Episode 104: Elisa Marshall

Elisa Marshall On How She Aligned Her Passions To Create maman

This week Samantha chats with the co-founder and creative director of maman Elisa Marshall. She oversees branding, communications and events, and works with maman’s chefs to develop and fine tune maman’s recipes and menus. Elisa is also the co-author of Maman: The Cookbook: All Day Recipes to Warm Your Heart.

The two discuss why she opened maman and how she created a career that has aligned all her passions. The hard parts of owning a business, how she got to be on Oprah’s favourite things list, how saying yes to opportunities can lead to opening up now 17 locations and the launch of her new cookbook.

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To learn more about maman click HERE

To check out maman’s cookbook HERE

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To connect with Elisa click HERE

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Podcast Script

[00:00:00] Monetize your passion for wellbeing like a job you love every single day. Find a happy life from a healthy lifestyle. What's up guys. This is Spin, Skin and Other Addictions, a podcast by me, Samantha E Cutler of The Fit Fatale. Each week I'm going to take you deeper into the world of wellness with entrepreneurs who are building brands designed to better your life.

[00:00:27] So you'll be hearing from fitness gurus, medical specialists, and influencers in the world of fitness, health, beauty, and nutrition. I hope you guys love it. Let's get down. 

Elisa: I think what everyone needs to really do and take a step back is realize what you're not good at. And I think that in starting a business, that's really the most important thing that you should be focusing on because, you know, it's very easy for us to identify our highlights, identify what we love doing. I'm really good at this. I'm going to start a business doing this, but like, what do you [00:01:00] suck at that you really need for this business to succeed. Hey everyone and welcome to another episode of spin skin and other addictions. This one is definitely going to peak your interest if you are a foodie, a coffee lover, or just a general like travel enthusiasts because this is how found out about our guests and the location that we're gonna be talking about today, which I'm so excited.

[00:01:23] Sam: So today on the show I have Elisa Marshall, who's the co-founder and creative director of maman. If you are from New York or Toronto, or even Montreal, chances are, you have heard of this, you may be pronouncing it wrong, which we're definitely going to touch on and dive into a little bit with Elisa today.

[00:01:39] But maman is a coffee shop. A restaurant and really just this entire immersive experience it's known for it's blue and white. If you've seen it on Instagram, it's just been a sensation. And Elisa has also written a cookbook of all day recipes to warm your heart inspired by maman, which I'm so [00:02:00] excited to dive into Elisa.

[00:02:01] You are a girl after my own heart. Thank you for being here. 

[00:02:05] Elisa: Oh my gosh. Thank you so much for having me. I'm so flattered to be here and chatting with you. This is wonderful. 

[00:02:10] Sam: Of course, I'm so excited. I always start by letting our guests give their own intro. Um, so tell us a little bit about your background and how you got started and then we'll lead into, of course, all that good stuff about maman.

[00:02:22] Elisa: Great. Well, you kind of, it gave, gave the overview and summary, um, but a little bit about the background and how, how I got started personally. Um, I grew up in the suburbs of Toronto, in Unionville. And I was always very passionate in too many different things. I was, uh, found myself at one point working in PR and marketing for a few different clothing labels. I was baking on the side. I was very passionate about events, event planning and had aspirations to be a wedding planner. One of the among a hundred other aspirations that I had. And I found myself at a point in my mid twenties where I was doing [00:03:00] the job of 10 different people.

[00:03:02] And I was really only able to give 20% to each of them. I had my nine to five PR and marketing job paying the bills. I was doing event planning and weddings on evenings and weekends. And then I created a side hustle baking because it was a passion and something that I love to do. So I started a small, like confectionary catering company with a friend, um, selling everything from cupcakes to cookies, to sweet tables.

[00:03:25] And then in my spare time, which was far from there, um, I was very fascinated into interior design, so I started kind of working with different friends and I was just hungry to do so many different things. And I was at the point where it's like, what do I want to be when I grow up and what do I want to do with my life?

[00:03:43] And I could answer that a hundred times and I had so many different ideas and aspirations, and I could not find a job description that fit everything that I love to do. So. At one point, I knew I have to create this dream job for myself. I wanted to live a life where I could [00:04:00] wake up doing what I love every single day, and being able to incorporate everything that I love into one job, and that just didn't exist for me.

[00:04:08] And so I knew I had to create it, and I was very fortunate to come from an entrepreneurial background, both of my parents. And it was always instilled in me to, you know, be a go getter to start my own thing. Hustling with lemonade stands at a young age and selling arts and crafts and had a very, very, um, extensive, um, eBay business at the age of 12 as well, where I was pulling in some, some nice, nice money at a young age.

