How Corie Turned Grief Into a Wellness Movement—One Spice Blend at a Time

For Corie Amos, the inspiration behind The Spice Theory came from a blend of personal experience, cultural pride, and a deep desire to serve her community.

“There were a few things that came together and made me realize this was something the market really needed,” Amos shares. “Especially for people of color.”

She saw the statistics, communities of color face heart disease at significantly higher rates—and she felt it personally.

“We suffer at thirty percent higher rates of heart disease, which is already the number one cause of death in the United States,” she says. “And I’ve had my own personal issues through my grandmother with heart disease. She was my best friend. I learned how to cook from her. It’s a passion of mine.”

When her grandmother passed in 2021, Amos turned grief into action. That same year, she launched Spice Theory, a line of low-sodium spice blends created to honor her grandmother’s legacy and uplift the health of her community. “She did succumb to heart disease in 2021.

That’s the same year that I launched the company, and it really is an honor to her—just to make sure that I am keeping my heritage alive and showing that we don’t have to demonize our food.

Our food is actually very healthy, and we can emphasize that health with low-sodium spice blends, which is why I decided to make The Spice Theory.”

With The Spice Theory, Amos isn’t just offering seasoning. She’s reclaiming the narrative around Haitian food. “It is nice to be able to cook without a lot of that sodium,” she says.

“And if you take it back to our roots, we use a lot of fresh ingredients. We use a lot of things that already have the health benefits embedded in them. We just have to harness them and really understand the power of these herbs and spices that we’re using.”

For Corie Amos, The Spice Theory is more than a business. It’s a tribute, a teaching tool, and a celebration of flavor, heritage, and healing—all in one.

What are you most proud of achieving with Spice Theory so far?

For Corie, the proudest achievement isn’t tied to product sales or public recognition. It’s the movement she’s helping to build around health, heritage, and collective care.

“For me, it’s really the recognition of understanding, again, this whole movement of creating a better culture of community and health. That’s really what I’m the most proud of,” she shares.

At the heart of her work is a powerful message: wellness is not a luxury.

“Showing that we can really be about us and putting us first. Showing that we can value our wellness and that it doesn’t have to be viewed as some luxury only for those with money and the means, but it’s definitely a right to all of us.”

More than just offering spice blends, Amos is building a platform centered on health education, nutritional awareness, and cultural empowerment. It’s this deeper mission—providing accessible knowledge and reclaiming wellness as a collective right—that she’s most proud of.

What has been your biggest risk that you’ve taken so far?

Corie’s biggest risk wasn’t financial—it was choosing to bet on herself. “I think, just betting on myself,” she says.

With a background rooted in structure and precision, stepping into entrepreneurship meant leaving behind the safety of a well-defined role. “I come from a very regimented, structured background as a physician, and it doesn’t really give you that much of an environment to be creative.”

Launching her own business gave her the space to reconnect with parts of herself that had long been dormant.

“This has allowed me to believe in myself, my own creativity, tap into my passions, and showcase that it is something that’s viable but also needed within our community.”

What started as a personal leap became a way for her to pour back into both the community and herself, an opportunity to cultivate her own gifts and talents while creating meaningful impact.

Can you describe a significant setback you faced in building your business and how you overcame it?

One of the most challenging parts of building The Spice Theory has been honoring a slower pace.

The company was incorporated in 2021, with the first product launch following in May 2022. Growth hasn’t been rapid by design. With young children at home and a full-time job, moving at a sustainable rhythm became non-negotiable.

Rather than chasing momentum at the cost of her wellbeing, she made a conscious decision to build on her own terms.

Balancing motherhood, a demanding career, and entrepreneurship required more than just time management, it demanded compassion for her own capacity.

“You are only one person, and there’s only so much you can do, and being okay with that,” she says.

That mindset has become a core part of how she approaches business. This journey isn’t about racing ahead; it’s about staying grounded, keeping perspective, and playing the long game with intention.

What is the most critical lesson you've learned as an entrepreneur?

One of the most important lessons she’s learned is the value of discernment, especially when it comes to building the right team.

In the early stages of entrepreneurship, Corie discovered how essential it is to vet people carefully.

Working with individuals you haven’t partnered with before can be challenging, particularly when trust, communication, and aligned values are crucial to progress. She underscores the importance of knowing your strengths and being honest about your gaps.

“You do need a team around you, but you need a team that is experienced and that can add value to the areas where you may lack,” she explains. “Know your strengths, but most importantly, know your weaknesses and be able to make up for that with your team.”

