From Millinery to Maples​​: Meet Ashley Ruprecht of Laurel & Ash Farm

What happens when a city-dweller with a background in fashion, fine art, and marketing trades skyscrapers for Hudson Valley sugar maples?  For Ashley Ruprecht, co-founder of Laurel & Ash Farm, it meant swapping design and couture for a different form of craftsmanship and late urban nights for full days in the sugarbush.

This is the story of a maker who embraced change and found artistry in the most unexpected places. After years in New York City, she and her husband, Jeffrey Schad (a photographer and former creative director for Conde Nast), purchased land in Holmes, NY, as a weekend escape, never imagining it would become their full-time home—or that the trees surrounding them would shape their future. What started as a small, seasonal experiment in maple tapping soon became a thriving business built on sustainability, craftsmanship, and a love for the land. Meanwhile, it is also a playground, education center, and life-long apprenticeship for their young son, Alexis.

Now, Ashley pours the same creativity that once went into designing sought-after custom hats into the family’s sustainable, small-batch maple syrups, vinegars, and farm-driven goods. From training with master milliners to developing unique flavor infusions in her sugarhouse, she has embraced each chapter of her journey with curiosity, passion, and little downtime.

Their coveted, small-batch products–– like wood-fired, award-winning wax-sealed, numbered, and handsomely packaged 100% pure Grade A maple syrup in a rare “flight” of colors, flavors and hues, as well as barrel-aged maple vinegar, pancake mixes and more–– are not-to-be-missed. (Oprah even named Laurel & Ash’s Maple Syrup Gift Box one of her Favorite Things of 2022!) And as divinely rich in flavor as they are artful to the eye, they are also (ahem) bird-friendly! As the tenth official producer to join the Audubon “Bird-Friendly program in New York, Laurel & Ash is managing their forest in ways that help diverse bird populations flourish.

INSIDE+OUT spoke with Ashley about the evolution of Laurel & Ash Farm, as well as the joys and challenges of their family-run business (think: one couple with a tootling young explorer in tow), as she and Jeffrey tap trees and flow with life on a farm.

Moving from Brooklyn to the Hudson Valley

INSIDE+OUT: Was the move to the country from Brooklyn a dream you both held equally or did one of you need some coaxing?

Ashley Ruprecht: We both had been talking about it, but it wasn’t meant to be a full move Upstate initially. We had lived in the city for about 20 years and were looking for a weekend home. We wanted to be near Beacon but a bit more remote. We purchased the property in January 2015, unaware we had an entire forest of maple trees.  

INSIDE+OUT: So the idea to start a maple farm wasn’t part of the original plan?

Ashley Ruprecht: Not at all! We had ideas about maybe doing something like this when we retired. Our first spring here, we tapped the eight trees along the driveway, invited friends to help boil sap, and finished it in Brooklyn. It was such a fun process, and each year we tapped more. We expanded each year until we reached where we are now.

INSIDE+OUT: Did either of you have experience with growing, harvesting, or processing?

Ashley Ruprecht: We were both drawn to farming previously but weren’t sure what form that would take. We initially considered vegetable farming, maybe starting a fiber farm with goats and alpaca, but maple syrup turned out to be the perfect fit. It’s a sustainable process, and it works beautifully with our land. So we started with vegetable farming, maple syrup, soaps, and growing herbs, and expanded our product line organically from there.

INSIDE+OUT: Was there a specific event that made you decide to move to the valley full-time?

Ashley Ruprecht: It was a gradual shift. We were already spending more and more time Upstate, and then we got married on the farm in 2016, which solidified our connection to the land. Jeffrey was still commuting to the city for work, but eventually, we realized we didn’t want to keep going back and forth. The lifestyle we were building here just felt more fulfilling.

INSIDE+OUT: What drew you to this specific area of the Hudson Valley?

Ashley Ruprecht: We’re in Dutchess County, in Holmes, New York, which is right next to Pawling. It’s about 30 minutes east of Beacon and close to the Connecticut border. From our apartment in Greenpoint to here, it was about an hour and 15 minutes with good traffic. We wanted to be somewhere remote but still within reach of great small towns. This area offered the perfect balance. It’s peaceful and surrounded by nature, but we can still access everything we need. The land itself was a big factor, too— even though we had no idea at the time that it would shape our entire life.

INSIDE+OUT: Did you have to do much work on the property?

