Sweet, Salty, and All-In: The Story Behind Salted

When you first bite into a handcrafted caramel from Salted, you’re tasting more than just a sweet treat – you’re experiencing a story of intention, risk-taking, and a whole lot of heart.

Born in the heart of the Flagstaff Region, Salted began not as a business, but as a side project between three women – Jill, Kristy, and Lynette – who were simply playing with the idea of creating something beautiful and delicious during the early days of the pandemic. With backgrounds in various creative and professional fields, they brought their talents together and found common ground in one simple, but powerful goal: to make caramels that feel like a luxury experience.

And they succeeded. Their caramels aren’t just candies – they’re little moments of indulgence, crafted with care.

From Side Hustle to Full-Time Leap

It didn’t take long for the trio to realize they had something special. As word spread and orders rolled in, Salted quickly grew beyond its humble beginnings. What followed was a leap of faith: investments in custom equipment, leaving other jobs behind, and committing to the idea that Salted could be something bigger.

That leap meant learning on the fly – how to scale a handmade product, navigate logistics, build a brand, and grow sustainably without losing the magic that made their caramels stand out. It also meant leaning into each other’s strengths and figuring out what role each person played in the bigger picture. “It’s a team effort,” they shared, “and we’ve built this on trust and the willingness to try – even if it meant hearing a few no’s along the way.”

Building Luxury in a Rural Landscape

Creating a premium product in a rural setting comes with its own unique challenges – and opportunities. For Salted, being based in the Flagstaff Region has meant more than just local support; it’s meant building something meaningful in the place they call home. The local landscape, community values, and small-town connections are baked into everything they do.

Being part of the Flagstaff Crafted program helped Salted gain early exposure, connect with other small businesses, and refine their vision. The collaborative spirit that drives the Flagstaff business community is something the Salted team doesn’t take for granted – and they pay it forward whenever they can.

More Than Just A Caramel

What sets Salted apart is the why behind every batch. Their packaging, branding, and customer experience all reflect that mission.

They’re also big believers in the power of asking for help – and offering it. Whether it’s mentoring others, teaming up for pop-up events, or testing new ideas, Salted continues to grow with intention, staying true to their roots while always reaching forward.

A Taste of What’s Possible

Salted’s story is a reminder that great things can happen when you blend creativity, courage, and community. From a kitchen experiment to a sought-after brand, Salted has become a staple in the Flagstaff Crafted community – and a shining example of what’s possible when you take the leap.