Salt & Honey
Address: 926 East 900 South
Telephone: 801-382-9316
Website: saltandhoneymarket.com
District: 9th and 9th
“One of our core values is supporting and sustaining local artisan makers. The art and the things you purchase are like the sweet and savory parts of your home and life - accents that are more special,” Ashley Collett reflected as she sat across from Nicole Choules. The two, who co-founded Salt and Honey, are business partners and friends—or as they refer to one another, “work wives.”
Ashley, who grew up in Davis County, Utah, and Nicole, originally from Yuma, Arizona, have crafted a space that embodies this philosophy. They first met in 2015 during one of the early pop-up markets Ashley organized in Salt Lake City. Nicole, a former professional ballet dancer and experienced vendor, was setting up her booth when their paths crossed. “We ended up chatting for a good hour,” Ashley recalled, smiling. “She was giving me lots of advice as a market runner. That’s how we became friends.”
Ashley, a product designer by trade, had taken a break from her career to raise her first child but missed the creative work she loved. Feeling that downtown Salt Lake needed more venues for artisans to sell their products, she launched Salt and Honey as a pop-up market. Nicole, setting up her own booth, Hum Stitchery, began talking with Ashley about small businesses. Nicole had been participating in markets since 2005, selling her girls’ dresses after retiring from dancing. In 2015, she became one of the first vendors Ashley invited to join her.
The entrepreneurial spirit ran deep in both women. “My grandparents owned a bookstore in Florida, and whenever we visited, I loved helping out in the shop,” Ashley shared. “I just kind of fell in love with the entire atmosphere.” Similarly, Nicole’s mother owned an antique store in Salt Lake City. “I think we both just had that desire,” Ashley added. At this point, Ashley was living in Seattle but was traveling back and forth to do the market. Her family would return for a month, and “we’d pop up the market and then go back.”
As the pop-up markets grew in popularity, so did the bond between Ashley and Nicole. By early 2018, they realized they shared a common dream: opening a permanent store. “We talked about how we wanted to start a shop someday, and we decided if we have the same idea, we might as well do it together.” By October, Salt and Honey found its first permanent home at the Gateway Mall. They spent just one year at this location, but it was a “crucial” time for them, revealing that they wanted to be in a neighborhood “where there’s a strong sense of community.” Their move to the 9th and 9th area in 2019, into a historic building with soaring ceilings and natural light, marked a new chapter for Salt and Honey and “dramatically” changed their business. “We knew instantly that this was the right decision.”
The store’s name reflects their mission. “Salt and Honey represent the sweet and savory aspects of life,” much like the unique, handcrafted items they sell. It is also a nod to Salt Lake City - the Great Salt Lake - and the beehive, symbolizing the hardworking artists they support. They source as much as they can locally, keeping the market vibe upstairs with rotating vendors, while downstairs, they have curated a selection that reflects their community-focused mission. “We try to stay hyper-focused.” The space upstairs is rented to different vendors each season. “We pride ourselves on finding people who put so much love and care into each handmade item. It fundamentally makes us feel good about what is going out into the world.”
Salt and Honey run a market where every week from November until the end of December, they swap out artisans. “People can do all their Christmas shopping here, and it’s constantly changing with lots of new, fun things. It elevates the gifting experience to be something a little more meaningful. You can buy a candle at any store, right? But when it’s a hand-poured candle from your neighbor with unique scents, it just feels more special.”
“We sell primarily products that make people feel more at home.” Between the upstairs vendors and the downstairs space, their collections include racks of clothing—both new and vintage—baby items, jewelry, stationery, books, specialty foods, fine art, and numerous other items in their beautifully displayed and curated shop. “One of the things I feel most proud of is that the products contain a connection to the community. When you buy something here, you’re interacting with an artist, even if they’re not there. You’re appreciating their work, gifting their work, or adding it into your own life in a way that feels like it has a little more value, specialness, and uniqueness.”
Ashley and Nicole’s journey has not been without challenges. The COVID-19 pandemic forced them to adapt quickly, moving their business online. “It was a blessing in disguise,” as it allowed them to reach their customers in new ways, even when their doors were closed. After getting through the pandemic and recognizing their strengths—Ashley in marketing and finance, and Nicole in managing vendors and logistics—they jumped at the opportunity to purchase their building in 2021.
In 2023, a flood caused by a hidden water heater brought another test of their resilience. “The water was coming through the front door, and we had to close off half the store.” Once again, the community rallied around them. “Our clientele kept us going,” but both women recognized that they could always depend on each other to get through demanding situations. “We always make it better, and that’s what’s kind of satisfying. We know that if big things happen again, we’ll probably be able to figure it out.”
What truly stands out in the story of Salt and Honey, however, is its dedication to empowering women. Many of its vendors are women working from home, balancing their craft with raising families. Nicole and Ashley do their best to mentor these women, helping them move from hobby to business, and supporting them in “making their voices heard.” For them, the feminine and artistic energy tends to be totally enriching not only to the artisans but to these two incredible partners as well.
