The Cookware Start-Ups Coming for All-Clad and Le Creuset

My second job ever was as a food demonstrator at Williams-Sonoma, the California-based cookware store founded in the 1950s. Before I was allowed to serve samples of the shop’s popular pumpkin quick bread (made from a mix), I had to attend a two-week training session during which I learned everything about the store’s products, from chess piece-like pepper mills to hand-cut glassware to extremely pricey sets of cookware. That’s when it was drilled into a young, impressionable me that…

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