Danielle Doebereiner stands in front of the counter at her shop with a warm smile and a mug of coffee in hand, surrounded by wheels of artisan cheese, jars of olives, gift baskets and shelves filled with specialty foods from around the world.
It’s the kind of place that invites people to slow down, sample something new and maybe discover a flavor they’ve never experienced before.
But just a few years ago, Doebereiner never imagined she would become the owner of a specialty food shop.
Today, she is the entrepreneur behind Nosh & Curd, along with the recently acquired Oil & Vinegar location, bringing the two complementary specialty food concepts together under one roof.
And it all started with a book about cheese.
A Curiosity That Turned Into a Business
Doebereiner’s degree is in health administration — not culinary arts or hospitality — and for years her career had little to do with food.
“During the early months of the pandemic, life looked a little different. While working from home and helping her children keep up with their schooling, and with her husband often traveling for work, she welcomed the chance to get out and reconnect with people.
She took a part-time job working as a model attendant for Infinity Custom Homes, helping show decorated homes to potential buyers.
One day, while sitting in one of the beautifully staged kitchens, she noticed a book about cheese.
She picked it up and started flipping through the pages.
What she found was a world she had never explored before.
“I realized there was this whole vast world of cheese out there that I knew nothing about,” Doebereiner said. “My initial digging kind of became an obsession.”
Soon, she began researching cheeses from around the world — learning how geography, climate and even the animals themselves shape the flavor of each variety.
From Kitchen Experiments to Charcuterie Boards
Before opening a storefront, Doebereiner began experimenting with food pairings at home.
She had always enjoyed preparing creative lunches for her two sons, mixing flavors and textures in ways that expanded their palates.
That same creativity translated naturally to charcuterie boards.
“Those beautiful boards really spoke to people,” she said.
To test the idea, she started small — offering pre-order charcuterie boards made from a commercial kitchen space she subleased from Mars Farmhouse Café.
For about nine months she built a following through social media and word-of-mouth.
The response was strong enough that she knew it was time to take the next step.
Opening the Store
The shop quickly became known for its curated selection of cheeses — many of which can’t be found in typical grocery stores.
Today the store carries well over 100 varieties of cheese sourced from around the world.
Some of the most popular include:
- Caramelized Onion Cheddar
- Tête de Moine, shaved into delicate rosettes
- Alp Blossom from the Bavarian Alps
- Sophia goat cheese from Capriole Creamery in Indiana
In addition to cheeses and charcuterie boards, the shop offers specialty foods including olive oils, vinegars, spices, pasta, dips, coffee and gifts designed for hosting and entertaining.
In 2025, the business expanded further when Doebereiner purchased the nearby Oil & Vinegar operation, bringing the two complementary businesses together under one roof.
Turning Customers Into Cheese Lovers
One of the most unique aspects of the shop is its educational approach.
Doebereiner regularly posts weekly social media videos explaining different cheeses, helping customers understand the origins, textures and flavors behind each variety.
The store also hosts tastings, hands-on workshops and seasonal events where visitors can explore artisanal cheeses, pairings and specialty ingredients in a refined, social setting.
“We see both types of customers,” she said. “Some people come in already knowing a lot about cheese, and others have never tried anything beyond the basics.”
Sometimes, she said, the most rewarding moments come when someone walks in convinced they dislike a particular cheese.
“More than likely, you just haven’t had the right one yet,” she said.
Helping people discover something new — and watching their reaction when they do — has become one of her favorite parts of the job.
The Reality of Small Business Ownership
Behind the beautiful displays and curated food selection, running a small business is not always easy.
For Doebereiner, one of the biggest challenges is balancing life as a business owner and a mother.
“I have two boys,” she said. “One is 20 and one is 10.”
While the older son is away at college, the younger one enjoys being part of the business and even participates in entrepreneur fairs.
The whole family helps out when needed — especially during the busy holiday season.
Between October and December, the store can produce 200 to 300 charcuterie boards a month, with a small team of employees helping keep up with demand.
Still, the slower months of winter can be emotionally challenging for small business owners.
“These are the times that can make or break a business,” said Danielle.
Looking Toward the Future
Despite the challenges, Doebereiner sees the shop as more than just a retail store.
She hopes it continues to grow as a gathering place for the community — hosting events, tastings and classes that bring people together.
“I’d love to see it become a pillar for the community,” she said.
And for anyone dreaming of starting their own business, she offers simple advice:
“Allow yourself some grace,” she said. — and know your why.”
