has risk played in your life or career?
When we jumped from an ecommerce model to our brick and mortar it was really big. We had to sign a lease on a space that we could barely afford in order to be able to take on more business, hire help, and grow- it was scary but the good kind of scary. It was a pivotal moment in that our business grew substantially that first year and we learned more about running a business then we had in the three years prior. Having a store front has also allowed us to create a tangible space for our brand to develop and has led to all sorts of new revenue streams. But the best part is that our shop has become this tiny hub of happiness in our neighborhood, where we can connect with customers and interact with the community face to face.
What should our readers know about your business?
At the heart of it – our business is really about human connection and cheese boards are magnets for that. Yes, they are beautiful but more importantly they are nourishing and bring people together. Our secret really isn’t a secret. We find the very best ingredients we can get our hands on and let them speak for themselves. We make a point to celebrate the farmers and makers who create those ingredients and share their stories – we believe it creates a deeper connection to the food. We spend a lot of time building relationships with makers and growers locally because we always want to ensure that our food reflects a deep sense of place and seasonality. The last year has been pretty wild. We lost all of our event and wedding business for 2020 and 2021 back in March of last year (which was a massive chunk of our revenue stream) and immediately sat down to come up with a plan. Our strategy has really been about helping get people what they need right now. Having shop was a godsend during this pandemic, because it also allowed us to act as a community hub, aiding in the distribution of CSA produce boxes from our farmers and offering essential groceries for locals. Something we wouldn’t have been able to do without making the jump to brick and mortar a few years ago. We started offering sandwiches and salads as well as grocery and smaller cheese board options for 1 or 2 people. And we are still switching gears and pivoting daily. We are so grateful to still be in busines and finding new ways to continue serve while keeping our staff employed. It’s really a survivalist mindset, we are staying as fluid as possible and constantly trying new things in an effort to keep evolving as we figure out what this new normal looks like and what people need next.
Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Ok, ready? Our favorite places to source food -Santa Monica Farmers Market (Wed / Sat) -Mayday LA for the BEST seafood and steaks -Croissants and Brioche Buns from Clark Street Bread -Sesame Loaves and Baguettes from Bub and Grandma’s -Wine from Helen’s Wine Shop -Liquor from Hi-Lo Liquor -Pizza Dough from Lupacotta -Beer from Highland Park Brewery and Three Weavers -Coffee from Joules and Watts -Ice cream and waffle cones from Sweet Rose Creamery Our favorite places to order take-out (hopefully dine at soon!) – Ayara Thai (best tom kha!) – La Morra Pizzeria (cutest pizza window ever) – Son of a Gun (tuna ball forever) – Colapasta (the beet ravioli!) – All Hillstone Restaurants (too many things to list) – Felix (the focaccia is literal heaven) – Wax Paper (larry mantle is our fav) – Found Oyster (raw bar and scallop crudo) – Bavel (all of the spreads) – Langers (#19) -Teddy’s Red Tacos (birria!) -Hiko Sushi (nigiri boxes) We have been spending lots of time at home – cooking and grilling in the backyard. Slow dinners with candles and the record player on. Bike ride around our neighborhood. Lots of simple pleasures.
Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
We would be nothing without our team. All of our successes are made possible by the incredible humans we work alongside: Kelly, Katie, Philip, Kyle, Eric, Emily, Olga, Robert, Felipe and Jessie. They are a literal dream team! They deserve all the credit for the daily success of our shop.
Photo Credit for all images EXCEPT the image Sarah & Boo can be “Lady & Larder” Image of Sarah and Boo credit: Jenna Jones