Hidden Gems: Meet Sarah Michaelson of Roe Caviar

Today we’d like to introduce you to Sarah Michaelson.

Hi Sarah, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
I started my career in film, working on set for various film productions before moving into development and producing. During that time, I wanted to get my then-boss and his wife a really special gift. I decided on caviar. I knew they loved it and I knew it wouldn’t disappoint.
But when I went to a well known place to buy it, the experience was surprisingly confusing. There were so many different types, sizes, and price points and no one seemed interested in helping me navigate the options. I ended up calling a friend for guidance and finally made my purchase, but the caviar was handed to me on a ziplock bag full of ice.
Sure, great caviar can speak for itself, but as a gift, the entire experience fell flat. That moment stuck with me. I set out to take the guesswork out of buying caviar and turn it into a beautiful, thoughtful gifting experience. From the curated selection to the beautiful gift boxes and handwritten note. We have one main type of caviar that is great if you are a caviar connoisseur or just trying caviar for the first time. My husband has an advertising business called Concept Arts, they helped guide the branding of ROE and turn it into what you see today.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It definitely hasn’t been a completely smooth road, as I think is true for most people building something from the ground up. One of the biggest challenges was entering a very traditional and niche industry with a fresh perspective. Caviar has this air of exclusivity and intimidation around it, and reimagining it as something more modern, accessible and giftable required a lot of education, both for myself and my customers. We wanted to make it a fun experience.

We’ve been impressed with Roe Caviar , but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
We started Roe Caviar to take the guesswork out of buying caviar and make it a great experience whether it’s for yourself or you’re giving it as a gift. And we’re here to prove that caviar doesn’t have to be stuffy to be special. We specialize in bringing you sustainably sourced delicious caviar, beautifully packaged and thoughtfully presented. But beyond the product, we’re all about creating meaningful moments. Whether it’s a celebration, dinner with friends, a quiet night at home or a just-because treat. We want Roe to make you happy, and it does!
What sets us apart is our blend of elevated taste and approachable luxury. Every order is treated with care. Our gift boxes are beautifully curated, we handwrite every note and we pack each shipment with a lot of attention to detail. We ship everything overnight anywhere in the United States and even do same day delivery in Los Angeles so you can have the caviar at your door as soon as possible. Every order comes with a mother of pearl spoon and a key to open the tin .
Roe is a caviar for someone who is curious and has never tried caviar before, or those who already know and love caviar.

Do you have recommendations for books, apps, blogs, etc?
Honestly, the most valuable resources in my life are the people around me. I have an amazing group of friends and an amazing family. Some are in the food world and some are not, but I rely on them constantly for ideas, perspective and honest feedback. My husband is an amazing marketer and businessman, and he’s a constant source of guidance for me.
My three children inspire me daily to keep thinking creatively, but to work hard and do my best to maintain a balance in my life.

A few of my favorite podcasts are:
The Prof G Pod by Scott Galloway
Second Life by Hillary Kerr
What In the Winkler with Zoe and Stacey Winkler
The Worlds First Podcast with Sara and Erin Foster
Air Jordan by Jordan Okun

Contact Info:

• Website: https://www.roecaviar.com
• Instagram: @roecaviar

Image Credits
Photos by: YTC Studio