Today we’d like to introduce you to Celeste Moore.
Hi Celeste, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I had 3 grandmothers, and each one of them could bake. The one who helped raise me, Marjorie, baked like she cooked: without measuring. She had a Houston-famous dinner roll recipe she made by eyeballing everything- something that’s strictly forbidden in the pastry world. Pastry is a science, and recipes, in this arena, are formulas for chemical reactions. Guessing ingredient quantities is a no-go. Yet, Marjorie is the only person I’ve ever known who could consistently bake with just her intuition, producing the same perfect rolls for decades.
Inspired by them, I started working in bake shops in my early 20s. I loved learning techniques, creating recipes, developing menus, the whole thing. But I also saw how broken the industry could be. While I never tired of the work itself, after a decade of long hours, relying on overtime, toxic kitchens, zero work-life balance…still barely making ends meet took its toll. It was a cycle of constant pressure to deliver with no valuable return. Literally and figuratively, nobody can afford to live this way.
I stepped away from baking, and after my pregnancy, I thought I was done with it. But I found myself at home cooking and baking every day, out of both joy and habit, craving that creative spark again, on my own terms.
Moore Cookie Co. was born from a desire to do things differently. I didn’t just want to make great cookies; I wanted to create flavors that people talk about; flavors that feel familiar, nostalgic, and safely over-the-top. So the menu is not trendy – it’s built to last; it’s both accessible and special. Beyond that, I wanted to build a team culture rooted in excellence, fair pay, creativity, and rest.
Today, I’m proud that people recognize the detail behind the brand. It’s been a journey of leaning into what I want and figuring out how to make what I want possible, and I’m excited for what’s next.
Pro Tip: If you have older family members with “recipes” that aren’t written down, invest in a kitchen scale. You can get one for $9, and it’s a total game-changer.
Here’s what you do:
Place a bowl on the scale, set it to 0, and let them cook like they normally do. Chicken goes in? Weigh it. Reset to 0. Salt? Weigh it. Reset again. Do that for everything they add as they eyeball it.
That’s how I captured her roll recipe. She scooped flour with her sifter, measured salt and sugar with her palm, and I just… weighed it all. Still one of the best things I’ve ever done.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Of course not. Anything worthwhile comes with its fair share of challenges, and honestly, those aren’t in the rearview mirror. One of the biggest has been shifting my mindset. I had to start viewing myself through the lens of someone who can’t fail. That’s an ongoing practice. I ask myself, “What would you do if you knew you couldn’t fail?” and then I try to do that thing.
I am a pastry chef, and my niche is creativity. While I’m very good at my craft, I’m not wildly passionate about baking cookies. The work itself is therapeutic for me; I’ve never clocked in and groaned about the tasks, because I’ve never grown tired of the work. I have been exhausted by how poorly people in this industry are often treated. I’ve worked 16- to 21-hour shifts and still couldn’t build a savings account that reflected how hard I hustled.
Moore Cookie Co. isn’t just about making better cookies than the competition; it can’t be. Incredible, reputable cookie companies have still gone out of business, and some are currently on the brink of closure. Moore Cookie Co. is about trying to build a better industry. One where detail-oriented, family-oriented professionals are paid AT LEAST a livable wage. In Houston, that’s around $55,000 a year. And I’m not just talking about management; I mean the dishwasher, the barista, the cashiers, the bakers- everyone earning a baseline of $55k.
And that’s a lot of weight on $4 cookies!
But I can’t, in good conscience, build another kitchen where people are underpaid. If we can’t achieve that, then we plan for failure. We’ll offer severance packages to help people stay afloat, and hope that the skills they gained here open doors to higher-paying roles elsewhere.
So yeah, the not-behind-me challenge is to PAY THE PEOPLE. Right now, I’m hustling to build enough demand for these incredible cookies (and their super cute packaging), to make that sustainable.
We’ve been impressed with Moore Cookie Co., but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Moore Cookie Co. is pretty straightforward. We’re a gourmet cookie company, but let me be clear: I’m pretty confident my cookies are better than the competition.
