Diva: Jennifer Covello
Business Name: Frittabello, LLC
Website Address: http://www.frittabello.com
Year Business Was Founded: 2008
Tell us about your business:
Frittabello® is dedicated to the creation of treasured keepsake baby gifts that bring inspiration into people’s lives. Frittabello, LLC was formed in January, 2008 by Jennifer Covello and
is headquartered in Norwalk, CT.
Its flagship product is a baby journal entitled “My Life…A Chronicle of the Journey”. This unique keepsake provides the opportunity for parents to record the story of their child’s life in their own words from before birth through age five. In May 2009, the My Life baby journal won the Bronze Medal in the Jenkins Publishing Living Now Awards in the Keepsake/Gift Category.
In December, 2009, the “From the Heart” baby gift line was launched. This line includes 100% organic cotton, custom embroidered baby layette apparel (onesies, bibs, and hats), custom notecards, mini tote bags, and baby shower gift sets.
In April, 2010, “Frittabello and his Angel”, a children’s picture book was published. Additionally, Frittabello created and sponsored “Bumps, Babies & Beyond” baby expo in Fairfield County, CT.
What inspired you to start your business?
Many people have asked me the origin of the name “Frittabello”. Some thought it was a word in another language, while others thought it was my last name. Frittabello was inspired by my son, Christopher. When he was learning to say his name, which was a mouthful for a young child, he could not pronounce it correctly. So instead of saying “Christopher”, he called himself “Fritta,” and Covello became “Bello”. Hence “Frittabello”. For a long time I could not help but think that this nickname would one day become so much more.
From the time of my children’s births, I have journaled about their many experiences and milestones. I thought they would like to read about the events that shaped their journey while under my care. It was important for them to be able to look back upon their childhoods and see not only the “what’s and when’s,” but also to remember, and possibly understand, some of the “why’s.” Having all of this information would help them know themselves better and perhaps clarify their purpose.
This is how the My Life baby journal started as the flagship product of Frittabello and then expanded into other baby gifts.
What has been the biggest challenge in your business and how have you dealt with it?
Being a solo-preneur is the biggest challenge as there’s no one to bounce ideas off. However, I belong to a women’s network and a mastermind group so I utilize those support systems to help me.
What would you say has contributed to your business success?
Hard work, not letting one opportunity pass me by. If a door is open to me, I check it out.
What advice would you like to offer to other women/moms who are thinking about starting a business?
I would tell them to do as much research as possible on their business idea before investing one penny. Make sure they test market their idea and get a following. This will not only save time, but money. Most importantly, complete a business plan with the help of someone experienced in small business.
What has been the most rewarding aspect of being an entrepreneur?
The freedom and flexibility of working when I want and having the time to spend with my children.
What is your favorite tool/resources you use for your business and why?
My support system and network because they are the ones who pick me up when things don’t go well and celebrate my success too.
How do you manage your personal and business activities?
My children are in school, so I work then and try not to overlap into the hours when they come home.
Looking back, is there anything you wish you’d done differently?
I wish I would’ve not spent monies on some of the endeavors I did hoping for “instant wins” and utilized those monies for other things.
Please share your social media connections:
Follow me on Twitter: http://www.twitter.com/frittabello
Linked In: http://www.linkedin.com/in/jencovello