Who is Susan Petersen?
Susan Petersen started Freshly Picked in Utah in 2009 after she couldn't find baby shoes she liked. She designed a soft leather moccasin that stayed on an infant's feet, sewing early pairs from leather scraps and funding the first materials with about $200 she earned salvaging scrap aluminum from discarded windows. She promoted the moccasins through her blog and social media, and the brand built a loyal following among parents. Petersen pitched on Shark Tank in Season 5 with about $500,000 in annual sales, asking $150,000 for 10%.
She accepted Daymond John's offer of $150,000 for 25%, but the deal fell through after the taping. The exposure still drove rapid growth: in 2015 Freshly Picked was named Utah Valley's fastest-growing company, the first woman-owned business to earn that ranking. The brand has since expanded beyond moccasins into soled shoes, sneakers, sandals, diaper bags and licensed Disney collections, and Petersen continues to lead the company as founder and CEO. She also serves on an entrepreneurship advisory board at BYU's Marriott School of Business.
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