A friend of alumna and entrepreneur Daphne Vantine, 2019 alumna Rachel Heim and her venture, Vanilla Joe & Co., are the next feature in our series featuring alumni. Vanilla Joe & Co. is candle shop that caters to dog lovers.
Rachel, a 2019 University of Delaware alumna, earned her Bachelor of Arts in Spanish, International Business, and Advertising. Inspired by her entrepreneurial father’s encouragement to “be her own boss,” Rachel has been driven to pursue her goals with determination. Outside of work, she collaborates with Muddy Paws Rescue NYC, helping foster dogs find loving homes.
Her passion for her yellow Labrador and love for candles sparked the idea for her startup, Vanilla Joe & Co. While searching for the perfect gift for fellow dog lovers, Rachel combined her interests to create a unique business that celebrates the bond between pets and their owners.
Startup Spotlight
Vanilla Joe & Co. was inspired by Rachel’s beloved dog, nicknamed “Vanilla Joe.” The idea began with a sketch for her ideal Christmas gift, which she brought to life with the help of an artist. This collaboration led to the creation of designs featuring various dog breeds, symbolizing the “& Co.” in the brand’s name.
After launching her startup, Rachel approached several retailers, many of whom were eager to showcase her products on their shelves. However, she cites transportation of products to events and retailers as her biggest challenge. Despite this, Rachel is deeply grateful for the unwavering support of her family and friends.
Vanilla Joe & Co. achieved a major milestone when its candle collection was featured at the Museum of the Dog in New York City. Looking to the future, Rachel hopes to expand her brand internationally within the next decade. Currently, her products are available in New Jersey and New York, and she is actively working to grow her business through events and social media.
UD Alumni Rachel Heim’s startup Vanilla Joe & Co, which started out as a idea for a Christmas present, turned into a thriving business for dog owners alike. Her journey exemplifies the entrepreneurial spirit that Horn wishes to install in all of our students. Rachel’s story is a testament to the power of creativity, passion, and commitment. No matter how small the idea, paired with determination anything is possible. Check out @vanillajoeandco on Instagram.
About Horn Entrepreneurship
Horn Entrepreneurship serves as the creative engine for entrepreneurship education and advancement at the University of Delaware. Currently ranked among the best entrepreneurship programs in the U.S., horn Entrepreneurship was built and is actively supported by successful entrepreneurs, empowering aspiring innovators as they pursue new ideas for a better world.
