Meet Jodi Salerno | Founder & Creative Director at Tudaloo

We had the good fortune of connecting with Jodi Salerno and we’ve shared our conversation below.

Hi Jodi, every day, we about how much execution matters, but we think ideas matter as well. How did you come up with the idea for your business?
The idea for my business, Tudaloo, was born out of a combination of family tradition and a serendipitous moment. Growing up, attending the rose parade in Pasadena was a cherished family tradition, especially with my father having served as the President of the Pasadena Tournament of Roses in 2009.

In 2015, I decided to add a personal touch to the Rose Parade experience by crafting rose-themed totes as gifts for family and friends attending the event. The turning point came during our stay at the Langham Hotel in Pasadena when the manager agreed to sell them in their boutique. The totes sold out in one day. It was then that I realized there was a market for my totes, and Tudaloo was born.

The name “Tudaloo” holds special significance, inspired by the warm tradition of saying “toodleloo” that my maternal grandmother, “Grandma Rose,” shared with her sisters during phone calls. This expression, rooted in family history, became the foundation of the brand. The very first Tudaloo collection, featuring red rose fabric and a rhinestone rose brooch, was a heartfelt tribute to Grandma Rose, encapsulating the essence of tradition and personal connection that defines Tudaloo.

Alright, so let’s move onto what keeps you busy professionally?
I’m a Southern California native who launched my career in the dynamic world of professional sports entertainment. While at UCLA, I worked part-time for the Los Angeles Rams as a personal assistant to the team’s former owner, Georgia Frontiere. After graduating, I worked my way up to oversee corporate hospitality, gaining invaluable experience in event planning and crafting distinctive gifts for major sponsors and the NFL.

Following a fulfilling 12-year career in the NFL with the Rams in Los Angeles and St. Louis, I returned to Southern California and joined Roger and Greg Penske’s motorsports entertainment company. Here, I assumed the role of leading corporate hospitality, delving into the thrilling realm of motorsports and spearheading the launch of a new facility that hosted the largest attended sporting event in California. Subsequently, I transitioned to the Irvine Company, one of the largest property owners in Southern California, managing client relations for their flagship properties, including Fashion Island and Irvine Spectrum Center.

Taking a brief hiatus from my career to focus on raising my two boys, I eventually reentered the professional arena when I founded Tudaloo.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I would recommend starting a week-long stay in Nashville by checking into the historic Hermitage Hotel. This iconic establishment combines classic elegance with modern comfort. This location holds a special connection to me as it marks Tudaloo’s third hotel client. Tudaloo created a tote collection inspired by the legendary Gene Autry and his horse, Champion – who stayed at the hotel.

I would recommend enjoying a delicious breakfast at either Loveless Café or Biscuit Love, setting the perfect tone for the day ahead.

Nashville is known for its music, so I would recommend immersing yourself in the city’s musical legacy with a visit to the Country Music Hall of Fame, the Grand Ole Opry, and the vibrant Honky Tonk bars on Broadway.

For shopping, the Belmont district’s unique shops and cafes are a must.

For an adrenaline rush, attend one (or both) of the two sports I worked in: an NFL Titans Game and the Music City Grand Prix IndyCar race.

Who else deserves some credit and recognition?
I want to express my heartfelt gratitude to several individuals who have played pivotal roles in shaping my journey and inspiring my passion for the creative design process.

First and foremost, I owe a debt of gratitude to my mother, whose artistic flair and impeccable sense of presentation have been a constant source of inspiration. From wrapping gifts with utmost precision to hosting events that are nothing short of stunning, her creativity knows no bounds. Growing up, I witnessed her transformative touch in everything she did, and it’s this upbringing that instilled in me a deep appreciation for the beauty of design.

To my clients, who have been a constant pillar of support and a wellspring of inspiration, I extend my heartfelt thanks. Your belief in my work has fueled my creative endeavors, and I am immensely grateful for the collaborative journey we’ve embarked upon.

A special shoutout goes to my husband Tony, my two boys Mike and Matt, and my best friend of 40 years, Dr. Karen Lane, for being unwavering sources of support. In the rollercoaster of life, your encouragement has been my anchor, and I am blessed to have a family that believes in my dreams as much as I do.

I want to acknowledge and appreciate all the incredible women who work alongside me, from the talented sewers to the meticulous fabric cutters. Your dedication and craftsmanship contribute immensely to the success of our endeavors. Together, we form a dynamic team that exemplifies the strength and creativity of women in the world of design.

A heartfelt thank you goes to Kristy Whitford & Dania Garcia at the Beverly Hills Hotel, who have been a cornerstone of my success by being one of my first accounts. Your partnership has been instrumental in propelling my designs to new heights, and I am grateful for the opportunities that have arisen through our collaboration.

Last but certainly not least, I owe a special mention to my dad for instilling in me the entrepreneurial spirit. His guidance and belief in my abilities have been instrumental in shaping my career path. I carry with me the lessons learned from his entrepreneurial journey, and they continue to inspire me to push boundaries and strive for excellence.

In conclusion, my journey in the world of creative design is a tapestry woven with the threads of support, inspiration, and love from these remarkable individuals and entities. Each one has played a unique role in my story, and I am truly grateful for the impact they’ve had on my life and career.

Website: https://www.tudaloo.com

Instagram: @tudaloototes