On Fickle Cookies and Morning Coffees: Emily Cornell of Cheeky Confections
Today, we’re chatting with one of The Front Market’s Spring 2024 vendors, Emily Cornell of Cheeky Confections.
“Desserts are a small joy and I love that I can make a fun treat that becomes a small joy in someone else’s life. Food is so crucial in relationships, and I very much am community and relationship oriented. What better way to try to be vulnerable with someone than to share a treat? ”
Tell us about your creative journey. What made it hard? What made it easy?
I started baking in high school for fun, but stopped while I was in college and then picked it up again when I moved to Austin 6 years ago. I would do it because I enjoy making treats for people and getting to be creative with flavors and presentation. I used to primarily make cheesecakes, but I ended up getting into making macarons in 2020 because I figured why not learn this fickle cookie.
Then when I actually started the business instead of just doing treats whenever a friend would want one, I learned cottage bakeries can’t do cheesecakes in Texas, so now cookies and cookie bars have become the treats I get creative with.
I think what I’ve struggled with in the creative journey relates to figuring out the best way to do markets. Because I didn’t start with markets and so it’s been a lot of testing what works and what doesn’t, which comes with some growing pains and really digging into the less creative side of a business, the numbers.
The encouragement and support from loved ones have made the creative journey easier. The friends who taste tested so many desserts, both good and bad; the friends who would let me make their birthday cakes so I could practice decorating; the friends who have showed up at markets to support - all of these people and more have made it easier for me to keep showing up and push myself out of my comfort zone for my creative pursuits.
What does your day-to-day as a creative look like?
When planning for any big event or larger order, I’ll look at pinterest for inspiration. Then I map out the tasks that need to happen and in what order so I don’t have to think about the steps too much in the middle of the workflow. Since there’s a good amount of prep work on the front end of making desserts, I’m mindful that I want time on the back end to really get to be creative with the visual aesthetics. Day-to-day I’m looking at what other cottage bakers are doing, learning about best practices, and how to navigate having a small business. I think what I didn’t expect as a creative was how much time I would spend week-to-week on finding resources to manage a small business.
Where do you find inspiration for your work?
Content I see on Instagram and TikTok, and food that I see in season at the grocery store inspire the flavors and overall presentation. I also will be inspired by food I try at restaurants, especially the flavors that get paired in their desserts.
Our theme this season at Future Front is RITUALS. What are some of your favorite rituals?
Every morning I make a cup of coffee and it is my favorite ritual that helps me start the day.
Why is your work important to you?
Desserts are a small joy and I love that I can make a fun treat that becomes a small joy in someone else’s life. Food is so crucial in relationships, and I very much am community and relationship oriented. What better way to try to be vulnerable with someone than to share a treat?
What advice would you give to a creative just starting out?
Play around and don’t be afraid to fail. My business started as a hobby for many years, so there was space to fail and beat myself up about it. I started making macarons because a good friend loves them, so I figured I should try to make them. I made so many bad ones before I made good ones, but they were a fun challenge. I think creatives starting out will have their own version of that and it’s a good lesson of you may not have succeed yet but that doesn’t mean you should stop trying.
Let’s spread the love! Who are three vendors from The Front Market this season that you’re obsessed with?
What does your relationship between work and play look like?
I’m motivated by having fun and learning, which can look different depending on what I’m doing. I find testing recipes and new flavors is fun and I get the chance to learn a new baking skill. Work and play are very much intertwined when it comes to making sweet treats as a result.
What part of running your business do you secretly love? Secretly hate?
I love seeing people delight in eating one of my desserts. I’m definitely that person in the corner watching people grab a macaron or cupcake waiting to see how they react.
I hate any computer-related task. I have a full time job in communications, so I spend a lot of time during the week looking at screens. Scrolling and watching videos of food is one thing, but menial tasks like updating inventory is my least favorite.
If one song had to be playing on repeat while you crafted/worked, what would it be?
“Black Parade” by Beyonce because it gets me pumped
