Togetherness: Beauty & The Board Finds New Ways to Connect People in a Pandemic

In the midst of a global pandemic, people are missing the feeling of togetherness more than ever. For Elle Mawardi it was exactly this notion of people coming together that inspired her to create Beauty & The Board, over two years ago. Beauty & The Board is a company based out of South Florida that creates luxury grazing boards. Her boards provide a beautifully decorated array of cheeses, fruits, charcuterie, crackers, and more - perfect for grazing at small events and gatherings.

Born into a family of eight children, Mawardi explains that her upbringing instilled in her the values “that you always have to share and give to others before yourself.” This inspired her to “build a brand and tell the story of bringing people together,” because “food has an interesting way of bringing people together” and Beauty & The Board continues to do just that every day. 

Mawardi began making her grazing boards for fun.

“It was the one thing, pre-dinner, that everyone was able to enjoy without fighting over who takes the last piece because on a board you have a little bit of everything,” she said. “There’s something for everybody to share.”

Mawardi began posting photos of her boards on social media as a hobby, but, soon enough, she got a call from a family friend asking for a custom grazing board. With her first client secured, she remembers this as the moment where she thought “I think I’m onto something,” and with that, Beauty & The Board was born.

When the pandemic hit, Beauty & The Board closed temporarily and took the time to figure out how to shift into a business model that was safe but still brought the element of fun. As with any small business, the pandemic has been a challenging time for Beauty & The Board. In order to adapt, Beauty & The Board has launched smaller, individually packaged boards that allow people to enjoy a luxurious grazing board safely, without the risk involved of sharing directly with other people. 

Beauty & The Board took their new business model to the next level by launching virtual workshops using their newly released “DIY Kits.” These workshops allow people to create their own boards alongside the instruction of Mawardi. 

“People are home more than ever, people are working from home, they’re working out at home, they’re eating at home. So what better way than to do something a bit more interactive in the comfort of your own home,” said Mawardi. 

During this past holiday season, Beauty & The Board helped encourage people to celebrate safely amongst family and friends with their grazing boards, which they only sold in size small to encourage smaller gatherings. Mawardi also added a new product line, “Beauty & The Basket,” a collection of pre-prepared picnic baskets that allow people to enjoy safe gatherings outside in the beautiful, warm weather of Florida’s winters. Looking forward, Mawardi wants to continue to grow and expand her business.

“We are trying to create a business that is a lot more scalable in the sense where anyone can enjoy it no matter where you’re located in the States,” she said. The first step in doing this was launching nationwide DIY kits, which were first available in  November 2020. 

Since starting her business, Mawardi has acquired a wealth of wisdom for other small business owners. “Sometimes your proudest moment doesn’t come from something tangible in the business. Sometimes it’s something before-hand that inspires you to even launch the business,” Mawardi said. For many small businesses and entrepreneurs, launching a business can be daunting, especially during today’s climate. But Mawardi’s advice is simple and straightforward. 

“Just focus on the foundation and just start, and then build up your walls one at a time,” she advised.

Although Beauty & The Board began as a passion project, it quickly transformed into a glowingly successful business and Mawardi credits this to her constant motivation to brainstorm ideas for businesses in her daily life. “The key is to keep working until you do find that [idea], because all it takes is one idea that is essentially your passion and your purpose,” she said. “My advice is to not quit until you find it and don’t fear the failure because it’s a lesson at the end of the day.” 

Beauty & The Board provides a prime example of a company that has transformed its founder’s passion and enthusiasm into a brand while still remaining true to its core principles. For Mawardi, bringing people together has been at the forefront of her business since she began, and today, more than ever, that unity has kept her business thriving in spite of the challenges presented by a global pandemic.

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