Today we’d like to introduce you to Reema Shroff.
Hi Reema, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
I graduated with a business administration degree from Trinity University and then attended law school at Southern Methodist University in Dallas.
Before starting Frost 321, I built a foundation in law and business that prepared me for entrepreneurship. After graduating from law school, I practiced as a healthcare attorney, representing hospitals and physician groups. I later transitioned to clinical research consulting, where I helped medical practices navigate the complex processes of obtaining and managing clinical trials.
In 2012, I attended a summer wedding in Paris. At the reception, I experienced the taste and theatrics of liquid nitrogen ice cream and cocktails. Days later, on my flight back home, I could not stop thinking about the captivating experience and how the process worked. Although I was practicing as a health attorney, I’ve always embodied the entrepreneurial spirit and knew I needed to pursue this fascinating concept. It was then, at roughly 40,000 feet, that the idea for a company that freezes cocktails at 321 degrees below zero, Frost321, was born.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
The COVID-19 pandemic presented a true black swan event for our event-based business. COVID hit just after we’d achieved our strongest year in 2019, with 100% growth and projections for 200% growth in 2020. In March 2020, the devastation was immediate and profound. I recall that we had our entire national staff fly into San Diego for a major 2000-person event in late February, and the event was canceled literally six hours before it was set to begin. This was not only financially devastating, but also crushed morale as our team grappled with the sudden disappearance of our entire business model as COVID closures appeared across the country. Despite this shocking setback, we used the downtime strategically – streamlining operations, developing our franchise framework, and maintaining key venue relationships, which positioned us for a strong return when restrictions finally lifted.
Alright, so let’s switch gears a bit and talk business. What should we know?
We are an event-based company focusing on dessert and cocktail experiences. We have teams in several major markets (San Antonio, Austin, Dallas, Phoenix, San Diego, Los Angeles, Las Vegas, NJ/Philadelphia/New York, and Miami.
Frost 321 is an interactive, frozen cocktail and ice cream experience. Named to reflect the revolutionary process of freezing at -321 degrees Fahrenheit, Frost 321 creates the best-tasting ice creams, sorbets, and cocktails in the most enchanting way possible. Not only is the taste impeccable, but the experience is unforgettable. Created right before your eyes, Frost 321 provides a dessert experience that excites the taste buds and minds of guests, long after they’ve finished their tasty treats. Frost 321 is capable of serving parties of any size, from weddings and other celebrations to an 8000+-guest corporate event and everything in between.
Can you tell us more about what you were like growing up?
I live in San Antonio with my husband, daughter, Kaaja, who is in 10th grade, and Nella, our rescue dog.
I was born in Chicago, then moved to Bangalore, India, for seven years. From there, I moved to Midland, Texas, until I went to college
Through elementary and middle school, I was painfully shy and quiet despite excelling academically in subjects like math competitions and spelling bees. Before entering high school, I purposefully studied Dale Carnegie’s “How to Win Friends and Influence People” and made a conscious decision to reinvent myself. In high school, I made it my goal to focus on becoming more engaged and social. This transformation worked remarkably well. I became active in theater, debate, and Model UN, developed lasting friendships, and still maintained academic excellence, graduating in the top 10 of my class of 550. This early experience of deliberately reshaping my social identity gave me confidence in the ability to adapt to new environments and challenges throughout my life.
Pricing:
- Combination of base pricing and per serving costs
- branding – additional charges
- 100 serving event, approx. $2000
Contact Info:
- Website: https://frost321.com
- Instagram: @frost321_
- Facebook: https://www.facebook.com/frost321
- LinkedIn: https://www.linkedin.com/company/frost-321/
- Youtube: https://www.youtube.com/channel/UCfZw2xyifG5GTzYyXK9OJ9A/videos
