Meet Jaala Sheldon of Jaala & co AKA jaala’s PARTY PANTRY in South Denver

Today we’d like to introduce you to Jaala Sheldon.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
Moving back to Denver from the West coast with a career in fashion design and merchandising working for companies like Patagonia and Esprit, I realized my opportunities staying in the fashion industry would be limited. I love entertaining so I dabbled in event planning and mentored with a local event planner. That well-connected mentor actually redirected me back into fashion/apparel and I landed an amazing opportunity designing golf attire for Tehama and working for an American icon, Clint Eastwood and his business partner Nancy Haley. I was fortunate to travel the world through my job at Tehama and thoroughly enjoyed the perks of regular visits to Carmel. One of those visits lead to an engagement, marriage and ultimately a growing family with two boys.

Evolution and needing flexibility with my job and having small children lead me to my next career chapter. I started designing jewelry with vintage repurposed beads and pieces and sold it at little markets all around the Denver area. When an up and coming jewelry line approached me to come on board and merge both my experience in fashion and event planning, I couldn’t resist. We created curated seasonal at home party designs to offer a unique buying experience for their clients. The creative event piece took off faster than the jewelry line and I found myself off and running planning, designing and executing events of all types and I’ve never looked back. I feel incredibly blessed to have found my creative niche in the event industry which is fully appreciated by amazing clients.

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
In the grand scheme of things it’s been a smooth road and I feel very fortunate. COVID definitely put a damper on my momentum coming into an anticipated record breaking 2020! Thankfully, I have many clients who still like to experience my events on a small or large scale. I’ve enjoyed embracing the quality, not quantity.

During my early quiet days of COVID with all events canceled and zero on the books, I redirected my energy and started “A Party For One”. It was originally meant to show our front line workers appreciation for their sacrifice during the pandemic and make sure they felt seen and loved. I started collecting donations to go toward creating curated packages to deliver to their front porches. Via a website I had made, they would be nominated by colleagues, patients, friends and family. The packages were made supporting all local businesses struggling to stay alive during the slow time. So, the concept became two-fold – to support small businesses and to show appreciation for the health care heroes. Win win. I plan to turn A Party For One into an official non-profit that can transition into showing many types of people and professions love and appreciation. My next “victims” will be teachers this spring and who knows where it will go from there. So much opportunity.

We’d love to hear more about your business.
I provide Full-service Party/event planning & design mostly in Colorado but happy to explore the world.

I mostly do special and milestone celebrations, corporate events and if it’s a good fit, one or two weddings a year. I am known for my through creative touch.

I see the world through a unique set of eyes that translates the ordinary into extraordinary. I love creating details with a unique creative twist. Having traveled the world and marrying fashion and events together from my background, I feel like I’ve evolved with the ability to fine tune events using all five senses. My attention to detail is my best and worst trait. When starting to plan a special celebration, I like to dive deep in research to thoughtfully highlight the guest of honor and/or purpose for the gathering. Through that research, I try to tell a story through the event.

I firmly believe in quality not quantity (maybe that’s why we still live in a tiny cabin in the city and everything in my life including our vintage camper and wooden boat are tiny).

I’m most proud of my clients and other people’s admiration for what I do and my clients who appreciate it. I’m fueled by compliments. I’m just happy to help people make special memories. Coming from a family with Alzheimer’s and having a zest for life, I love to create lasting memories for my clients and selfishly, myself. I love seeing my clients share joy with their most treasured family and friends while surrounded by beautifully curated spaces. Bringing and creating Instagram-able/Pinterest moments to life is so satisfying for me. I love to see guests experience mine and my client’s collaborative visions come to life. Words of affirmation drive me to be the best I can be. I love to shock people with my creativity.

What were you like growing up?
A shy caterpillar turned butterfly that spread her wings as she matured and grew. By the end of high school, my wings were spreading and I was off to take on the world. I come from an entrepreneurial and creative family. Both were instilled at an early age. I started working at 14, very independent, always busy.

Contact Info:

• Address: 481 S. Pearl Street
  Denver CO 80210
• Website: www.jaala.com (under construction)
• Phone: 3038853868
• Email: jaalasheldon@gmail.com
• Instagram: party pantry
• Facebook: jaala’s party pantry

Image Credit:
Bonnie Sen, Stephan Werk