MEMPHIS & NASHVILLE, TN – Jacqueline Mau Mullican, Co-Founder and Head of Operations for GREYS Fine Cheeses, stands at the vanguard of a culinary revolution in the American South. Recognized on culture magazine’s prestigious 2026 Hot List, Mullican is not merely selling cheese; she is meticulously crafting a vibrant community around "cheeses with soul and story," transforming how an entire region perceives and interacts with this ancient craft. Her journey, from the labyrinthine corridors of industrial food systems to the warm, inviting ambiance of her specialty cheese shops in Memphis and Nashville, exemplifies a profound commitment to authenticity, education, and the power of food to connect people.

GREYS Fine Cheeses, under Mullican’s visionary leadership, has emerged as a beacon for artisan food lovers, bridging global cheese traditions with the unique charm of Southern hospitality. What began as a nascent idea sparked during a Parisian excursion has blossomed into a thriving enterprise, dedicated to demystifying the world of fine cheese through immersive experiences, insightful storytelling, and unparalleled access to thoughtfully sourced products.

From Corporate Cubicles to Curated Cultures: A Transformative Chronology

Jacqueline Mau Mullican’s professional trajectory was initially rooted in the expansive, often impersonal, realm of corporate food and beverage supply chains. For years, she navigated the complexities of industrial production, witnessing firsthand the vast chasm between mass-produced commodities and products born of genuine care and connection. This exposure, rather than hardening her perspective, cultivated a deep appreciation for the artisanal.

"Meeting my husband, Kurt, started it all," Mullican recounts, highlighting a pivotal moment that redirected her career path. "He introduced me to the world of artisanal cheese." This personal revelation coincided with a growing desire for self-sufficiency and a deeper connection to the food she consumed. She began to experiment with making her own bread, yogurt, cultivating vegetables, and even raising chickens—activities that fostered a tangible link to the origins of food and the labor involved in its creation. This burgeoning interest crystallized into a profound realization: Memphis, her community, lacked a dedicated specialty cheese shop. "It felt important to bring that experience—good, thoughtfully sourced cheese—to my community," she states, articulating a burgeoning entrepreneurial spirit fueled by a desire for local enrichment.

The concept for GREYS Fine Cheeses truly solidified during a transformative trip to Paris with her mother and daughters. Immersed in a culture where cheese is an integral part of daily life, where local fromageries serve as community hubs, Mullican envisioned a similar future for the South. The Parisian experience provided not just inspiration, but a tangible model for the kind of educational, community-focused establishment she aspired to create. This chronological progression, from corporate observation to personal discovery to international inspiration, laid the foundational bricks for GREYS.

GREYS Fine Cheeses: A Specialty Retail Concept Redefining Southern Palates

Upon its inception, GREYS Fine Cheeses was conceived as more than just a retail outlet; it was designed as a dynamic educational platform. Mullican’s objective was clear: to cultivate an environment where discovery felt approachable and where cheese could seamlessly integrate into the everyday lives of Southerners. Her mission encompasses three core pillars: education, storytelling, and access.

The name "GREYS" itself, a playful twist on the word "graze," hints at the approachable yet sophisticated experience awaiting customers. "When charcuterie boards started trending, everyone was using that word, and we wanted something a little more playful," Mullican explains. While initially mistaken for a surname, the story behind the name resonates with customers, underscoring the brand’s unique identity.

At the heart of GREYS’ philosophy is the commitment to offering "cheeses with soul and story." This means going beyond mere flavor profiles to explore the provenance of each cheese, the unique terroir it embodies, and the dedicated hands that crafted it. This narrative-driven approach transforms a simple purchase into a meaningful encounter, connecting consumers directly to the cheesemakers and their often generations-old traditions. By blending a global perspective—sourcing exceptional cheeses from around the world—with the warm, inviting spirit of Southern hospitality, GREYS has created spaces that are both sophisticated and welcoming.

The shops in Memphis and Nashville are vibrant community hubs, bustling with weekly classes, curated tastings, and hands-on experiences. These events are meticulously designed to introduce customers to the vast and varied world of artisan cheese, fostering an appreciation for its complexities and nuances. "Education is everything for us," Mullican emphasizes. "We share the stories of the cheesemakers, and that’s why we say we offer ‘cheeses with soul and story.’" This dedication to knowledge empowers customers, transforming them from passive consumers into engaged enthusiasts.

Navigating the Southern Cheese Landscape: Challenges and Triumphs

Operating a specialty cheese shop in the American South presents a unique set of challenges and, consequently, equally unique rewards. As Mullican notes, "It’s incredibly rewarding. Many people here are just starting to learn about artisanal cheese and that it’s a living product." This nascent understanding of artisan cheese among a significant portion of the Southern populace means GREYS often serves as a primary educator, dispelling misconceptions and introducing novel concepts.

