Written by Max Chwatko
Somers resident Sarah Coldwell is the owner of Honeybee Grove Flower Farm in Somers, knows what it takes to run a successful small business. With a background in marketing, she’s helped many businesses develop their branding and create their first logos.
Why did you want to be a judge?
I’ve always been passionate about small businesses, working closely with them in marketing and graphic design. Since starting my own business a few years ago, I haven’t had as many opportunities to collaborate with other small businesses, so judging is an exciting way to reconnect with that world. It allows me to discover and support local entrepreneurs I might not have come across otherwise. I believe in championing small businesses, and platforms like Connect To are such a great way to showcase their incredible work.
What’s your professional background?
I’ve worked in various roles supporting small businesses. From starting out in marketing to eventually becoming a marketing director, I fell in love with the early stages of building a business—the strategy, creativity and vision that lay the foundation for future success.
What’s one thing you took away from working with small businesses?
It is often easy for people to forget that there might only be one or two people behind a small business, and they’re wearing so many hats in order to make that business happen. They put in so much sweat equity to ensure their business not only survives but thrives. The resilience and creativity of small business owners never cease to amaze me.
What perspective did you bring as a judge?
My background in graphic design and fine arts helped me focus on the creative aspects of a business—its personality, brand and story—more than just the numbers. I think those qualities are just as important in building a connection with customers.
What did you expect as a judge?
I was excited to learn more about the businesses I already know and love, and I was especially looking forward to discovering new ones. It’s always inspiring to see the talent and passion in our community.
Which famous judge best matches your personality?
Ruth Bader Ginsburg—she stood firmly by her principles and never wavered in what she believed was right.
Last question: Who would make a better judge, your best friend from high school or your first boss?
My high school best friend. My first boss? Not so much. My second boss, maybe.
This article was published in the January/February 2025 edition of Connect to Northern Westchester.
Max Chwatko
