Jennifer Choi has always loved baking, but settled for a career in finance. In 2016, she started her own accounting firm and was very successful. Over the years, however, she grew unfulfilled and began to consider a change.
Practice Makes Perfect
During the pandemic, Choi became interested in cookie decorating. She watched and studied instructional videos on YouTube and Instagram. Because Choi had no formal training in cookie decorating, she took advantage of the shutdown to practice and hone her skills.
Choi’s friends and family were so amazed by her cookies that they encouraged her to begin selling them. Inspired, Choi made the decision to sell her accounting firm and become a full-time cookie artist. Craft & Crumbles was born.
Introduction and Innovation
The Backyard Market was a perfect venue for Choi to introduce her cookie creations to the community. She created tiny, one-bite cookies and provided free samples for people to try. The tiny treats were such a hit that Jennifer began selling little jars full of them. They became one of her best sellers at the market.
To keep her business fresh and fun, Choi frequently implements new ideas and launches new products. She regularly develops and introduces new cookie flavors and designs. She also recently obtained a new mobile cookie trailer to create more room for new creative ventures in her business.
“Everyone has their own unique style and I try my best to bring that out in my cookies and my business,” Choi says. “My designs are sophisticated, classy, feminine, and sometimes sexy! I feel that my branding and decor reflect that, as well.”
Competing for a Title
Perhaps the pinnacle of Choi’s business so far was being invited by The Food Network to compete in the seventh season of Christmas Cookie Challenge. Choi competed against other talented bakers in cookie-themed challenges for the title of Cookie Champion.
“Never in my wildest dreams would I ever think I'd be on television much less baking and decorating cookies in a competition with some of the best cookiers in the world!” she says. “The entire process felt like an out-of-body experience and I still feel like it was all a dream! It was the most difficult and stressful thing I've done in my entire life, but it was all so fun and thrilling at the same time.”
Cookies for All Occasions
Craft & Crumbles welcomes custom orders. Choi’s creativity and artistic talent are seemingly endless. And her cookies are not only beautiful—they are equally delicious!