Today we’d like to introduce you to Coral Frischkorn and Will Frischkorn.
Coral and Will, can you briefly walk us through your story – how you started and how you got to where you are today.
Cured just turned eight years old, perfectly spaced with our other children Holden and Huxley, now 5 and almost 3, and we feel amazingly lucky to have earned the support of our community and made some great friends along the way. We were inspired by small shops in our adopted home of Girona, Spain, during the tail end of Will’s cycling career. When we moved home, we wanted to bring that sense of passion, energy, and curation to Boulder, a town with an amazing array of grocery stores, but one that lacked anywhere small, personal, and family owned.
We’ve been amazingly lucky to have grown from the core of just a cheese and wine shop, still our heartbeat, to one that also has a bustling lunch business, an online gifting business, and a catering arm that has grown from just cheese and charcuterie boards to a team that can take care of you and a dozen friends over an intimate dinner at home to a multi hundred person affair. Catering has been the biggest surprise and something we never intended to do, but once you’re invited over for dinner enough times and asked to bring the food, we realized we should start offering it to others as well;)
The rewarding thing for us to see along the way is that all of the things we have tried all tie back to our desire to share great food and wine, excite our guests about the things we share, and to help them realize that little touches of deliciousness can elevate the everyday meal into something that much more.
Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Yes and no. I honestly dont think we ever imagined just how much work it would take to start a small, retail, family owned business but at the same time, we have been incredibly lucky since day one to be welcomed and supported by the community around us. About four years ago, we briefly opened a second location called Cured West that was located just ten blocks away on the West End of Pearl. It was much smaller in scope and focused more on the lunch side of our business, grab and go sandwiches, salads, soups, etc. At the same time, we found ourselves pregnant our second child and simply stretched too thin to be able to give the business the time, energy and focus it needed. We closed it after 2.5 years and had to chalk it up to an (expensive!) learning experience. However, we have been incredibly lucky that we were able to absorb the loss and use the experience to learn, grow, and refocus Cured and have come out stronger than ever before.
Cured – what should we know? What do you guys do best? What sets you apart from the competition?
The core of our business is a cheese shop with over 100 different cheeses and charcuterie from around the world. We also have filled the shop with all the other goodies we love and selfishly want to take home each day, from fresh bread to bean-to-bar chocolate, olive oil, crackers, vinegars, canned fishes, pastas, etc. We also have a full wine shop tucked in the back of Cured which enables us to ‘complete’ a meal, offering everything you need for a dinner or night out. Core to our central beliefs at Cured is connecting eaters to the makers and we pride ourselves on being able to champion small, authentic producers and makers and share their story and values with our guests. All of our mongers are highly trained and educated and we make sure that every guest who leaves our shop leaves not only with something delicious but a bit of knowledge and education as well.
What moment in your career do you look back most fondly on?
Our proudest moment isn’t a specific moment but it is actually having found some semblance of balance in life, running a business as husband and wife, raising two young boys, and still finding time to get outside to play and picnic.
Contact Info:
- Address: 1825 Pearl Street. Boulder, CO 80302
- Website: curedboulder.com
- Phone: 7203898096
- Email: [email protected]
- Instagram: @curedboulder
- Facebook: cured
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