Today we’d like to introduce you to Starr Villanueva.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
Starr’s Twisted Treatz began in September 2024 during a time when I was having a hard time finding employment after finishing school. I could have let that discourage me, but instead my family encouraged me to take a chance on myself and create something of my own.
I started with a simple idea—making homemade soft pretzels—but it quickly became so much more. I wanted to create something that was not only delicious, but made with quality ingredients and a lot of love. We grind our own wheat for our pretzel flour and make everything ourselves, from our classic and stuffed soft pretzels to our hard pretzels and 100% organic Maple Lemonade.
As we started attending local markets, something really special happened. We weren’t just selling pretzels; we were building relationships. We met other small business owners, made wonderful connections in our community, and watched people come back specifically looking for us and their favorite flavors. That has been one of the most rewarding parts of this journey.
For me, this business is also deeply personal. I’m a wife, a mother of two,T1D and MS warrior and a cancer survivor. There have been difficult moments in my life, but Starr’s Twisted Treatz has reminded me that sometimes the things you build during your hardest seasons can become some of the most meaningful parts of your life.
What started because I couldn’t find a job has turned into a business, a creative outlet, and a way for me to connect with my community and be a family. We’re still growing, still dreaming, and still twisting pretzels—and I’m really excited about where this journey is taking us. ❤️🥨
We all face challenges, but looking back would you describe it as a relatively smooth road?
It definitely hasn’t been a smooth road. Starting a small business from the ground up comes with a lot of challenges, and I’ve had plenty of moments where I questioned whether I was doing the right thing. Learning how to run a business while actually running the business has been one of the biggest challenges—everything from figuring out pricing and budgeting to learning marketing, managing inventory, preparing for markets, and constantly coming up with new ways to grow.
There have also been slow markets, unexpected expenses, long days, and times when things simply didn’t go the way I planned. Balancing the business with being a wife and a mother of two can be challenging too.
But I’ve learned that those difficult moments are part of the journey. Every setback has taught me something and pushed me to become better at what I do. I’ve learned to be flexible, listen to my customers, keep improving, and most importantly, not give up when things get hard.
I think one of the biggest lessons Starr’s Twisted Treatz has taught me is that success doesn’t happen overnight. Sometimes growth looks like a packed market, and sometimes it looks like simply showing up when you’re tired and trying again. I’m proud that I’ve continued to show up, learn, and keep moving forward
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
Starr’s Twisted Treatz is a family-owned small business specializing in homemade soft pretzels, stuffed pretzels, hard pretzels, and 100% organic Maple Lemonade. We’re probably best known for our stuffed pretzels, especially our Pepperoni & Mozzarella and Sweet Cream Cheese pretzels. Our Pepperoni & Mozzarella is made with homemade mozzarella, which is just one of the ways we try to put our own personal touch into everything we make.
What makes us really special is that this truly is a family effort. My husband, Fabian, is our muscle and engineer—he’s always figuring out how to build, fix, or make something work. Rissie is our artist and order taker, bringing creativity to the business while helping keep things moving at our events. Eve is another one of our muscles, helping with food running and greeting our customers. And I’m usually somewhere in the middle of it all, making the pretzels, creating new flavors, and keeping the vision of Starr’s Twisted Treatz moving forward.
We put love and creativity into every pretzel we make. We’re constantly experimenting with new flavors and finding ways to make our products unique while still giving people that homemade feeling. We want customers to not only enjoy what they’re eating, but to remember the experience and the family behind it.
What I’m most proud of is that something I started as an idea has grown into something my whole family is a part of. We get to work together, create together, and meet people in our community together. I think that family connection, our homemade ingredients, our creativity, and especially our stuffed pretzels are what really set Starr’s Twisted Treatz apart. ❤️🥨
Any advice for finding a mentor or networking in general?
I think one of the best pieces of advice I could give is to simply put yourself out there. When I first started Starr’s Twisted Treatz, I didn’t really know what I was doing or where to turn for advice. A lot of what I’ve learned has come from talking to other small business owners, vendors, customers, and people I meet at markets.
I’ve found that networking doesn’t always have to be formal. Sometimes it’s just having a conversation with another vendor, asking how they do something, sharing ideas, or being willing to learn from someone who has been doing it longer than you. I’ve also learned that you never know who might become a mentor, a customer, a business connection, or even a friend.
My biggest advice would be to find people who genuinely want to see you succeed and don’t be afraid to ask questions. Be willing to listen, accept constructive criticism, and also share what you’ve learned with others. I’ve found that the small-business community can be incredibly supportive when you’re willing to build genuine relationships instead of simply looking at everyone as competition.
For me, some of the most valuable networking has happened simply by showing up—showing up to markets, talking to people, supporting other small businesses, and letting people get to know the family behind Starr’s Twisted Treatz. Those relationships have helped us grow just as much as anything else.
Pricing:
- Classic soft pretzels 9.00
- Stuffed Soft pretzels 10.00
- Hard pretzels 1 bag 7.00 2 or more 6.00 each
- Organic Maple lemonade 5.00
Contact Info:
- Instagram: https://www.instagram.com/starrtwistedtreatz?igsi=MTMxMW02OWszcjJtaQ==
- Facebook: https://www.facebook.com/share/19SW11zQZT/
