Today we’d like to introduce you to Reema Shroff.
Hi Reema, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
I was born in Chicago; however, I spent the early years of my childhood in India with my grandparents. At the age of 8, I moved from India to Midland, Texas to be with my parents and sister. That was probably my first real experience with sudden change! I graduated from Midland High School, then went on to receive my degree in business administration from Trinity University, followed by law school at Southern Methodist University in Dallas.
After law school, I practiced as a health care attorney and also managed clinical contracting and outsourcing at Wyeth Pharmaceuticals. My love for business and entrepreneurship led me to be actively involved as an owner/investor in multiple salon and spa businesses – an online scheduling company and other real estate and retail ventures.
In 2012, I attended a summer wedding in Paris. At the reception, I experienced the taste and theatrics of liquid nitrogen ice cream and cocktails. Days later on my flight back home, I was unable to stop thinking about the captivating experience and how the process worked. Although I was practicing as a health attorney at the time, I’ve always embodied the entrepreneurial spirit and knew I needed to pursue this fascinating concept. It was then, at roughly 40,000 feet, at 70 degrees below zero, where the idea for a company that freezes cocktails at 321 degrees below zero, Frost 321, was born.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Frost 321 has been an adventure. The question of whether it has been a smooth road would be better phrased as how much of a roller coaster ride has your journey been? We started out on a small scale, serving at birthday parties and ethnic weddings. It was certainly an exciting and sometimes frustrating time. With no history in the food and beverage industry, I was doing something which did not have a well-defined road map.
Our first big break came when we partnered with the San Antonio Convention Center and Alamodome. Our focus shifted from consumer into business to business. We shifted our primary focus to partner with venues, hotels, event planners, and others to help them give their event guests an experience they will never forget. Frost321 hit its stride in 2019 after 4 years of hard work and sacrifice. Frost 321 partnered with MGM Resorts, McCormick Place, Marriott, Hakkasan Group, and many others. We have maintained those partnerships and are focusing on expanding to other major markets. Our sales from 2018 to 2019 were up over 100%, we were on pace for 200% growth in 2020.
With Covid, and its impact starting in March 2020, our event business was directly impacted and suffered significantly. We took this time to streamline our business and operations to make them more efficient. Our growth had been so fast, and so it helped to have some time to reflect and make necessary changes. As restrictions were slowly lifted in certain states, Frost 321 was hired at small events, and we started to assemble our team again and reconnect with our customers.
Currently, we serve 9 major markets across the US. With Covid and mask restrictions lifting, we are reestablishing connections with our business partners and we are growing quickly every month. Just over the past few months, we have been hired at several hotel openings, the Del Mar races, high-profile weddings, and most recently SuperBowl 2022 parties. We survived and are set to be a better company than ever.
Can you tell our readers more about what you do and what you think sets you apart from others?
Frost 321 is an interactive, frozen cocktail and ice cream experience. Named to reflect the revolutionary process of freezing at -321 degrees Fahrenheit, Frost 321 creates the best-tasting ice creams, sorbets, and cocktails in the most enchanting way possible. Not only is the taste impeccable, but the experience is unforgettable. Created right before your eyes, Frost 321 provides a dessert experience that excites the taste buds and minds of guests, long after they’ve finished their tasty treats. Frost 321 is capable of serving parties of any size, from small intimate parties to weddings to a 5000 guest corporate event and everything in between.
Parties are our specialty. Frost 321 creates the smoothest, most delectable frozen creations in a mesmerizing cloud of mist, right before our guests’ eyes. A Mardi Gras-themed dinner party? Imagine Hurricane-inspired frozen cocktails. A spring wedding? Our signature Frozen Bellini Bar is made with seasonal fruits and flowers. A Vegas-Style benefit… Our very popular Wicked Chocolate Whiskey is frozen with Maker’s Mark.
It’s more than a dessert. It’s an experience. Each event is customized to our client’s personal preference and theme. We can use their favorite alcohol, wine, fruit juices, and favorite topping to create each unique and custom ice cream or frozen cocktail.
We are proud that we can bring an amazing experience to large numbers of people in a short amount of time. What sets us apart is some companies have one set up, we have 40 full setups around the country.
Contact Info:
- Email: reema@frost321.com
- Website: frost321.com
- Instagram: https://www.instagram.com/frost321_
- Facebook: https://www.facebook.com/frost321/
- Youtube: https://www.youtube.com/channel/UCfZw2xyifG5GTzYyXK9OJ9A
