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You’ll never know where to start…until you start. This gutsy guidebook will help anyone who’s procrastinating on a goal, career change, or business idea stop the obsessive worrying and leap into action.
As a 24-year-old line cook, Ellen Marie Bennett couldn’t stand the kitchen staff’s poorly designed, cheaply made aprons. So when her head chef announced he was ordering a new batch, she blurted out, “Chef, I have an apron company”—even though she had no company, no business plan—just a glimmer of a design idea and a business license. Through hustle and a willingness to leap into the unknown, she built that first order into the company Hedley & Bennett is today, making aprons and kitchen gear worn by many of the world’s best chefs and home cooks everywhere.
Dream First, Details Later shares Ellen’s journey and her forged-in-the-fire personal playbook for starting before you stop yourself. If you’ve ever imagined doing something and immediately thought, “that’s impossible,” or “I wouldn’t even know where to start,” or “I’m not qualified to do that,” these pages will help you learn to shove aside your inner worrier and launch into action.
“It’s inspiring, beautiful and actionable, and it might be just what you need to unlock the door and help you get going.”
My name is Ellen Marie Bennett but most people call me “EB.” I’m half Mexican, half English, born and raised in LA by a fiery mom who calls me “mami” (it’s a Mexican thing), never met a color I didn’t like.
A passion for cooking led me to Mexico City when I was 18. After culinary school (and countless other crazy jobs), I came back to LA to cook professionally in some of the city’s best kitchens. That’s where Hedley & Bennett was born.
The aprons I wore in restaurant kitchens couldn’t stand up to the pressure (literally, they fell apart), so I set out to make a better (no, the best) one: super functional, durable, pockets for days, in awesome colors and fabrics; something as beautiful and thoughtful as the food I loved to make.
To me an apron is a game-day jersey. When the loop goes over my head and I cinch the waist straps, I’m suited up and ready for action. My team is all the other amazing cooks out there—from the pros to those just starting at home—hustling on their own cooking adventures.
Welcome to our #apronsquad. Now suit up and get cooking.
CEO & CHIEF APRON OFFICER