[00:04:35] Um, so that was something that I, I knew I always wanted to do. So I kind of, you know, put some concepts together, put some pen to paper on what my dream job would really look like. And, you know, I'm very fortunate to say eight years later, I have done it and I created it and I'm living it. 

[00:04:55] Sam: Wow. Seriously, such an inspiration.

[00:04:57] And I think a lot of women [00:05:00] within this community in particular, you know, those who messaged me on Instagram are around that same age, that you were. Doing multiple different things, trying to figure out where they want to go. So your story is definitely so inspiring and also has a lot of parallels to myself as well.

[00:05:16] I think entrepreneurs, we, we always like kind of dabble in different aspects until we actually fully dive into it and plunge into it, which of course you did. Um, and when you're doing that, nothing ever feels fulfilling. And you're kind of trying to do something that other people are asking of you or that you feel is normal for society, right.

[00:05:35] To go get a job, but you're lucky enough, you had as well entrepreneurial parents who really believed in it. And you just literally, from those that eBay business, which I maybe want to ask more questions about the fact that you had that, and it was lucrative and it was, you know, for a 12 year old was growing, that just proves you have.

[00:05:54] Literally in your blood. And I find that so fascinating because no matter what type of education we have, I [00:06:00] genuinely believe that entrepreneurship. Yes. We need to learn how to pay our taxes. We need to learn, you know, there are things out there, but entrepreneurship is instilled in us. So that journey led you to my mom about eight years ago in that process, tell us a little bit of getting that started, what that looked like.

[00:06:17] Where did you begin? Because I love the like hard part. And I think when we get to a place where we see the success, we see the location, we see it on Instagram. We forget the hard parts at the beginning. What happened? Did you bootstrap it? Did you get funding? Did you, you know, design everything yourself?

[00:06:34] Where, where did that start and how did it look like for you? 

[00:06:37] Elisa: For sure. So, um, it started actually, um, my now husband, boyfriend back then, uh, it actually all started on our first date and, uh, he was a corporate lawyer at the time. And, uh, I ended up going out to a bar with him and we were chatting about future and, you know, usual first date things.

[00:06:57] This is what I'm into. This is my dream. This is what I want to [00:07:00] do. And I told him, I want to open up a bakery one day, that's an event space, that's a lifestyle brand and ultimately everything we are today. Oh, he's like, that's funny. He goes, I want to quit my job. He goes, I would love to open up the cafe and restaurant too.

[00:07:13] So he is also my business partner. I did not do this on my own. Um, and I, and I, and I want to get into that later because I think that that's also something important to talk about is that, you know, we're not super women and we can't do it alone. So he gets, you know, at least 50% credit, if not more, probably more these days for, um, everything that we are and what we're doing.

[00:07:37] But ultimately, um, we, uh, both quit our jobs and we took that leap. I think that's one, you know, when you have these dreams and goals, I think what holds a lot of people back is it's the fear of doing it, not knowing. And I am such a yes person and I'm so open to opportunities. And I think if I wasn't and I didn't take these leaps and chances, and I wasn't afraid of what was.

[00:07:59] Um, [00:08:00] I would definitely not be where I was today. So we both decided to quit our jobs. We moved to Ibiza of all places, um, through an opportunity that we had and we opened our first. There. Um, I had no previous restaurant experience. I had a lot of, you know, hospitality experience from a wedding and catering standpoint, but in terms of running, operating a restaurant on a day-to-day basis, I did not have, whereas I was fortunate my husband had that. 

[00:08:26] So he actually had, um, his friends contact him who owned a large, very successful, wonderful hospitality group and ask them to partner with them. And when we started looking into it further, it was a wedding venue. It was one of the top destinations on the islands and, you know, it was ibiza and it was such a cool opportunity.

[00:08:46] And so we're like, hey, forget investing. We're just gonna, like, I'm coming along with you for the ride and we're gonna go and we're gonna run this thing and we're going to do it. Long story short for two summers, we lived there. We ultimately were in restaurant school. [00:09:00] One-on-one where you don't speak a word of Spanish.

[00:09:02] You have to deal with suppliers. You have to, it was literally a shack on the beach where our electricity would run in and out every single night, I learned so much there through experience. I did about 60 weddings per season. Um, and you're, you know, you're, you're on an island and it was just, no, it was building a team like everything that you need to do.

[00:09:25] So, um, it was a great opportunity because we were partners with those who had a lot of experience in this. I think we both brought a lot of other experience that we had myself and the wedding standpoint, my husband from the business standpoint. So it was a great marriage, but then ultimately at the end of the day, It wasn't the lifestyle for me, it was a very big contrast from the suburbs of Toronto.

[00:09:49] I grew up and we really wanted to take a little bit of a more personal project. I think it's, you know, it can be difficult when you are [00:10:00] such an entrepreneurial person. Yes. We were actively involved in the business, but there were also many other partners and many other different opinions and it was, you know, we took it as a wonderful.

