We were lucky to catch up with Brenda Howard recently and have shared our conversation below.

Brenda, looking forward to hearing all of your stories today. How did you come up with the idea for your business?

I wasn’t a baker when I started baking — I was a label reader. One day I wanted to make chocolate chip cookies for my children, but after reading the ingredients on store-bought dough, I knew I didn’t want to use it. I thought, “How hard can it be? I can make cookie dough from scratch in the same amount of time it would take to thaw and bake this, and it’ll be way better for them.”

So I bought the ingredients, found a recipe, and started baking. From that first batch, it felt like second nature. Every time my children had a school event, I volunteered cookies. The teachers and staff loved them and began asking, “Do you sell these?” When that started happening regularly, I realized I might be onto something.

At first, it was just a hustle to fill income gaps. I began selling cookies to local hair salons and barbershops, and my children helped me with deliveries. Things grew quickly, and I partnered with a friend who was also trying to make ends meet. One day, during a brainstorming session, we came up with an idea that changed everything — what if we turned people’s favorite desserts into cookies? That was the moment the concept for Naseerah’s Bake Shop was truly born. I remember saying, “Oh my God, this could be a multi-million-dollar company!”

When my partner later moved out of the country, I kept going. I created all of our signature recipes, keeping in mind the reason I started — simple, all-natural ingredients had to be the foundation. I continued building the brand on my own. Over time, I added even more nostalgic flavors that reminded people of home.

Every time I thought I was done baking, life found a way to pull me back. Customers would ask my son when we’d be selling again, or I’d come home to find him and his friends baking my cookies. That’s when I knew this wasn’t just a side hustle — it was my gift. Naseerah’s Bake Shop became my way to share that gift and create something meaningful for other families, just like I did for mine.

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.

My name is Brenda Howard, and I’m a self-taught baker and the Founder of Naseerah’s Bake Shop, a brand that began in my home kitchen and grew out of a mother’s desire to give her children something better. I wasn’t a baker when I started — I was a label reader. One day I wanted to make chocolate chip cookies for my kids, and after reading the ingredients on store-bought cookie dough, I thought, “Why should something so simple have so many unnecessary ingredients?” That moment sparked everything.

At Naseerah’s Bake Shop, we specialize in soft-baked cookies and Dessert Cookie Bowls — indulgent, ready-to-eat treats that bring together the comfort of homemade baking with the fun and excitement of gourmet flavor. Our cookies are inspired by nostalgic desserts and reimagined in creative ways, like Grandma’s Sweet Potato, Cherry Cheesecake Delight, Peaches? Precisely!, Lemon Lime Citrus Bliss, and more. Each one tells a story — connecting people to memories of warmth, family, and joy.

The problem I set out to solve was simple but deeply personal: families shouldn’t have to choose between convenience and quality. Most cookies on the market are loaded with preservatives, artificial flavors, and dyes, or they lack the comforting, made-from-scratch homemade taste people remember. I wanted to close that gap by creating cookies that are all-natural, nostalgic, and irresistibly soft — just like homemade, but easy to enjoy anytime.

What sets Naseerah’s Bake Shop apart is our authenticity and purpose. Every product is crafted with intention — real ingredients, thoughtful flavors, and a focus on how food makes people feel. I’m most proud that what began as a hustle has evolved into a brand that makes people smile, reminds them of home, and shows that doing what you love can create something lasting.

My vision is to grow Naseerah’s Bake Shop into a manufacturing company that not only delivers uncontrollably delicious cookies but also creates jobs, empowers families, and continues to prove that passion and purpose can be the key ingredients to success.

Can you tell us about a time you’ve had to pivot?

The most devastating time in my life was when my father passed away. His death changed everything for me. In that moment, life suddenly felt too short to keep doing things I didn’t enjoy. My grief ran so deep that I quit my 9-to-5 job without a plan, just one year after buying my first home. I was completely lost — I had no motivation and no joy in anything I did.

At that time, I still had my cookie hustle, but I couldn’t bring myself to continue. I gave all of my equipment to my longtime associate and asked her to take it over. I thought I was done for good. Months went by before I began to realize that I still had to live — and that maybe the best way to do that was to reconnect with something that had once brought me happiness. For me, that was baking cookies.

I was on the verge of foreclosure, so I knew I had to get a job just to stabilize myself financially. But I went into that job with one mindset: I’m only here until I no longer have to be here. My plan was always to rebuild my cookie business until it could fully support me.

Back then, my business was called Irresistible Cookie. When I returned to my associate to pick up where we’d left off, I faced resistance. That was a hard moment — but it also pushed me to start over completely on my own. Not long after, my associate and I officially parted ways, and I continued the journey solo.

For a while, I kept the Irresistible Cookie name, but when I decided to trademark and fully rebrand, that’s when Naseerah’s Bake Shop was born. It represented a new beginning — a chance to rebuild from a place of clarity, purpose, and faith.

Since then, I’ve continued building this business with the same determination that started it all — fueled by the love and support of my children, the reason this journey began in the first place.

Every challenge since that time has reminded me that sometimes loss leads to purpose, and that the hardest moments can give birth to the most meaningful new beginnings.

Can you talk to us about how you funded your business?

When I decided to introduce Grandma’s Sweet Potato Cookie as my first consumer packaged good, I knew it was time to take Naseerah’s Bake Shop to the next level. I had managed to save almost everything I needed for a trip to Chicago to attend an ECRM event — a major opportunity to meet with retailers and distributors — but I was still short about $1,000. I wasn’t sure how I was going to make up the difference, but I knew I had to find a way.

One day, I went to the bank to deposit some money, and my card wasn’t working. The branch assistant manager came over to help, and we started talking. During our conversation, she invited me to a Juneteenth event the following Saturday. I went with no intentions other than to support and observe. But when I arrived, the bank manager insisted I participate in their pitch contest.

I had nothing prepared — no slides, no rehearsed speech — but I had just finished writing my very first business plan. So I took a deep breath, remembered the key points, and pitched straight from the heart. To my surprise, I won first place.

The prize was exactly $1,000 — the exact amount I needed to make that trip possible. That moment confirmed for me that when you move with purpose, the right doors open. I was able to attend the event in Chicago, meet potential partners, and learn firsthand what it takes to compete in the CPG space.

That experience also connected me with an incredible organization called Mom Your Business, who hosted the contest. I became an alum of their program and went on to participate in additional pitch competitions, classes, and business programs that have provided grants and forgivable loans to help me continue growing Naseerah’s Bake Shop.

Every bit of funding I’ve received has come through faith, preparation, and perseverance. I’ve learned that when you keep showing up — even when you don’t have everything figured out — opportunity will always meet you halfway.

Contact Info:

• Website: https://naseerahbakes.com
• Instagram: naseerahsbakeshop
• Facebook: naseerahsbakeshop
• Linkedin: naseerahsbakeshop
• Other: TIKTOK: naseerahsbakeshop