Keep It Sweet Desserts

American Made Since 2012

Lauren Lilling

Englewood, New Jersey
The best part of my day is hearing from someone who has tried Keep It Sweet Desserts and it's the “best” cookie/brownie/blondie they've had.

Tell us about your business.

Keep It Sweet Desserts is an online bakery specializing in artisanal mail-order desserts that have a quality and taste that always exceed expectations. Our products range from classic favorites like Perfect Chocolate Chip Cookies, to modern day twists like Candy-Stuffed Triple Chocolate Cookies and Buttercream Filled Cookie Sandwiches. We also offer a Cookie of the Month Club, gift baskets, seasonal gift options, special event catering, favors and corporate gifts. I’m a self-taught baker with a big sweet tooth. I grew up in the kitchen watching my mom bake, always eager to help crack the eggs or lick a spoonful of fresh cookie dough. After several years working in the corporate world and spending my free time hosting dinner parties with an emphasis on dessert, I decided that I needed to share my passion with others and started the baking blog Keep It Sweet. A year later I wanted to share my passion for great desserts on another level and Keep It Sweet Desserts was born.

What makes your business stand out?

Do you ever get excited to bite into a sweet treat at the end of your meal or as an afternoon indulgence, only to find that the dessert you have purchased is dry / tasteless / stale or something else less than stellar? I’ve had that frustration and as a consumer and woman picky about my splurges. When I started dreaming up the concept of Keep It Sweet Desserts, I knew every product had to be something absolutely splurge-worthy. Whether you only have a sweet treat once a day, once a week or once a month, we know that you want the indulgence to be good. All of our desserts have gone through extensive recipe iterations and taste-testing to ensure that biting into a baked good from Keep It Sweet Desserts is truly worth it: Worth your time, worth your calories, worth your money and worth your taste buds.

What's the best business advice you've received?

Starting a business is something that you can’t understand until you do it. I’ve learned a lot of lessons along the way, however, the best advice I got from a very successful businessman is simple: Give. He reminded me that the more you give, the more you get back. I’ve found that to have meaning on multiple levels. First, I think it is important to give back to the community. Keep It Sweet Desserts regularly contributes to charitable events through donations of money, party favors and raffle items. After Hurricane Sandy, we donated a portion of our November 2012 revenue to the Community Food Bank of New Jersey. Second, I try to help others who are starting a food business. As someone who appreciated the tips from other people in the industry, I try to pay it forward. Finally, I like to give back to customers. They are the reason that I get to do what I love every day. Thanking them in some way is the least I can do.

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