EP 009 feat. Brookie’s Cookie Company
Brooke Kelbaugh [Owner, Cookie Artist]
Baltimore, MD
Cookie artist, Brooke, shares her journey from a general baker to a specialized royal icing expert. She reveals the intense, multi-step process behind her edible art & explains how honesty, boundary-setting, & genuine customer connection built her successful small business & personal confidence.
EPISODE OUTLINE
Mastering the Craft
(00:06:00 - 00:10:05)
Brooke gets practical, sharing the essential tools that elevated her work (projectors, airbrush machines) & the importance of using quality ingredients. She pairs this with her philosophy of managing client expectations through transparent communication from the start.
Why Less is More
(00:15:16 - 00:18:15)
Brooke details the hard lesson of learning to streamline her offerings. She explains how trying to be a "one-stop shop" led to exhaustion & lower quality, & how focusing exclusively on her passion (cookies) led to greater success, profitability, & personal satisfaction.
Human Connection as a Business Strategy
(00:24:11 - 00:32:20)
This section offers actionable tips for marketing a small business. Brooke advocates for strategies that create genuine connection: personal delivery, thank-you notes, free "thank you" cookies, & using product packaging (like stickers) as subtle, effective marketing.
RESOURCES
Gundalow Group website
Gundalow Gourmet & Designs on Instagram
Support the show and the ASPCA* by purchasing this episodes special edition t-shirt and tote!
*A portion of all proceeds from these items will be donated
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WHERE TO FIND US
Brookie’s Cookies website
Brookie’s Cookies on Instagram
Brooke Kelbaugh on Instagram
Golden Approach Instagram
Aubrey Shaffner on Instagram