For Juliana Ortiz, ice cream is more than just a treat — it’s a symbol of resilience, nostalgia, and connection. As a child, Ortiz fondly remembers trips to Rite Aid with her parents, where they would indulge in Thrifty’s chocolate ice cream. To her, it wasn’t just a sweet snack; it was a reward — one that marked small victories and moments of joy in a childhood shaped by financial hardship.
“Ice cream was always a reward,” Ortiz recalls. “I had to do something good to get it. Every time I had ice cream, it was that sense of accomplishment, even if it was something small.”
Now, as the owner of a successful ice cream business, Ortiz strives to create similar moments of happiness for her own customers. Her journey to entrepreneurship, however, wasn’t something she initially planned. It all began during her time at California State University San Marcos (CSUSM), where she was inspired by both her love for ice cream and the realization that ice cream shops are places where customers are always in a good mood.
“No one goes to an ice cream shop angry, right?” she says. “Customers are either really happy because they’re with family or friends, or they’ve had a bad day and want a pick-me-up.”
Since graduating in 2018 with a degree in marketing, Ortiz has turned her passion for ice cream into a thriving business, Cali Cream, which she co-founded with her husband, Ken Schulenburg. Together, they’ve crafted over 55 unique flavors, including Ortiz’s beloved chocolate, and have built a reputation for quality. Cali Cream ice cream is made with 16% butterfat — four percentage points higher than the industry average — and shipped directly from the farm within seven days to ensure freshness.
“The goal is always quality,” Ortiz explains. “It’s only seven days from cow to cone.”
Opening their first location steps away from Moonlight Beach in Encinitas in 2016, Cali Cream quickly gained a loyal following. Since then, the business has expanded to include a bakery and a second ice cream shop in San Diego’s Gaslamp Quarter. They’ve also appeared at major events like Comic-Con and concerts at the Rady Shell at Jacobs Park.
For Ortiz, however, the path to entrepreneurship wasn’t always clear-cut. As a teenager, she faced a life-altering challenge: at 16, Ortiz learned she was pregnant. Confronting the reality of becoming a mother at such a young age was difficult, particularly because she feared disappointing her parents or being judged for not achieving the future she’d envisioned.
“I remember it was extremely hard to tell my parents. You never want to disappoint them,” she says. “But I think I’ve turned it around. There are certain things that happen for a reason. My daughter is my biggest motivator, and we’ve grown up together.”
Ortiz’s daughter, Leslie, was born prematurely and weighed just 4 pounds. Raising a child while still a teenager forced Ortiz to grow up quickly. But Leslie, though a source of tremendous responsibility, was also her inspiration to forge ahead and build a better future.
“I’m not going to be a statistic,” Ortiz says. “I needed to give my family – and I needed to give my daughter – a good example.”
At CSUSM, Ortiz found a mentor in Rebeca Perren, a marketing professor who saw potential in Ortiz as a first-generation college student and mother. Ortiz’s drive to succeed in school was fueled by a desire to create a better life for Leslie, and Perren admired her determination.
“Juliana was so clear that she was going back to school for Leslie,” Perren recalls. “We connected on many levels, especially as mothers, and I was thrilled to help a Latina student achieve her dreams.”
Through the mentorship program, Ortiz found a community of like-minded students. Together, they formed the Latino Business Student Association, a group that not only supported Ortiz in her business aspirations but also collaborated on entrepreneurial projects. Ortiz’s dream of opening an ice cream shop began to take shape, and she even used it as a case study in a marketing class.
However, starting a business while still in school and balancing motherhood wasn’t easy. Ortiz had to leave her job as a marketing coordinator at Pacific Records to focus on her business. One of her most valuable lessons came from Perren, who encouraged her to be generous with herself, especially when it came to investing time and energy into her own goals.
“She had so much to offer, but one of the most important decisions she had to make was to invest in herself,” Perren says. “It’s tough when you’re always giving to others, but Juliana learned to prioritize her dreams.”
Now, as a business owner, Ortiz uses her success to give back. At Cali Cream, she listens to customers’ stories and makes custom ice cream flavors based on their personal connections to the product. Ortiz goes out of her way to ensure that every customer’s experience is meaningful, turning an ordinary ice cream order into a cherished memory.
“Ice cream is such an emotional product,” she says. “We’ve made special request ice cream orders for birthdays or to honor someone’s parents. It’s cool because I get to be the decision-maker. I always say yes, because my goal is to make people happy.”
Ortiz is also committed to helping her employees, many of whom are college students, by supporting their educational ambitions. A photo wall at the Encinitas location showcases the logos of colleges that employees attend, and Ortiz even guarantees summer jobs for those who perform well.
“It’s incredible how Juliana has built education into her company culture,” says Perren. “She’s creating opportunities for her employees and making a real difference in their lives.”
As Ortiz looks back on her journey, she recognizes the importance of resilience, adaptability, and taking risks. Starting her own business taught her valuable lessons about leadership, teamwork, and the power of community. Her advice to budding entrepreneurs? Take the leap.
“Go for it,” Ortiz says. “You never want to regret not making a decision because of the fear of failure. There’s always something to learn from every experience.”
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