Canvas Rebel |Meet Isabel Ermoli

We recently connected with Isabel Ermoli and have shared our conversation below.

Isabel, appreciate you joining us today. Owning a business isn’t always glamorous and so most business owners we’ve connected with have shared that on tough days they sometimes wonder what it would have been like to have just had a regular job instead of all the responsibility of running a business. Have you ever felt that way?

The decision to start Tartis was born out of a desire to strike a delicate balance between professional fulfillment and personal responsibilities. After becoming a mother for the second time, the value of flexibility became very important. Starting Tartis was not just a business venture; it was a commitment to my family’s needs and a testament to the entrepreneurial spirit that I wanted to cultivate alongside my role as a parent.

Each day at Tartis is a learning experience. I’ve plunged into areas where I had no previous expertise (marketing, finance), but always trying to embrace the learning curve with enthusiasm. The making of our signature crostatas and the delightfully unique Pizzicotti by Tartis (soft almond cookies) has been as much a culinary journey as it has been a personal one. Each milestone feels deeply personal and incredibly rewarding.

There’s an undeniable allure to the stability that comes with a corporate role, I experienced this first hand with my background working for more than 14 years in Fortune 500 companies. I fondly remember their structured career paths, the regular income, and its benefits. Sometimes, I do find myself reminiscing about those days, particularly when confronted with the unpredictability aspects of entrepreneurship. But, the sense of pride I feel when I overcome obstacles, whether they’re related to production, marketing, costs related, is immense. These triumphs are not just mine; they belong to Tartis and to the family and community that it represents.

So, am I a happy business owner? Absolutely. I am thrilled with the growth and success of Tartis. Do I sometimes wish for the regularity of a 9-to-5 job? On occasion, the thought crosses my mind. But then I look at what we’ve built, the flexibility I have to be present for my children, and the ongoing personal and professional development I experience. This journey with Tartis is more than a business; it’s a lifestyle that I’ve chosen, one that fulfills me in many ways. The pride I carry for Tartis, the brand we’ve created and the products we offer, is immense and deeply satisfying.

Isabel, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

Tartis is more than a business; it is a living legacy, a tribute to my father’s side of the family, whose Italian roots run as deep as their love for authentic, home-cooked meals. Growing up, I have the fondest memories of gathering at my Nonna’s house, where we would spend hours preparing Italian food from scratch. Her passion for the kitchen was boundless, a passion that she passed on to my father, and in turn, he has instilled within me and my own family. My father’s extensive cooking knowledge and passion, deeply rooted in our family’s traditions. He is my mentor and the backbone of Tartis.

We started Tartis after more than 14 years of experience in the corporate world. Looking for alternatives that allow me time and flexibility to enjoy with my kids, and at the same time bring satisfaction as a professional woman, Tartis was born.

Our products are a celebration of tradition with a twist of innovation. We offer a variety of crostatas, both sweet and savory, that are perfect for any occasion, whether it’s a family gathering or a formal event. Also, the Pizzicotti by Tartis are almond cookies that aren’t just cookies, they represent the blend of family and food, heritage and modernity.

We help our clients in offering them delicious options in regards to their valuable time and, in some cases, with their dietary restrictions. For those looking for high-quality, artisanal baked goods that can’t be found in stores, we provide a gourmet solution, we offer them the convenience of enjoying homemade-quality products. And with Pizzicotti by Tartis, our soft almond cookies that are as delicious as they are conscientious. we’ve crafted them to be both gluten-free and lactose-free, ensuring that they can be enjoyed by as many people as possible.

These cookies are not mass-produced; each batch is freshly made to order, guaranteeing the quality and taste that our brand is known for. And because we believe that the experience of gifting and receiving is as important as the product itself, our Pizzicotti by Tartis are presented in elegant packaging that speaks to the care and attention to detail that goes into every aspect of Tartis.

What sets us apart is our commitment to quality, our dedication to handcrafted excellence, and our personal touch in every product we create.

I am most proud of the brand Tartis has become – a symbol of the balance between modern demands and traditional values. Tartis is a testament to the fact that with passion and perseverance, one can carve out a successful niche in the marketplace, no matter how crowded it may seem.

I want our clients to know that Tartis is a story, a journey, and a destination for those who enjoy home-baked goods made with the finest ingredients. Every bite of our products is an invitation to be part of our story.

How’d you build such a strong reputation within your market?

From the beginning, our commitment to using high-quality ingredients for our crostatas and Pizzicotti by Tartis has been non-negotiable. This dedication to quality is something that our customers can taste and feel secure that they will always enjoy in our products..

We aim to make every interaction with Tartis a delightful one, the personal touch we add to every package and the customer service we provide help our clients enjoy their experience with Tartis.

Sharing our family’s story and the heritage of our recipes has resonated with our customers. People appreciate the authenticity and love that go into each product, which has helped us build a strong, trust-based relationship with our market.

Whether it’s the consistency in the taste and quality of our products or the reliability of our service, we’ve made sure that our customers know what to expect from Tartis and that we deliver on that promise every time.

Our passion is evident, and expertise is visible in every aspect of our business, from recipe development to customer interactions.

In essence, our reputation has been a cumulative result of persistent quality, heartfelt storytelling, impeccable customer service, and an unwavering dedication to the craft of artisanal baking. Each of these elements has played a vital role in building Tartis into a trusted and beloved brand within our market.

What’s worked well for you in terms of a source for new clients?

There’s an undeniable charm to the traditional word-of-mouth referral, and it continues to be incredibly powerful for us. Satisfied customers tend to share their experiences with family and friends, which in turn brings new clients who are already inclined to trust us because of the personal recommendation.

Platforms like Instagram have been invaluable. By showcasing high-quality images of our artisanal products, sharing our story, and engaging with our followers, we’ve created an online community that’s both loyal and expansive. New clients often discover us through our posts or via shared content from other users.

Participating in local bazaars, has not only helped us to sell our products but also to build a local presence. These events allow potential clients to sample our offerings, which often leads to immediate sales and future orders.

Positive reviews on platforms like Google, and even on our own website give new clients a sense of confidence in our products.

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