When it comes to finding the right people, she relies on both intuition and trusted networks. Recently, she hired someone to support her with digital marketing—someone referred by her own community.

That level of trust and alignment made all the difference. “Thankfully, we work well together,” she says. “Word-of-mouth really helps. When you try to get someone randomly, you don’t know what you’re getting.”

Can you describe your experience preparing for the pitch competition and the subsequent crowdfunding campaign? What were your biggest challenges during each phase, and how did you overcome them?

Taking the stage for the pitch competition was both exhilarating and affirming.

The energy of the live audience was electric—filled with people cheering not only for her, but for every founder in the room.

While the setting came with pressure, Corie stayed grounded by focusing on clear communication and connection. “I just had to tap into myself, make sure that I was communicating the messaging I wanted effectively to the audience,” she says.

What stood out most was the opportunity to share her mission and create meaningful connections. “I felt that genuine connection while I was there.”

The crowdfunding campaign that followed was a first for her, but a powerful one. She leaned into her community, reaching out to her network for support, visibility, and trust.

“It made me feel good to see who wanted to support me,” she reflects. “Sometimes as an entrepreneur, you get tunnel vision. But you have a lot of people who really want to see you win.”

The greatest challenge was vulnerability, showing up fully, first on stage and then online. But both experiences reinforced a critical truth: building something meaningful doesn’t happen alone. It happens in community.

Based on your experience, what advice would you give entrepreneurs preparing for a pitch competition?

For founders stepping into a pitch competition, preparation begins with clarity and confidence.

Corie emphasizes the importance of knowing your business inside and out. Just as essential is storytelling. “People want to hear from you, not just the stats, not just the numbers, but the why behind your story,” she says.

She recommends practicing with friends and family to refine the message and identify what’s unclear.

If something doesn’t make sense to them, it likely won’t resonate with the audience either. That feedback loop is key to building both clarity and connection.

Her final reminder is simple but powerful: keep it human. Prepare, polish, and practice, but most of all, connect. “That’s really a huge part of the pitch competition,” she adds. “Connection.”

Where did you allocate the funds?

The funds were directed toward two essential areas of the business: marketing and operations. On the marketing side, the focus was on increasing brand visibility and deepening engagement with potential customers.

Operationally, Corie prioritized preparing for scale by partnering with a co-packer. This move is designed to streamline the supply chain, improve efficiency, and strengthen the infrastructure needed for sustainable growth.

Support for women of color entrepreneurs can be limited. Can you share an experience where this was a significant hurdle?

Access to funding has been one of the most significant hurdles Corie has faced on her entrepreneurial journey.

Like many women of color, she has had to navigate a landscape where venture capital is rarely distributed equitably. “We get about 0.2% of venture capital funding, which isn’t much. That’s less than 1%,” she notes.

Because of this, she’s relied heavily on bootstrapping to build her business—an approach that, while resourceful, is not sustainable for most.

The lack of early capital has been a stumbling block, forcing her to stretch limited resources while still trying to grow.

That’s why finding support through organizations like Black Girl Ventures has been so meaningful. Being part of a community that actively champions women of color entrepreneurs has provided not only financial assistance, but validation, visibility, and hope.

What is an entrepreneur's most essential skill or quality for business success?

Two qualities rise to the top: the ability to network and a commitment to continuous learning. Corie believes both are critical for building a strong foundation in business.

Resources are available, but it’s up to the entrepreneur to seek them out, stay curious, and do the work, both independently and through connection with others.

Networking, she explains, opens the door to guidance, perspective, and support. Through those relationships, founders can learn from both the successes and failures of those who’ve gone before them.

“There’s no point in starting from ground zero when people have already climbed and can help lift you up with them,” she says.

Whether it’s through mentorship, community, or shared stories, surrounding yourself with others who’ve walked the path makes the journey more informed, and more sustainable.

How do you define success for yourself and your business?

Success, for Corie, is not a fixed outcome, it’s something that continues to evolve alongside her mission.

Her ultimate goal is to build a platform that educates the community without preaching, while also providing greater access to healthier, culturally relevant ways of cooking and seasoning food.

If her products can reach more households, and if people begin to understand the deeper message behind them, she’ll consider that a win.

“It’s not just about a product or a sale,” she explains. “It’s about understanding that health is necessary for us, for our people, for our longevity. And it should be a part of our legacy as well.”

At the heart of her vision is transformation, not just of diets, but of lifespans and health spans. As she puts it, “Why live a very long life riddled with disease when you can live a more healthy life?”

