Today we’d like to introduce you to Seleena Hoban
Hi Seleena, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
When it comes to my love of entertaining and hosting you could say I was born into it because my birthday is on New Years Eve. I loved throwing NYE parties all throughout college as soon as my mother agreed. She let me destroy her house in spraying champagne everywhere. I was also the Social Director in my sorority for a couple years and fell in love with designing an experience people couldn’t forget. After shooting my shot at making it in Manhattan after graduating, I had to start over back in the nest and eventually moved to Austin in 2011. I couldn’t fathom moving back into the nest again so I was in survival mode. I had to tuck away “Entertaining Seleena” temporarily, get to making money, and find a career so I could stay in Austin. I got a job in tech within a year of living in Austin and it has allowed me to not only survive but to thrive as well. Fast forward thirteen years and I’m still with that tech company, purchased my second home, rescued my soul dog Lottie, had a couple relationships, started a small business, and lost count of the amazing people which I’ve met along the way.
While I do enjoy my tech job and it provides me security, my creative soul was beginning to suffer after a few years and I felt lost. Then in 2017 I lost my mother to breast cancer and my mental health took the biggest beating of my life. For over a year each morning I would have to imagine my mother’s voice telling me “All you have to do is put your feet on the ground and the hard part is over.” Literally, everyday I’d lay in bed and make myself remember her voice and hear her tell me this so I could get up out of bed. It later dawned on me that now more than ever she is watching and I have got to make her proud. Otherwise, why did she let me spray champagne all over her living room!?!
I became friends with a sommelier which gave me a lot of opportunity to learn about wine. They’d bring the wine and I’d bring snacks. Enter charcuterie. It started small. Cheese plate at a gathering here. A bigger more elaborate platter brought to the potluck there. Then of course I had to create a spread on NYE 2019 for my birthday. I mean the new year. Little did we know what was about to happen.
As mentioned, I have met so many amazing people while living in Austin and after they saw what I could do with some meat and cheese so began the seed planting. “Seleena, you have to do this charcuterie competition I saw,” “Would you be able to make a board for my family?” “You know….you could sell these.” Well I lost the competition (totally robbed by the way), I made boards for friends, and alas I birthed Lavender & Turf Charcuterie Co. during the pandemic.
When trying to choose a name for the business I knew two things: I wanted to pay homage to my mom and I couldn’t get the stupid “surf & turf” phrase out of my head. I wanted the name to be gentle yet hard. She loved all purple flowers but I loved lavender the most. There you have it, Lavender & Turf.
I began by simply using a Google form and an Instagram account. Now I have a website, an LLC and skills in doing small business tax returns. Never did I think I would know how to do any of that. To this day I work out of my home in a dedicated area and people come to pick up their orders or I deliver depending on the size. Each and every picnic box, board, and spread is different. I love creating food art. I’ve done a Minnesota Vikings board, a Beetle Juice board, Halal, vegan, baby showers and so many more. I hear a lot of “It’s too pretty, I don’t want to eat it.” Good to know yet so annoying honestly. You must eat it because my favorite party is seeing it completely gone! I continue to learn and have been self taught in cheese pairings, what the difference is between the cured meats, and what the perfect cracker stack is. It has been four years now and I am still loving it. Challenges and creative opportunities are endless when it comes to cooking and entertaining. Feeding people has become one of my favorite things to do. It’s now effortless to put my feet on the ground each morning and I just know in my heart that I continue to make her proud.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
For the most part it has been a smooth road because I own and operate it all. If something goes wrong, I can only blame myself and quickly take the learning and move forward. The biggest challenge now is getting the volume needed to really turn a profit and expand. The thing is, I’m not really in it for the profit and more for the joy of it. Getting back to creating and feeling joy was really my only goal. I’m lucky enough to have another gig that pays the bills but eventually I would really love to get a brick and mortar shop up. Preferably between a coffee shop and wine bar which I would be in partnerships with. Someday…
Can you tell our readers more about what you do and what you think sets you apart from others?
I was lucky enough to get a customer support position at a tech company to get my foot in the door. Within two years I moved to a content writing position and then a program coordinator simply from taking initiative that was not asked of me. In other words, going above and beyond. I sort of fell into project management while researching further opportunities and began studying for the certification exam. Another accomplishment which the pandemic gave me the time for. At my 9 to 5 I am most known for my down to Earth attitude, telling it like it is, and reminding people that we don’t work in a level one trauma center. Everything will be ok. This is what sets me apart from others I’ve been told. A growth mindset and remaining calm.
I’m most proud of how far I have come in a short amount of time and the fact that I have been able to live a life of adventure and independence. It has allowed me to visit 23 countries, which provides me with humbling perspective and of course further food knowledge. I made a quick cheese plate in the Maldives once and it lasted all but five minutes in that sun.
What sets my charcuterie apart from the rest is the customization of each and every order. I always make sure to ask if this is for a special occasion so I can make it extra special. While charcuterie directly translates as “cured meat shop” I’ve broken some rules and love to do themed boards such as a brunch board, Easter board, breakfast boards, etc. I’m also very conscious in making sure most of the serving materials are biodegradable. Not only is it much better for the planet, it is also super easy clean up!
Can you talk to us a bit about happiness and what makes you happy?
Entertaining and cooking make me most happy. It is how I show my love to everyone. Martha Stewart is what I would consider a true OG of the entertaining game. Say what you will, she is one of the baddest in the game. It is very important to me that my friends, family, and customers feel nothing but love from what I do. Seeing a clean plate, watching folks take photos of my creations, and spending quality time with people simply warms my soul. Even if it is just for a few hours, the feeling lasts forever.
Contact Info:
- Website: https://www.lavenderturf.com
- Instagram: https://www.instagram.com/lavenderturf
- Facebook: https://www.facebook.com/lavenderturfatx
Image Credits
None, I took all these photos myself.
