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One Tough Cookie's Gail Dosik: A Taste of the Good Life
When she turned 50, Gail Dosik quit a good-paying job and enrolled in culinary school -- all to pursue a dream of opening her own cookie business.
Posted 10/ 13 10 at 1:30 AM | Entrepreneur Spotlight, Advertising & Marketing, Sales, Leadership, Starting a Business, Home-based Business, Consumer Products & Services, Food & Beverage, Retail
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When Gail Dosik turned 50, she decided to sweeten her life. After more than two decades in the fashion industry, she quit her job, enrolled in culinary school, worked with a few pastry chefs, and went on to found One Tough Cookie, a designer cookie company based in New York. Although she claims she can't even sketch (she's never taken an art class, but now offers cookie-decorating lessons), Dosik bakes and decorates whimsical cookies, and her cookie-covered birthday cakes have made her something of a celebrity on the Manhattan toddler scene.For Dosik, who considers herself "THE Tough Cookie," the entrepreneurial life means getting to make up your own title, finding new friends on Twitter and dealing with the age-old baker's dilemma -- having too many volunteer tasters.
What makes you a tough cookie?
I'm One Tough Cookie because I started alone and I do cakes that are adorned with hand-decorated cookies. There's nothing that ever is without a cookie around here. I don't even send out naked cupcakes. My cupcakes always have cookies on top, which is why I bake them on the stick, so I can stick them right in the cupcake.
I like that philosophy! What did you do before you became One Tough Cookie?
I did fashion sales for a gazillion years -- sold from brands to stores, mostly boutiques. Did I love it? No. I did enjoy the sales aspect. But I wasn't a fashionista. I didn't live and die for it... but I always really loved baking.
When did you decide to take the leap?
I went to the French Culinary Institute, which was the happiest six months of my life. I was the oldest one in my class and I really didn't care. Then I started this thing a little before my 50th birthday. I used to have a big thing about my age and I still do. It's only recently I've been able to say f-f-f-fifty, and f-f-f-fifty is the new th-th-th-thirty! My family really didn't want me to do this -- they couldn't imagine what the heck was wrong with me. My father thought I was crazy to give up a really good-paying job in fashion. He was like, "You're gonna bake cookies? But you know what, if you're gonna become the next Mrs. Fields, I guess I can't complain!"
Cupcakes are trendy now. Are cookies are the next big thing?
I only wish! I have always been fascinated with a decorated cookie, probably because each cookie tells a story, whether it's a sailboat or a product cookie that I've done for advertising companies. Each cookie has to say something. And I just love the fact that it's artsy and delicious and whimsical all at the same time. It makes everybody smile. It's such a custom item, so what you need isn't always just sitting there in a bakery -- it has to be specially ordered. So yes, I think there will always be a call for a customized cookie.
Why is your cookie so special?
It's not a sugar cookie, it's a butter cookie with a lot of sugar in it, like a shortbread cookie. I may not be the greatest artist in the whole world -- and I'll fully admit that and recognize that -- but I tell you, this is one heck of a good cookie!
Who are your cookie tasters?
Ohmigod, there is never, ever a shortage of tasters. Trust me. People come out of the woodwork and say "I'll take your rejects!" And that really cracks me up because I would never go to a friend who's a banker and say, "Hey, got an extra half-pound of hundreds? I'll take 'em!" But people always think that you're giving out food.
You're quite an active Twitter user. Has it helped business?
Twitter is the best thing that has come along for the small-business entrepreneur, for craft people. It's an incredible way of getting social marketing. If you work alone, you have this virtual water cooler of people you can reach out to and immediately get feedback from peers and colleagues. That is an essential part of the day. It's a great way to promote yourself, you can put pictures, and they can get retweeted and on and on. The viral aspect is just incredible. I knew that blogs existed before, but when I got on Twitter, I saw that anybody who's anybody who has a food business has a blog, so I started a blog. Then there's my website – I'm so Google-able in the New York City area.
I'd imagine there's a lot of word of mouth, too.
