Scooping Up Success
Launching a business is like crafting the perfect scoop of ice cream. It demands the right mix of ingredients, creativity, and patience to turn challenges into a rewarding journey that resonates with lasting impact.
Paul and Audrey Vermilyea, leveraging their business degrees and connections, turned their entrepreneurial aspirations into reality with Moonshot Creamery, showcasing the sweet rewards of community support, adaptability, and perseverance.
After graduating—Paul in 2013 with a degree in finance, and Audrey in 2014 with a degree in marketing—the couple moved to Nashville. There, Paul helped open a charter school while Audrey worked in public relations. However, their love for a small coffee shop in Nashville sparked an idea that would eventually bring them back to Tuscaloosa. In 2016, the Vermilyeas launched a Kickstarter campaign to fund Monarch Espresso Bar, their first venture in Tuscaloosa. The campaign was a success, allowing them to return and build out the coffee shop, which has now been a staple in the community for over eight years.
“When we were here as students, there weren’t any third-wave coffee shops. We wanted to come back and open a craft coffee shop that we would have enjoyed during our time in Tuscaloosa,” said Audrey.
Their journey wasn't without hurdles. Their second venture, Domo, a specialty seafood and wine shop, faced unsustainable costs and a narrow customer base, leading to its closure.
“Getting comfortable with the idea of failure was crucial,” they reflected. “When we did have to close Domo, we were able to pivot quickly and focus on something new, which turned out to be Moonshot Creamery.”
The idea for Moonshot Creamery emerged as they recognized a gap in the local market for high-quality ice cream. Despite initial plans being shelved due to the pandemic, they eventually opened the shop on the Riverwalk, combining their love for unique flavors with a selection of natural wines. The location, combined with a lack of quality ice cream shops in the area, has proven to be a perfect fit.
The Vermilyeas’ success is deeply rooted in their involvement with the local community. From the outset, their ventures have been supported by professors, friends, and former classmates from the University of Alabama. This strong community connection has been instrumental in their success.
From their time at Culverhouse College of Business, Paul and Audrey Vermilyea forged lasting connections with mentors who played pivotal roles in their entrepreneurial journey. Craig Armstrong, their former entrepreneurship professor, supported their Kickstarter campaign and remains engaged with their business, Monarch.
“Craig's class wasn't just about the coursework; it was about personal connection. He's someone I've always felt comfortable reaching out to for advice,” Audrey said.
Jef Naidoo, another influential figure from their college years, impacted Paul and Audrey through his project-based learning classes. "Jef's approach went beyond the textbook," Audrey noted. "He encouraged us to think critically and creatively, skills that have been invaluable in running our businesses." Their relationship with Jef remains strong, with ongoing discussions and shared insights continuing to shape their entrepreneurial endeavors.
These mentors from Culverhouse not only provided academic guidance but also served as pillars of support and inspiration as Paul and Audrey navigated the complexities of business ownership.
Beyond their formal education at Culverhouse, life continues to throw life lessons their way. Understanding the importance of meticulous financial management, Paul and Audrey have learned firsthand the significance of reviewing every invoice line by line. This practice not only ensures accuracy but also empowers them to advocate effectively for their business's financial health. By maintaining a clear view of their finances, they navigate challenges confidently, fostering strong vendor relationships and negotiating favorable terms that support sustainable growth.
In their ventures, Paul and Audrey initially experimented with a broad range of menu options. However, they quickly realized the value of refining their offerings based on customer preferences and operational efficiency. Through ongoing feedback and market analysis, they identified which menu items resonated most with their clientele. Focusing on quality over quantity not only enhanced customer satisfaction but also streamlined operations, allowing them to consistently deliver exceptional experiences and drive repeat business.
Yet, beyond financial acumen and menu refinement, one of the most heartwarming aspects of their journey has been witnessing their young daughter eagerly embrace their businesses. At just five years old, she has become a familiar face at their shops, charming patrons with her hospitality and genuine enthusiasm. Her natural inclination towards customer service not only enriches their family life but also inspires a welcoming atmosphere in their establishments. Her presence underscores their commitment to creating inclusive spaces and providing memorable experiences for every visitor.
Through these experiences, Paul and Audrey Vermilyea continue to embody the entrepreneurial spirit taught at the Culverhouse College of Business, demonstrating that success in business goes beyond profits—it's about fostering community, adapting to change, and finding joy in every step of the journey.
