Member Spotlight: Aydee Deaton, Sugarberry Cookie Shoppe
Can you tell us a little about the history of your business?
Sugarberry Cookie Shoppe began as a labor of love. In 2018, I took a cookie decorating class with my niece and was instantly hooked! What started as a creative outlet quickly turned into a heartfelt mission. I wanted to make appreciation cookies as gifts for the many incredible people who help my son Nathan, who has cerebral palsy, grow and thrive. Over time, what began as a way to express gratitude evolved into a passion for bringing joy to others through beautifully crafted cookies.
What inspired you to start this business and how has your vision evolved over time?
The inspiration for Sugarberry Cookie Shoppe came from a place of love and gratitude. When I first took a cookie decorating class in 2018, I didn’t realize it would become such a big part of my life. At the time, I was simply looking for a creative hobby, but it quickly turned into a way to show appreciation for the incredible people in my son Nathan’s life, his therapists, teachers, and caregivers. Each cookie I made felt like a small way to say “thank you” for their kindness and dedication.
Over time, I realized that cookies aren’t just treats! They are a way to connect, celebrate, and share stories. That realization became the foundation of Sugarberry Cookie Shoppe. My initial vision was simple: to craft cookies that make people smile. But as the business grew, so did my aspirations.
What sets your business apart from others in your industry?
What sets Sugarberry Cookie Shoppe apart is the heart and purpose woven into every aspect of our business. From the very beginning, this has been more than JUST a cookie business. It’s been a way to bring people together, spread joy, and make meaningful connections. Each cookie we create is deeply personal, designed with care to reflect the stories and celebrations of our clients. Whether it’s a custom set for a special event or a cookie cake for a milestone moment, our goal is always to turn their vision into something unforgettable.
How has being a member of the Chamber of Commerce benefited your business?
Being a member of the Chamber has been an invaluable part of growing Sugarberry. It’s given us opportunities to connect with other local businesses, foster partnerships, and truly integrate into the fabric of our community. The Chamber has provided a platform to network and collaborate with like-minded entrepreneurs who share a passion for supporting and uplifting each other.
In what ways do you engage with the local community?
Engaging with the local community is at the heart of what we do at Sugarberry Cookie Shoppe. It’s about building connections and giving back to the people and organizations that make our community special.
One of the ways we engage is through partnerships with local businesses and non-profits. We’ve collaborated with organizations like the Brookwood Community, Child Advocates of Fort Bend, and the Graeme McDaniel Foundation, creating custom cookies for their events and fundraisers. These partnerships allow us to support important causes while connecting with the people who are making a difference locally.
We’re also proud to organize and sponsor community initiatives. For example, we’ve co-hosted a disability awareness event with Dash Blossoms and Humble Grounds Coffee and led a school supply drive for special education teachers in LCISD. These projects are deeply personal for us, as they reflect our own experiences and values as a family.
In addition, we love sharing the joy of cookie decorating through classes and workshops. These hands on experiences are not just about teaching a skill but also about bringing people together for creative, fun, and memorable moments. Whether it’s a private party, a school event, or a public workshop, these classes allow us to connect with the community in a unique and personal way.
What advice would you give to new business owners considering joining the Chamber?
Dive in and get involved!
What do you believe has been the key to your business's success so far?
The key to our success has been staying true to our values of connection, creativity, and community. Building genuine relationships with customers and partners has created trust and loyalty, while our focus on personalized, high quality cookies sets us apart. Consistency in delivering beautiful, delicious treats has built our reputation, and our active involvement in local causes has made us a meaningful part of the community. Ultimately, putting people first has been the foundation of our growth and success.
What challenges has your business faced and how have you overcome them?
