Inspiring Conversations with Emily Holden of Jimella’s Bakery

Today we’d like to introduce you to Emily Holden.

Hi Emily, we’d love for you to start by introducing yourself.
I studied Broadcast Journalism so naturally I now own a baking business. Just kidding. The truth is I didn’t bake much growing up but definitely always loved sweets and celebrations. In my mid/late 20s, I randomly baked a cookie cake for a friend’s birthday. And then found myself just devouring (pun totally intended) baking blogs and trying recipes on willing taste testers at work and with friends/family. At the time, I worked for The Sunday Paper selling advertising. It was a great free weekly paper in Atlanta. I really loved my years there and also learned how much I am self-motivated. Being in sales is a lot like owning your own business. After 7 years and lots of internal changes, I started to feel itchy professionally. My husband, Blair,and friends and I opened The Village Theatre around the same time. We performed improv comedy theatre. So, I knew just how crazy you have to be to open a business.

After our eldest daughter, Maggie was born in 2012. I didn’t go back to work so I could be home with her. And about a year later, Jimella’s Bakery was born. I started very small with a cottage license. After a year baking at home which I don’t recommend to anyone sane, I moved to PREP Atlanta. I am still producing at PREP and recently moved to my own space at their latest facility. Jimella’s has been very grassroots! I started with farmers’ markets and small orders for friends and family in Decatur where we still live. Although I produce out of Tucker, Decatur is my home and has helped Jimella’s grow so much. Now, Jimella’s works with clients of all sizes, schools, wholesale and events. It’s been quite a journey and I am very proud of where it is today!

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?
Oh man! This feels like therapy in a good way. I think my story feels different than a lot of small businesses that have less risk-averse owners. I am risk-averse and an overthinker. To be honest, I think my biggest struggles have been my own demons. I tend to do things in baby steps in terms of growth which can be a curse and a blessing. A lot of times, once I finally get the guts to do something with the business, I immediately am like, why didn’t I do that years ago? Examples include selling online, hiring regular help, and hiring an accountant.

Now, that being said, I do think part of the struggles and me holding back comes from also wanting to get to spend a lot of time with my two daughters, Maggie and Lucy. It’s the same notion many parents feel but it definitely bears repeating. There are a lot of food entrepreneurs that are younger than me and have whizzed by me in terms of growth. And the competitive side of me wants to put myself down for not being as big as them. But, as I get older, I realize just how much everyone is on their own path. And I continue to be excited about Jimella’s every day. And let’s face it, my kids don’t think I am all that cool as they get older. Until they want a cookie sandwich of course. Then, I’m the coolest.

Thanks – so what else should our readers know about Jimella’s Bakery?
Jimella’s Bakery is an Atlanta-based bakery business that specializes in cookie sandwiches. Think old-fashioned drop cookies with different buttercream fillings. We also offer cookie cakes and brownies. We don’t have a brick and mortar shop but produce out of PREP Atlanta Commercial Kitchen. Jimella’s offers Atlanta delivery, national shipping and pick up at BANJO Coffee in Avondale (amazing cold brew). We opened in 2013 and have been going strong since!

We are the only business in Atlanta that specializes in cookie sandwiches. These are the perfect treat for so many occasions. I love that you don’t need a fork to eat them, so super portable and great for all types of people.

Additionally, they are a great gift item! We individually wrap each cookie sandwich in a cute gift box with a personalized card. This has always been a big part of our business but since the pandemic even bigger. Such an easy way to tell others you are thinking about them and brighten their day.

Jimella’s is named after my great-grandmother, JimElla. She went by her first name (not Granny or Grandma, etc). and was quite the force! She was an amazing cook and baker and fed people all over western Kentucky for many years. I hope I am carrying on her unique name today!

How do you define success?
Again, this is like therapy and I love it! I think success comes from feeling satisfied and just proud of yourself. And knowing that everyone’s true success can only be measured by themselves. We each have our own measuring stick. I like the feeling of doing something today and knowing that I couldn’t/didn’t/was scared to do it a year ago or even a week ago. I also think it is ever-changing. Right now, my own success comes from finding ways to achieve work/life balance and continue to have the confidence to make decisions without overly analyzing them. Kinda boring I know but true.

A couple of years ago, I was trying to explain the concept of entitlement to one of my daughters. I told her one of the issues (and of course, many others) with it is that if you are entitled, you don’t get to experience the fulfillment that comes from working hard. And working hard for something is exhilarating. Not sure why exactly I am sharing this story but it made me realize that day just how much I love working hard for my customers. It is really important to me!

Pricing:

• $2 Per cookie sandwich
• $2.25 Gluten free cookie sandwich
• Cookie Cakes $22 and up

Contact Info:

• Email: info@jimellasbakery.com
• Website: www.jimellasbakery.com
• Instagram: @jimellascookiesandwiches
• Facebook: https://www.facebook.com/Jimellas
• Twitter: https://twitter.com/JimellaBakes