In June 2018, April Selman and Charlie Rutledge, owners of True West Hats, moved from a home-based operation into a small retail/production site in downtown Paonia.  Working with West Central SBDC consultant Judy Martin, who helped them with their business plan and financial projection, prepared True West for a successful move into their new store.  As they ramped up for the Denver Flea holiday market, April and Charlie realized they required more raw materials in order to produce enough hats to meet Denver’s demand. 

They needed working capital to purchase the inventory.  Judy worked with Dan Scinto, Region 10’s Business Loan Fund director, to help secure a working capital loan.  As a result, the hats were a huge success and True West was able to make a $24,000 profit for 2018-- even though they had only been fully operational for six months.

In May of this year, True West’s lease expired, and Judy helped them locate a better, more centrally located retail space on Grand Avenue in Paonia. Within two months, store sales had doubled compared to the previous year.  Based on their reputation gained from the 2018 Denver Flea, they were able to qualify for summer festivals and events in Park City and Telluride, where they almost sold out of inventory.  True West Hats are scheduled to be sold at events in Arizona every weekend in November. To round out 2019 and roll into 2020, they are planning to turn a piece work contractor into a full-time employee to keep up with demand. The SBDC will continue to nurture them as their business expands. 

For more info, visit True West Hats.

Shannon Ullmann changed her lifestyle and location to bring a Hotchkiss business to fruition.

After working as an engineer and moving with her family of four from Glenwood Springs to Hotchkiss in 2015, Shannon Ullmann shifted gears and founded Elevation Mountain Grown Herbal Tea three years later.

On a 5-acre farm situated at the base of the West Elk Mountains, they grow 17 ingredients—hibiscus, chamomile, lavender, echinacea, mint, strawberries, raspberries and more—and source fruits like apples and pears from nearby First Fruits Organic Orchards. Ullmann has carefully selected these ingredients that complement the Western Slope’s climate and positively impact customers’ health to craft, package, and sell herbal blended teas.

“I consulted as an environmental engineer for 10 years. After my two daughters were born, I started looking for a lifestyle change that would allow more time with my family,” Ullmann says. “I also yearned for a chance to develop my passions: creating healthy, yummy food, contributing to the health of the environment, and sharing my love of homegrown herbal tea.”

The result is delicious teas with names like Maroon Bells Blend and Sunlight Peak Blend that can be purchased at Elevation Mountain Grown Herbal Teas’s retail shop at 34691 Jacobs Rd. in Hotchkiss; online, or at various Colorado retailers listed on the website. The shop is open Monday-Saturday from 8 a.m. to noon, with tours available by appointment.

After considering a variety of alternatives of business uses for their land, herbal tea rose to the top as its shelf-stable and sold in small quantities. Also, there are few herbal teas companies using locally sourced ingredients, and Ullmann identified a market growth opportunity as Coloradoans seek healthy beverage options.


“The teas are a celebration of local farmers, great taste, positive health and the inspiring state from which they come,” she shares.

Although Ullmann had her brand, product, business plan and website ready at the time of launch, she had zero marketing experience so reached out to the West Central SBDC, based in Montrose. “I met with SBDC consultants who gave me encouraging guidance for this important step,” she says. “Since then, I have continued to work with them, and I’ve participated in various workshops that lent insight and inspiration into continuing the development of my business.”

For more info, visit Elevation Mountain Grown Herbal Teas.

The Storm Cellar is an estate vineyard and winery, located in Hotchkiss, Colorado, that specializes in high-elevation white and rosé wines. Established in 2017, this collaborative vision between husband-and-wife team, Steve Steese and Jayme Henderson, is a project founded upon a love of Colorado, a desire to make world-class wine in this great state, and a goal of helping to put a relatively unknown, yet up-and-coming region, on the national map.

Since releasing its first wines in the summer of 2019, The Storm Cellar’s wines and story have been a cover story in both The Wall Street Journal and The Denver Post. Steve and Jayme’s wines have also been featured prominently in Wine Spectator, Forbes, 5280 Magazine, Spoke + Blossom, West of 105, City and Shore Magazine, The Broker, and The Delta County Independent. They were the featured winery in a video short produced by John Deere International and are highlighted in their most recent nationwide ad campaign, as well. Their wines have been awarded numerous medals at wine competitions, including double-gold medals at the San Francisco International Wine Competition, The American Fine Wine Competition, and the Colorado Governor’s Cup.

Prior to taking the plunge to become full-time farmers and winemakers, Steve and Jayme both spent many years in the Denver culinary scene, in roles as sommeliers and managers. Since this project is so multi-faceted, from farming to chemistry to hospitality to business, it was a dramatic leap for them both, with a very sharp learning curve.

They reached out to the SBDC in the early stages of their project to obtain help regarding the management of their financial reports and their ability to make sales projections for future years. The guidance and assistance of their SBDC counselor provided a solid framework, upon which they have based their current business. Knowledge of Quickbooks, integration of their financial reports, and solid, realistic projections have allowed them to obtain the investment capital that they needed and has provided a solid foundation for business necessities, such as refinancing the property and creating the plans for upcoming construction and expansion. They are also looking to further utilize the various tools that the SBDC provides for business growth in the upcoming years.

“Without assistance during our uncertain and formative years, we wouldn’t be where we are today. The time, tools, and guidance we received from Judy Martin, our SBDC advisor from Region 10, have given us the confidence to progress in our business. Judy had incredible patience with us, as we were both new to platforms like Quickbooks and its corresponding reports. We are grateful for her patience, care, and encouragement. This past summer of 2020, even while experiencing the taxing limitations of the pandemic, was a success for us because we had tools to help us maneuver in a quickly changing landscape. We are most appreciative for the much-needed support and resources we’ve been given."

For more info go to The Storm Cellar.