One of the biggest was starting during the uncertainty of 2020. Launching a home-based business in the middle of a pandemic meant navigating supply chain disruptions, adapting to changing customer needs, and building a client base without the usual face-to-face opportunities. To overcome these challenges, we focused on staying flexible and connecting with our community in creative ways. We leveraged social media to showcase our work, share our story, and build relationships online. Another challenge has been balancing the demands of a growing business while maintaining the personal touch that sets us apart. As orders increased, we had to find ways to streamline operations without sacrificing quality. Staying organized, setting boundaries, and focusing on meaningful growth have been key to managing these demands. Through every obstacle, the support of our community, family, and the belief in our mission has kept us moving forward. Challenges have only strengthened our commitment to bringing joy through cookies and serving those around us with purpose and passion.
Can you tell us about a product or service you're particularly proud of?
I’m especially proud of our cookie decorating classes, which bring people together for fun, creativity, and connection. These classes let participants unleash their artistic side, bond with others, and take home their own edible masterpieces. Watching someone gain confidence and joy in creating something special makes it incredibly rewarding. It’s a perfect way to share our passion and create lasting memories with our community.
How do you stay ahead in a competitive market?
We stay ahead by focusing on personalized service, exceptional quality, and strong community connections. By consistently delivering unique, handcrafted cookies and building genuine relationships, we create lasting impressions that set us apart in a competitive market.
What does excellent customer service mean to you?
Excellent customer service means going beyond expectations to make every customer feel valued and heard. It’s about being attentive, responsive, and genuinely invested in bringing their vision to life. It’s not just about delivering a product, it’s about creating a memorable experience that leaves them feeling appreciated and delighted.
What has been the most memorable customer interaction you’ve had?
One of the most memorable sets was creating a custom cookie set for a family celebrating the adoption of their child. The mom shared their story and asked for cookies that would capture the joy and significance of the moment. Designing cookies with phrases like “Forever Family” and symbols of love and family was incredibly moving. When they picked up the set, they were in tears, saying the cookies perfectly captured their celebration. Knowing our cookies played a small part in such a life changing milestone was both humbling and unforgettable. Moments like that make what we do so meaningful.
What’s the most rewarding part of running your business?
The most rewarding part of running Sugarberry Cookie Shoppe is knowing that our cookies bring joy and create lasting memories for people during their most special moments. Whether it’s a birthday, wedding, or an adoption celebration, being part of these milestones is incredibly meaningful. Beyond that, the connections we’ve built with our community and the ability to give back through partnerships and events make it all the more fulfilling. Seeing the smiles, hearing the stories, and knowing we’ve made a positive impact (big or small) is what keeps me passionate about what we do.
How has your business changed your life personally?
Sugarberry Cookie Shoppe has given me a sense of identity beyond motherhood. It has opened doors to incredible opportunities, like being featured on Food Network. It’s brought me closer to my community, fostered amazing friendships, and allowed me to connect with people in deeply meaningful ways. Through this business, I’ve found not just a career, but a part of myself I didn’t know was missing.
Who has been your biggest mentor or source of inspiration throughout your business journey?
My biggest source of inspiration throughout my business journey has been my son, Nathan. Watching his strength, resilience, and determination as he overcomes challenges has motivated me to pour that same energy into building Sugarberry Cookie Shoppe. He’s the reason I started baking in the first place. His journey reminds me daily of the importance of gratitude, perseverance, and finding joy in the small things, and that has shaped every part of this business.
Additionally, my husband, Steven, has been my greatest mentor and supporter. His unwavering belief in me and his own experience as a Marine have taught me the value of discipline, hard work, and community. Together, they’ve inspired and encouraged me to keep pushing forward, even when the road gets tough.
What’s the best piece of advice you’ve ever received as a business owner?
The best piece of advice I’ve ever received as a business owner is to stay true to my “why.” It’s easy to get caught up in trends, competition, or the pressure to grow quickly, but remembering why I started: bringing joy, building connections, and giving back—keeps me grounded. When decisions align with that purpose, everything feels more meaningful and the business naturally thrives. Staying authentic and focused on what truly matters has been my guiding principle.
Connect: Contact@sugarberrycookieshoppe.com