[00:10:10] Uh, we had a great time doing that. It was a great group of people to work with and a great brand to build. Um, but I knew I wanted to do something a little bit more smaller, a little more intimate. I didn't want to be in the huge wedding and event, party scene. And so with the same group that led us to New York, um, uh, Ibiza is an island that is very seasonal.

[00:10:31] So it's ultimately only open from May to October and closes down. So once we close down for the season, um, we had the opportunity presented to us to come to New York. So it was either, do we go back to Toronto? Do we go to New York? And, and again, you know, I'm always open to exciting new opportunities, especially at, at, you know, that hungry, young, not sure what I'm going to do with my lifetime.

[00:10:56] And we decided to come to New York and open up a [00:11:00] restaurant here with the same group. Um, and again, it's just a wonderful learning experience. And I think for myself, it was just really getting my hands dirty in the industry and so many different elements and so many different types of businesses to see.

[00:11:13] You know, A, what I, what I really wanted to do and what I really loved doing, and also learning so much about that and how to start your own business when it's not wholeheartedly your business on its own. It's not, you know, all of your funds and blood, sweat, and energy going into it. Um, from there in New York, I found myself involved in a lot of, it was more of a cocktail club, um, and a wine bar.

[00:11:37] It wasn't as much interest to me. I was really passionate about, the events, the weddings more daytime. I was doing some parties where, you know, we were there until four o'clock in the morning and it was just a different scene than what I wanted to be involved in. So I kind of started actively more thinking about the plan that I had.

[00:11:56] And I think, you know, being in New York city at the time and seeing the [00:12:00] puffy and cafe culture here was really interesting, um, being, especially like transplant, not being from New York. Really trying to find that like homey, warm and welcoming spot, that just really didn't exist. So that was kind of a niche that I found that was missing in the cafe scene.

[00:12:16] Back then, this was 2013. Everything was cold, everything was industrial. Everything was very hipster chic in terms of aesthetic. And I wanted to go somewhere to have a coffee and to have a meal. You know, with my friends on weekends, that felt like I was at the house and in New York city, we don't have the luxury of having huge dining room tables in our apartments.

[00:12:38] And some of us don't even have the luxury of having, uh, kitchens in our apartments here. So we, um, we were lacking a space and an environment that had that, especially from an event perspective and from a personal perspective. So I, um, I started shopping around looking at spaces, trying to [00:13:00] figure out from a financial standpoint, what a build-out like this and what, something like this would cost.

[00:13:04] And we ended up, um, making friends with the landlord who owns the building that we were, um, that the, the wine bar was in. And, you know, we were very fortunate that, um, it was kind of off the, off the beaten path in Soho. It wasn't a lively active street at the time. And I pitched him my concept one night at the bar over a glass of wine.

[00:13:25] And he said, I love it and said, I want you to walk around the block and find your favorite place that I, I, that I have. And let me know. A very rare example because finding a New York city landlord who is like, this is, is one in a million, we are, um, there's a lot of luck involved here with this. I don't think that this is a story that could necessarily happen for everyone, but I think, you know, a lot of the elements of the persistence and the passion I think could definitely be relatable.

[00:13:56] And we ended up finding a, a beautiful space. [00:14:00] I knew financially for myself. Um, it was something that we were just self-funding. So I had to make sure that even if I found a space. The bones and the structure of it. I didn't need to put in, you know, 10 K on new flooring and redo, you know, uh, the ceilings and refinish all of the walls.

[00:14:19] I really want to find a space that was, um, had a good soul and a good feeling that from a financial standpoint would be easy to execute and flip into what I envisioned. So we were fortunate to find a little poster shop that, um, was, was in the midst of leaving. And I told him that was my favorite spot.

[00:14:35] So that's perfect. You know, their lease is up next month. He said, if you want it, it's yours, I'll help you out. And, um, he was just, you know, wonderful. I think he really helped us with the improvements of the space. We were obviously adding value and adding traffic to the street. He saw what we did previous company, and he really believed in us.

[00:14:53] And I think that's important as finding someone who you can build that relationship with, who believed in you. And you know, of course, you know, we [00:15:00] had to pay rent and negotiated a, uh, a decent rent for New York city for opening. And, um, you know, we, we spent, uh, probably about three months opening the space and we, we had a contractor, but the amount of love and physical labor that we did going into it, um, I love going back and looking at, you know, the videos Ben's family came in from France and were in charge of sanding and painting all the chairs.

[00:15:27] And my parents were both there painting the walls. They know, building the furniture. So it was a real labor of love and we had to do it cheaply because we didn't have money to, you know, do crazy fixtures and hire contractors and get top of the line furniture. And I think it also, it goes a lot to our aesthetic.

