Within the first week of arriving at Harvard College, I promptly did a quick search for weekly farmers markets in the area. One of my favorite pastimes is strolling between white tents of local produce stands, fresh bread, hummus, olives, and unique vendors. My first time at the Charles River Farmers Market I groaned at the long line for the produce stand I was most interested in, and, thinking it might die down if I waited a few minutes, I began to peruse the small selection of subsequent tents.
“Would you like to try a piece of homemade candied ginger with toasted sesame seeds?” I hear Susanne Greelish’s offer before I am even near her stand. However, the description intrigues me, so I head over—because yes, of course, I want whatever delightful treat she just described. Susanne’s table greets me with an array of small paper bags all hand-labeled “turmeric ginger,” “sesame-coated,” “chocolate-covered,” and more. Some were adorned with small red or black ribbons. The display is immaculate, and Susanne’s warm smile and enthusiasm topped off the whole experience. The individually wrapped samples of ginger were surely a labor of love…. and the offering was delicious. I’ve since gone back to the Market a few times, and Greelish has spoken with me about her starting this business and building on the success of her jewelry business, Dovera Designs. Then, COVID-19 hit, and all her plans were changed. Small business owners and their initial struggles often go unrecognized, but particularly during the pandemic, Susanne’s determination for GingerGems is admirable.
Susanne is a three-time cancer survivor. When receiving chemo, it was suggested that she use ginger to help with nausea. The ginger candies she found were all too sweet, so she decided to try to make her own. She would offer the ginger she made to customers at her Trade shows. So many samplers said, “ You should make that,” and that they would buy it! “Then I thought,” says Greelish, “Hmm, maybe this is something I should look into.” Susanne has now developed a unique product: a candy with the health benefits of ginger!
She decided to try to sell them at the Unitarian Universalist Newton Holiday Church Fair. She packed them in tins with ribbons and offered samples. She thought this would be a good test. They sold out quickly, selling over 35 tins. From there, the idea of GingerGems was born. She discussed the possibilities with Laurie Peck, her business partner in the jewelry business, and asked if she wanted to diversify. She agreed, and they registered GingerGems as a business.
Feeling motivated to expand, Greelish attended a local seminar put on by the agency, It’s Never Too Late to Start Up, a part of the CIC of Cambridge. The agency provided networking opportunities for entrepreneurs and according to their website, “acknowledges that with age comes many significant advantages when starting a new business,” such as making a passion a legacy. The conference Greelish attended was specifically for 55-and older and was a discussion seminar format. While there, Susanne expressed a need for grants or financial support and, after speaking, attendee Peter Nash approached her with interest in her business ideas. He wrote up a comprehensive plan for GingerGems, and the skills of getting all the needed back-up support for accomplished businesses before it became a real business. Peter found the Foundation Kitchen in Somerville to produce the products and obtained all required licensing. The three worked on the label design, and they were ready to start. They signed up for a large convention in June to roll out the product to 8,000 attendees as a test market. They felt confident that, with hard work, this will be a desired product in the market.
“The only thing that could’ve killed our plans for business was a global pandemic,” says Greelish. At this point in the interview, Greelish’s voice catches in her throat. “Everything that was planned seemed to die.” Greelish’s world fell apart. “Where was the money going to come from now?” wondered Greelish, visibly distraught even just recalling this memory. She and her team had to come up with an idea and a new plan, and it had to come to action fast.
Greelish began to apply for farmers markets, which were luckily still kept open as essential businesses according to Governor Charlie Baker’s “Order Assuring Continued Operation of Essential Services in the Commonwealth.” The subsequent Order of the Commissioner of Public Health for Farmers Markets, Farm Stands, and community-supported agriculture made clear rules to ensure the safety of the market’s continued operation. To her disappointment, she received the same automated message time after time: “Due to the pandemic we are accepting limited vendors and cannot accept your request at the moment.”
