Today we’d like to introduce you to Dina Black.
Hi Dina, we’d love for you to start by introducing yourself.
I was a busy Detective for the LA County Sheriff whose parents lived in Vegas. My mom, Marian, and I started a tradition where we would get together during the holidays to bake cookies for those who made a difference in our year. My mother’s double oven would be popping out over 2000 cookies during the two weeks we spent together. This was our special time together, baking, gambling, and going to nice dinners. It was her way of passing down a tradition of baking that was always a part of our lives. We did this for over 30 years.
I met my wife Rosie in 2006; Rosie is an Executive Chef with a lot of experience in food. Needless to say, Rosie was NOT allowed to bake cookies. She would come a few days before the end of my trip and help organize and package cookies for delivery. Rosie would sit in the kitchen on her laptop, organizing the cookie list by size and people. We would often say, “Here in the black cookie kitchen.” We would laugh, and my mom would say, “Would people buy these?” Rosie would reassure her they would. We would smile, laugh and have the best time, I look forward to our yearly baking trips.
In late 2019, I was diagnosed with Breast Cancer in my left breast. In May 2006, right after I met Rosie was my first battle with Breast cancer, it was in my right breast. In January of 2020 they found a reoccurance in the right breast, we like to tell everyone it was the blessing from the curse. If I had not found the lump on the left breast, we would have never found the reoccurrence in the right. Lucky for me because early detection is key.
So picture this, I’m starting radiation for breast cancer. Rosie had just been furloughed as the Executive Chef for Hilton. If that wasn’t enough, the world was surrounded by the darkness of the unknown and the pandemic. Perfect time to start a business, right? Rosie woke up one morning that October and said, “Hey Dina, we should start the cookie company.” I smiled and simply said, “Ok,” never knowing what we were getting ourselves into but believing in my family recipes and Rosie and her abilities.
What more did we need?
Even before Rosie was anyone to me, I baked a bazillion cookies every year with her mother. Not just any cookies. Uh-mazing cookies! So amazing that when we started my Chef wife did nothing to change the recipes; she didn’t touch them! People knew what was in those little tins and looked forward to receiving them!
The list was epic, and everyone wanted to be on it! I was often asked, “How do I get on that cookie list?” I would respond in my sarcastic fashion with, “Well, Don’t be an asshole!” The fact is, and more eloquently put by my mother-in-love Marian Black, It was our way of sharing love, kindness, and gratitude for the ones that made a difference in their life that year.
And they have spent the last thirty-plus years PERFECTING their cookie recipes that are now exclusively offered for you at: In the Black Cookie Co. We started in the pandemic and have been proud to be a part of friends and family all over sending love and kindness across the miles, and now we are so excited to be growing.
We all face challenges, but looking back would you describe it as a relatively smooth road?
The benefit of having a Chef in your life is the knowledge of understanding how to scale a product for volume. Our biggest hurdle was packaging and shipping; we had to understand that once we shipped the product, it was out of our control. Finding a shipping partner that could deliver safely and timely was key.
The packaging adventure began with USPS; they call it snail mail for a reason. Although the cheapest option, our goal was to have the freshest product, so timing was key. We sent out over 100 boxes, some crushed cookies, and damaged boxes later. This worked as an announcement, testing of our box, and timing. We found the best partner for us was FEDEX, they deliver two day packages and offer a great reusable envelope. We have a 98% no-issue delivery rate,
The next hurdle was our website; although we had one and it was up and running, we found people wanted to order multiple boxes! Great problem to have! It meant we had to change platforms because our website was not able to handle a multi-ship cart.
So, we changed websites and started understanding the world of e-commerce. Oh, did we forget to tell you our intention is not to have a storefront? Which means how do people find us!!
Social media baby, next hurdle.
Adding our printed cookie, Rosie and our cookie chef Colleen Sexton spent 8 weeks developing a frosting that enhances our already delicious Hey there, sugar cookie. This product is it’s own living and breathing beast, it is ever changing and we are constantly adjusting to the dynamic the weather has on this product. We use an NSF-certified food printer that helps us create one-of-a-kind images. We tell everyone if you can image it, we can print it.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
We believe everyone deserves a wholesome cookie experience that takes you back to simpler times. Where quality ingredients mixed with hand-crafted expertise create a delectable moment where you feel the love in every bite.
At the black cookie company, we are known for our customized gourmet cookies, mindful portion sizes, and beautiful, sustainable packaging. We guarantee that we do the baking so that you can get the thanking.
We are so proud that we make a delicious one-of-a-kind cookie experience for everyone. We spread love and kindness with our cookies and make the world a sweeter place. It allows Marian’s legacy of gratitude to go on.
We are the only E-commerce bakery that delivers hand-crafted cookies for people who appreciate traditionally created recipes in the United States. In an era where quality ingredients are being sacrificed for convenience.
Is there any advice you’d like to share with our readers who might just be starting out?
My advice to those people who are starting out, manage your books and never be afraid to ask for help. Bettter to be a work in progress than perfect; basically, don’t wait till it’s perfect. Your business is like a living breathing thing, it is ever changing. Don’t be afraid to start, and just pivot as you go.
Pricing:
- $6 for custom-printed cookies
- $14.99 for a single bag
- $30 – $120 for custom cookie boxes
- $50 – $85 Seasonal Cookie boxes
- $58 for Valentine’s Day Box
Contact Info:
- Website: https://intheblackcookieco.com/
- Instagram: https://www.instagram.com/intheblackcookieco/
- Facebook: https://www.facebook.com/intheblackcookieco
Image Credits
Juleehomedia
