SIMPLY DELICIOUS , SIMPLY DONE

IF YOU’VE ATTENDED A PARTY OF NOTE IN COLLIERVILLE, CHANCES ARE YOU’VE ENCOUNTERED KAREN SHELTON’S DELICIOUS OFFERINGS . SHE IS THE FOUNDER AND CHEF OF SIMPLY DONE, A CATERING AND EVENTS COMPANY BASED ON WALNUT STREET IN COLLIERVILLE.

SHELTON LAUNCHED HER business 12 years ago at the prompting of a friend who knew she was a good cook and needed a caterer. Her tasty offerings were such a hit, Shelton left with a fistful of job leads. However, she waded slowly into the food business, where profit margins can be slim and success fleeting. She catered out of her home kitchen while continuing her day job as a freelance journalist. To broaden her repertoire, Shelton occasionally dined at upscale restaurants, recreating favorite dishes at home. It was a juggling act. Several years later, she finally decided to take a leap of faith.

“I told my husband, ‘I have to either do this full-time or not at all.’”

As it turned out, Shelton’s background in marketing and public relations proved to be as useful as being a well-versed cook. “I’m suited to catering because of my background in communications. I know how to listen,” she says. “I know what people want and they trust me to take care of what will be the biggest day of their life. I also try to keep my food at the exact cost I’ve quoted, but in the event a price jumps, I let my customer know and offer options that will keep them within their budget.”

Shelton listens closely to her clientele, determining who craves comfort food and who wants trendier cuisine. Her ability to adapt hasn’t gone unnoticed.

Last year, Simply Done received a nomination for 2022 Entrepreneur of the Year by the Collierville Chamber of Commerce, and the company has repeatedly been voted Best Caterer by the Collierville Herald and Memphis Most. “I had a good Southern mama who said you never run out of food. People say our portions are great because we make sure no one leaves hungry,” she says with a laugh.

Shelton loves the convenience of having her business just a mile from her home in Collierville. She employs a staff of 19: four full-time, 10 part-time, and five on-call staffers who help out during big events. Simply Done is located in the former Presbyterian church on Walnut Street, a historic structure that dates to 1886. Now, the stained-glass sanctuary serves as a popular venue for bridal showers, weddings, and retirement parties.

“Collierville’s small-town feel makes people want to support small businesses like mine,” Shelton observes. “The town is also good at promoting small businesses because they use them.”

On a busy Wednesday afternoon, the cell phone in Shelton’s office chirps incessantly as customers call in to pick up their food orders. When Covid struck in March 2020 and the world shut down, Shelton realized $35,000 worth of business would go out the door in cancelations. She had to act quickly. So she laid off staff (they filed for unemployment) and pivoted, opting to make meals customers could bake at home. Soon, weekly menus of pasta dishes, casseroles, and desserts were being posted on Facebook and the carry-out business quickly took off.

“A lot of people didn’t know we existed until the pandemic,” says Shelton. “Now, I have people who order every week, and we’ve gone on to cater parties and events for those clients.”

In fact, business became brisk enough that she expanded her space and staff during 2021 to keep up with demand. Her roster of regular clients now includes town staff, the Rotary Club and the Collierville Chamber of Commerce. “I personally know and feed the mayor, the vice mayor and the town aldermen,” she says. “I tell them what I need to do for my business and all have been supportive.”

Shelton gives back by being a Chamber member, serving on Main Street Collierville’s Board of Directors and supporting activities like Main Street’s Easter Shop and Hop. “It all helps to tie us into the community,” she says.

Shelton’s catering business has long been a family affair; all five of the couple’s children have lent a hand and husband Jeff bartends and does maintenance work.

“I’ve loved this space since I’ve lived in Collierville,” says Shelton of their location off of the square. “I love the town square and the feel of the historic district. I thought the building was so cute and quaint.”

When Shelton first opened for business, Simply Done sold cupcakes to help spread the word. Though the sweets are no longer offered regularly, they left an indelible impression. “People still call for our cupcakes!” she says.

As for being an entrepreneur, Shelton’s success prompted one of her sons to open an exercise gym on the town square. He followed his mom’s advice: Figure out what you enjoy doing and how you can make money doing it.

“We tried to instill in our kids that while you’ll have to work hard, it’s rewarding,” she says. “Because, in the end, the business is yours.”