How To Get Rich Selling ... Aprons

Aprons are generally considered more of a fashion faux pas than fashion-forward. They're hidden in the backs of drawers and thrown aside in the presence of company. Helena Steele knew it wasn't always this way. She could remember when her grandmother, Jessie, would bake treats while clad in finely constructed aprons with beautiful patterns on them.

So in 2002, Helena and her daughter, Claire, formed Jessie Steele, a line of aprons meant to go far beyond the kitchen drawer.

When the mother-daughter team created their line of vintage-inspired aprons, their unique backgrounds proved to be invaluable. Claire, a former model and marketing executive, used her knowledge of fashion and marketing to promote the business, while Helena, an accomplished seamstress and the founder of Golden Gate Kitchens, a successful kitchen design company, helped with the design. Their mission was to create an apron that bridged the culinary/fashion divide, an accessory that could be worn whether buyers were making meatloaf or strolling down Fifth Avenue.

"We definitely feel that they're functional fashion," says Claire, 29, who helped Helena, 54, update the vintage apron styles and textiles for modern wearers.

Claire and Helena unveiled the aprons to immediate success. The vintage styles are a hit among home chefs, as well as hip retailers and boutiques, which have seen a growing demand for retro styles, from '20s flapper gowns to bell-bottoms.

Today, the aprons are sold at stores such as Williams-Sonoma and Sur La Table, which appeal to gourmet cooks, and at small boutiques, which cater to more stylistically adventurous clients who love to wear the aprons as a fashion statement.

The company plans to start offering hospitality design and to expand the boutique line to contemporary, traditional and urban themes. Projected sales for 2007 are $3 million.

Even in the midst of their growing success, Claire and Helena take time to appreciate the foundations of their homegrown business. "One of the ideas of Jessie Steele is to celebrate your family, your friends and your home," says Claire, "and that's an important part of what we're doing."

$300 Hot Sauce

Nick Lindauer Story

Hot sauce enthusiast turned entrepreneur Nick Lindauer is on fire. In 2001, while still in college, he launched the online store Sweat 'N Spice out of his Springfield (Ore.) apartment. He sold a few dozen types of hot sauces, packaged each order by hand, and shipped everything from his local post office, barely eking out a profit during his first year of operation.


Today, Lindauer sells over a thousand products from some 300 manufacturers. His inventory goes beyond sauces to include seasonings, relishes, and snacks with clever names, oddly-shaped collectible bottles, celebrity-endorsed offerings, along with concoctions that are so blisteringly hot customers must sign a liability waiver upon purchase.


Prices run from $4 for El Yucateco brand sauces to $300 for hand-signed, limited-edition bottles of Blair's 16 Million Reserve, the hottest chili powder extract known to man. Lindauer and his two full-time employees operate out of a Midtown office in New York City. In 2005, the business grossed around $130,000. He forecasts $200,000 in 2006.


Lindauer says he owes much of his success to his blog (http://www.hotsauceblog.com/) where he dubs himself "Sultan of Sauces," and offers the hot sauce community news, reviews, recipes, contests, and interviews with prominent vendors.


He explains that the blog is a separate entity from his online shop—it has its own domain name and advertising—but it helps build his credibility and drives traffic to his store through a few strategically placed links on its navigation bar. Lindauer also establishes relationships with many of his vendors in person at industry events and helps in the creation of smaller manufacturers' sauces before they go to market.


Making a living from hot sauce wasn't his original goal, says Lindauer, a longtime champion of spicy foods and an avid collector of exotic hot sauces. The whole enterprise was more a labor of love. "I got really into collecting and decided if I'm doing this, there's got to be other people out there doing it," he says. He figured they'd want a place to trade opinions, and perhaps order a hard-to-find bottle.


Lindauer was right. At industry gatherings like the annual National Fiery Foods and Barbeque Show, in Albuquerque, N.M., he discovered a subculture of superhuman eaters who call themselves "chileheads;" a class of connoisseurs with a passion for rare and intense hot sauces.


Lindauer felt right at home. He had also stumbled onto an industry that is worth close to $2 billion, according to the estimate of leading spicy foods authority Dave DeWitt, editor of Fiery-Foods & BBQ magazine.


Lindauer is now making plans to open a brick-and-mortar shop, even though he and experts in the industry acknowledge that the niche market is too small to make it a sure success. "You've got to sell a lot of hot sauce to pay rent in Manhattan," says Dave Hirschkop, owner of hot sauce and specialty foods manufacturer Dave's Gourmet, one of Sweat 'N Spice's premier brands.