[00:15:47] We did the flea market shopping. We had a lot of antiques in the space. We, um, where, you know, our plates actually that we use, which has become something, something that we're very well known for is the China [00:16:00] set that was passed down to us from, um, my husband's grandmother. So that was kind of inspiration of the plates.

[00:16:06] So we really were. Um, thrifty in terms of setting the environment, um, not only for financial purposes, but for aesthetic purposes as well. My father was an antique dealer growing up. So I do have a love and an appreciation for those kinds of items, but also, you know, it really helps when you're opening a business with very little Tash to, to decorate and open the space.

[00:16:30] Sam: And something, you know, there's a few things you said that were really interesting, but one that ties directly into this part of the conversation is you said, you know, there was a lot of luck involved, the fact that you found the right location and the landlord was there to help you and the natural progression of, you know, meeting the right partner who supports your dreams and like the entire progression of this. But in reality, I think we can call that luck, but I also think it's about things falling into place, the way they should when you're really in [00:17:00] alignment.

[00:17:00] And it feels even just hearing your story. And as I jumped in midway and said, goosebumps, I just feel that alignment from the beginning of, you know, literally your first date with your now husband progressing into the fact that both of your sets of parents were there painting with you and sanding, and your father was an antique dealer and you wanted to have antiques, like the whole picture comes together and something that a lot of people, you know, starting businesses forget is sometimes you don't see it when you're in it. 10 years, eight years later, it's a lot easier to look back and say, oh yeah, that's how all those things lined up so clearly. And that's why we got here and how we got here in our backgrounds that led us to that place.

[00:17:40] And it just fit like a puzzle. But when you look at the puzzle, when you first opened it in the box, none of those pieces make sense. Like, I, I absolutely love that about your story because I'm sure there's still so many pieces to fit into that puzzle, but it seems like the initial pieces have really just fit together and have made, you know, where you are now.

[00:17:58] I also loved [00:18:00] the conversation that you said initially of you were someone that was a yes person a go and you are of course still today, but early on. And it was scary. And that was exciting. And I think I want you to speak a little bit more to. How you still, I always call it move towards the fear, because I think the fear becomes a guiding light as entrepreneurs.

[00:18:23] If it's so comfortable, we feel we can't necessarily grow and progress. So can you speak to that or how your experience has been even now eight years later with maman, how do you continue to still move towards your fear and maybe, maybe that's opening new locations or testing something new on the menu.

[00:18:40] Elisa: Yeah, for sure. And I, you know, I, I think it's, it's been a positive thing for me, but it's also been a negative thing for me, which I've learned over the years. I think definitely at the beginning, um, a know in terms of saying like, yes, so much in my mother always instilled on me, you know, positivity and she's the biggest ray sunshine in my life. And she will always see the glass [00:19:00] half full and she's also such a yes person. So I think that they know that and seizing opportunities and just looking at things so positively and finding the best in every situation has been something that's been instilled in me. And, you know, it got to the point where it was, it was hindering because, you know, even within business, within thriving in business, I'm like, yes, well, I'll, you know, I'll meet you there at that time and we'll have a coffee and yes, I would love to do a collaboration with you. And that sounds great. And yes, I'm sure let's, you know, put this new item on the menu and, you know, there's, there's so many ideas.

[00:19:32] We'll have to, you know, being so heavy in it, you have to limit yourself and realize that it's okay to say no. And I, I now have trained myself that I have to have, and I have to personally give myself permission to say no to some things, um, you know, to, to a certain extent because. As much as saying yes can just arise so many opportunities.

[00:19:53] I think when you look at it as a fear perspective, I will always say yes, but then it turns sometimes it's interesting. Cause it can, [00:20:00] it can backfire on you. Um, but I think when looking at it as, as you mentioned, and fear and growth, um, I have had to, you know, conquer that quite a bit. And I think for, for myself, even in starting the business, I initially had intended it for just to be a one, you know, small shop.

[00:20:19] I never intended it for me to turn into a 16 unit chain, which is where we're at now with it and growing. And, um, that was a big personal struggle for me because, um, there's a lot of fear that goes into that. And where is this gonna go? Where is this taking me? What, you know, what are we, what are the next steps?

[00:20:40] Are we going to lose our charm? And, and I'm always asking myself these questions and, you know, we were very fortunate. We got presented with investors that kind of helped us kickstart, you know, the, the next chapter of, of our career and turning it into a small, you know, self ran shop into something that is much bigger and much scalable, [00:21:00] but, but it's scary.

