Chairman & CEO
Jeff has been CEO and Chairman of Del Sol, L.C. since 2003, and founder, owner, and CEO of Cariloha, L.C. and parent company, PW Cos., since 2008. He has worked in various capacities for the company since 2000; including Intern, Store Manager, Director of Sales, and VP of Sales and Marketing. Prior to joining Del Sol, he spent several years working, serving and studying abroad in Costa Rica and Hawaii. From 2000 to 2001, Jeff and his wife, Heather, became Del Sol's first interns. They went to one of Del Sol's first stores on the French-Dutch island of St. Maarten in the Eastern Caribbean.
During Jeff's tenure, he has taken Del Sol to become the largest color-change retailer in the world, and Cariloha to become the only multi-store retailer in the world with an entire store merchandised with products made from bamboo. The internship program, which Jeff created in 2001, continues to recruit and train hundreds of interns and managers annually to staff Del Sol and Cariloha stores across the globe. At present, Jeff oversees the operations, sales, and strategy for Del Sol and Cariloha store locations worldwide, including company-owned stores in the continental U.S., Mexico, St. Lucia, St. Thomas, Barbados, Hawaii and Alaska, and independent stores in 25 countries. Del Sol and Cariloha stores have also become one of the most highly promoted stores onboard the world's major cruise lines, including, Royal Caribbean, Carnival, Princess, Celebrity, Disney and Norwegian Cruise Lines. Jeff founded parent company, Pedersen Worldwide, in 2007 and 2008 to house its ever-expanding retail brands and companies. Since becoming the company's majority share holder and CEO, Jeff has witnessed the business' growth and expansion from 8 stores and 80 employees worldwide in 2000 to more than 150 store locations and 1,200+ employees today.
Jeff and Del Sol were named one of Utah's 40 under 40 Business Leaders by Utah Business Magazine and Chain Store Age in 2006 and 2007, and winner of the prestigious Ernst & Young Entrepreneur of the Year award for Del Sol in 2007 and 2013 for Cariloha. From 2008 to 2013, Del Sol and Cariloha were recognized as two of Utah's Top 100 Private Businesses, Cariloha and Del Sol are Utah's Best of State statue and medal winners consecutively from 2010 to 2013, and Del Sol and Cariloha have been on the Inc. 500|5000 list of fastest growing businesses every year since 2009, Cariloha at #538 in 2012. Jeff graduated with his MBA from Pepperdine University and Summa Cum Laude from Westminster with his undergraduate degrees in business finance, economics and Spanish. Jeff was born and raised in Salt Lake City, Utah. He served an LDS mission in San Jose, Costa Rica, and he married his high school sweetheart, Heather, and together they have four children.