Meet Nicole Vega | Founder, Cookie Crewe

We had the good fortune of connecting with Nicole Vega and we’ve shared our conversation below.

Hi Nicole, can you walk us through the thought-process of starting your business?
Baking has always been a part of who I am. My love for it began when I was just seven years old, standing on a step stool next to my grandma in her kitchen. She was born in Mexico and had a deep love for baking that she passed on to me. Even as I built a career in the corporate world starting in 2010, I always knew I wanted to one day create something of my own that felt more fulfilling. Baking remained my creative outlet, a way to share treats with family, friends and coworkers. When the pandemic hit, I started an Instagram account to share my baked creations and what happened next changed everything. I was cast on Hulu’s first-ever baking competition show and I ended up winning against some of the most talented bakers in the country! That experience confirmed that my perspective as a baker was worth sharing on a bigger scale. It also gave me the confidence and momentum to officially launch my cookie company.

Each cookie I create is a reflection of who I am. They’re a celebration of my Mexican heritage and the nostalgic treats I grew up loving, reimagined through my own lens. From churros and fresas con crema to arroz con leche, my menu is my way of honoring tradition while bringing joy to others.

Alright, so let’s move onto what keeps you busy professionally?
I was born and raised in Los Angeles, and grew up on a street called Crewe, which is now the namesake of my cookie company. Growing up in L.A., surrounded by culture, resilience, and creativity, shaped everything about who I am today, both as a person and as a business owner. I learned the importance of family, community, and honoring where you come from. That’s why every part of Cookie Crewe, from the nostalgic flavors to the mobile cookie cart inspired by paleteros, is rooted in the pride I have for my heritage and my city.

I have gotten to where I am professionally by taking risks and betting on myself. I truly have an entrepreneurial spirit and over the years, I’ve taken several major risks that have each brought me closer to where I’m meant to be. For instance, in 2018, I left a secure corporate marketing role at a leading hospitality company to travel and launch my freelance career. That mindset carried over when I decided to start Cookie Crewe. Launching a food business and being the first entrepreneur in my family required trusting my instincts and embracing the unknown. As a mom and entrepreneur, I’ve had to become more intentional with my time and more compassionate with myself. Running a business while raising a tiny human isn’t always easy, but it’s also been the most rewarding chapter yet. My daughter has given me a deeper sense of purpose and perspective, and I know that I can do it all, just not at the same time.

Community is at the core of my brand, specifically, uplifting the Latin community that has shaped so much of who I am. As a proud Latina-led venture, I’ve been intentional about channeling that support through every layer of my business. From day one, I knew I wanted to collaborate with Mexican illustrator Itzel Islas (@yayitzel) to bring my brand to life and design my cookie cart. Every detail of my company has been touched by talented Latin artists and small business owners. Community is what inspired me to start Cookie Crewe, and it continues to guide every decision I make.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
In my opinion, Los Angeles is one of the greatest food cities in the world. There is so much variety and a few spots that I’d recommend are:

Eat
– Barra Santos
– Holy Basil
– Sonoratown
– Quarter Sheets
– Found Oyster
– Fishing with Dynamite (it’s in Manhattan Beach, but worth the drive!)
– Holbox
– Moo’s Craft Barbecue
– Dunsmoor
– Antico Nuovo
– Bavel
– Mini Kabob

Hang
– Sunset picnic at Barnsdall Art Park
– Morning hike up to the Griffith Observatory starting at Ferndell in Griffith Park (and grab something from The Trails Cafe before or after!)
– Infinity room at the Broad
– Spend the day wandering around the Huntington Library
– Make your way over to the westside to visit the The Getty Center

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I wouldn’t be where I am with my cookie business without the people who support me. My husband and daughter are my biggest cheerleaders, taste testers, and pop-up crew. My mom helps bake and package orders whenever she can, my dad champions my company every chance he gets, and my in-laws step in to watch my daughter during baking sessions. My friends show up with repeat orders and constant encouragement. And of course, my grandma, who first taught me how to bake, is the reason this all began. I’m also endlessly grateful for the Cookie Crewe community that continues to cheer me on.

Website: https://www.cookiecrewe.com

Instagram: https://www.instagram.com/cookiecrewe/

Other: TikTok: https://www.tiktok.com/@cookiecrewe