Meet Crème Fraiche. A specialty food store that caters to alternative eating lifestyles such as vegan, sugar free, gluten free, dairy free, but also indulgent. Located in the new Brentwood Mall in Chaguanas. “We opened our doors on December 2nd and we are continuing to work on our product offering to improve the range to cater to our clientele,” says owner Shalini Jodhan-Kendall.
When it comes to the name of the brand, Shalini explains that “Crème Fraiche is French for fresh crème which is a versatile ingredient, that can be used in anything from entrees to desserts, and that’s our aim for the store. To provide specialty ingredients for everyday use in your cooking.”
As is the case for many entrepreneurs here in Trinidad and Tobago, Shalini plays the juggling game to get it all done. “Running the store is my full time job, despite this, I am a full time mom and wife, which takes precedence, as I believe in family first. It is very challenging juggling my time, but I have a great family support system, which helps a lot.”
So what inspired Shalini to become an entrepreneur in the first place? “I always wanted to be an entrepreneur, and drawing from my love for food as well as my past work experiences in the FMCG industry, I thought it would be a great idea to bring this type of offering to the Chaguanas locale.”
Shalini confides that bringing the brand to life is a major milestone for her. “Opening the doors for this business is one of the major achievements for myself. Coming from a corporate background, this has been a completely new experience. In order to have it up and running and doing what was necessary to reach here, required major planning and coordination, from finding the right staff to sourcing suppliers and even overseeing the process of construction.”
And of course there have been lessons along the way. “There will always be a problem to solve, but better yet, there is always a solution. However, it is important in that in arriving at the solution, even if pressed for time, to do your due diligence and do not rush your decision making.”
When it comes to those budding entrepreneurs contemplating whether to jump in, Shalini has this piece of advice. “You have to do the needful research to understand your target market and ask yourself what need are your fulfilling or what problem are you solving? If you can safely answer that question, start making moves to make your dream a reality, it will never be easy, but working for yourself is so much more fulfilling.”
Shalini has certainly enjoyed bringing her brand to life. “A brand to me, is the look, the feel and the experience of what the business portrays. It is the identifying marker of the business.”
She adds that “A business is exactly what is for sale, whether it is goods or services. The brand is defined by the intangible experience that accompanies the selling of goods and services. For example, you walk into Crème Fraiche, and whilst you may be there to purchase coffee, pastries and some grocery items, you will be greeted by friendly staff, who are willing to assist you with anything that you need, in a clean and rustic environment. Those accompanying factors make up the brand for the store.
As for the local brand market here in Trinidad and Tobago, Shalini sees massive potential. “I believe that there is a lot of talent here in Trinidad and Tobago, and what I can say in terms of how brands relate to my business specifically, it is in supporting the brands of local artisans. I am so elated by the strides that our community has made, from product quality to packaging. Sometimes customers come into the store, and when we point out the local items, they are amazed by the look, because they automatically assumed the products were foreign. I do look forward, to more and more local artisans stepping up.”
Shalini supports the local artisan community by hosting “Sampling Saturdays” where Crème Fraiche features only local artisans. This is a great way to give local brands a platform to meet and greet with potential customers.
Keep a look on this brand and all the exciting brands and goodies they have in store. Thank me later!
