Today we’d like to introduce you to Leanna Johnson.
Hi Leanna, thanks for joining us today. We’d love for you to start by introducing yourself.
Up until December 2018, my entire adult life was spent in an academic setting. I had finished my doctorate, complete with a 300+ page dissertation, and was teaching. From researching and writing to communicating with students, I had fully developed the left side of my brain, the analytical, logical, organized part. Without my graduate work, I found myself feeling a bit lost and had way too much time on my hands. After twelve years of being overworked, I simply couldn’t not do something. Plus, teaching, as you can imagine, is a stressful profession. So I turned to cookie decorating. I had always enjoyed baking and watching sugar artistry, like Buddy Valastro’s “Cake Boss.” Two photos I have show toddler me covered in flour and opening day of Carlo’s Bakery-Dallas meeting Grace Faugno, Buddy’s sister. Sugar artistry was something that I wanted to learn, but for so long didn’t know how to start.
With the help of social media, I began watching Instagram videos of all these amazing cookiers and, while admiring their work, analyzing how they did it. Then I looked up a few recipes, got some supplies, and started experimenting and practicing. Turns out, I was good at it! I picked up the different techniques quickly and became hooked. The right side of my brain started flexing a little! Cookie decorating became an outlet for my creativity, something I had never considered myself to be! I baked and baked, so I could practice, but soon my house had too many sweets in it. I took some decorated cookies to my school to put in the faculty lounge. The teachers loved them and told me I should sell them. Well, when I start something, I tend to throw myself into it. I looked into the steps necessary to start a cookie business that I could do on the weekends. My trainer, Billy, helped me come up with a name: Cookie Crumbelievable. I liked the cadence of it; it reminded me of Anthony Bourdain’s “Kitchen Confidential.” Soon, I found a Facebook group dedicated to DFW cookiers, and I became active there. Everyone was SO nice and welcoming, supportive and kind. It was a different environment from what I was used to.
Before the pandemic, they had quarterly meet-ups and I went to every one of those, meeting new people, learning new things. It was there that I found out there were events, like camps where you could go “cookie” with other cookiers or a cookie cruise! But, when I found out there was a cookie convention… oh man, I HAD to go. It looked like such a blast, and amazingly I got a ticket! Tickets to CookieCon are like Willy Wonka’s golden ticket. The 2020 convention was in Louisville and I felt like a kid again. There were classes, games, a scavenger hunt, a sugar art contest, and so much more. In my hotel room each night, I looked over the pile of freebies and exchanges (cookiers brought buttons, cookies, and other things to trade with each other) like I had just come home from a long night of Trick or Treating at Halloween. It was an amazing experience. I learned so much, from marketing to cookie photography, from decorating bulk orders to putting together holiday packages. The very next week, COVID-19 was declared a global pandemic and lockdowns went into effect. The first case in Fort Worth was a man who had just visited Louisville for a convention. Small panic. Turns out, it wasn’t my convention, whew! It was a weird time to shift gears and take my business full time, but I did. It was slow going at first, of course, but persistence is key. Now, I’m getting larger and more complex orders, and I feel my artistry has improved significantly! One year later, I now have a steady business and I couldn’t be more thankful!
Alright, 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?
There are three main challenges that I’ve faced: 1) widening my customer pool, 2) being overly perfectionist, and 3) physical injuries. I still struggle with marketing, especially on social media. It requires that you put a lot of yourself “out there,” and I’ve always been more of a private person. I’m still trying though! As a detailed-oriented person, there are times when I look at a cookie that I’ve decorated and can see Every. Single. Flaw. and I’ll hate it. This is where my husband has been amazing. He’s detailed-oriented too, but he can also see the larger picture. His support has been truly wonderful. (Plus, he has 100% color acuity, so when I’m coloring icing I can show it to him, compare it to a picture, and he’ll say something like, “add a little more blue.” Super handy!) As for physical injuries, apart from the occasional burn from the oven, my carpal tunnel has gotten a little worse, and I’ve developed tendon issues in my wrists that can be pretty painful when it flares up.
We’ve been impressed with Cookie Crumbelievable, 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?
I specialize in custom decorated sugar cookies for every occasion, special and the every day. I create a signature, delectable sugar cookie decorated with “Yummy as Hell” royal icing. In addition to the detailed designs, I’m most proud that my number one customer feedback is about the flavor! There’s nothing more disappointing than when you see a beautiful cookie that tastes like flour or is bland, so I’ve worked hard to create a delicious tasting cookie that is also “dessert table” worthy. Also, I love to learn and experiment so if there is ever anything a customer would like me to try, I’m willing! I’ve added cookie cakes, baklava, and hot cocoa bombs to my menu. I have also been known to make drop cookies (my stepson loves my cinnamon chip cookies), brownies, banana bread, and the occasional cake and cake pop. I’m currently working on macarons! I’d love to add those to my menu too.
What would you say have been one of the most important lessons you’ve learned?
The most important lesson I’ve learned is to not give up on yourself. There are moments when you become discouraged, but you can’t let it drag you down. In the cookie world, persistence and consistency is key!
Pricing:
- A dozen decorated cookies start at $36, which includes individually heat-sealing each cookie and packaging. Prices go up depending on the complexity of the design, the number of colors involved, and any extras like edible images.
Contact Info:
- Email: cookiecrumbelievable@gmail.com
- Website: www.cookiecrumbelievable.com
- Instagram: www.instagram.com/cookiecrumbelievable
- Facebook: www.facebook.com/cookiecrumbelievable
