Sheba Fideler, Sheba Concept & Design

“I am surrounded by a tremendous network of family and friends whose love is so true and with the grace of their support, I live in peace and have the courage to push myself.”

Sheba Fideler

Sheba Fideler, Principal at Sheba Concept & Design, shared the story behind her title with us on Saturday, February 20th and Sunday, February 21st, 2021.

In 1993 Sheba founded her graphic design, branding and marketing agency, Sheba Concept & Design. She has lead and executed successful branding efforts for clients including the Minnesota Children’s Museum, Abbott Northwestern Hospital Foundation, University of MN, 3M and Pepsi-Co.

Sheba and her husband, Darren Ennis, launched their event production company, Sheba Productions, in 1996. Known for creating high-end, meticulous, creative and unexpected events that surprise and delight guests, including the ASID Showcase Home Tours, the Skyway Open (architect designed mini golf event through the Minneapolis skyways), the Taste! wine and food event at the TCF Stadium, the Magic 8 Ball fundraising event to name a few.

Fideler and Ennis also created The Sample Room, a long-standing iconic restaurant in NE Minneapolis in 2002. Their vision of local, from-scratch small plate dining and flights of wine and spirits was ahead of it’s time and became a forerunner of other restaurants in the Twin Cities, heralded by Anthony Bourdain, Andrew Zimmern and many others.

Seeking to develop a company built on compassion and connections, Sheba partnered with Rosie DeSimone to launch BIG LOViE in May of 2019.


The definition of courage is the ability to do something that frightens you. When I speak with entrepreneurs, I often see this quality. This was certainly the case with Sheba Fideler. From walking away from a job that she knew was not for her, to launching her own business, to partnering with a friend to create a new product that would help others who might be suffering; All of these moves were risky, but what Sheba said she’s always had was a “knowing” that if you follow what’s in your heart, you’re always taking the right step.

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