[00:21:01] But I think if you do want to seek growth, and if you do want to, you know, pursue this as a business, um, you know, allowing myself to, to say yes to this, even though it was something that I was so afraid of, I know, will lead to better and bigger things in the future. We'll and maybe, and maybe it won't, maybe it'll, you know, it'll turn itself around and it, and it won't, but I'm, you know, I'm kind of seeing it in the same approach as I did when I picked up and said yes, to moving to Ibiza and I picked up and said yes, to dropping everything and you know, going across the country with a guy I've only known for three months and so far it's worked out for me. Well, so I'm, I'm hoping that, um, that it will continue to be, but I'm such a firm believer that, um, everything's meant to happen for a reason. And you know, the more positivity and the more yes, as we have in life, the more opportunities we're going to present ourselves with.

[00:21:58] Sam: I absolutely love that. [00:22:00] I couldn't agree more. And I think your outlook is, is so important. And also just remembering, as you said, like protecting yourself and your space and your energy and not always saying yes, but also just feeling out what feels right. I think that's like very important. And I also loved what you said about, you know, sometimes it doesn't work out, but that oftentimes opens another door.

[00:22:21] To the next step and the next evolution. Um, so 16 locations, where are your locations? Cause I know 17.

[00:22:28] Elisa: 17. I'm like, I am like, this is the challenge. If I have to remember it, I have overview. It will give you like the, I know, cause I'm going to forget and screw this up. Um, so a majority of them are based in New York right now within Canada.

[00:22:44] We have one in Toronto and one in Montreal. Um, and in New York we have a. Uh, 11 locations like right Manhattan, primarily everywhere from the south. Our most Southern location right now is in Tribeca all the way up [00:23:00] to upper east side and upper west side and kind of everywhere in between. And most recently we just opened our first kind of out of state location in Jersey city.

[00:23:10] So very close to Manhattan. Um, and then we have two in Brooklyn right now. So we have one in cobble hill and we have one in, um, Greenpoint. And so next steps too. We're actually going to be moving to DC, not moving the business, DC, not myself. So, um, but that's that in Georgetown, our two new DC locations that are going to be coming, which we're excited for, for opening in a new market.

[00:23:35] Sam: Oh, my gosh. That is so exciting. I have a few other little cities. I can drop your way if you need some ideas too. 

[00:23:41] Elisa: Not yet, one at a time.

[00:23:46] Sam: I'll throw you some ways. Um, okay. 

[00:23:49] Elisa: Perfect. 

[00:23:49] Sam: Delray, Florida I'm just throwing out there. 

[00:23:51] Elisa: That's funny. I know that's, that's my, my dream location. Actually, I would love to go down south and open the Florida.

[00:23:59] Sam: That would thrive and I [00:24:00] also feel like the connection between New Yorkers, Montrealers and Torontonians, is so natural. 

[00:24:05] Elisa: For sure.

[00:24:06] Sam: Yeah. And just being down there and all like the connection of knowing something comfortable. So I feel like that would be a natural progression. I'm just saying

[00:24:17] Elisa: I'm saying it's. The only so many hours in the day. So definitely I think, and you know, I think it's, it's been an interesting challenge for us to, to be so close to the business and to open up Toronto and to really have to, um, you know, scale and experience different markets. And it's been such an interesting learning experience for us to even, you know, even from a menu alteration standpoint, a marketing standpoint, like it's just, it's like starting a totally new business and how do we adapt? And, and cater to the Toronto customer, which is so different than the New York customer, and then Montreal has been like completely on the other spectrum. So I feel like it's almost like you're engaging in a new business entirely when you [00:25:00] open up these new markets.

[00:25:01] And I think because our concept is so not cut and paste and cookie cutter, which I never want it to be. Um, it, it all brings its own challenges as you open up new markets. And my biggest fear in doing that is really losing the, losing the coziness and losing the neighborhood vibe and that, that community that we've built.

[00:25:22] So I really want to make sure that we don't become the next big Starbucks brand in the sense that we're just kind of opening up everywhere. And I want to make sure that we are engaging with the local community and we're still that neighborhood coffee shop, even though we have 17 locations, we're still that place that feels like the one-off mom and pops neighborhood coffee shop.

[00:25:45] Sam: And as a founder, having that instilled in you, I think you will keep that at the heart of your business, no matter, because you can open up to Starbucks level, right. Everyone wants that. Maybe not Starbucks level, but everyone wants that extreme [00:26:00] success.

[00:26:00] Of course. And I think there are examples of companies and public companies that have done so well. And I'll speak to Lulu lemon as an example, I think they've done a really great job becoming a extremely successful public held company that has still put community at the forefront of everything they do.

[00:26:17] And, you know, I see you nodding, but if you look at the lululemons in your communities for everyone listening, chances are they're involved in the local gyms. They dress the trainers. They're part of the little marathon that's happening in your hometown. And they really have people on the ground and strategy to really get involved.