Ashley Ruprecht: The house didn’t need much work, but we’ve done a ton of work outside. We’ve built all our outbuildings like the Sugar House, Pump House, and SAP House. Two years ago, we built a woodshed that’s bigger than our sugar house. We’re also finishing a cold cellar in the basement for barrel storage and vinegar production. We’re affectionately calling it our acid cellar, haha.

The Evolution of Laurel & Ash + Sustainable Farming

INSIDE+OUT: Did the previous owner of your property plant the maple trees to harvest sap, or did they just grow naturally and end up determining your future?

Ashley Ruprecht: The trees were already here naturally! When we first saw the property, it was late fall, so we didn’t fully realize what we had. When the trees leafed out in the spring, we were shocked to discover we had an entire sugarbush of maple trees. At first, we tapped just a few for fun, but it quickly grew into something bigger.

INSIDE+OUT: Jeffrey mentioned sustainable, do-no-harm tapping practices. Can you explain more about that?

Ashley Ruprecht: When we first started tapping maple trees, we used traditional spiles—essentially large metal taps—but those create bigger wounds in the tree. With advancements in technology, we now use smaller 5/16-inch plastic taps, which are much healthier. They create a closed-loop vacuum system that prevents bacteria or pests from getting in. We remove the taps as soon as the season ends so the trees can heal. By the following year, the tap holes are fully closed.

We’re careful to tap trees in a way that prevents long-term damage. You never want to tap in a straight line around the tree because it can create a weak spot, like a corset. Instead, we move the tap site up and over each year. We also ensure trees are at least 10 inches in diameter before tapping them. Checking the tree’s overall health is crucial—sometimes, you drill in and realize too late that the tree is dead!

INSIDE+OUT: You sell a pancake mix—are you also growing and processing the grains?

Ashley Ruprecht: We don’t grow the grains ourselves, but we work with farms in New York State that grow einkorn and other heritage grains. It was important for us to create a mix that felt just as thoughtful and high-quality as our maple syrup. We tested recipes for about three years before landing on the final version. It’s stone-milled and made with minimal ingredients—just simple, wholesome food.

INSIDE+OUT: Sustainability is clearly a huge part of your philosophy. Was there an “aha” moment or a person who most influenced this path?

Ashley Ruprecht: I don’t think there was a single moment—it was more of a gradual realization. We’ve always been drawn to working with the land rather than against it. One of the biggest influences was learning about the Audubon Bird-Friendly Maple Program. When I heard about it on a podcast, I reached out to Audubon, and they came to assess our sugarbush. It turned out we were already practicing many of the conservation methods they recommend, so becoming certified felt like a natural step. It reinforced our commitment to managing the land holistically.

The focus is on maintaining biodiversity—clearing everything but maple trees—and ensuring the landscape is hospitable for migrating birds and other wildlife. We became the 10th producer in New York State to be certified under the Bird-Friendly Maple Program.

INSIDE+OUT: What does being certified as a bird-friendly maple producer mean for your farm?

Ashley Ruprecht: It means that we prioritize the health of our entire ecosystem, not just focusing on maple syrup production. We maintain a diverse understory, midstory, and canopy to support various bird species. We also make sure our tapping and forestry practices aren’t harming the environment. Many people don’t realize how much overlap between sustainable agriculture and conservation, but it all ties together.

INSIDE+OUT: Have you noticed a change in bird populations on your property since implementing these practices?

Ashley Ruprecht: We were already doing a lot of the recommended practices before becoming certified, so it’s less about seeing a big increase in bird populations and more about making sure they continue to thrive. But we do have an incredible variety of birds here. We live near wetlands and often see blue herons in the stream, scarlet tanagers, yellow finches, and all kinds of hawks. We even had people birdwatching in the area before we knew why—it turns out we’re in a great spot for it!

INSIDE+OUT: You also have a large vegetable garden. Do you have fruit trees as well?

Ashley Ruprecht: Yes! We planted a small orchard a few years ago, though it’s still young. We have cider apple trees, American plums, persimmons, and cherry trees. Plus, the property has tons of wild blackberries, raspberries, and blueberries.

INSIDE+OUT: What’s your most beloved summer harvest?

Ashley Ruprecht: Fennel! I usually grow four or five different types, and I love both the bulbs and the seeds. The smell is incredible. I also love tomatoes—pruning them is like a meditative practice for me. We grow a mix of heirloom varieties and can use a lot of them to enjoy that summer flavor all year.

