Meet Deborah Guidarelli

We had the good fortune of connecting with Deborah Guidarelli and we’ve shared our conversation below.

Hi Deborah, what was your thought process behind starting your own business?
I was a special education teacher for 4 years before becoming pregnant with my son. I knew my limitations and was keenly aware that I would not be able to do both jobs well. I had my son in 2004 and chose the hardest job there is…being a full time mom. As he was nearing the end of high school, I began wondering what was next for me. What skillset did I possess? How could I make a difference? What was my passion and what was I going to do with my time? Whatever it was, it had to be something that was meaningful to me.

I come from a typical tight knit Italian-American family. My Gramma, Carmella, was the matriarch of the Guidarelli family and the most important person in my life. She was my North Star. As long as she was in the world, I knew I would be ok. She was also a phenomenal cook. She taught me everything about cooking with love & passion and I was an eager and stellar student. It was imperative that I emulate her in every way that I could. Of all the things she taught me, the most special to make with her were salt & pepper “cookies” (as she called them) and wine cookies. They are a labor of love and I’m the only one in our family who learned how to make them. Most importantly, I can proudly say that I make them exactly as she did.

In December 2022, my 100 year old Gramma was nearing the end of a beautiful long life. I began spiraling with grief and was all consumed with the knowledge that this woman was going to be leaving me. On January 1, 2023 I had an epiphany. I was going to start a business in her honor. I was going to make salt & pepper sticks and wine cookies. This was going to be my grief project – a way for me to channel my sorrow and feel connected to her with every stick and cookie I rolled. I named my company Carmella’s Joy as my Gramma’s most happy place was in the kitchen cooking for her family. I want to give people a little taste of the joy she brought to my life.

I honestly had no idea how to go about starting this business, I just knew I had to. I googled any question I could think of and I landed on the cottage foods business. From that point it was putting one foot in front of the other and learning something new each day.

My Gramma turned 101 in February 2023 and died one week later. Carmella’s Joy is one way to keep her spirit alive, share her delight, honor her legacy and make her proud.

Let’s talk shop? Tell us more about your career, what can you share with our community?
At Carmella’s Joy, we make authentic Italian salt and pepper sticks (think breadstick/grissini) and wine cookies. These are 100+ year-old family recipes from Italy. There is so much family history and emotional connection in these recipes. We use organic ingredients and each stick and cookie is hand rolled. Our sticks and cookies pair exceptionally well with wine and charcuterie boards.

My whole life has been about interacting with people and making real connections. Whether in school, working at McDonald’s, bartending, or teaching, I have always loved hearing people’s stories. I have a deep respect and admiration for my elders and their perspectives as their wisdom is so important. Undeniably, listening to others’ stories gives us a fresh outlook and expands our ability to relate to one another.

I believe what sets this company apart is the intention in creating it. The purpose was to help me work through my grief by way of sharing my story and introducing people to these delicious cookies and breadsticks I grew up with. Most of our customer interactions occur at wine festivals and my favorite part of this business is meeting new people and seeing their expressions when they try our products for the first time. I am truly beaming from the inside during these encounters.

Being able to align my core beliefs with my business has made my professional journey easier despite the standard challenges one faces when starting a new venture.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
I would first suggest making it a two week trip! So much to see and do. But for a week long trip, I would start in Sonoita/Wilcox wine country, Arizona’s hidden gem. Our favorite wineries in Sonoita are Los Milics, Callaghan, Rune, and Dos Cabezas (where you must try the pizza at Pronghorn!). In Wilcox, we have to give a nod to Aridus, Soaring, Strive, and Bodega Pierce to name a few wineries. If staying in Wilcox, a must is the huts at Rhumbline.

Next stop, the Old Pueblo, Tucson. We would take in the Desert Museum, Sabino Canyon, and Mt. Lemmon for sure. Favorite food stop in Tucson is El Charro (the oldest Mexican restaurant in the U.S.).

We live in Phoenix and are huge Suns fans, so going to a game is a must (Go Book!). The food scene here, of course, is insane and so many establishments are really making a name for themselves. Our absolute favorite is FnB in Old Town Scottsdale. The owners, Pavle and Char, are quintessential leaders in their craft. For drinks, we love the Trophy Room at Wren and Wolf. Truly amazing handcrafted cocktails. Notable Phoenix food mentions: DiMaggio’s (formerly The Blind Pig) for “the real deal” Italian, Hai Noon, Uchi Sushi, Steak 44, Le Ame, LAMP Pizzeria, and Soul Cafe (best pancakes anywhere).

Lastly, a trip to Sedona, Flagstaff, and the Grand Canyon cannot be missed. In Flagstaff, breakfast at the Toasted Owl, lunch at Pizzicletta, and dinner at Tinderbox Kitchen. I told you we need two weeks!

Who else deserves some credit and recognition?
So many people deserve recognition. It truly takes a village.

First and foremost, my Gramma for loving me unconditionally and sharing her gifts with me.
My mom and sister – their love and support knows no bounds.
Aaron – my husband/soulmate/business partner. Thank you for your generosity, patience, encouragement, support and unwavering love.
Antonio – my beautiful son. You are my sunrise and sunset. Great Gramma loved you so much.
Tammy – my lifelong friend/business partner. Thank you for believing in me, Carmella’s Joy, and for helping my dream become a reality.

Thank you to:
Stacy – for unwittingly giving me the light bulb moment exactly when I needed it most.
Erika & Tami – your love, help and support mean the world to me.
Lee – you’ve got some bagging skills!!

Website: www.carmellasjoy.com

Instagram: https://www.instagram.com/carmellasjoy 

Image Credits
Allison Tyler Jones Photography, Inc