Finding a cool spot to do business

Christine Carrillo

With a passion for business and a persistent entrepreneurial

drive, 24-year-old Dana Wendland invested her entire savings into

gelato and espresso, opening Caffe Gelato in late July.

The Washington native was certain that she could find success in

the coffee business, but she also knew that she would have to go

head-to-head with the larger coffee-chain competitors. She decided

she needed to find a product that would compliment the coffee she

offered and put her in an entirely different market.

Sticking to an Italian coffee theme, Wendland discovered the

under-explored market of gelato. She quickly learned everything she

could about the Italian dessert, finding it the perfect compliment to

the coffee business that inspired her.

“I’ve always worked very hard but I always thought, ‘I could do

this on my own,’” she said. “This business is really challenging and

it takes a lot of managing ....It’s hard labor and you have to have a

lot of discipline and character.”

Wendland, who has followed in her father’s entrepreneurial

footsteps and used his experience as a guide, has also taken

advantage of each one of her personal endeavors. Using the hands-on

experience she gained working for five years as a shoe store manager

and the money she earned from her profitable stint as a kiosk owner

selling sheepskin slippers, she found the only thing she needed was a

business niche.

“I really didn’t know anything about gelato before I started this

business,” said Wendland, who has since learned enough to create new

flavors of her own. “I was trained by an Italian and all my recipes

are very authentic.”

With an open mind and a desire to make her endeavor as authentic

as possible, Wendland took her vision a step further. She

personalized her shop by looking beyond the authenticity of the

products she provided her customers and focused on the atmosphere she

wanted to create for them as well.

Relying on the imported Italian equipment and displays, warm

colors and Italian-themed photographs hanging on the walls, Wendland

created the cozy atmosphere reflective of her longtime vision. And

her customers have responded favorably to it.

In the 17th Street Promenade in Costa Mesa amid restaurants and

retail stores, Caffe Gelato has been able to attract diners and

shoppers looking for a low-fat desert to top off their meals and

shopping sprees.

But Wendland wants more than that. She wants to start their day

off with a morning espresso as well.

Keeping an optimistic view, Wendland has already started to think

about expanding her business’ reach. Looking into providing catering

services and possibly opening additional shops for franchise, she

still finds herself in awe of what she has accomplished thus far.

“Sometimes I can’t believe I created this and brought it all

together,” she said. “To see people go out the door happy, I enjoy it

....There’s no way to be negative and be successful at it.”