INSIDE+OUT:  What challenges did you face in your first year of farming, if any?

Ashley Ruprecht: In our first year, we had lots of pest issues. We were growing organically, and we realized that vegetable farming is hard. All farming is hard, but we learn more every year.

INSIDE+OUT:  Can you tell us about your experience selling at the local farmers’ market? Are you still selling there?

Ashley Ruprecht: Farm Market dramas, haha! We signed up for the farmers’ market the 2nd year we were here and grew a lot of produce to be ready. However, we didn’t understand the politics of farmers’ markets. They eventually told us we could bring maple syrup but not other products because they had many vendors selling those things already. We ended up with 150 tomato plants that we couldn’t sell, so we canned them all fall and gave them to friends and family.  And yes, we’re still selling at farm markets! This coming season, we’ll be at the Beacon and Cold Spring markets, with a few pop-ups in Hudson, along with bigger markets. We update the info on our site.

INSIDE+OUT: Have you learned any lessons from growing things that have stuck with you?

Ashley Ruprecht: I’ve learned so much, but patience is one of the biggest lessons. Farming forces you to work with nature’s timeline, not your own. It’s also taught me to embrace imperfection—things don’t always grow as you expect, but there’s still beauty in that.

Discovering Millinery

INSIDE+OUT: Can you share about your journey to become a milliner? This isn’t a very common trade anymore.

Ashley Ruprecht: I started making hats because I was always wearing them. While working in Midtown, I spent nearly ten years at MTV, surrounded by the Fashion District. There were millinery supply shops everywhere, so I started experimenting. I’d go pick up materials, wondering, “Can I actually do this?” At first, I made fascinator-style pieces; since I also worked in hospitality and nightlife, I’d wear them out. People started asking about them, and friends—many of whom were stylists borrowed my pieces for photoshoots and celebrities.

As demand grew, I started getting press mentions, including in The New York Times. By then, I was working in advertising at Ogilvy but wasn’t loving it. I thought, if I’m ever going to leap, now is the time. I was around 34 and knew I couldn’t juggle both careers. So, I stepped away from the corporate world, launched my online shop, and trained with one of the oldest millinery families in New York City for about a year. Soon, I was making custom pieces, had private clients—including celebrities—and even saw my hats on the cover of Vogue and worn by Madonna, Rihanna, and others.

INSIDE+OUT: Why did hats take a back seat, so to speak?

Ashley Ruprecht: When we moved Upstate full-time, I didn’t anticipate its impact on my business. Without a physical storefront, selling online wasn’t quite enough. Around the same time, I struggled with infertility and eventually went through IVF. The chemicals used in hat-making, particularly stiffening agents, weren’t safe for me during pregnancy. So, I took a step back. Then COVID-19 hit, which really put the final nail in the coffin for my millinery work.

We were getting really busy with the farm at that point, and something had to give. But I am also being creative with the farm and the rest, so creativity takes many forms. Maybe one day, I’ll make room for both again.

Balancing Work, Family, and Growing the Business

INSIDE+OUT: How do you balance the business, your family, and everything else on your plate?

Ashley Ruprecht: It’s tough. There’s always something to do, and it feels like we’re always working. But we try to carve out special moments, whether taking a walk in the woods, teaching our son about the land, or just sitting down for a meal together. He loves being involved and wants to help, so we try to make it a fun learning experience for him. That way, it doesn’t feel like work all the time.

It’s definitely a difficult balance. We try to incorporate our son into everything and make it feel fun, even though it’s work. During the holidays, it gets so crazy for us, so we’ll have him down in our bottling room with a bunch of Legos while we’re waxing bottles, labeling, and shipping orders. He also loves being outside—he’ll go into the woods with Jeffrey, play in the stream, find mushrooms, or just explore. Those moments help keep things in perspective.

INSIDE+OUT:  Do you have any outside help with childcare or the business?

Ashley Ruprecht: Right now, we don’t have a regular babysitter. We had someone for a while, but she went to college and comes back occasionally during breaks. For the most part, we’re balancing it ourselves. Our families will step in when we have big events, but otherwise, we make it work between the two of us.

Running a Business as a Couple

INSIDE+OUT:  Any advice for other couples navigating a relationship and being entrepreneurs?