Before she could become too disheartened, Greelish went to the manager of the Charles River Farmers Market in Harvard Square, and after a brief conversation, Greelish “could start at the market that very week!” Greelish is best at marketing, inviting Market visitors with her carefully thought-out decorations, and customer relations. “I threw together my first display,” says Susanne, and her skills at the stand that weekend impressed the market manager. I can attest to the fact that her display is truly amazing. The little packages with handwritten labels and ribbons complement the homemade product beautifully. Coupled with her enthusiasm about the product, it is difficult to refuse. Greelish has “never done the same display twice” and prides herself in the woven baskets filled with ginger candies, the pieces of actual ginger root strew around the table among small orange gems, and the color coordination of the entire display. “Sunflowers are my thing,” notes Greelish as I watch her set up the market display one morning. “I’ll always have a sunflower on the table.” Seeing the care she puts into the specific placement of each element of her table allowed me to appreciate the art to a new level.
While approaching the stand, a new customer reflects, “The set-up is so welcoming, and I love the name.” The customer adds, “Susanne is so welcoming as well. I just get very warm vibes from the whole thing.” The day in mid-November the customer visited happened to be one with cloudy skies and a slight drizzle, and the customer notes that Greelish’s personality is “the type you seek out on a rainy day.”
At first, she just had ginger candies coated in sesame seeds: her signature and favorite way to make them. Then, someone asked about a version without the seeds because they were allergic. The next week, she came back with a turmeric-ginger version. Everyone loved the product, and her sales doubled. That week someone asked about sesame and turmeric combined, and again, she had it ready the next week. Greelish loves being receptive to her customer’s desires, and as a small business owner, she expresses that this is what makes the job so fun. Going off on her own whim, she even created a version of the gems coated in chocolate. The new invention proved a huge hit!
After being at the Charles River Farmers Market for the month of June, her friend suggested she look into the Newton Farmers Market. The managers were very supportive and made space for her. With growing interest and sales, Greelish had a Ginger Gems booth up twice a week in Newton. Then she got into the Cohassett Farmers Market.
“Doing the Farmers Markets made my summer,” she reflects. If she hadn’t been out there with the music, the people, and the fun interactions, she would probably be in a very depressed state. Greelish is a people person, and the markets allowed her to show her best qualities in a way she loves. Her whole world blew up, and the Charles River Farmers Market saved her. Will they sustain her financially? No, but she shares, “it is sustaining her soul and mental health.”
However, progress in a business that could sustain her financially is underway. Details cannot be disclosed, but with good opportunities and the prospects to local markets, there is truly potential in the making for Greelish and the GingerGems team.
Progress comes with more hard work, and Greelish ended up doing most of the production and design herself. “I don’t mind. Laurie and Peter have other gifts that I don’t possess that made this possible. I can do this part of the teamwork.” “It’s hard,” she says, because, “If it weren’t for COVID-19 and the financial concerns, I would be having a ball.” The game of setting up the market display and drawing in customers is her jam.
Going forward, Greelish envisions GingerGems on the shelves of markets and fine retailers around Boston and beyond. Their current focus is on new product packaging and a real brand label. Greelish has ideas “up the wazoo!” I found myself grinning as Greelish looks into the distance and envisions a ginger-colored minivan adorned with her logo perusing around the neighboring states and cities selling her special product. She wants everyone to recognize the value of her product: it’s good for you, it tastes delicious, it’s local and it’s unique.
Greelish has confidence in herself and that GingerGems will work. However, the weight behind financial stress is not light. After speaking with Greelish, I wonder about how many other budding businesses shattered when the pandemic struck the world and what they are doing now. How much potential will we never see because of the economic implications of COVID-19? What small quirky creations is our society missing out on? Perhaps we will never know unless actions are taken to raise these voices from beneath the rubble.
I departed the market laden with free samples of the sesame ginger, plain ginger, and even a whole box of the chocolate-covered gems she adores. I tried my best to refuse such a generous offer, but Greelish would not have it. “Only nice things come from being nice,” Greelish tells me. This inspiration followed me throughout my day and sparked feelings of happiness as I shared the delicious gems with my friends. Visit her website, gingergems.com for online orders. She’ll be back at the Farmers Market when warmer weather returns and may make an appearance at the Winter Market if the timing and weather is right. I highly recommend an in-person interaction with Greelish to uplift and inspire you, or just to chat about anything on your mind that day.
Kate Tunnell ’24 (katetunnell@college.harvard.edu) writes News for the Indy.
Photograph by Kate Tunnell ’24.