What sets us apart? We don’t box ourselves into one style. We’re not strictly Levain-style or thin-and-crispy. Each cookie is built for the vibe of the flavor. Take Red Velvet, for example. I don’t want a gigantic, chunky/rustic, or cakey version of that cookie! I just don’t.
I feel that many cookies have a vibe, or a lane. Chocolate Chip might be the most versatile, but Red Velvet? That one should be shiny with a good spread, moist, with a lightly fudgy texture and just a little more-than subtle chocolate flavor, just so you can still find the notes of vanilla and salt. It should remind you of the nostalgic cake with a filling that isn’t too sweet, (this is a cookie that we’re talking about after all – it’s already sweet). And that’s exactly what my cookie is. That’s the level of intention behind every recipe I make.
Frankly, we’re known for making incredible-yet-familiar flavors like Horchata, Almond Amaretto, Strawberries and Champagne, and Hazelnut Rocher, and executing them really well.
Take my Hazelnut Rocher: It’s a thiqué cookie with a thin, crispy shell that gives way to a delectably fudgy interior. It’s studded with deeply roasted hazelnuts and chocolate chunks, topped with fancy salt shavings that add these perfect crisp little moments as you chew, and that crisp meets your teeth at just the right time – with the hazelnuts, the oozing melted Ferrero Rocher center… It almost sounds too sweet, but it absolutely isn’t. It’s a well-balanced journey.
The cookies that are supposed to be chewy are chewy. The ones that are supposed to be crispy have those golden, buttery edges. And the ones that should be both? They’re both! Love that for us.
People always ask which one’s my favorite. Impossible. They’re all my babies, and I actually don’t sell anything that I don’t personally like. It just depends on what flavor I’m in the mood for that day. If you love Horchata, that’ll be your favorite. If you’re a Chocolate Chip person, mine is comparable to Tiny’s, (whose Chocolate Chip is THE cookie I previously considered to be the best in Houston). Not anymore, Dear.
Most proud of brand-wise:
People recognize the intention behind what I do. From the branding and packaging, to the actual cookie experience, there’s a through-line of excellence. I couldn’t afford custom boxes, so I designed my own and pieced them together myself. It feels really good when someone notices the detail.
I may not have the revenue yet to hire someone full-time, but I’ve built something with integrity. Something I’m proud to put my name on. And up to this point, that has given me immense pride.
Do you have any advice for those looking to network or find a mentor?
Find someone who has specifically accomplished the thing you are trying to accomplish. If they haven’t done it, they can’t really tell you how to.
I’m shy; I don’t network well. Interestingly, people don’t think I’m shy because I seem extroverted on social media, but trust me, I don’t want to talk. (Haha!)
If you’re introverted like me, the best thing you can do is accept that about yourself and find ways to move forward as you are. Trying to be an extrovert won’t work – you’ll just keep failing at becoming something you’re not. So instead, accept who you are, and move accordingly.
If walking into a room full of strangers and striking up conversation isn’t your thing, try reaching out one-on-one in a way that feels authentic. Send a thoughtful message or email to a professional that you admire. If you can stomach meeting up, offer to buy them a coffee. Ask a clear, intentional question.
I’m an overthinker, (but not a bullshitter), and I despise small talk. So when I do meet with people, I bring my full self. I tell you who I am, why I reached out, and I go through the talking points I’ve already made notes of. You’d be surprised how many people are willing to share what they’ve learned, especially when they can tell you’re prepared, sincere, and genuinely curious.
The key is connection, not performance.
In Case Emergency: Arrive 20 minutes early and order a margarita. May Tequila give you the audacity to take up space. Cheers!
Pricing:
- Chocolate Chip Cookies: $4.00
- All Other Flavors: $4.50
Contact Info:
- Website: https://buymoorecookies.my.canva.site/
- Instagram: @celeste.a.moore
- TikTok: @celeste.a.moore
Image Credits
Celeste’s professional headshot and the portrait with her daughter were photographed by Charlene Jones of iPoetic Photography. All remaining images were captured by Celeste.