People kind of know me and I've developed a reputation in the birthday-party set, especially among the one-year-olds. You know how the obstetrician has the photos in the office of all the babies they've brought into the world? I feel like that with a lot of my clients because I've done their kids' cake for the first five years of their lives. The kids start to know who I am -- "Gail the Cookie Lady" -- and they get on the phone and tell me what they want.
What was the most creative cookie set you've made?
A bunch of food bloggers who I know through Twitter were getting together for BlogHer, and they invited me. I decided to make a blog cookie for each one of them. There were about 10 of them, and I looked at each person's latest blog post and used pictures of their latest dish. It was a great party and they loved it, but they all said the same thing -- that the cookie was too pretty to eat. Eat the cookie! That's what this is all about.
Does fashion play into your cookie design?
Yes. Because my eye has been trained in terms of color and aesthetic and pattern and texture, I know what I'm really looking at and I spot trends quickly, so fashion has given me a little bit of an edge in my cookie design -- not necessarily in my artistic capabilities, because those are not as great as my creative capabilities, I would have to say!
The fashion business is always described as being cutthroat. Is this harder?
It is much, much harder, especially when you're a small business, because you're the advertising person, you're accounts receivable, you're accounts payable, you're creative, you're the dishwasher, in some cases, you're the delivery person. Until you grow and get those positions filled, your job is all-encompassing and it starts really early in the morning and doesn't really shut off. Most people who own their own business say it's never really "off," even in your downtime -- you see something that sparks an idea so you have to write it down or you have to look something up. I don't think it ever stops, so I definitely work way harder. But having my part-time assistant does help.
What's a typical day like?
I wake up, look at e-mails, return e-mails, look at Twitter -- gotta look at Twitter to see what's going on with my tweeps! -- then I get myself together at 8 or 8:30 and start to bake. I have a pattern throughout the course of the week. Monday is all the prep work, Tuesday we start to bake cakes and make dough. And then Wednesday, Thursday, Friday it's full-on decorating.
When did you realize this would work?
I took a lot of time developing my website and my logo. It's almost like I'm having a big party, and I've sent out invitations and I'm all dressed up in my party dress and the website goes live, and you wonder, is anyone going to click on it? Is anything going to happen? And it does, it happens. I was really lucky. I got a terrific break from Urban Baby about five years ago -- and that morning the phone calls and e-mails came flooding in like I have never seen before. I could not leave my computer until like 3 in the afternoon. So once you get your break, it's incredibly gratifying, and it all just starts to fall into place.
Why do you think your personality a good fit for entrepreneurship?
I'm fairly assertive and I feel like I'm somewhat of a go-getter. I'm not one to sit back and just let other things happen around me. I'm kind of a kitchen bitch in a way, and I try to muscle my way forward and do it my way. I had a clear vision for what I wanted this to be, and that's really what spurred me on to do it myself, more than anything.
Why should people indulge in cookies?
We have to nurture ourselves. Perhaps when things are really not going well, you have to find solace somewhere, so you might as well find it in food. And what is better than a delicious cookie that someone has made for you in a shape or design that speaks to you? It just doesn't get any better than that.
Entrepreneur Spotlight
Name: Gail Dosik
Company: One Tough Cookie
Age: 55
Location: New York
Founded: 2005
Employees: 1 (part-time)
Revenue: Undisclosed
Web site: www.onetoughcookienyc.com
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Comments (Page 1 of 1)
That's awesome!!
Now a days you have to think outside the box & be an entrepreneur if you want to survive. A regular 9 - 5 just doesn't cut it. I patented & trademarked my invention of the world's smallest fishing rods & reels & now I sell them in over 140 countries around the globe!
www.youtube.com/watch?v=BcvXbbUxoWk
@ Nadine ~ You're absolutely right! Kids are grown, so now it's like...now what? Like you said, it's time to start taking care of ourselves. I feel like the luckiest woman alive to have a compassionate husband who encourages me to follow my dream. But even if you don't have the support of others, you, alone, have to be your biggest supporter.I am an Air Force and seek ing someone .I need a woman who can love me back ...I also uploaded my hot photos on kissmilita ry.c omunder the name of jay55..It's the largest and best club for seek ing Army, Navy, Marines, Air Force, Police Force, and the admirers of those who wear the uniform.I just hope you don't mind me being a soldier ...Please Check it out!I'm serious
Very inventive and yummy looking, I do believe Gail will be the new Mrs Fields, and we will be seeing her cookies everywhere on the market shelves. With the economy like it is, having your own small business is a hard job, however watching it grow is very satisfying. Good Luck Gail, I can't wait to check out your web site and order me some of your cookies.
