Shopify Masters My Journey From $10/Hr Line Cook to Running An 8-Figure Empire
Feb 24, 2026
Ellen Bennett, founder and CEO of Hedley & Bennett, turned $300 and kitchen experience into an eight-figure heritage apron and pro-tools brand. She discusses leaping in without certainty, iterating prototypes fast, owning mistakes to build trust, shifting from restaurant sales to direct-to-consumer, designing tools with professionals, and building longevity through quality and community.
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Prioritize Quality And Community Early
- Focus on quality and community early to increase customer lifetime value instead of chasing fast acquisition.
- Repeat customers come back because they trust durable product quality, not because of one-time ad spend.
From B2B Kitchens To D2C Shift In COVID
- Hedley & Bennett began as a B2B made-to-order supplier for restaurants, taking deposits and making items on demand.
- During COVID they shifted focus to D2C, growing that channel to ~80% of revenue.
Use Authentic Collabs To Create Repeat Buyers
- Use authentic collaborations to expand audience and drive repeat purchases from 'apron collectors.'
- Partnerships ranged from Vans and Madewell to NFL and Rifle Paper Co., turning aprons into identity signals.