Founder Spotlight With Jena Derman, Solid Wiggles
Photo Credit: Solid Wiggles
Jena Derman is the pastry chef and Co-Founder behind Solid Wiggles, a creative culinary venture established in 2020 alongside master mixologist Jack Schramm. Together, Jena and Jack craft an array of visually stunning and delectable boozy and non-boozy jellies and cakes, elevating these treats to an unparalleled level of sophistication. Their innovative creations have captured the attention of food enthusiasts and critics alike, earning them features in prestigious publications such as Bon Appétit, The New York Times, and Food & Wine. Through partnerships with renowned bars and restaurants and nationwide shipping via Goldbelly, Jena and Jack have made Solid Wiggles' unique desserts accessible to a broader audience, establishing the brand as a go-to destination for those in search of a whimsical and artistic twist on classic desserts.
During the interview, Jena shares the origin story behind Solid Wiggles and how she and Jack’s unique skill sets created the perfect partnership. Jena also talks about their creative process when coming up with a new flavor, their long-term vision for Solid Wiggles, and the brand's commitment to resilience and constant evolution.
What was the inspiration behind Solid Wiggles and how did you get started?
Jack, my business partner, and I started Solid Wiggles in the fall of 2020 after collaborating on a boozy jelly shot for an outdoor event at Wildair in New York City. I’m a pastry person and had been making jelly cakes for a couple of years (among other things), and paired up with Jack in order to figure out a way to make the cakes taste better.
Prior to our collaboration, I would add a few drops of lemon juice into a part of a cake that is supposed to be clear, and it would become cloudy. This was limiting how much flavor I could add to my creations. The cakes still tasted good, but I wanted them to taste amazing!
Meanwhile, Jack was deep within the scientific side of the cocktail industry. So I asked him if he had access to a Spinzall, a juice centrifuge that would help the juice run completely clear. We started working together, and the rest is history.
What does your creative process look like when working on a new product?
Jack and I generally bounce ideas off each other and then start testing. Creating the perfect flavor takes time which includes tasting again and again until it’s where we want it to be — very similar to crafting a drink! Sometimes, we’re able to develop new flavors pretty quickly, but the ones that take more work are generally the ones that we love best. My two favorite flavors at the moment are Midori Sour (made with Supergay Vodka, lemon, lime, and Midori) and our Swamp Thing (which is lemon, lime, pineapple, gin, and Chartreuse Végétal,)
Photo Credit: Solid Wiggles
What is one challenge you have faced as the Co-Founder of Solid Wiggles and how did you navigate it?
Being a business owner is hard! It helps to really connect with what you’re making and selling. We’ve struggled with anticipating how/when/in what way our customers want to enjoy our jellies. We always try to stay as nimble as possible in order to adapt to our changing business.
Jack and I launched our business with jelly shots we poured and injected in 2oz cups. Our customers loved that format's “shot” and nostalgia, but we knew right away that it wasn’t a scalable path. It took us a year to figure out how to scale the shot business!
Luckily, before Solid Wiggles was born, I spent my career running a consultancy where I helped companies scale food products. So, figuring out ways to maximize space and time in the kitchen has been something natural that I’ve been able to bring to Solid Wiggles.
What is your long-term vision for Solid Wiggles?
Our long-term vision is to continue to grow! As I mentioned, we’re trying to stay as nimble as possible in order to contort and readjust based on where our business leads us. I’d love to continue building our wholesale business in bars and restaurants in and outside New York City. We’d also like to continue building our team so that we can travel more with the product. We’d love to pop up in other American cities and overseas.
If you could give one piece of advice to future LGBTQ+ entrepreneurs, what would it be?
Our first wholesale account was an LGBTQ+ bar in Bed Stuy called Oddly Enough. It was amazing to get the word out that we were offering our products at a physical location through a queer business. We were able to get on the menu there by sliding into their DMs.
To any future LGBTQ+ entrepreneurs, I recommend partnering with people that you respect.
What LGBTQ+ owned brands are your go-to's and why?
Gotta shout out our Queer-owned partners: Miladys, Oddly Enough, Supergay Vodka. We love what Sana is doing at Diaspora + Co, and Jen at Pipcorn. We also ADORE anything that Seth Bogart touches, Wacky Wacko!! Also, I have to shout out our favorite Drag ensemble, Haus of Assassins, and Tanner Shea!
Photo Credit: Solid Wiggles
Tell us about one of your values and how you have incorporated it into your brand.
There are a few! We are committed to being resilient to the challenges of owning a business and continually evolving. We also value keeping the business fun while bringing joy and beauty to customers through our jelly shots and cakes.
How do you care for yourself, especially during this moment in history (a record number of anti-LGBTQ+ bills being passed and increased violence against our community)?
For ourselves, we spend as much time in the community as possible. Through Solid Wiggles, we do our best to band together by partnering with other queer businesses.
Between the political climate and what's going on with the planet, we try to create little moments of joy and beauty whenever possible.
Who is your favorite LGBTQ+ celebrity and why?
Diana Taurasi reached 10,000 career points in the WNBA recently so I have to go with the GOAT.
Can you share one fun fact about yourself?
I make an annual car calendar that features selfies of me with cars. Every time I make one I tell myself this is the last year but the public won’t allow it. This will be my tenth year.
Photo Credit: Jena Derman
