Creating, Promoting, and Sharing Her Business—One Board at a Time
For native Prescottonian Hayley Heckethorn, leaving her full-time job during the pandemic proved to be a life-changing choice in a new niche-driven profession.
The founder of Primrose Board Co., Hayley—a 2020 healthcare industry graduate with a minor in Business Management from Grand Canyon University—said, “I initially started to explore careers in the wedding industry, and that’s when I discovered charcuterie boards.”
She recalled, “I brought one of my boards to a family dinner and my sister said, ‘You should do this as a business!’ I didn’t think it was much of a ‘thing’ at that time.”
Later that night, Hayley did some research and drafted a business plan, which led to an Instagram post introducing her new venture and showcasing her boards. Almost immediately, she found people shared her posts and wanted to connect, including small businesses who proposed collaboration to serve a mutual broader audience.
Still at her healthcare job and often waking at 4 a.m. to create boards while working around her full-time hours, she fulfilled orders after work and during lunchtime.
“Random people found me through Instagram and other social media,” she said, “which instrumentally launched my business. After talking with my husband, I made the choice to leave healthcare and focus on Primrose. I am so glad I did because it has been a really good decision!”
Working solo with occasional family assistance, Hayley remains the face and brand of Primrose Board Co. She said, “It’s been so fun learning the logistics of running, developing, managing, and marketing a business.”
Coupled with her natural ability to create beautiful product, Hayley values the expectation of her clients for professionalism and compliance. She obtained her Food Management License through Yavapai County Health Department which mandates testing, re-certification, and random inspections.
Recognizing that the right tools foster future success, she said, “You have to invest in yourself to make it worth it. I’m licensed as a caterer, and I work at the commissary kitchen where I rent space to prepare boards so that I remain in compliance. The certification fee was costly—but imperative, I’m so glad I did it because now I am one of the only licensed individual charcuterie providers in the area.”
Hayley says her services continue to expand and gain interest, with bookings through most of the remaining year. “In 2024, my grazing tables with more food variety have become popular for large scale events of 20 guests or more.”
She also offers Build Your Own Board classes where she provides materials and teaches fancier techniques for cutting and arranging food and—yes—creating those amazing salami roses.
“What I love best about this business is the flexibility. I’m able to work when I want and take time off when I want. It’s been the best creative outlet for me to meet new people and collaborate with local businesses.”
For more information about Hayley and Primrose Board Co., follow Primrose Board Co. on Instagram and visit https://www.primroseboardco.com.