We were lucky to catch up with Che Houston recently and have shared our conversation below.

Che, thanks for joining us, excited to have you contributing your stories and insights. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?

I was raised in a house with entrepreneurs watching the building of business ideas and execution. I dreamed of being in business for myself since I was a little girl. Through the years I have always been a creative being, creating art, writing poetry and baking desserts followed by a ton of great ideas, but as time went on, I feel in love with baking and discovered the macaron.

The day came in 2016 that I decided on a macarons business and the groundwork began for execution. I brainstormed logo ideas, colors schemes, and the ambience I wanted the product to allude too and of course the story behind Che’Rene’ but we will get to that part later.

The logo for Che’Rene’ was simplicity, I believe that too much movement in graphics can confuse the consumer. I wanted the color scheme of chocolate brown and turquoise because it is my favorite color combination, and the colors complimented the simplicity of the logo. The French macaron has a reputation of exquisite high-end decadence, but it would be my passion and down-home goodness that created the ambience of “Southern Finesse”.

Once the outside was finalized it was time for the inside or should we say behind the scenes. In 2018, I made a list of all the items I needed to operate such as supplies, ingredients, packaging, website, bank account, business registrations etc.

I attended Black Women Making Millions Academy and Urban League of Atlanta in 2019 to gain a better understanding of becoming a business owner, branding my product, identifying my target audience, pricing, and marketing. I identified my business structure as an e-commerce with local deliver options.

Our home became the Che’Rene’ main facility with abilities for production, packaging, shipping, video and photo studio followed by the launch of Che’Rene’ Macarons & more, LLC in August 2020.  The word spread quickly and in one year we outgrew our home and moved Che’Rene’ Macarons to a commercial kitchen. We now ship nationwide and have expanded to wholesale partnerships.

Che, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I am a woman of integrity, resilience, and passion. I am a wife to my amazing wife, a mother of two, a grandmother of two, an artist and businesswoman. My journey for starting my own business began over 27 years ago. I worked in a local bakery packing cookies, but my attention was drawn to the cake decorating.  I began making cakes for family and friends for extra money. The side hustle grew quickly as word began to travel about my delicious cakes and beautiful work. I side hustled cake, cupcakes, and cake slices for 25 years.

In 2016, I was given another opportunity with a local bakery and I turned their bakery around and sales grew tremendously.  I knew in that moment; I could do this for myself.  It was time to revamp my business and legitimize my side hustle.

Che’Rene’ specializes in French Macarons with Southern Finesse. Our “Southern Finesse” is what separates us from standard macaron flavors. We offer a variety of custom home-made dessert flavors and colors.

Our #1 flavor is our Southern Peach Cobbler. I am a true Georgia girl, so it was only right that peaches were a part of our flavor offering. We are always excited to share and watch the fixation at first bite.

Yes! Our macarons are a heavenly experience and apart of the experience comes the ultimate vision for Che’Rene’ Macarons. I wanted to give someone else the same opportunity that was given to me when I thought all hope was lost. I always say, this business is so much bigger than the macaron.  God has allowed me to see through His plan of greatness and hope for my future. Today, not only do I get to live my second chance out loud, but I get to create that opportunity for others.

Have you ever had to pivot?

By the end of 2020 Che’Rene’ Macarons was picking up momentum and the next level was approaching quickly. We had to pivot, and strategic planning was key. As a new business owner, I could not achieve this alone. I prayed and launched a funding campaign to family and friends exceeding my expectation and goal. In June 2021, The Macaron Mobile Boutique made its first appearance and could be spotted around Atlanta and surrounding areas. Our macaron lovers were able to reach us and experience the ambience of our “Southern Finesse”.

We’d love to hear a story of resilience from your journey.

My entire life illustrates my resilience because the path I traveled was hard but I learned from my mistakes and I became wiser. I experienced crippling betrayal, addiction, hurt and disappointment but it made me search to figure out- why was I so hurt, how did I fall into addiction, why did I feel so betrayed, why such deep disappointment? I found my answers when I began searching within myself.  My expectations were high, I wanted to fit in, and I was given misinformed information growing up from the wrong people. Today, I AM the HOPE of lost dreams awaken!

Contact Info:

• Website: www.cherenemacarons.com
• Instagram: Cherenemacarons
• Facebook: Cherenemacarons
• Yelp: ChéRené Macarons

Image Credits
The Red Brand Cierra Media Consulting