OUR STORY
the whole diem story
Est. August 2023 · Sugarhouse, Salt Lake City
Est. August 2023 · Sugarhouse, Salt Lake City
I’ve always loved banana pudding, but I didn’t want to stop there. I thrive on getting creative in the kitchen, so I started experimenting with new flavors to see how far I could elevate one of my all-time favorite desserts. A 2018 Friendsgiving dinner became the ultimate proving ground—my first real test in front of strangers. I showed up with a few different flavors of whipped pudding, and the collective reaction in that room said it all.
Right before Christmas in 2022, the safety net vanished. I was laid off from my remote job working for a digital media publisher. I was devastated at the time, but in hindsight, it was the exact push I needed. Having nothing to lose meant it was finally time to stop talking and start executing.
The name Parfé Diem may be a nod to Carpe Diem—the reminder not to put off for tomorrow what you can do today—but for me, it’s my reality. When my spouse and I moved from LA to Salt Lake City in April of 2022, a career in the entertainment industry became a lot harder to sustain.
I was completely comfortable relying on my remote job. But once that was gone, instead of waiting for someone else to let me in, I built my own door of opportunity from scratch. From late nights dialing in recipes to designing the entire brand you see today, this is the physical result of betting it all on myself.
Trying to stand out in a sea of cookies and dirty sodas is a challenge. Of course, I’d choose to jump into one of the hardest industries out there—but the payoff of doing things differently is incredibly rewarding. I told myself before I started: if I’m going to do this, it has to be exceptional.
Taking the time to bake our own vanilla wafers entirely from scratch is what separates our standard from everyone else’s. We hear every day that we have something truly special, and those reactions never get old. We built this to be a category of its own—now it’s your turn to taste why.