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HomeNewsScience and SpaceWith the expanding Giadzy e-shop, Giada De Laurentiis took a "leap"

With the expanding Giadzy e-shop, Giada De Laurentiis took a “leap”

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In Science and Space: With her personal brand and e-commerce website Giadzy, famous chef Giada De Laurentiis—who has spent nearly 20 years on Food Network as a celebrity chef, cookbook author, and restaurant owner—is prepared to make another “jump.”

Her team has expanded from 3 to 7 members since the site’s launch in 2016 and is prepared to go even further. Giadzy secured $1.4 million in fundraising in 2022 from a group led by Watertower Ventures and BAM Ventures. The platform currently offers more than 200 products from more than 30 different Italian purveyors, with a 200% growth rate from a year ago.

De Laurentiis declared that she is on a mission to “bring true, good, original, organic ingredients from Italy to the United States” and to provide her admirers access to a store where they can purchase the same ingredients she frequently uses. The chef admitted to Yahoo Finance that it “took quite a while” to make the decision to join Giadzy and that it was “a jump I wasn’t sure I wanted to take.”

With a revamped customer experience and over 150 new products on display in the shop, the business will officially relaunch its website this fall. More than 100 additional items will be added for the holiday shopping season.

With celebrity chef status, Giada thinks people probably assume it’s easy to get funding, but said “I don’t think it is.”

She added, “The VC world has changed dramatically in the last year and so I think it’s become very difficult.” She said the same questions come up from potential investors: “Do you really have time to do this? Because you do so many things, and you’ve got a child and all the rest.” According to Harvard Kennedy School, the 30-year average of all-female founders’ share of VC funding is 2.4 percent. De Laurentiis encourages other female founders to “stick to our guns” in times of adversity, adding that “there’s a wonderful community of female founders out there.”

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She recommends networking with other female entrepreneurs. “I always say to people, if you’re looking to do this, really tap into that female founder community because they really will help you sort of navigate the business.” Social media
Social media is also key for De Laurentiis. With a combined 5 million-plus followers, she says the platforms help to keep people interested in food.

“I started doing social media years ago when it first started and I remember people saying to me, like, ‘Why bother?’” Now she says it consumes her most days. “I really enjoy the medium of the way that TikTok and Instagram Reels and all of the quick bites— you know, I come from a world of longer form shows.” Giada says the apps “make cooking and food and ingredients hip and cool, which means that everybody will want to know more about it and then we’ll become a healthier society as a whole.”

 

“It is so much fun. I enjoy it. Thanks to my daughter, I got in it early, and it’s a great way for us to bond as well.” She thanks her daughter Jade for helping to launch her initial online presence.

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