Episode Summary: Starting From Scratch - feat. Eleni Giannopulos

Podcast: The Interview with Leslie Heaney
Host: Leslie Heaney
Guest: Eleni Giannopoulos
Release Date: January 29, 2025

In this engaging episode of "The Interview with Leslie Heaney," host Leslie Heaney sits down with Eleni Giannopoulos, the visionary founder behind the widely acclaimed Eleni's Cookies. Eleni shares her inspiring journey from a passionate baker to a successful entrepreneur, detailing the challenges, triumphs, and creative ventures that have shaped her renowned cookie brand.

1. The Genesis of Eleni's Cookies

Eleni's entrepreneurial spirit was ignited by a simple desire for autonomy and creativity. Initially working at Life magazine, Eleni yearned for the independence to manage her own company. Encouraged by her husband and inspired by her love for baking, she embarked on creating a business that fused passion with profession.

Eleni Giannopoulos [02:52]:
"I think I could really make a like sort of inroads in that particular space... So I started the cookie company and got so fortunate to be one of the first tenants at Chelsea Market."

Eleni leveraged an old family recipe to launch Eleni's Cookies in the mid-1990s. Her strategic move to Chelsea Market, an emerging hub for artisanal businesses, provided the perfect platform for growth. The pivotal moment came when Martha Stewart featured her brand in a story on Greek Easter, catapulting Eleni's Cookies into national recognition.

Eleni Giannopoulos [04:04]:
"Darcy Miller was doing a story on Hanukkah and said, 'Why don't we also do a story on Greek Easter?' And that really put my business on the map."

2. Expanding the Brand and Product Line

From her initial oatmeal cookie, Eleni expanded her offerings to include various flavors and creatively shaped cookies catering to different seasons and occasions. This diversification not only broadened her customer base but also showcased her ability to blend culinary excellence with artistic design.

Eleni Giannopoulos [07:42]:
"We created these very decorative shaped cookies in all different colors and forms and occasions and seasons."

Eleni's commitment to quality led her to focus solely on cookies, eliminating other products like cupcakes to ensure consistency and excellence in her core offerings.

Eleni Giannopoulos [08:20]:
"We created a line called Color Me for my daughter... So I think the idea of just doing cookies and there's really an endless opportunity within this very broad category."

3. Pioneering Custom Baking Projects

Eleni's creativity shone brightly through her custom baking projects, which garnered attention from high-profile clients and events. From crafting cookies for the White House inaugurations to designing elaborate edible art installations, Eleni's ability to merge art with baking set her brand apart.

Eleni Giannopoulos [12:31]:
"We made a five-foot tall wedding cake for the Plaza Hotel out of a chocolate chip cookie batter. It was incredible."

One of the standout projects was a six-foot walk-in gingerbread house commissioned by artist Nayland Blake for the Matthew Marks Gallery, which not only impressed visitors but also emphasized Eleni's prowess in creating large-scale edible art.

Eleni Giannopoulos [24:30]:
"When you walked into the Matthew Marks Gallery in Chelsea, you could walk into a gingerbread house. The entire gallery smelled of ginger."

4. Transition to Contract Manufacturing

As Eleni's Cookies grew, managing a large production facility in Long Island City became increasingly challenging due to rising operational costs. In 2017, Eleni made a strategic decision to transition to contract manufacturing, partnering with specialized factories to maintain quality while scaling the business.

Eleni Giannopoulos [30:24]:
"The rent was going up every year in Long Island City... So I decided to contract manufacture everything, which is a big change, a big business hurdle. But I'm very happy with that decision today."

This shift allowed Eleni to focus on brand expansion, creative development, and maintaining a healthy work-life balance while ensuring that the cookies continued to meet her high standards.

5. Overcoming Challenges and Offering Entrepreneurial Advice

Throughout her journey, Eleni encountered numerous challenges that tested her resilience and adaptability. She emphasizes the importance of passion, discipline, and having a supportive network when embarking on entrepreneurial endeavors.

Eleni Giannopoulos [21:03]:
"You have to do some soul searching... The people I've met... it's all challenging, difficult, fun."

Eleni advises aspiring entrepreneurs to seek partnerships, remain financially savvy, and continuously seek advice and mentorship to navigate the complexities of starting and growing a business.

Eleni Giannopoulos [42:07]:
"Two minds are better than one. Bouncing something off of someone you're collaborating with."

6. Future Plans and Philanthropic Efforts

Looking ahead, Eleni is focused on expanding her product lines and forging new partnerships. She is excited about collaborations with beloved children's classics like "Eloise at the Plaza" and "Chicka Chicka Boom Boom," aiming to create themed cookie lines that resonate with a broader audience.

Eleni Giannopoulos [29:40]:
"We're collaborating with Yoitoy and Rachel Riley... It's really fun. We've had a great time."

Additionally, Eleni is committed to supporting charitable causes, particularly pediatric cancer research, reflecting her brand's dedication to community and social responsibility.

Eleni Giannopoulos [44:39]:
"We are partnering with Cookies for Kids Cancer and supporting that organization, which feels good."

7. Conclusion: A Testament to Passion and Perseverance

Eleni Giannopoulos's story is a compelling testament to the power of passion, creativity, and perseverance in building a successful business from scratch. Through strategic decisions, unwavering commitment to quality, and an innate ability to innovate, Eleni has established Eleni's Cookies as a beloved brand with a national footprint.

Leslie Heaney [46:53]:
"I can't wait to see what 2025 brings in the next few years. I'm so happy to see you."

Eleni's journey offers invaluable insights for aspiring entrepreneurs, highlighting the importance of adaptability, strong partnerships, and maintaining a balance between personal life and business growth.

Notable Quotes:

• Eleni Giannopoulos [04:04]:
  "And that really put my business on the map."

• Eleni Giannopoulos [12:31]:
  "We made a five-foot tall wedding cake for the Plaza Hotel out of a chocolate chip cookie batter. It was incredible."

• Eleni Giannopoulos [30:24]:
  "But I'm very happy with that decision today."

• Eleni Giannopoulos [21:03]:
  "You have to do some soul searching."

• Eleni Giannopoulos [42:07]:
  "Two minds are better than one."

Eleni Giannopoulos's journey from a passionate baker to a successful entrepreneur is both inspiring and instructive. Her ability to blend creativity with business acumen serves as a roadmap for those looking to turn their passions into thriving businesses. This episode not only celebrates her achievements but also provides valuable lessons for aspiring entrepreneurs aiming to start from scratch and build something remarkable.