Today we’d like to introduce you to Caitlin Cortez.
Hi Caitlin, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
I graduated with a degree in Apparel Design and Production and spent many years designing handbags, but after having kids, I felt like I needed to pump the breaks on my career. After staying home with my boys, I started to crave the creative life I left. The easiest thing to do with kids in tow was to bake- we could be messy and have fun, but then we also got a snack out of it! I have always loved to bake and I was having so much fun pouring myself into it, that I started an instagram to share what we were baking along with some tricks of the trade. I never had any intention on selling anything but I started making decorated cookies and requests started rolling in. I kept busy with that for a while then one day I decided that I wanted to try my hand at re-creating my favorite treat growing up: an oatmeal cream pie. I shared the process on my Instagram Stories and that one cookie changed the trajectory of my little business. Now I am a bespoke bakery specializing in cookies that are playful and nostalgic, and they all have names that are irreverent and full of personality.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Baking is a science as much as it is an art form. It’s time consuming and a mistakes happen- cookies don’t bake, glazes don’t set, you drop a tray of perfect cookies. I’ve had weeks where I’ve had to throw away hundreds of cookies because I made a mistake in dry good prep and it sets me back days. I release new flavors 2-3 times a month so there is a new struggle every week, and since I am a team of one, I have to find a solution and move on quickly. Scaling my business has been another mountain to climb. Learning how to manage a large number of orders in the most efficient way possible out of a home kitchen is a challenge and it has taken a lot of trial and error to find what works best for me.
We’ve been impressed with The Flakery, 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?
The Flakery is a cottage bakery that specializes in bespoke cookies. Our business model is unique for a bakery in that every cookie that goes into the oven essentially has a name on it because it is being baked for someone specifically. We do not carry inventory- we only bake to order. We host a presale on Sunday evenings then we bake to fulfill orders all week so that our customers can pick up on Friday. We have a roster of over 50 cookies that we rotate on the menu each week so there is always something for everyone. Our menu includes drop cookies, sandwich cookies, cake cookies, and even cookies with bacon on them. Each cookie has a personality and flavor profile that has been crafted to make your eyes roll to the back of your head, and if we are lucky, make you feel like a kid again. Cookies should be fun, so we take advantage of playful names (like Double D Debbie, and The Southern Baptist) and suggestive descriptions that make them irresistible. We believe life is too short to eat sh*t you hate, so never pass up on the cookies…and by all means, buy two so you don’t have to share
How do you define success?
As cheesy as it sounds, success is happiness. If, at the end of the day, what you do truly brings you joy, success is bound to follow. AND if I can manage to trick my kids into thinking I’m cool in the process, I know I’ve hit the success lottery.
Contact Info:
- Website: shoptheflakery.com
- Instagram: https://www.instagram.com/the_flakey_baker/
Image Credits
All Black and White Headshots: Amanda Green Photography