Michael 10-14-2010 5:31AM
Michael; My company has been dealing in all water related products for seven generations. We are very intereted in your fishing rod. Please send us the information. Our demographic studies have shown, for fifty years, that a pocket size fishing rig would sell in the units/million.
elscookies, nice website. do you bake all the your goodies yourself? I've always wanted to market my baked Carmel popcorn but after doing my research I got discourage but I haven't let go of my dream. This article and the comment here has encourage me to get started again.
Hi ! Thanks for the nice compliment ! Yes---I bake everything myself, I have helpers during the various holidays.
Try your idea out on friends and family and see what happens..GO FOR IT !!
I too have a gourmet cookie business that I started in my home, and now have a thriving small business..I bake all my products from "scratch", fill baskets with cookies, brownies, breads, muffins and then ship all over the country..visit my website--www.eleanorsbaskets.com.. If you
dream it---you can do it !!!
Having just turned 50 myself, I think that 50 is the time when we stop taking care of others and start making the time to take care of ourselves. I feel that is the turning point for women our age and it forces us to take a long look and really understand who we are and what we can become for the rest of our lives!!
Awesome! Go cookie monster!
Youtube - Another Black Season
Congrations to another woman following her passion! Making a mid-life switch is always a frightening and financially terrifying proposition. My best wishes for this cookie Maven's success! -jan www.jan-leasure.com www.supersaversurvival.com
Wow - I admire you Gail! I'm so happy for you. I am scared to death to go for my dream of becoming a writer. Not sure why...But I know that if I don't do it (I'm 45 yrs old) I will regret it for the rest of my life. I guess the hardest part for me are the rejections that I'll have to take. I guess I'll never know unless I try though!
But getting back to you - I wish you the very best and hope your sucess continues!
@ Nadine ~ You're absolutely right! Kids are grown, so now it's like...now what? Like you said, it's time to start taking care of ourselves. I feel like the luckiest woman alive to have a compassionate husband who encourages me to follow my dream. But even if you don't have the support of others, you, alone, have to be your biggest supporter.
I started a business that sells funky Christian bumper stickers - you don't have to be old and frumpy to be religious - and even though I'm getting hundreds of people to my site through article marketing (I'm still scared to death of Twitter) I'm just not making sales. Gail, what am I missing that you seem to be doing so well? Is it this Twitter thing?? Thanks, Jennifer www.EightyEightPercent.com
funny-I don't like sweets and never have, but the memory of the best cookie that I ever had still makes my mouth water and I remember the smell of those buttery "sugar"cookies that the school cafeteria used to bake when I went to Charlotte Wood Jr H.S. in Danville CA, 1968, like it was yesterday.
At the age of 46 I am fulfilling my dream. I am in nursing school. This has been a lifelong dream for me and it is coming true. To All The Women out there..........JUST DO IT!!!!
Great and creative. Gail loves what she is doing. My only ? is why isn't a physical address or more samples, with prices on her innovative site. I wanted to give a gift to my niece in NYC for her 3rd. birthday party. I am in FL and have NO idea what these cookies cost. I think any and ALL products/services should have a price or guestimate.. It helps in planning a gift or party without having to make a long distance phone call.
Hey Gail! You are FABULOUS! I want to start a small retail/cafe/specialty foods business. My sister-in-law sugguested starting small. Take one baked item and give/sell to friends and family, to get some feedback. I agree with that. One question, how are you able to bake from your personal kitchen and sell to the public. Aren't there some restrictions, rules, or permits to follow? What are the guidelines? I want to get started for the Valentine's holiday. Thanks!
Starting a lot of work you must have passion for everything you do and then it does not become work but fun.. probably the marketing aspect is the hardest but with all the internet connection and social media should be easy is learning how.. Then all the regualtions, liscening, fee etc come to play