[00:26:34] Had to plug them there because I do think they do a really, really great job beyond the fact that they actually do a great product as well. Um, so there are ways to do that. And if you have that in you, which you clearly do to continue to keep that as part of it, like all the more success and just keeping that, you know, one of the pillars of your business is, is important. And I see you doing that. And I think anyone that's listening, that's been in a [00:27:00] maman, knows that as well and has felt that feeling it's really about energy. And I do believe that spaces give energy, um, and businesses give off energy, right? It comes of course from the, you know, the, the administrative teams and the people behind the company, but also the furniture, the design, the product,

[00:27:18] Elisa: the asthetic, 

[00:27:20] Sam: everything just brings that together.

[00:27:22] Um, I want to hear a little bit about that how the cookbook came to be, because right now, listening to your story, when was the time for that to happen, there's so much going on in your life. And then all of a sudden you have a successful thriving cookbook from maman as well, which is a natural, it makes sense.

[00:27:40] But where did that come from? And how did that come?

[00:27:43] Elisa: So in terms of timing, here's my silver lining. That's COVID and I'm so fortunate that that, you know, for us, it was a horrible and hard time for so many, but it was, uh, a great time for myself personally and business wise. I actually, [00:28:00] um, I just had a baby prior to, to the lockdown.

[00:28:05] Um, and I just signed on with a publishing house for, a hundred recipe cookbook. Um, and you know, it, it was very be serendipitous or, you know, timing just kind of all fell into place very well. But, you know, I was at home in my pajamas. You know, working from my bed anyways, having having a newborn, um, the cookbook was definitely a lot to take on.

[00:28:28] It was always a dream of mine. I really wanted to, to share a lot of our recipes. I am not at all a professionally trained, cooked I'm, uh, uh, home and maman trained chef. Uh, and I, you know, I have so many great recipes and stories and I really wanted to kind of take our brick and mortar concept to the next level.

[00:28:49] And to me, that was the next natural progression for it. So, you know, we were lucky that we were at a time where business slowed down, everything got quiet. You know, most of our stores [00:29:00] ended up closing. I was at home anyway. So it was a great time to kind of like focus on this new project, do all of the recipe testing, um, all the recipe development.

[00:29:09] I had a wonderful writer who I worked with and, you know, even, even my team throughout, we can all kind of shift our focus to that. So it was, um, quite an, uh, very, very difficult experience. It was not at all, what I expected and writing a cookbook, there's so much more time and effort and love and, and sweat and cookies that go into it than I ever would have imagined.

[00:29:36] Um, but you know, that finally came out September of last year. So September of 21 and, um, it's been great. It's been a great tool for us to introduce ourselves to different markets as well, and to extend our brand going into more of a lifestyle division. And then also to, to give a little piece of [00:30:00] maman, to others at home.

[00:30:01] I think what's so cool is so many people know us from coming to New York and coming to visit New York. And, you know, we'll come in and have that lavender hot chocolate and have the pistachio cake and love that. And I had so many people messaging me on Instagram. Hey, will you please share the recipe? And I keep dreaming and I'm not able to come back to New York because of the pandemic.

[00:30:20] And I can't wait until I can get there and have your cookie, or have your pistachio cake. It was kind of a combination of, of demand from customers and a passion of mine. 

[00:30:32] Sam: And the one word that just keeps coming back time and time again, it's alignment, right? Like everything just lined up and just made sense and correct me if I'm wrong. You guys were also on Oprah's favorite things. 

[00:30:43] Elisa: So it was crazy. That happened in, um, 2017. And this is also a great example of being such a, uh, optimistic and, and yes person. Um, and I'll, I'll do a little short version of how that all came to life. I [00:31:00] was in an event that we were hosting our Tribeca location.

[00:31:02] It was a press preview for another brand who hired out the location. You know, all the editors and influencers coming into, um, showcase their new spring collection. And, um, I got the list of attendees who we're going to be coming in. I made sure I knew who was who, and I made sure I was serving them personally and giving them our cookies and, and, uh, you know, sucking up to whoever had to suck up to, and I obviously did a lot of Googling on the, uh, one of the editors of Oprah magazine who was going to be there.

[00:31:33] She ended up having the cookie, of course. And at the end came over to me. I introduced myself to her and she said, this is fabulous. Do you ship this cookie? And yes, of course we do. When I've never shipped a cookie in my life.

[00:31:46] Sam: And I'll do whatever you ask.

[00:31:48] Elisa: And then my mind I'm like, oh my God, I'm going to ship cookies to Oprah. And she said, oh, do you ship them in those beautiful boxes there? But I had like, as, as demo display, yes, of course. I shipped [00:32:00] them in those boxes. She's like, oh great. And she said, do you ship across the country? And then in my mind, I'm like, oh, I'll hand deliver them.

