Unapologetic Transparency:
Queer Chocolatier Makes the Wall Street Journal
Cheri Ellefson (left) and Morgan Roddy at their retail space for their business, Queer Chocolatier in Muncie, IN.
Our business model sits on a bedrock of transparency.
We are queer and we will make you indulgent chocolates.
We take great care in knowing where and how our source chocolate is made.
We love to explain our processes, our practices, our relationship, our social/political/economic positions.
Transparency and openness is who we are and what Queer Chocolatier stands for.
Our venture into transparency was furthered by an article feature in the Wall Street Journal.
Raw, unyielding financial transparency.
The article, in the Wealth Management section of WSJ, digs into our salary, debt, expenses, and goals. When posed with this opportunity, Cheri immediately realized that not only was it tremendous exposure, but it solidifies our passion about being open about who we are, whereas I was truly nervous. Cheri is the perfect guide and business coach. She was right, and I knew that she was right, but it took her belief in me to steady my nerves and recognize the marvelous chance to double down on transparency.
With this article, perhaps we can demystify the small business process, build solidarity with those who constantly feel shame about their debt or worry about money, and also strengthen our relationships with new and long-time customers with our consistency and commitment.
It isn't easy building a business from scratch. We have self-funded our business and our aunt is our first financial backer by loaning us $500. We hit hurdles and have challenges, but we are persistent and we accomplish our goals.
Our long-term goals are large. We know reaching them will take a lot (hard work, luck, and financial capabilities, etc.). And sometimes I'm afraid. It really isn't easy and if it weren't for a beautiful community of customers who have repeatedly demonstrated their belief in us and in our product, I would have already crawled into a hole by now.
But I am in unapologetic love. With my wife. With chocolate. With our community. With adventure.
Ask us any questions you have. We will gladly answer. We are your Queer Chocolatier.