The educational programs at GREYS are diverse and engaging, designed to cater to a wide range of interests and experience levels. From foundational "Introduction to Cheese" classes to specialized pairing workshops—exploring cheese alongside wine, beer, whiskey, and even less conventional partners like sake and mezcal—the curriculum is designed to broaden palates and deepen appreciation. These classes are not just about tasting; they are about understanding the craftsmanship, the aging process, and the regional specificities that make each cheese unique.

Mullican views the shift in customer behavior as a significant triumph: "What we love most is seeing people discover us and then become regulars, shifting from buying cheese at the grocery store to coming in, asking questions, and engaging with a cheesemonger. That’s a big win for us and for the producers we support." This transformation signifies a growing sophistication in the Southern culinary scene and a tangible impact of GREYS’ efforts to foster a more discerning and engaged consumer base.

However, the pioneering spirit of GREYS also comes with inherent difficulties. "I always say the best thing about GREYS is that we’re the only ones in our market doing this—and the hardest thing is that we’re the only ones in our market doing this," Mullican reflects. This isolation, while affirming their unique market position, also translates into logistical hurdles, particularly concerning sourcing. Acquiring unique artisanal cheeses, especially from smaller, often remote farms in the North, can be prohibitively expensive and logistically complex due to shipping costs and the lack of established regional distribution networks for such niche products. Despite these challenges, GREYS is committed to supporting local and regional producers, proudly featuring "some incredible Southern producers" while meticulously navigating the complexities of sourcing from further afield to ensure a diverse and high-quality selection.

One of GREYS’ most significant affirmations came even before its official opening. Collaborations with local restaurants proved to be a powerful litmus test, demonstrating the community’s readiness and eagerness for what Mullican was building. These successful events, featuring curated cheese selections and pairings, signaled a receptive audience and provided invaluable early validation for the GREYS concept, bolstering confidence and confirming the market’s appetite for sophisticated cheese experiences.

The Art of Engagement: Favorite Classes and Cultural Connections

Among the diverse array of classes offered, Mullican holds a special fondness for the "introduction to cheese class." This foundational course allows her to witness firsthand the transformative "aha!" moments when participants realize that cheese is a living product with incredible versatility. "Watching people learn that cheese is a living product—and that it can be a full, satisfying meal on its own—is incredibly rewarding," she shares. For Mullican, these moments underscore the core mission of GREYS: to change perceptions and inspire a deeper appreciation for cheese. "When someone walks away thinking about cheese differently, that’s exactly why we opened GREYS."

Mullican’s personal heritage also deeply enriches the fabric of GREYS Fine Cheeses, imbuing it with a unique cultural dimension. "I’m very proud of my background, and I try to incorporate it wherever I can," she asserts. A prime example is the beloved Cuban sandwich offered at GREYS. Authenticity is paramount, leading Mullican to painstakingly source bread directly from a Cuban bakery in Miami—a testament to her commitment to genuine culinary representation. Beyond specific menu items, her heritage influences broader communication strategies, with the GREYS newsletter incorporating Spanish, and future plans to create a fully Spanish version, broadening accessibility and inclusivity.

Her commitment to cultural exploration extends to sourcing and education. Mullican actively seeks out cheeses from Central and South America, traveling to countries like Argentina, Uruguay, and Honduras to meet cheesemakers and immerse herself in regional traditions. "Bringing those stories back to our customers is something I care deeply about," she explains. This global perspective not only diversifies GREYS’ offerings but also enriches the narrative shared with customers, highlighting the universal language of craftsmanship and tradition inherent in cheese making.

Inspirations and the Future of Artisan Cheese

When asked about her greatest inspirations within the cheese industry, Mullican’s response transcends individual figures, pointing instead to a collective force: "It’s really women in cheese." She celebrates the dedication and passion of cheesemakers who pour their lives into their craft, citing figures like Padgett Arnold of Sequatchie Cove Creamery and Melanie Webb of Stony Pond Farm, both of whom embody the spirit of artisanal excellence.

Beyond these local luminaries, Mullican finds particular inspiration in Carolina Vilhena from Brazil. "There aren’t many Latin women in this industry, and seeing her success opens doors for people like me," she explains, highlighting the importance of representation and mentorship within the global cheese community. Mullican eagerly anticipates a future visit to Brazil, eager to learn directly from Vilhena’s work and further broaden her understanding of international cheese traditions. This focus on women in leadership positions within a traditionally male-dominated industry underscores Mullican’s commitment to fostering a more inclusive and diverse future for artisan cheese.

Jacqueline Mau Mullican and GREYS Fine Cheeses are more than just a success story in specialty retail; they represent a significant cultural shift in the American South. By championing education, storytelling, and authentic connection, Mullican is not only building a thriving business but also cultivating a deeper appreciation for the artistry and heritage embedded in every wheel of cheese. Her vision continues to enrich the culinary landscape, proving that with passion, perseverance, and a profound respect for tradition, even the most established food cultures can be wonderfully redefined. As GREYS Fine Cheeses continues to grow, it serves as a testament to the power of one individual’s dedication to bring "soul and story" to the everyday act of enjoying cheese.