[00:32:09] And I will bring her a box of cookies and our beach. Um, and so after I just said, yes, yes, yes. Actually that's wonderful because we don't ever feature products that are not accessible across the entire country. So that would be great. And, you know, we exchanged contact information. She said, I'd love to have a sample of this sent to our office because I think it would be a perfect candidate for one of Oprah's favorite things.

[00:32:31] Um, and she left, I'm like beaming with delight and I call my husband and I call my marketing director. So we need to figure out how to ship cookies in these boxes. I'm like tomorrow because we need to send these to Oprah. So, um, we had a whole really fun week of, of R and D and trying to figure out how to ship cookies.

[00:32:50] All my friends all across the country loved us because we kept shipping them boxes. And can we package them like this? And are they fresh like this? And did they break if I send them to you like [00:33:00] this? So, uh, we had a fun week of intense focus on cookie logistics and how we can manage to ship these. And, you know, prior to that, it took maybe about.

[00:33:14] Took maybe about like six or seven boxes of cookies that we had to send over to their office to have a few different, you know, layers trying them. And then eventually we were told that we, you know, got chosen as, you know, the one of her, one of her favorite things that she was going to be featuring on her holiday list.

[00:33:33] And what was great about 2017 actually was, it was the first year that she was partnering with Amazon. So all of her products we're also going to be available and featured on Amazon. Um, so for us, that really helped to kickstart our, uh, I did kickstart our e-commerce business because our e-commerce business did not exist before that.

[00:33:55] Sam: Until Oprah asked for it.

[00:33:58] Elisa: And then I think anyone [00:34:00] would open an e-commerce business for her. Um, but what's funny is because in, in something that like, I laugh about, look back on it. My team always makes fun of me on it because I'm so detailed oriented. And of course, when you are shipping a box of cookies to Oprah, I am getting the most beautiful twine and tying it in the bow and I'm getting a little, you know, branded sticker that's made.

[00:34:20] And I have three sprigs of lavender and putting that on, not realizing that this is the prototype that we're sending to Oprah, but this is also the prototype that she's going to be expecting to be shipped nationwide. And then you get 15,000 boxes of orders coming in for December and they were, it was so funny.

[00:34:39] I just remember we had to rent, um, we had to rent like a secondary space and commissary kitchen and we literally shut up, set up like a workshop. And I'm like, my attention to detail is, is going to be like the death of me.

[00:34:54] Sam: You have a full-time person tying on the lavender. 

[00:34:57] Elisa: I'm like, everyone absolutely hated [00:35:00] me that year.

[00:35:00] And now I've like learned like, okay, like scaling and like attention to detail. And we gotta, we gotta come up with a fine, fine line here to still keep its charm, but feel a little bit more practical. So that's kind of an inside running joke around here when I like to go to close into, into details. 

[00:35:20] Sam: That is an epic story. I mean, you always just figure out how to make it work for Oprah, but I can just picture you running back and forth in the office and everyone having, you know, these little lavender twigs and you're going, but it's for Oprah it's Opera's people we need the lavender. 

[00:35:36] Elisa: No, it's actually the rest of America. Who's also going to need it.

[00:35:41] Sam: That is just an epic entrepreneurial story. Elisa you are great. Like this is fabulous. I feel like you're such an inspiring entrepreneur and also just real having this conversation. I always laugh because it's not video, but we've just been, you're so natural. And you know, it's been such a great [00:36:00] conversation with you and to hear how you've come into where you are now with maman and the success and how your relationship has evolved with it. Um, I just love hearing that story. And the last thing I want to ask you is what's one piece of advice you would give to yourself back when you were that 24 year old girl and you were saying, okay, I'm working my PR job, I'm baking on the side. I'm taking on, you know, the five jobs that aren't sustainable. I'm going to probably burn out. And I need to figure out how to get into alignment for myself and start going on the trajectory that you're on. Now, what's one piece that you would say to yourself and those that are in that position, right?

[00:36:42] Elisa: For sure. And, um, you know, this advice I'm going to give you, it's something I'm still constantly working with and using on a daily basis. And, um, as I grow as, as a human and as I grow from a business perspective, but I think what's really important. What, you know, you heard me talking about what I was, [00:37:00] you know, boasting about what it's like, everything I love to do and everything I was so good at, but I think what everyone needs to really do and take a step back is realize what you're not good at. And I think that in starting a business, that's really the most important thing that you should be focusing on because, you know, it's very easy for us to identify our highlights, identify what we love doing. I'm really good at this. I'm going to start a business doing this, but like, what do you suck at that you really need for this business to succeed and for this business to perspire, because if you don't identify that and you don't fill in those pieces, You're never going to get to where you want to get.

