What started with a kitchen full of cookies and a dining room slowly transforming into a charm bar has become something much bigger for Hillary and Lola Irwin.
The mother-daughter duo recently launched Cookies & Charms, a business combining two things they already loved doing: Lola’s baking and Hillary’s handmade bag charms. But from the beginning, they knew they wanted their new venture to stand for more than the products they created.
“We were like, what can we do with this to maybe start a business, but do something good for the world?” Hillary recalled.
The answer was close to their hearts: Experience Camps, an organization providing programs at no cost to children who have experienced the death of a parent, sibling, or primary caregiver.
A Business Takes Shape
For Lola, baking has been part of life since she was little. She remembers baking with her grandmother from around age five and spending time in the kitchen with her mom. This summer, that longtime interest turned into something more.
After returning home from camp, Lola started experimenting with recipes she had seen and challenging herself to recreate them. Soon, she was making oversized, elaborately decorated cookies entirely from scratch.
“I kept trying to just push it to see what I could do,” Lola said.
That can mean browning her own butter, making homemade caramel, or dreaming up what she'll try next. Her rotating menu changes monthly, while favorites like her chocolate chunk cookie remain. Her s’mores-inspired creation has also quickly become a customer favorite.
At the same time, Hillary had become hooked on making personalized bag charms. The two ideas seemed destined to come together.
Lola had considered turning her baking into a business, but she wanted it to feel different. She began thinking about how she could use what she loved to make a difference. With Hillary creating charms beside her, the pieces fell into place: cookies, charms, and camp.
Then they jumped in.
Hillary remembers wondering what would happen if no one ordered. Instead, the response was immediate.
On their first day, orders came pouring in. They sold out and had to make about twice as much as they initially prepared.
A Cause Close to Home
Choosing Experience Camps wasn't simply about finding an organization to support. For Hillary, its mission is deeply personal.
Hillary's younger sister, Lindsey Elyssa Baron, was just 16 when she was struck and killed by a car while taking an after-dinner walk. Her sudden death forever changed the lives of Hillary, their sister Danielle, and their parents.
Lindsey was kind, funny, athletic, creative, and, like Lola, already showing an entrepreneurial spirit. As a little girl, she designed a snowboarding character named “Bubba.” As she grew older, she turned the character into stickers, selling them at school and local snowboarding shops while teaching snowboarding on weekends. She dreamed of one day creating a business called Bubba Incorporated.
Years later, Hillary found a connection to Experience Camps through people in the Westfield community who were involved with the organization.
Its mission immediately resonated.
“You lose someone who’s so important to you, and grief can bring so many complicated emotions. Sometimes you can even feel guilty for laughing or having fun,” Hillary explained. Experience Camps, she said, gives grieving children room to feel those emotions while also allowing them to experience joy, have fun, and “just be kids.”
Hillary's family has continued Lindsey's legacy through a fund in her honor that allows two campers to attend Experience Camps each summer, with hopes of helping even more children as the fund grows. Hillary has also remained involved in fundraising and raising awareness for the organization.
“It keeps her name alive,” she said.
That history made Experience Camps a natural choice when Hillary and Lola began discussing how their own business could give back.
Creating Something Together
Today, Cookies & Charms is growing almost as quickly as the idea began.
In addition to cookie orders, Hillary creates charms that can be personalized with names, sayings, favorite colors, hobbies, and other details. They can be added to everything from purses and gym bags to diaper bags.
Cookies & Charms has also expanded into pop-up charm bars, birthday parties and private events, bringing everything guests need to create their own personalized bag charms. They also collaborate with local businesses, fitness studios, schools and community organizations on pop-ups and events. Hillary is also bringing charm-making into schools as part of mental health-focused programming, creating another meaningful way for young people to connect and express themselves.
For Hillary, one of the best parts is simply getting to experience it all with Lola.
“I love that we're doing it together,” she said. “It's so awesome.”
And behind every cookie baked and charm created is an opportunity to introduce another person to a cause that means so much to their family.
Get in the Game
The community will have another opportunity to support Experience Camps when Day of Champions New Jersey returns on May 23 at Camp Riverbend in Warren.
Hillary helps organize the family-friendly fundraiser, which is getting a new format this year centered around an action-packed team obstacle course.
The morning begins at 9 a.m. with opening ceremonies, breakfast, and coffee before teams hit the obstacle course from 9:30 to 10:30 a.m. Closing ceremonies follow, celebrating the competitors and, most importantly, the impact made for grieving children.
Teams can include eight to 10 friends, family members, coworkers, and children, with participation recommended for ages five and older. Each team works together toward a shared fundraising goal, and those who don't want to compete can participate as volunteers.
Hillary knows firsthand how powerful the event can be. Previous Day of Champions events have brought together families, teenagers, volunteers, and Experience Camps supporters for a morning of competition and connection.
And, fittingly, Hillary's own team has carried a familiar name: Team Bubba Inc.
A business Lindsey once dreamed about as a teenager now lives on in a different form—one connected to family, giving and ensuring children experiencing profound loss have a place to find community.
Now, another young entrepreneur is creating something of her own alongside her mom.
Through every cookie, every charm, and every camper supported, Hillary and Lola are proving that even a small idea created around a kitchen table can grow into something that brings a little more joy into someone else's life.
Follow @cookies_charms_campers to order cookies and custom charms, book a charm-bar party or private event, or inquire about hosting a Cookies & Charms pop-up.
“Through every cookie and charm, Hillary and Lola are turning something they love into an opportunity to bring joy to others.”
“What began as a way to honor Lindsey has grown into a legacy of joy, connection and support for children and families.”