“We set out to marry the sophisticated elegance of fine tea with the comforting tradition of homemade jam,” explains Tea Jams owners William and Heidi Schneider.
Launched by now 37-year-old West Cornwall, CT, native William in 2021, Tea Jams began with the goal of creating organic, low-sugar fruit jams infused with captivating tea blends. Made in small batches and stored in glass jars, the business is committed to healthy, artisanal, and sustainably crafted jams with unique tastes that everyone can enjoy. As William and Heidi point out, Tea Jams boasts “a depth of flavor that compliments everything from sweet to savory, drinks to food.”
After graduating from the Culinary Institute of America in 2007, William worked in a variety of establishments to develop his talent and use his skills to elevate well-known staple dishes – an approach he now uses to enhance his jams. In an effort to broaden his horizons and discover the global culinary landscape, William “explored the diverse culinary scenes of St. Thomas, Hawaii, and Miami, FL, seeking both cultural enrichment and creative inspiration.”
After his travels, his hometown was too familiar, and too fascinating, for him not to return. William notes that if not for his mother, he would have never gone to the CIA and had the key opportunities that followed, and he was inspired by his grandfather’s entrepreneurship to start a business of his own. Striving to put a product on store shelves and considering his roots in the area and the region’s notable tea heritage, William saw New England as the perfect place to begin the Tea Jams legacy.
Falling for Tea Jams
William hasn’t embarked on this journey alone, though. When he met now 34-year-old NYC native Heidi on Hinge, the couple had their first date in the city and haven’t looked back since. She “fell in love with the man behind the jam, and the jams themselves!”
Heidi, who is a virtual special education teacher, has a background in content creation for wellness brands and ran a wellness and beauty blog herself. Thus, she was eager to bring her multifaceted skill set to Tea Jams, and like William, she has been encouraged by family in starting this adventure. Her parents are immigrants and have always supported the idea of Heidi pursuing her entrepreneurial passions.
The inspiration behind the Tea Jams endeavor is rich and nostalgic, heavily influenced by William’s own experiences and the area in which he grew up. “I have fond memories of driving past the tea factories to my grandparents’ home, smelling the sweet aromas in the air, and creating delicious recipes when I was a chef at the Interlaken in Lakeville, CT,” William shares.
With this history in mind, the collaboration with Harney & Sons has remained a core part of the Tea Jams plan, and this innovative business model has been a win-win for both businesses, merging the Harney’s demographic and the Tea Jams audience. “Harney & Sons have embraced our product. We purchase their tea wholesale, and they allow us to rent their commercial kitchen,” he notes.
Now, it’s been a true full-circle moment selling Tea Jams products in the Harney & Sons retail and online stores. This approach to business has blossomed over time, and in the future, William and Heidi hope to expand their collaborations to include other tea brands such as Walters Bay Tea Company. “Using another brand’s product (tea) as one of our main ingredients has allowed us to collaborate with those brands so we can promote and support each other’s businesses, because if one succeeds, we all win!”
Belief in the product & overcoming obstacles
Although they had a bit of a slow start, William and Heidi explain that there was always excitement surrounding their concept, which first sparked when William crafted a mouthwatering strawberry and Paris tea French toast for a Mother’s Day brunch.
The enthusiasm that followed for “Breakfast with William” at the Interlaken inspired them to pursue these jams as an official business venture. “The support and love for Tea Jams started from there, and that’s when we knew we had a product that would stand the test of time and became a staple, elevating pantry ingredient.”
From navigating cottage food laws to selling jam to small local markets, including The Local in West Cornwall, the couple “had to learn every step of the way.” They reflect, “Every step was a new challenge, but also a chance to grow.”
One of the main hurdles they’ve had to overcome is lacking a massive following on social media. However, by getting the word out about their product, they’ve been able to encourage people to give their company a chance. “What limits us now is not ambition, but finding the resources to expand brand awareness.”
Despite this, they’ve garnered the attention of QVC and Shark Tank. They have even had talks about taking their brand overseas. While growing the business hasn’t been easy, and has required time, research, and education, they’ve been able to take Tea Jams to new heights. “Each time we get in front of people and are able to demonstrate what makes Tea Jams so special and great, we get the amazing feedback we need to keep going!” They elaborate, “The only thing that can never be taken away is the belief in yourself and the product you are sharing with the world.”
Sharing success & tasty jam
For William and Heidi, sharing this journey together has been exhilarating. “We’ve evolved from a dating couple to fiancés, and now to a married team, all while nurturing our business,” they observe. “It’s been incredible to witness our business flourish in tandem with our relationship. The parallel growth of our professional dreams and personal bond has been nothing short of magical.”
To keep up the momentum and manage a work-life balance, it’s been vital to prevent burnout. William and Heidi both work full time jobs while running their company, so they take breaks to ensure Tea Jams remains “a passion that’s fun and rewarding.”
Being an established, handcrafted jam brand competing with some of the best on the market, Tea Jams proudly sells its products in locations across 26 states in addition to its online store, the Harney & Sons online store, and the Millerton, NY and NYC Harney’s locations. Providing seven unique jam flavors, three sizes (4oz, 1.5oz, and 32oz for restaurants), and gift sets, the business now partners with different tea brands to make their very own tea-infused jam flavor with Tea Jams! William emphasizes, “It’s been a dream come true.” •
To learn more about Tea Jams and buy your own, visit tea-jams.com. You can also find Tea Jams at Harney & Sons Fine Teas, located at 13 Main Street in Millerton, NY. Get in contact via email at will@tea-jams.com or phone at (860) 671-0910. Support them on Instagram at @tea_jams and Facebook at @TeaJamsllc!