We caught up with the brilliant and insightful Evelyn Zachary a few weeks ago and have shared our conversation below.
Evelyn, thanks for taking the time to share your stories with us today Let’s start with a fun one – what’s something you believe that most people in your industry (or in general) disagree with?
The first thing people say when I tell them I run a macaron business is “Wow! Macarons are so difficult, and you’re only fifteen!” I started making macarons when I was thirteen. I had already taken an interest in baking, so for my birthday, my awesome baker aunt sent me a copy of “French Macarons for Beginners” by Natalie Wong. Despite the book being literally “for beginners,” I was intimidated. Having enjoyed macarons previously, every time I walked into a macaron shop, there was this air of pompousness, like the bakers were telepathizing into my brain that “you’ll never be able to make these as well as I can.” That, combined with all the macaron-attempt horror stories I had read online, made this cute little cookie my worst nightmare. Nevertheless, I tried. And guess what? It worked! Using the cheapest almond flour from the store, generic liquid food coloring, and eggs from the chickens in my backyard, I crafted three dozen tasty (albeit lumpy) French macarons. The bakery industry has led people to believe that making macarons is some impossible task that only the most seasoned culinary professionals can even attempt. But this is so wrong! If I could do it as a four-foot-eleven middle school kid, then you absolutely can! Because I tried (and because of my rad girlboss auntie), I can call myself the proud owner of Macarons by Evelyn. Despite what Big Bakery has led you to believe, macarons ARE accessible, so don’t be discouraged–that is the number-one message I give to my customers.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
Hi! I’m Evelyn, I’m fifteen, and I’m the proud owner of Macarons by Evelyn. In June of 2021, after honing in on the craft of making macarons, I finally opened my doors. As a sole proprietor, I’m in charge of pretty much everything related to the business–maintaining my own website, calculating finances and logistics, marketing and branding, innovating new recipes, and shipping all over the United States. And of course, making dozens of macarons each week. What sets Macarons by Evelyn apart from many other macaron shops is that it is locally-based, woman-owned, and 100% more affordable than leading competitors. Compared to the nearest competitor at $39 per dozen, Macarons by Evelyn are priced between $20 and $25 per dozen, making gourmet foods more accessible for everyone. Coming from rural Indiana, I have had the pleasure of knowing people from all walks of life, and I firmly believe that delicacy in food is something everyone deserves to experience. By pricing my products affordably as well as bringing awareness through local fundraisers, I can give back to my community as thanks for how much it has given to me.
How’d you think through whether to sell directly on your own site or through a platform like Amazon, Etsy, Cratejoy, etc.
After taking cash orders by hand became too much for me to keep record of manually, I wanted to expand my business onto an online platform that could take, collect payment for, manage, and communicate about orders automatically. Thankfully, my dad is a computer science expert, and also has some experience with e-commerce. He set me up with a basic Shopify website on a plan for $29/month, and now I do almost all my business online. It’s been a fun process learning about all the components of e-commerce, and it’s very fulfilling to me to have a site that I can call my own.
Do you have any stories of times when you almost missed payroll or any other near death experiences for your business?
Admittedly, there are some months where my profits are in the red, but my business has yet to have a near-death experience. Ultimately, Macarons by Evelyn will come to an end; I’m a junior in high school, and since I plan to attend college out-of-state, it’s difficult to see a future where I carry on the business as a full-time student in a dorm room. Right now, I’m just reaping all the joy that comes with seeing happy faces all around town carrying brown paper bags with my signature pink sticker. As Macarons by Evelyn comes to its midterm, I am happier than ever to say how much it has impacted my personal growth and aspirations. And who knows–maybe you’ll be seeing MBE on billboards in the years to come!
Contact Info:
- Website: MacaronsByEvelyn.com
- Instagram: @MacaronsByEvelyn