Claire Cheney
Welcome to With Grace. This week, we feature Claire Cheney, Founder of Curio Spice Company. Claire founded Curio in 2015 with a love of spices and a curiosity about where they came from. She built the business on direct relationships with farms, original spice blends, and a commitment to culinary creativity. Inspired by the idea of a curiosity cabinet, Claire named the company to reflect collecting wonders from around the world and sharing them with a community. Ten years in, Curio remains a women-owned and operated Certified B Corporation, grounded in the understanding that a single spice can change a woman’s life, and therefore a commitment to purchasing from women. Claire’s perspective on leadership: “Vulnerability is an inherently human trait, and especially as we navigate through the new age of AI, it’s so crucial we understand how our most human traits can make us superheroes.”
What’s an unexpected tool you love?
An electric pencil sharpener. I get ridiculous satisfaction out of sharpening pencils!
What’s a habit or routine that’s been crucial for your success?
I’m not sure if writing counts as a habit or routine - perhaps a practice? The practice of writing has been crucial to my success, since it’s helped me stay authentic to my brand vision, and also stay connected with our customers. I write a “Spice Letter” once a month that is addressed to our customers, and over the years I’ve received random feedback from folks who truly enjoy reading it. I like the idea that maybe it cuts through the email noise. I am able to process things in these letters (as well as other writing like my sporadically updated substack) such as how Curio’s work connects to larger current events, as well as the seasons, spice travels, my family, traditions etc.
What’s a key quality or trait you believe is essential for leaders?
Vulnerability. I am a strong believer in the work of Brené Brown (“be awkward, brave, and kind”) and Simon Sinek (more on his work in the book question!). Vulnerability is an inherently human trait, and especially as we navigate through the new age of AI, it’s so crucial we understand how our most human traits can make us superheroes. Being vulnerable is holding yourself accountable, it’s having the courage to say what isn’t being said, it’s speaking up first about how you’re feeling to create a model for others.
What motivates you to keep pushing forward in your work?
I love my work because it contributes to a larger goal of helping repair our broken food system. It’s impossible to attack huge issues like “fix our food system” without getting overwhelmed and discouraged, but by approaching a problem through a specific lens, in my case through directly-sourced spices, it feels hopeful. And that’s not nothing! My parents instilled in me a deep sense of curiosity about the world, and I bring that to my work everyday, including how I can improve as a leader. Curiosity is usually productive but sometimes I have to consciously not look something up since I go down so many rabbit holes…for example “were there any flowers at the end of the Jurassic period?” haha, too late!
What’s an inspiring book, podcast, or resource?
I love Maria Popova, a writer/author and creator of The Marginalian. I deeply relate to navigating the world through a “lens of wonder” - it’s how I view my work and my brand. As she writes: “The Marginalian is a record of my reading and reckoning with our search for meaning: sometimes through science and philosophy, sometimes through poetry and children’s books, always through the lens of wonder.”
What are you reading right now?
I’m reading Simon Sinek’s Leaders Eat Last. It’s the exact book I needed to read at this moment with my business. We are growing, trying to scale up to reach more national grocery chains, but it’s putting a strain on my leadership team, and this book is helping me understand how to slow down and focus on the narrative that goes along with “the metrics.” Curio Spice is built on storytelling, and this book helps validate the importance of that. Not only that, but also (in reference to the title) leadership is all about supporting and serving your people, and modeling vulnerability so they don’t falsely pursue perfection. Here’s a great quote: “What makes a good leader is that they eschew the spotlight in favor of spending time and energy to do what they need to do to support and protect their people.” (p.83)
What makes a brand authentic to you?
The quality of the products and the transparency about how they are made, where they are made, and by whom. Celebrating the people who are behind products (or services) helps me understand and appreciate why a brand exists. If it’s too opaque in trying to understand who is behind a brand and what the vision of the business is, then it looks like they’re trying to hide something, or simply don’t care much about people!
Who’s someone you admire?
Malala Yousafzai
What interview question do you always ask without fail?
Tell me about someone who inspires you.
What’s one request you’d make of whoever reads this?
Use fresh spices in your cooking!
