Hidden Gems: Meet Judy Fleming of Elite Linens

Today we’d like to introduce you to Judy Fleming.

Hi Judy, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
My name is Judy, and I am the founder of Elite Linens, a boutique wash-dry-fold laundry service here in Colorado.
​To be honest, I didn’t start this business because I had a passion for folding clothes—I started it because I needed to keep my house afloat.
​My background is in dispatching and customer service, but like many families recently, we found ourselves facing financial pressure that my regular work just couldn’t cover. I needed supplemental income, and I needed it fast. I swallowed my pride and started picking up gig work through a laundry app (Poplin), washing strangers’ clothes late at night just to make ends meet.
​It wasn’t glamorous work, but I realized I was good at it. My experience in logistics meant I could organize routes efficiently, and my standards for customer service set me apart from the typical gig worker. I saw that busy families were desperate for help, and I was desperate for opportunity.
​In the fall of 2024, I decided to bet on myself. I took the leap to launch Elite Linens as an independent business, cutting out the middleman app so I could earn a fair wage and offer better, more reliable service.
​Today, what started as a survival tactic has grown into a point of pride. I’ve built a ‘Sunday Swap’ route that serves the Denver/Aurora area with the precision of a dispatch service and the care of a neighbor. My goal is to continue growing this route so I can eventually hire other local moms who might be in the same position I was—needing flexible, fair-paying work to support their families.

We all face challenges, but looking back would you describe it as a relatively smooth road?
Oh, it has definitely not been a smooth road! I think anyone who says business is ‘easy’ is lying.
​The biggest struggle initially was just the fear.
When you are living paycheck to paycheck, it is terrifying to turn down the ‘guaranteed’ gig work on the apps to try and build your own client base. I had to fight a lot of ‘Imposter Syndrome.’ I would ask myself, ‘Am I really a business owner, or am I just a mom doing laundry in her basement?’ Overcoming that mental hurdle to actually charge what I’m worth—and not apologize for it—was a huge mountain to climb.
​Then there are the logistical growing pains.
Since I am a one-woman show, I wear every hat. I am the marketing department, the driver, the folder, and the customer service rep.
​Just recently on my weekly route swap, I had a ‘rookie moment’ where I accidentally picked up a customer’s black trash bag thinking it was their laundry! I had to text them four days later to confess I had kidnapped their garbage. It was mortifying, but we had a good laugh about it.
​And of course, the equipment.
I drive a 2010 Chevy Suburban with over 200,000 miles on it. Keeping that truck running so I can make my deliveries is a job in itself. But that’s the reality of small business, you work with what you have, you fix what breaks, and you keep moving forward because your family is counting on you.

Thanks – so what else should our readers know about Elite Linens?
Elite Linens is a commercial and residential laundry service serving the Denver and Aurora metro areas.
​What We Specialize In:
Our primary focus is Small Business Linen Management for industries with high towel and sheet volume—specifically salons, spas, massage therapists, chiropractors, and short-term rentals. We handle the laundry so business owners can focus on their clients.
​What Sets Us Apart:
We offer flexible, tiered speed options to fit different business budgets and rotation needs:
​The “Weekly Swap”: Our most cost-effective option for businesses with enough inventory. We swap dirty bags for clean bags on a set weekly schedule. This runs $1.50/lb with $20 minimum.
​24-Hour Turnaround: Fast service for approx. $2.50/lb with $30 minimum
​Same-Day Service: Emergency rush service for approx. $3.50/lb with $50 minimum
All including pickup and delivery!
​What I am Most Proud Of:
Reliability. We bridge the gap between expensive industrial linen companies and unreliable gig-app drivers. We provide professional consistency, hypoallergenic options, and reliable logistics without the massive contracts.
​What Readers Should Know:
We are expanding. Elite Linens is actively looking to acquire or lease a commercial laundromat space in the area to serve as our central processing hub. We are ready to take on more commercial accounts immediately.

Before we let you go, we’ve got to ask if you have any advice for those who are just starting out?
Advice for those starting out:
Stop treating it like a “gig” and start treating it like a logistics company immediately.
Even if you are a one-person show driving your personal vehicle, you need systems. Set your delivery zones, enforce your minimums, and have a clear schedule. If you drive 40 minutes for a $15 order just to be “nice,” you aren’t running a business; you are donating your gas and time.
​What I wish I knew when I started:
That clients value reliability more than the lowest price.
I spent too much time worrying that I needed to be the cheapest option to get customers. I realized later that business owners and busy families aren’t looking for “cheap”—they are looking for “done.” They will happily pay a premium ($1.50 – $3.50/lb) if they know for a fact you will show up every Sunday at 2:00 PM. You don’t need a fancy van to start—I use my Chevy Suburban—but you do need a professional standard of service.

Pricing:

• Weekly swap: $1.50/lb with $20 minimum
• 24hr turn-around: $2.50/lb with $30 minimum
• Express/Emergency same day: $3.50/lb with $50 minimum

Contact Info:

• Facebook: Elite Linens
• Other: 720-602-1533

Image Credits
Judy Fleming-Founder of Elite Linens