I’m so excited to feature a special guest on the blog today — meet Dina, a Madison local, talented cookie artist, and the creative force behind Dough & Behold. What started as a hobby has grown into a thriving home-based business filled with beautiful (and delicious!) custom cookies. Read on to learn more about her journey, inspiration, and sweet offerings.
Can you share a bit about your background?
I’m Dina and currently live in Madison with my husband and two children (ages 7 and 5). We moved from NYC to NJ in 2020, although I’m familiar with the area since I grew up here. I’m a nurse by training and have worked in pediatrics, the NICU, ambulatory surgery, and care management.
What inspired you to create Dough & Behold?
I’ve always loved creating art and picking up new hobbies. In my early 20s, I started experimenting with cake decorating and occasionally made cookies for fun. I enjoyed it, but once nursing school began, I had to put the hobby on the back burner.
Fast-forward about a decade — a coworker mentioned making cookies and it reignited that creative spark. I immediately bought supplies and dove back in. This time, I was hooked. I practiced whenever I could, constantly learning through books, social media, and hands-on experimentation.
Cookie decorating became my escape from the grind of nursing and helped carry me through maternity leave, which overlapped with the pandemic. When childcare challenges made returning to work difficult, I left the workforce. Around the same time, cottage baking (home baking businesses) became legal in NJ — and I figured, why not try selling cookies? That’s how Dough & Behold was born in 2021.
What products do you offer?
I currently offer all kinds of decorated sugar cookies. In addition to custom cookies for special events, I sell seasonal shapes and flavors at pop-ups and farmers markets. I also offer mini cookie decorating kits and “paint-your-own” cookies (like edible watercolor art).
Before major holidays, I run themed presales — for example, personalized mug cookies for Teacher Appreciation Week. I also teach cookie decorating classes that introduce students to the basics — all the fun with none of the prep or cleanup!
What is the most challenging aspect of running a business?
Managing every aspect on my own can be overwhelming. I love designing, decorating, and packaging, but I also have to handle social media, organizing and delivering orders, constant cleanup, inventory, budgeting — the list goes on.
It can lead to burnout, so I’ve learned to recognize when I need to step back and build in time to reset after busy stretches.
What’s the most valuable piece of advice you’ve received for aspiring entrepreneurs?
“Trust the process.”
This applies to both cookie decorating and business growth. Sometimes when I’m midway through decorating, I worry it won’t turn out — but almost always, the end result is beautiful.
The same goes for the business. It can feel like progress is slow, but then the right referral comes in or a set goes viral on social media, and suddenly things take off. Trusting the process has helped me stay focused and optimistic.
What’s the best way for people to connect with you?
I’m most active on Instagram @dough.and.behold, where I post about presales, pop-ups, and special events. For custom orders, you can DM me or email me at doughandbeholdcookies@gmail.com.
And of course, I love connecting face-to-face — so come say hi at local markets and events!
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Laura Deutsch is a realtor who specializes in helping people relocate from the city to the suburbs of New Jersey. Laura took the plunge herself from city to suburban living (not easy!) and is passionate about helping others do the same without all of the stress. Finding the right town to call home is just as important as finding the perfect house, and that’s why Laura’s tailored approach ensures that you not only love your home, but also your new community.
- Contact Laura if you’re in search of a realtor who takes a personalized approach to finding the perfect home and community for you.
- Join Laura’s informational facebook group, Moving to the NJ Suburbs, to join like minded individuals also looking to move to the NJ Suburbs.
- Follow Laura on Instagram for more insights & tips on everything moving to the NJ suburbs.
Date: Sunday, January 25th, 8:00 – 9:00 PM
Place: Online (link to webinar will be sent a few days prior)
