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Meet Zoe Horton of LulaMade Biscotti Bar in Dallas

Today we’d like to introduce you to Zoe Horton.

Zoe, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
My family is full of entrepreneurs! I majored in Business and Sales with the mindset that I would briefly work a 9-5 then open my own boutique. My first corporate job was intense but taught me so much about grit and attention to detail. I then took a little detour into the world of education since I love working with children and wanted to explore life outside the office. It was an incredible experience but coupled with the birth of my daughter, it made me realize I craved adult interaction more than ever. As a new mom, I initially felt very lost. I couldn’t imagine missing milestones yet needed to sink my teeth into “work” again. That summer, my grandfather passed away and by being in the presence of his legacy was a calling to create. Suddenly empowered, I started working late and takings risks to become my own boss. Biscotti was always in my family and something I baked and baked well. In October 2018, I opened LulaMade Biscotti, named after my daughter LulaMae.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Yes and no. Since launching in 2018, the response has been incredible. Our first holiday season was way busier than I expected and within a few months, we were in some local retailers, notable events, and selling successfully via e-commerce. However, I wandered in “R&D” for years before launching! Some of it was me dragging my feet, but I took the time to learn legalities, research packaging, price points, interview designers and ultimately play with the recipe. Wading through the trial phase definitely made launching easier but there was no way I could have jumped in without my husband’s encouragement.

Alright – so let’s talk business. Tell us about LulaMade Biscotti Bar – what should we know?
LulaMade Biscotti is a gourmet treat based off of my Yia Yia’s paximathia (Greek version of biscotti) with modern twists. LulaFetti is the staple flavor inspired by the Funfetti cake at my wedding! We change our menu seasonally and aren’t afraid to play with unique flavors. Tequila, lavender, pecans, figs, you name it. One of my favorites is our savory, cracker-like variety- Crew Bleu – baked with Mozzarella Company Deep Ellum bleu cheese!

Even more than the delicious product, I’m proud of the ability to incorporate my heritage and create a company my daughter can be involved in if she so chooses. We don’t just choose flavors to move units, we experiment with combinations that push palette boundaries along with a sentiment. Each flavor is named after someone/thing significant in our lives or even by customer suggestion! This creates a connection between the business and the buyer.

Is there a characteristic or quality that you feel is essential to success?
Vulnerability. It’s a buzzword, but it’s something that took me forever to grasp. Without it, I would have continued to live and work on the surface. When I am vulnerable in my faith, family, and career – everything becomes clearer.


  • $17/dozen
  • $18/dozen premium flavors
  • $10 Deep Ellum bleu cheese crisps

Contact Info:

Image Credit:

Elizabeth Sisk Photography, William Holmes-Hill Makeup

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