Alright – so today we’ve got the honor of introducing you to Shahira Marei. We think you’ll enjoy our conversation, we’ve shared it below.

Shahira, thanks for joining us, excited to have you contributing your stories and insights. Risk taking is something we’re really interested in and we’d love to hear the story of a risk you’ve taken.

When I decided to venture into entrepreneurship, I was at a crossroads in my life. I felt this burning desire to start a business, but the challenge was that I had no specific talent or niche that could easily translate into a business idea. However, everything changed when I became a parent. The birth of my daughter became the catalyst for my decision – I was determined to start a business, regardless of not having a clear direction. I just needed to take that first step.

The pivotal moment occurred when I met the landlord of what would become the future home of Dirty Cookie. The offer of the last available store at the mall was presented to me, and without a moment’s hesitation, I said yes. The only question lingering in the air was what I would put in that store. When the landlord mentioned a dessert concept, I enthusiastically agreed, despite not having a clue about what I could offer.

The real gamble came when she handed me a five-year lease to sign and requested the security deposit. At the age of 25, I found myself signing a five-year commitment to a storefront without a concrete business idea. It was a massive risk, a plunge into the unknown, but there was something about my personality that made me believe that once I was in the thick of it, I would find a way to make it work.

Trusting my instincts, I took the leap. The lack of a defined concept for the store was daunting, but I knew I had to figure something out. I pondered my favorite desserts, wavering between milk and cookies and cheesecake. Ultimately, the allure of milk and cookies won me over. The challenge, however, was how to combine them, especially when there were no baking trays available for such a unique creation.

This is where another risk unfolded. I decided to develop my own molds for the cookie shots. It was a step into uncharted territory, a testament to my determination to bring my vision to life. The journey from uncertainty to creating a novel dessert concept was a rollercoaster of challenges and triumphs.

In the end, Dirty Cookie emerged as a success. The risk I took in signing that lease without a clear business idea turned out to be the spark that ignited a unique and thriving venture. It taught me that sometimes, taking a leap of faith and trusting your ability to find solutions in the midst of uncertainty can lead to unexpected and rewarding outcomes.

Shahira, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

Dirty Cookie is known for our edible cookie shot glasses that you can fill with any beverage or even turn into a dessert. Dirty Cookie has delicious stuffed cookies that range from chocolate chip filled with nutella, white chocolate filled with cookie butter, double chocolate salted caramel, and more.

I’m the furthest person from your typical Betty Crocker. In fact, in my past life, I was an aerospace project manager. The Dirty Cookie was born from the desire to turn something small, into something meaningful. It was born from my personal aspiration to change lives.
When I was on vacation in Egypt as a child, I witnessed the devastation of hunger and homelessness first hand. I was shocked that children my age were living on the streets, that they were deprived of basic food and shelter. I begged my father to give them money. Before he did, he engraved an idea in me that would become the motivation behind the rest of my life, “If you really want to help them, give them jobs, not money.”
The Dirty Cookie was founded with one mission in mind, building a business that uplifts the lives of every person we serve. Aside from our unique and delectable cookie shots, our team is focused on creating something meaningful for your milestone celebration or shared moment with loved ones. Today, we want our impact to go even further, we are committed to fighting against childhood poverty by helping 10 million kids get access to education through our Shot for Education program. Through the program, we partner with nonprofits with direct impact on youth education. A percentage of our profits are donated directly to our nonprofit partners who are committed to providing young people with access to education.

Have you ever had to pivot?

one of the most significant pivots I had to navigate was in 2020 when the COVID-19 pandemic hit. Up until then, our catering business had been the backbone of our revenue stream, and virtually overnight, every event on our calendar for the year was canceled. It was a devastating blow, and I found myself having to make the tough decision of laying off everyone in the company.

After that, I spent about a week at home grappling with the situation, trying to figure out what our next move would be. That’s when the idea of a DIY cookie shot kit struck me. I pitched the concept to my partner, Nadia, and we quickly put together a makeshift kit with items from Walmart. Using just our phones, we took some photos and posted them on our website. To boost our reach, I enlisted a friend to run Facebook ads for us.

The response was overwhelming – we sold over 400 kits in a single day. It was a moment of excitement and validation, but it came with its own set of challenges. At that point, we were not an e-commerce business, and I had no experience in running an online store. Nevertheless, we dove in, learning the ins and outs of packaging and shipping products nationwide.

Since then, Dirty Cookie has successfully transitioned to an online model. However, with changes in paid ads, we found ourselves facing another pivot. This time, we’re expanding into B2B wholesale, targeting industries such as hospitality, food service, stadiums, airports, and more.

Through these experiences, I’ve come to realize that pivoting is an integral part of business. Every few years, it’s crucial to evaluate the landscape, adapt to changes, and explore new avenues for growth. It’s a challenging but necessary aspect of entrepreneurship that keeps us on our toes and propels us forward.

Can you tell us the story behind how you met your business partner?

In 2007, while I was studying abroad in Egypt, I had the incredible fortune of crossing paths with my now-business partner, Nadia. Our connection was almost instantaneous as we discovered a shared work ethic and a multitude of common interests. Over the course of that year, Nadia evolved from being a close friend to becoming like family to me. The bond we formed was so strong that leaving Egypt at the end of my study abroad program was undoubtedly bittersweet.

Despite the distance, we managed to stay connected through weekly Skype calls, and our friendship endured the test of time. Fast forward to 2015 when I embarked on the journey of starting my own business, Dirty Cookie. Throughout the years, Nadia remained a steadfast pillar of support, offering valuable advice and innovative solutions to the challenges I faced.

In 2017, I extended an invitation for Nadia to join me during the summer, and to my delight, she accepted. Even though she was living in London at the time, Nadia dedicated her summer to working alongside me. The experience was not only incredibly productive but also laid the foundation for a more permanent collaboration.

Recognizing Nadia’s invaluable contributions, in 2018, I asked her to join Dirty Cookie on a more permanent basis. This time, I proposed that she become an equity partner in the business. Fortunately, she agreed, and in January 2019, Nadia made the move from London to Orange County, CA.

Today, Nadia holds the crucial role of Chief Operating Officer at Dirty Cookie, overseeing our operations with incredible dedication and skill. Our journey from friends in Egypt to business partners has been a remarkable adventure, and I couldn’t be more grateful for the serendipitous meeting that set it all in motion.

Contact Info:

• Website: www.dirtycookie.com
• Instagram: https://www.instagram.com/thedirtycookieoc/?hl=en
• Linkedin: https://www.linkedin.com/in/shahira-marei-a609b319/