Changing the trajectory of even one household at a time is what fuels her definition of success.

What excites you most about the future of Spice Theory?

Corie sees the future of Spice Theory as wide open.

One major milestone she’s currently working toward is her MWBE (Minority and Women-Owned Business Enterprise) certification, which will allow her to pursue opportunities with government contracts and larger partnerships.

But her top priority is breaking into retail. Getting Spice Theory products on store shelves—especially within the New York City area, is a key next step. “Retail. Retail. Retail,” she says. “That’s the number one thing.”

With certifications in progress and expansion on the horizon, she’s energized by what’s ahead—and committed to growing with purpose.

Looking ahead three years, what would you consider a successful outcome for your business?

In three years, Corie envisions The Spice Theory making a meaningful impact beyond retail shelves—specifically by entering the food service space.

Her goal is to see her products integrated into non-commercial institutions like K–12 school systems, hospitals, and colleges and universities.

Expanding into these areas would allow her to reach more people on a larger scale, particularly in communities that often lack culturally relevant, health-conscious food options. “That would really be a game changer for us,” she says.

She also sees this expansion as a reflection of a broader cultural shift. As the country becomes more diverse, she believes that institutional menus need to evolve accordingly.

It’s about representation, nourishment, and dignity. People should see themselves—and their traditions—reflected in the food they’re served.

What do you envision for the future of Black and Brown women entrepreneurs and small business owners?

Corie envisions a future where Black and Brown women take up space—unapologetically.

She wants to see a shift in how success is experienced, not as a constant uphill battle, but as a path navigated with power, clarity, and community behind it.

“Business is hard. We all know that. Entrepreneurship isn’t easy,” she says. “But I don’t want us to feel the burden of being the minority. I want us to move like we own this. Own the space. Just own it.”

Her vision is one where women of color lead with confidence, no longer second-guessing their right to be in the room, and no longer shrinking to fit.

Running a business can be demanding. How do you prioritize self-care and maintain work-life balance?

For Corie, maintaining balance starts with boundaries.

She sets clear limits around when she’s working and when she’s not, making sure her business life doesn’t bleed into everything else. “Otherwise, I’d be in a position where I would be in a bad mental space,” she says.

A big part of her self-care approach is having a personal wellness plan—and surrounding herself with people who value their own well-being. That plan shifts depending on the season, but connection with nature is always part of the rhythm.

Whether it’s getting outside for sunlight or taking a restorative trip during the darker winter months, she prioritizes moments that help her reset and recharge.

Nourishment is also a non-negotiable. Corie is intentional about what she puts into her body, choosing foods that are both flavorful and nourishing. “I try not to put in a lot of crap,” she says with a laugh. “I try to make sure that I’m eating something that’s super flavorful but also healthy.”

Self-care, for her, is about alignment, honoring her needs so she can continue to show up with purpose and presence.

What is your favorite quote or mantra that guides you as an entrepreneur?

Corie’s guiding mantra is simple but powerful: “Equanimity under duress.”

She explains it with a metaphor that keeps her grounded, especially in high-stress moments. “Move like a duck,” she says. “People don’t need to see you frantic.”

For her, staying calm under pressure is essential—not just for optics, but for clarity and resilience.

It’s about moving with quiet confidence, trusting that the work will get done, and handling the turbulence beneath the surface without losing grace above it.

“Figure things out slowly but surely,” she adds. “And just have that mental clarity to know that it will get done.”

Are there any particular books or podcasts that have significantly influenced your entrepreneurial journey or life?

Books: Year of Yes by Shonda Rhimes and Real by Carol Cujec

Podcasts: Quality Queen Control, Therapy for Black Girls, Black Girls Heal, and Side Hustle  

What is a must-have tool or app that has streamlined your business operations?

Canva and ChatGPT

What’s one food you have a hard time saying no to?

Corie laughs, “Listen, man. A good patty and cocoa bread, sometimes you just, you can't resist.” 

What are the next steps for Spice Theory?

Right now, the focus is clear: retail expansion.

This year, Corie is centering her efforts on aligning with that goal and gaining traction in the New York City market.

Penetrating retail shelves in her local community is the next milestone, and everything she’s building is in service of making that vision a reality.

Any last words?

To anyone thinking about starting a business, Corie offers this: it won’t be perfect, but it will be worth it.

“It’s like building a plane and learning how to fly it at the same time,” she says. “But you just gotta jump in and do it. Be like Nike. Just do it. Grab your parachute along the way.”

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