10 Coolest Entrepreneurs


We’re hanging out with the cool kids — 10 Utah Valley powerhouses who are too hip to be square. 

Susan Petersen

Susan Petersen
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Age: 35

Company: Freshly Picked, Provo

Susan Petersen is a breath of fresh air. The crafty entrepreneur placed a ban on the “balance” word to her 57,000 Instagram followers — a word that typically taunts working women everywhere. “Balance for me is a mystical creature that lives where unicorns live,” she posted. (Preach!) But do you know what is magical and 100 percent real? Her wildly popular handmade moccasins that are sweeping kids (and their parents) off their feet. Children of the rich and famous are constantly seen sporting her company’s moccs on the pages of People and Us Weekly, and parents across the globe are going gaga over this fresh footwear. Bold, creative and cool? Talk about a shoe-in.

COOLEST Entrepreneurial Moment

Renting my current office space.

COOLEST Company Moment

Seeing our moccs on tons of celebrities’ kids.

COOLEST Bootstrapping Moment

When I started my business, money was tight. My brother owns a window installation business, and in the summer of 2009 I convinced him to let me keep the old windows he was removing from the houses. I spent the whole summer banging the glass out of the windows because they were encased in aluminum frames. At the end of the summer, I took the aluminum window frames to the scrap yard and recycled them to get money. I made $200, and with that literal sweat equity I started my business.


Going big.


You learn the most from bad hires. People who don’t work out teach you the most about yourself and your business.

COOLEST Life Adventure

Getting married to my partner in crime, Christian.

COOLEST Meal Ever Eaten



I like to keep a gratitude journal. Each night I try to write down five things I’m grateful for that day. It’s completely changed my life.

COOLEST Childhood Memory

Watching my parents work. Their work ethic completely shaped mine.

COOLEST Compliment

Someone once told me I remind them of a poster they have hanging in their office — it’s of a kitty cat that looks in a mirror and sees a lion.



  1. AvatarDedie May Reply

    So proud of our daughter and her spunk. She was like that when she was little and has continued to have it as an adult. It has taken her far. Congratulations Susan we love you.

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