Ashley Ruprecht: Patience. Lots and lots of patience.

INSIDE+OUT:  What are some of the biggest challenges of running a business with your partner?

Ashley Ruprecht: We have different working styles—Jeffrey is very structured and organized, while I thrive in a more “organized chaos” kind of way. We’ve learned to define our roles, and over time, we’ve found a rhythm. He’s great at handling the mechanical aspects, while I focus more on sales, marketing, and product development. It’s all about respecting each other’s strengths and knowing when to step back and spend some time in the woods.

New Things on the Horizon

INSIDE+OUT: Do you have plans to open your property to the public?

Ashley Ruprecht: Yes, we have plans for retail and events in the future. It’s about a five-year plan. We hope to welcome the community more and do some events here, like farm dinners and things like that.

INSIDE+OUT: Any plans for expanding your product line?

Ashley Ruprecht: We also produce a variety of vinegar and work with another orchard called Salinger’s Orchard, about 30 minutes from Brewster, New York. They grow the apples, and we get their apple cider and ferment it here.

We first started by making maple vinegar—a blend of apple and maple, with a sweetness similar to balsamic vinegar but with that distinct Hudson Valley flavor. It’s really special. We were always adding maple syrup to our salad dressings, so we thought, why not make a product where all you have to do is add olive oil and some herbs, and you’re done? That’s how our maple vinegar was born.

Then, people started asking if we made plain apple cider vinegar. At first, we didn’t, since we were constantly adding maple to it, but eventually, we decided to start producing pure apple cider vinegar as well.

All of our vinegars are aged in oak barrels made right here in New York State. We work with a cooperative Upstate that toasts the white oak barrels for us. These are brand-new barrels—so they haven’t been used for bourbon or whiskey—but the oak still infuses the vinegar with its natural tannins, which adds another layer of depth and complexity to the flavor.

We also love collaborating with other farms that share our values. One partnership we’re really excited about is with Forts Ferry Farm up in Latham, New York. They grow almost 100 varieties of peppers, and a few years ago, at the end of the season, they sent us a mix of dried chilies. We infused them into our maple syrup, experimenting until we found the perfect balance. Now, we have a hot pepper maple syrup made with two of their peppers, and it’s so special. It’s like hot honey but with maple—amazing on pizza, pork chops, or barbecued shrimp. I’m obsessed with it!

Since launching our apple cider vinegar, we’ve seen growing demand, especially since New York is known for apples but has surprisingly few apple cider vinegar producers. There’s been interest in both white-label products for other makers and black-label, higher-end products. Scaling the business is something we’re actively working on.

We’re also considering branching into small-batch maple candies and exploring other unique pancake mixes using alternative grains like spelt or corn. Another dream of mine is tapping our birch trees to make birch syrup. The process is much more labor-intensive—sap yield is about 100:1 compared to maple’s 40–50:1. Jeffrey isn’t sold on the idea yet, but I’m intrigued. Birch syrup has a wintergreen-like flavor and is popular in Canada, Russia, and Northern Europe, but very few producers make it in the U.S.

INSIDE+OUT: You mentioned a couple of recipes using maple syrup, but are there other favorite dishes you use it with?

Ashley Ruprecht: Yeah! It’s funny—I actually use maple syrup more in savory dishes than sweet ones. Of course, once a weekend, we’ll make pancakes or waffles or have sausage with syrup, but we use it in almost every meal in some way!

I love drizzling it over roasted carrots or squash, especially our hot (pepper) maple syrup—it adds such a great depth of flavor. It’s also amazing slathered on pork chops or ribs. We found this slow-braised pork recipe in The New York Times a few months ago, and we’ve probably made it five times already. We use our spicy maple syrup with miso, soy, and ginger, then serve it over rice or salad—it’s incredible. I also mix a little maple syrup into our salad dressings. For cocktails, a maple “old-fashioned” is always a favorite. Our maple vinegar is great for dressings but also works as a shrub—I muddle it with berries, let it sit, and then pour it over ice with seltzer for my nightly mocktail.

There are just so many ways to use maple syrup beyond pancakes! It’s funny—at the farmers’ market, people will say, Oh, I don’t really eat pancakes. And I always say, Oh, but it’s definitely not just for pancakes! 

Photos by Julian Bracaero | Instagram @Julian Bracero

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