Finding Female Founders: Founders Co. Launches Holiday Shop at Ridgedale Center

By Chris Olsen

Founders Co. is the brainchild of four Minnesota entrepreneurs—Heidi Mueller, founder of Excelsior Candle Co., mother and daughter duo Brittany and Debbie Travis, founders of B+D Custom Crafts, and Jordyn DiOrio, founder of MEND Jewelry. The idea for the joint retail venture was born when the women, after working together at a number of pop-ups and special events, realized they shared a belief that when companies are forward-thinking and collaborative, everyone benefits.

This weekend, Founders Co. launched its first holiday shop at Ridgedale Center in Minnetonka. The shop features a collection of items from all three of the women-owned businesses and is open through December 27.

About the makers and their businesses:

Excelsior Candle Co., founded by Heidi Mueller, was born of the belief that the right fragrance can make everyday moments feel extraordinary. Each candle is handcrafted in Saint Paul and features a premium blend of renewable soy wax.

B+D Custom Crafts, founded by Brittany and Debbie Travis, aims to help clients rediscover the joy of personalized giving. Carefully curated gift boxes showcase the beauty of locally crafted decor and can be tailored to the recipient.

MEND Jewelry, founded by Jordyn DiOrio, connects natural gemstones and crystals to women through modern and simply designed jewelry. Every MEND piece is thoughtfully created to embody beauty, hold a deeper meaning and tell a powerful story.

For more information about Founders Co., visit Founders-Co-MN.myshopify.

Heidi Mueller, Excelsior Candle Co.

Brittany and Debbie Travis, B+D Custom Crafts

Jordyn DiOrio, MEND Jewelry

About the author: Chris Olsen is a radio veteran turned communications consultant, educator and author of “Whyography: Building a Brand Fueled by Purpose.” Through her work as a consultant partnering with startups, Chris realized her WHY—to support women-owned businesses in confidently communicating their purpose and impact, setting them up for entrepreneurial success. She created My Founder Story as a platform for doing so.

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