Zulay Kitchen: Designing for Happiness, Not Just Utility
โEvery single day do at least one thing that moves your business forward. Momentum compounds faster than you think.โ
โ Aaron Cordovez, Co-Founder & CEO; Whitney Cordovez, Co-Founder, Zulay Kitchen
Where the Idea Took Shape
In 2015, Aaron and Whitney Cordovez were both working traditional 9-to-5 jobs, doing what they were supposed to do but quietly realizing it was not enough. Like many young families, they were trying to plan for the future while balancing rising costs, childcare, and the dream of providing more opportunities for their daughter. Private education felt out of reach. Financial freedom felt distant.
The original goal was not to build a company. It was far simpler: generate enough extra income to cover daycare and tuition. They decided to try e-commerce, starting small with a single kitchen product.
It worked.
That first success changed everything. What began as a side project quickly proved that they could create real value and real demand by solving everyday problems in the kitchen.
Finding Courage Through Responsibility
Entrepreneurship did not come from confidence alone. It came from responsibility. As their family grew, the stakes became higher. Aaron admits that fear was part of the journey; fear of instability, fear of failure, and fear of not providing. But the alternative of standing still felt worse.
Whitney pushed them forward, encouraging action over hesitation. Over time, courage did not arrive as a sudden spark. It was built gradually, through conversations, small wins, and the realization that growth required stepping beyond comfort.
โIt wasnโt inspirational,โ Aaron reflects. โIt was time to grow up and do more than the bare minimum.โ
Designing for Happiness, Not Just Utility
Zulay Kitchenโs value proposition is rooted in a simple idea: kitchen tools should make people happy. Every product begins with listening, reading customer reviews, studying pain points, and identifying where frustration exists.
Whether it is a garlic press that is hard to clean or a spatula that does not work the way it should, the team obsessively refines design, materials, and usability. The goal is not just function. It is delight.
That focus has resonated. Zulay Kitchen has accumulated hundreds of thousands of customer reviews, sharing stories about how a small improvement in the kitchen made daily life easier or even brought joy back into cooking. One review famously joked that a Zulay lemon squeezer โsaved a marriage.โ
Those stories are what fuels the company.
A Workforce Built for Commitment and Scale
Zulay Kitchen operates with a predominantly full-time workforce, believing that dedication and continuity matter when building a strong brand. More than 90 percent of the team is full-time, with employees based in Florida and around the world.
As the company continues to scale, leadership expects to hire approximately 200 additional employees over the next three years, expanding across operations, design, marketing, customer experience, and logistics.
From One Product to Nearly $100 Million
Zulay Kitchenโs growth over the past decade has been extraordinary. Starting from zero in 2015, the company steadily expanded its product catalog, distribution, and operational sophistication. Today, annual sales exceed $80 million, with the company approaching the $100 million milestone.
That growth did not come from shortcuts. It came from reinvestment. Because most capital is tied up in inventory, every dollar matters. The Cordovezs credit Floridaโs business environment, particularly the absence of state income tax, enables them to reinvest aggressively and sustainably.
Hiring for Capability, Not Credentials
Education has never been a gatekeeper at Zulay Kitchen. When reviewing candidates, the leadership team focuses on accomplishments, adaptability, and real-world results, not degrees.
The company has found success engaging high school students and early-career professionals interested in learning e-commerce from the inside. For many, Zulay provides a faster, more practical education than traditional coursework.
The philosophy is simple: capability matters more than credentials.
A Fast-Paced, Accountable Culture
Zulay Kitchenโs culture is intense but supportive. The pace is fast. Accountability is shared. Team members are cross trained so they can support one another during peak demand, tariff disruptions, or operational challenges.
Everyone is encouraged to think beyond their role and take ownership of the companyโs success. The mindset is collective: if the company wins, everyone wins.
Standing Out in a Crowded Market
Competition in consumer products is relentless. Zulay differentiates itself through design excellence, visual storytelling, and emotional connection. The company employs more than ten designers focused on creating products that do not just function but look beautiful in the kitchen.
Every product is tested through real life. Whitney, as a mother of four, acts as the final filter. If it does not belong in her kitchen, it does not ship.
โMom-approvedโ is not a slogan. It is a standard.
Why Florida Became Home
Zulay Kitchen began in California, but the challenges of operating there quickly became apparent. High taxes, complex employment laws, and rising costs made scaling difficult. Moving to Florida changed everything.
The business climate allowed the company to reinvest, grow, and hire more freely. Beyond economics, Florida offered something else: balance. Proximity to the beach, space to breathe, and a culture that values both ambition and quality of life.
Eight years later, the Cordovezs never looked back.
Navigating Tariffs, Manufacturing, and Scale
Tariffs and global manufacturing remain ongoing challenges. Zulay has explored U.S. manufacturing extensively, but the infrastructure for kitchen gadgets simply does not exist domestically at scale.
The team believes that targeted loan programs or incentives could unlock domestic manufacturing, create jobs, and strengthen supply chains. Until then, the company continues to adapt, absorb costs, and refine operations to remain resilient even at peak tariff levels.
Learning From Near-Failure
Not every chapter has been smooth. In the early years, over-hiring and misallocated ad spend nearly wiped-out profitability. At another critical moment, a lawsuit threatened everything just as Whitney was eight months pregnant, and Aaron had left his job.
Instead of fighting, Aaron reached out directly to the opposing company. Against legal advice, the two sides talked, resolved the misunderstanding, and preserved the business.
That decision to communicate instead of escalating saved the company.
Building Systems for the Next Chapter
As Zulay approaches nine figures in revenue, the focus has shifted to scalability. SOPs, training systems, and repeatable processes are now the priority. Leadership knows that growth beyond this stage requires clarity, structure, and consistency across every function.
The work is not glamorous, but it is essential.
What the GrowFL Recognition Means
Being named a GrowFL Company to Watch felt like validation. Not just for growth but for grit. Rebuilding a neglected property into a thriving headquarters. Of creating jobs. Of building something meaningful from nothing.
For the team, the recognition signals momentum. Zulay is not standing still; it is moving forward.
Advice for Entrepreneurs
The Cordovezs offer grounded advice: do not quit your stable income too soon. Build on the side. Wait until your business consistently outperforms your paycheck then go all in.
And every day, do something that genuinely impacts your customers. Not busywork. Not spreadsheets. Something real.
Momentum, they believe, is built one meaningful step at a time.
About GrowFLโs Programs
GrowFL Florida Companies to Watch (FLCTW)
The Florida Companies to Watch program, hosted annually by GrowFL, celebrates top second-stage companies across the state for their impressive growth and entrepreneurial success. This prestigious program recognizes 50 standout businesses each year, chosen from hundreds of nominees. Honorees are celebrated for their innovation, economic impact on Florida’s economy, and the ability to scale effectively. Through FLCTW, GrowFL not only acknowledges these companies’ achievements but also brings them into a spotlight that enhances their visibility in the marketplace. The event offers an extraordinary opportunity for networking, sharing best practices, and gaining exposure to potential investors and partners, making it a cornerstone for fostering business growth and recognition within Florida’s vibrant business community.
