Baked by Emma

Would it surprise you to know the most amazing custom cookies are produced in my hometown of Chatham, New Jersey, by a high school senior? Eighteen-year-old Emma Hartnett launched Baked by Emma in August 2021, after her cousin gave her a crash course in cookie-baking and decorating with royal icing at a family reunion. As a little girl, Emma frequently baked boxed brownies for family and friends, so perhaps cookie-making was the natural next step. Emma tried out her newfound skills baking themed cookies to give as gifts, but when she began posting photos of her creations on Instagram, requests came pouring in. Soon, she realized her baking “hobby” had morphed into a small business, and she linked an order form to her profile to manage the demand. She recalls the first order she received from a non-family/friend. “I was so nervous, that I couldn’t even tell her a price. I was just like, ‘Pay me whatever.’” 

One year later, Emma’s confidence is way up as are her orders that average three to four a month. Baked by Emma has provided cookies for birthday parties, baby and wedding showers, as well as sports’ team and graduation celebrations. When asked if she has a favorite design, she sheepishly admits she does. “I feel like you shouldn’t have a favorite, but I love this Mediterranean-inspired blue-and-white set I baked for an 80th birthday party. I think blue, white and yellow are so perfect together. It reminded me of Mamma Mia.”

Between singing and acting in school plays, homework and preparing for college, Emma constantly researches themed cookie sets. “It’s hard to anticipate what customers will want, so I use ideas from bakers’ sets that I see online as a jumping-off point to create a custom set for myself.”

Emma is especially grateful to her supportive family because they not only allow her to usurp the kitchen to fill her orders, but often assist her with packaging the cookies if she’s running late for school. 

Now that Emma is set to attend college in the fall with plans to major in nursing and global health, the question of whether she can continue her business looms. “I may not be able to do it when I’m at school, but I certainly can on my breaks. Christmas, Thanksgiving and graduation months are my busiest times, and that’s when I’ll be home.”

I sense this young entrepreneur may have quite an enterprise on her hands one day since what propels Emma is not her love of baking (although she certainly is a great baker), but seeing how happy her cookies make others feel. “I can see myself always running this on the side because I love that my cookies bring joy to people.”

Folks, get your orders in while you still can. 

Treat Yourself and Others

Visit Emma’s site on Instagram https://www.instagram.com/baked.by.emma_/