Cured in the West End
When Will and Coral Frischkorn were thinking about the next chapter that they wanted to pursue in their lives, they kept gravitating towards one thing.
“Food is our collective passion,” says Will Frischkorn, owner of Cured. “Cured is truly a project built on passion for the things that Coral and I love.” To be even more specific, Will says, “We love cheese!”
Both with Boulder roots, the Frischkorns opened the first location of Cured on the East End of Pearl Street in August of 2011 after realizing there was no cheese niche in the area and seeing an opportunity to let the community in on the foods and tastes that they themselves love. Cured has grown to be a shop stocked full of wines, meats, unique gourmet groceries, charcuterie, and, naturally, ample amounts of cheese, has garnered a following amongst the local Boulderites of the East End.
With a goal of continuing to help Boulder explore the tastes that excite them, the Frischkorns opened a second Cured location on Pearl Street’s West End on 10th street, just about eight blocks away from the original location in late 2015.
Poss Lambert, co-owner of Cedar & Hyde, a store selling a variety of high quality and ethically made items which Cured West is adjoined to, says, “Inviting Cured to be a part of the mercantile was an easy choice based on their focus on quality, attention to detail, and impeccable aesthetic.”
Cured also shares the space with Fawns Leap, a boutique floral shop.
In both their East and West End locations, Cured hopes to foster the local business feel just off the beaten path of Pearl Street Mall. From the meat counter feel of the East End shop to the boutique atmosphere of the new West End location, Cured offers high quality and delicious sandwiches, soups, cheeses, baguettes and more, for locals to savor for lunch during the day or to pick up for dinner on their way home from work in the evening. The West End shop also showcases shelves of unique spreads, chocolates, home goods and more for your perusing pleasure.
With its new location and ever-expanding reputation for quality products, Cured hopes to continue fostering community, emphasizing high quality and delectable food, and bringing the exciting new flavors and varieties of cheeses from around the world to all of their lucky local customers.