[00:37:35] And I think I like looking at my, my business as, as a puzzle ultimately, and it's a combination of, of many different pieces, of many different strengths of many different people. And, you know, I'm very fortunate that I started this and I partnered with my husband and, you know, from a business standpoint we compliment each other so well in the sense that, you know, I think, you know, my [00:38:00] strengths that as definitely, you know, creative branding, marketing, social side of things, which I've been talking about, but then there was so much of the finance, the business, the accounting, I can't count past 100.

[00:38:14] I suck in math. I, you know, and I think identifying those things like accounting would, would kill me and I'll screw it up. And we would closed like the first week if I was in charge of that. So identifying what you're not good at and looking for help and asking for help and making sure you have those pieces of the puzzle to fill in, because you will never get to where you need to be and where you want to be.

[00:38:38] If you just focus on your strengths. And I think that a lot of us and it's a trait of entrepreneurs is that we're super women and we can do everything. And sure I can raise, you know, children at home and run 17 restaurants and they, you know, and, and have a great social life and personal time. And, but that's not true.

[00:38:58] And I would never be able to be able to [00:39:00] do that unless I had the help. And unless I had the support picking up the. And the areas that I'm not doing and what I'm not necessarily good at. So I think definitely identifying your weaknesses is one thing that is often forgotten about that's very important to focus on if you're starting a business, for sure.

[00:39:20] Sam: Great piece of advice. And also maybe there's stuff we can do, but we don't need to be doing it because our time is more successfully elsewhere is contributes to the business in better ways elsewhere. Like there's no question in my mind, you can figure it out the accounting if you had to right? 

[00:39:39] But of course it was better that someone else did and someone else or someone else could do.

[00:39:45] Elisa: For sure and I think it's also comes down to like, what brings you joy and what do you love doing? And I think at the end of the day, we all want to wake up doing what we love and you know, I have, I have a great team. You know, accountants who just like [00:40:00] love doing numbers, love sitting at the desk all day on computers.

[00:40:03] And it's like, great. If you're fulfilled in your job, I'll be fulfilled in my job. And if we all do what makes us happy and you know, I think if we're also doing what we're good at and turn we're naturally happy. And, you know, I think even now for myself, I'm also, I'm pregnant. I'm expecting my second child in August.

[00:40:21] So I'm at a, thank you. I'm at a transition point to. I'm looking at, how do I, how do I start delegating and how do I take what I'm doing today? And, you know, what, what can I still do and what can I shave off from what I am doing and what are other people, you know, necessarily better, better at, than I am.

[00:40:41] And where is my time and effort going to be best spent from a business standpoint, because I'm going to have so much less time and effort. So I think it's also, you know, I think throughout business and throughout owning your business, your, you always need to be looking at that and reevaluating that as you grow.

[00:40:59] Sam: I absolutely [00:41:00] love that. And that's so exciting that your family is going to be expanded and happy for you. Maybe there'll be cookbook number two? Who knows? 

[00:41:11] Elisa: I know. Right. Maybe we'll do a kid's one this time. 

[00:41:14] Sam: Yeah. Oh, that'd be cute. Yeah. I like that.

[00:41:18] Elisa: It's already there. It's already in my mind. 

[00:41:20] Sam: More taste test for the family while you're tasting.

[00:41:24] Elisa: Exactly! 

[00:41:26] Sam: I'm sure your husband doesn't mind. Um well I want to say thank you so much for your time today and for being here with me for chatting, finally, can you just share with everyone where they can find you? And of course maman on social media so that they can check it out.

[00:41:40] Of course I'll link everything in the show notes.

[00:41:42] Elisa: Thank you. So we are, um, on Instagram is probably the best and easiest @ _mamannyc_ and myself, you can find me on Instagram @_byelisa_. Um, couldn't get those domains on their own without the underscores these days. [00:42:00] Um, and then of course, on our website, um, we do ship cookies nationwide throughout the U.S.

[00:42:05] And they will not be tied with the little bows and Springs of lavender. I apologize, but they will be delicious. And we have mastered shipping them across the country. They will be fresh and they won't be broken. And so that is mamannyc.com. Um, again, we have locations in Toronto, in Montreal and a slew of locations, which you can find on our website in New York.

[00:42:26] Sam: Absolutely . Well, you guys can get your fresh cookies at home. Thanks to Oprah.

[00:42:33] Elisa: And you can make them, you can make them yourself too, with our cookbook or cookbooks also on Amazon and amazon.ca. Maman the cookbook it's called.

[00:42:45] Sam: We'll also link that as well. Thank you so much for your time today. This was awesome. You were incredible, and I'm sure you've inspired so many. Thank you.

[00:42:54] Elisa: Well thank you for sharing the voice and sharing all these stars because intern, you are inspiring so many as well.[00:43:00]