Dine & Grind: How Ellen Bennett Turned $300 into a Million-Dollar Apron Empire

From Line Cook to Culinary Game-Changer: Ellen Bennett's Grit, Growth, and the Power of a Great Apron

On a recent episode of Dine & Grind, host and Snibbs founder Daniel Shemtob sat down with longtime friend and culinary powerhouse Ellen Bennett, the founder of Hedley & Bennett. Her story is a masterclass in how grit—and the right gear—can launch a revolution in the kitchen.

👉 Listen now on Spotify, Apple Podcasts, or DineandGrindPodcast.com to catch Ellen Bennett and Daniel Shemtob's electric energy and real-talk on culinary entrepreneurship.

Keep reading for insight into this episode.

Humble Beginnings & Kitchen Hustle

Before aprons adorned with the iconic ampersand were a kitchen staple, Ellen Bennett was working the line as a cook at not just one, but two legendary LA restaurants: Providence and Bäco Mercat. Even then, she noticed both a gap in kitchen wear and a lack of confidence among her peers. "We are getting our ass kicked, but we're also like athletes. I felt like we were lacking confidence," Ellen Bennett recalled. The idea sparked: what we wear at work can change how we carry ourselves while doing it.

With no business plan, little more than raw intuition, and relentless drive, she took her first leap—offering to make 40 aprons on the fly for her chef. That "say yes then figure it out" moment catapulted her into the world of entrepreneurship.

Bootstrapping Her Way Up

What separates dreamers from doers? The unromantic hustle. For years, Ellen Bennett juggled line shifts, side-hustles, and farmer's market booths, all while bootstrapping Hedley & Bennett for a decade. She was her own business development, social media, customer service, and quality control departments. "We bootstrapped it for ten years," she said. That meant all-in, all the time.

Building Community—One Apron at a Time

What made Hedley & Bennett stand out wasn't just superior products, but the relationships Ellen Bennett built. Every chef's feedback became an ingredient in the next iteration—whether it was better pockets, crossbacks, or tool rolls. She remembers, "I was very capable of listening to people’s needs and wants... It was like we were creating a dish together, but it was an apron."

This collaborative, customer-first approach led the brand onto the chests of kitchen legends—Nobu, Rick Bayless, and even Martha Stewart. (Yes, there was a surreal moment when Martha's team asked her to outfit all of their national cafés.)

Overcoming Mistakes (and How to Grow from Them)

Like any entrepreneurial journey, it wasn't all wins. Those early years were crazy fast—the company grew on art, not science. Infrastructure had to catch up. Ellen Bennett shared candidly about hiring mistakes, financial risks, and lessons learned. "If I could do it again, I would have outsourced a lot to agencies... Just getting more creative and resourceful would have helped."

Keeping the Soul Alive (Even While Scaling)

With rapid growth comes the risk of losing that "special sauce." For Ellen Bennett, authenticity comes from staying close to the community and finding new (sometimes unexpected) ways to listen. Even now, she writes newsletters directly to chefs and customers—selfies included for the skeptics!

Returning to Her Culinary (and Student) Roots

Amid her success, Ellen Bennett made the surprising decision to return to culinary school—while running her company and being a mom to two. It's part personal growth, part research, and part re-immersion into what sparked her original passion: the kitchen hustle. "I'm a student again... I'm learning what else Hedley & Bennett is missing. Why not bring our community along for that?"

Top Ingredients for Success

When asked what makes for entrepreneurial success, Ellen Bennett said it simply: persistence, resilience, and unfiltered optimism. Lessons for anyone on the long road from side hustle to spotlight.

What's the takeaway for our Snibbs community?

Ellen Bennett's journey reminds us: it's not just about the tools you use, but the pride and confidence those tools can bring. Small upgrades—a better apron, or a better work shoe—might be the catalyst for showing up bigger, bolder, and ready to own your story.

Whether you clock in at a bakery or run your own crew, the passion and pride you bring can spark something bigger. And sometimes, all it takes is the courage to speak up, leap into the unknown, and tie that apron just a little tighter.

For more inspiration from real industry leaders—and to explore work shoes built for the grind—stay tuned to Snibbs.co and never underestimate the power of a great tool (like shoes or an apron).