Today we’d like to introduce you to Natalie McMurtrey.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
Absolutely! A cookie and a hug were always a part of my happiest childhood memories. I grew up watching my mom and grandmother prepare and bake cookies for every occasion, and it was in that moment I learned the simplest tasty treat could mean so much to a person. A cookie was a way to make a connection. It showed you cared. I didn’t have any plans to become The Cookie Nerd when I was younger. I thought I would be deep-sea diving with great white sharks off Africa’s coast as a marine-biologist. Having lived in Chicago my whole life, I quickly learned the midwest wasn’t the greatest place to pursue that career. There was no need for a bigger boat on The Great Lakes. So instead, I focused on my second passion, and that was working with children. I graduated from DePaul University with a degree in Elementary Education and started my preschool teacher career shortly after.
In 2011, my sister had a Halloween themed baby shower and for the first time ever, I tried my hand at decorated sugar cookies. The cookies were a hit and I was hooked! I began making custom decorated sugar cookies for all occasions, every chance I got. I loved how personal you could make iced sugar cookies, and my favorite ones were any that surprised you with a laugh. After moving to Tampa in 2016 and buying our first official home in 2018, I had become a full-time stay-at-home mom and part-time child care provider. Caring for children occupied my days while baking and practicing cookie decorating techniques filled my nights. Family and friends were strongly encouraging me to start a cookie business. I was having fun baking and expressing my creativity in the edible art form, but I was afraid I wasn’t good enough to have a business, and I have never been business-minded. Where would I start? Something had to change, though. I love being a mother and child care provider, but I greatly missed making connections to others and being honest, I missed speaking with adults! So I slowly started researching what I would need to do in order to become a legitimate home bakery and then I dove in with both baking mitts first. I consider The Cookie Nerd the little cookie business that could. My mantra is, “I think I can. I think I can. I think I can!” I have been creating custom decorated sugar cookies for any occasion from business logos to weddings, baby showers to “just thinking of you,” and I have met some amazing people on the way. The Cookie Nerd has also given me the opportunity to give back to my community from fundraisers for the arts, to donating cookies to say “Thank you” to our troops, and providing tasty treats to Celebrate Birthdays who serve children in foster care and low-income families. Since 2019 The Cookie Nerd has been serving delicious custom made sugar cookies and making connections around Tampa one cookie at a time!
Would you say it’s been a smooth road, and if not, what are some of the biggest challenges you’ve faced along the way?
I would have to say the easiest part of my business is the actual baking and decorating of the cookies. It’s really my favorite part as I get to experiment with my creativity, and I love brainstorming custom designs with potential customers! The hard part is everything else that comes with running a small business. I’m still learning as I go. I am the sole person in charge of every aspect of my business, such as buying ingredients and supplies, planning cookie designs, interacting with customers, packaging, baking, decorating, cleaning and sanitizing, marketing, book keeping, and the list goes on. At the same time, I’m a full-time stay-at-home mom with two young school-aged children who stay home due to our concerns with Covid. 2020 has been a roller coaster for many of us, and trying to maintain sanity while trying to keep my dreams afloat has been a challenge. I am so blessed to have a loving and supportive husband, family and to be a part of an amazing baking community of local home bakers and brick and mortar bakers around Tampa. Our motto is “Community over Competition” and any time I have a question about the business, I can ask them for their help and advice. I am also incredibly grateful for all my customers who continue to love and support my little cookie business throughout this unprecedented time! Special events and large gatherings have nearly come to a halt this year, but people are still making an effort to show their loved ones they’re thinking of them, and what better way than a surprise batch of custom decorated sugar cookies!
Can you tell our readers more about what you do and what you think sets you apart from others?
My specialty is custom decorated sugar cookie bliss! I offer a variety of sugar cookie flavors from your classics like Vanilla, Lemon, or Almond, to more unique flavors like Chocolate Chip, Brownie, Cookies’ n’ Creme, S’MORES, and more! My favorite cookie sets are ones that I can include anything artsy, nerdy, and pop-culture-ish. I love to use a variety of decorating methods, from hand-piped florals to 3D effects, to painting using edible watercolors. Every single cookie is hand-cut and meticulously decorated by hand. My cookies are definitely a labor of love but knowing they are a treat to cheer someone up or to celebrate someone special makes it all the sweeter! I take a lot of pride in my cookies, and I think customers can see that I care about their overall experience with my attention to detail and customer service.
Before we let you go, we’ve got to ask if you have any advice for those who are just starting out?
If you’re not sure where to start as far as starting a business, definitely look into networking groups in your specific field. I work as a home baker in accordance with the Florida Cottage Food Law, and would you believe there’s a Facebook group for that? I have also joined just about every baking and more specifically, cookie decorating group that’s out there. You’ll find people really want to help, so if you’re not sure where to start, ask another business for their advice. Also, do your research. I did a lot of research to see what the market was like in my area. Custom decorated sugar cookies are very popular right now, so there are a lot of other businesses offering cookies as well. Don’t let that discourage you, though! That’s the beauty of custom decorated sugar cookies. Every baker has their own methods, artistic style, and cookie recipes. If you feel like there isn’t room for you, take a stroll down a cereal aisle at the grocery store and you’ll see there is literally every kind of cereal imaginable, but it’s all cereal!
Pricing:
- Custom Decorated Sugar Cookies start at $45 a baker’s dozen and increase depending on the intricacy of the design and flavor of the sugar cookie.
Contact Info:
- Email: thecookienerdoftampa@gmail.com
- Website: https://njmcmurtrey.wixsite.com/thecookienerd
- Instagram: @thecookienerd
- Facebook: http://www.facebook.com/thecookienerd
Image Credits
Leanne Cloutman Photography
