We were lucky to catch up with Leah Culley recently and have shared our conversation below.

Hi Leah, thanks for joining us today. Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.

One thing that Sweet Almond does differently is that we pride ourselves on creating a high quality product that consistently delivers on taste and texture. One common thing you often here from people who have had macarons before is that they don’t like them because they are crumbly, dry, and lack flavor. But then they taste Sweet Almond and their minds are changed. The macaron industry has highly processed macarons. The focus is less on quality and more on volume. At Sweet Almond, we prioritize quality over quantity.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Hello, my name is Leah Culley and I am the owner of Sweet Almond! I’m a wife, mother of three, and passionate about macarons. Baking has always been a hobby, but one day while searching for a new treat to make I stumbled upon a video recipe showing how to make macarons. I’d never heard of a macaron let alone tasted one. So, I
decided to try it out because it looked fun. After a successful try, it was so fun that I wanted to make
them again. That second try, third, and so on were the worst macarons I had ever made. Those moment
ignited something in me, I would dream about macarons and sometimes I would even lose sleep
wondering how I could make them better. I have spent countless hours researching and experimenting
with flavors and techniques until I developed a recipe that worked for me. Family and friends were my
first customers and their support combined with my passion led me to open Sweet Almond.

At Sweet Almond, our mission is to consistently deliver a high-quality treat that taste great. Our
macarons spark joy, comfort, and nostalgia in our customers. There is nothing like enjoying a product
that can boost your mood instantly, provide emotional comfort, and reminds some customers of past
experiences like their trip to France last year where they have fond memories with loved ones. For
some, our macarons might just be a sweet treat, but for others, they can be a source of much deeper
emotional satisfaction.

Our macarons embody the perfect balance of crispness, chewiness, and a luscious filling. We offer a
variety of flavors, from classics like vanilla and chocolate, to unique combinations like lavender lemon
and white chocolate mocha. We also address key pain points for consumers. Firstly, we provide a
solution for those who are seeking high-quality macarons that consistently deliver on taste and texture.
Additionally, we relieve concerns by crafting macarons without the use of artificial preservatives.
Without preservatives, the true flavors of the ingredients shine through.
Lastly, At Sweet Almond, we take pride in being a minority-owned business. When you support Sweet
Almond, you not only savor the exquisite flavors but also play a role in promoting diversity and equality
in the business landscape. Sweet Almond offers a value proposition that goes beyond simply satisfying
cravings, but provides customers with an unforgettable experience that celebrates both flavor and inclusivity.

Can you share one of your favorite marketing or sales stories?

Originally, Sweet Almond was based in Maryland, we then migrated to Washington, DC. We had to rebuild our customer base in the new area. After many sales pitches via email, we finally landed a meeting with a luxury hotel! Thinking that I was way in over my head I went in to the meeting to receive, if nothing else the experience in pitching my product. The meeting seemed to go well and after a week went by I received a call from the hotel wanting to enter into a short term partnership! Excited was an understatement! It was a lesson in not doubting yourself, even if it seems farfetched have confidence in yourself and your product that you belong in that arena. Walk into a room like you’re supposed to be there!

We’d love to hear the story of how you built up your social media audience?

I started my social media presence on Instagram and Facebook. I started by following friends and family and from there I would focus on using on high-quality, aesthetic visuals. I utilized the vibrant colors and textures of the macarons, taking close-up shots with a professional camera, and posted daily on Instagram. I would utilized appropriate hashtags related to baking, macarons, and food, which helped attract food enthusiasts and connoisseurs from all over the world. Also sharing behind-the-scenes photos and videos of the baking process and adding a personal touch to build an emotional connection with the audience.

Contact Info:

• Website: sweet-almond.com
• Instagram: sweetalmondmacaron
• Facebook: Sweet Almond Macaron

Image Credits
Dawn Victoria Photography Jperk Productions