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SMYRNA, Ga. — When you walk into a lesser-known cookie company, you’re drawn in by the aroma of baked goods oozing from the oven, but what most people don’t know is how one Black business owner goes about his business. It’s about how far you’ve come. his passion.
The second time was a charm for Ashley Carlton. He followed in his father’s footsteps and established his gourmet cookie shop in Smyrna. The company has been established for 8 years.
“I have recipes that have been passed down from generation to generation.. “I’ve known about these recipes for nearly 40 years, and now I can finally make them available to the public,” he said.
During Black History Month, Carleton remembers those who came before her and stepped up to help their communities.
“Black History Month to me is about honoring everyone who came before us. Everyone basically allowed us to live our wildest dreams.” said Carlton.
following in my father’s footsteps
Carlton remembers the first time she made cookies as a child with her father.
According to the owner, his father owned a bakery. Unfortunately, his father was forced to choose between taking care of his six children and owning the store, and ultimately lost the store.
“I saw it when I was a kid. I wasn’t really old enough to help at the time. But I knew it was just kind of a guide to entrepreneurship,” he said.
Carlton then moved from Indianapolis to Atlanta in 2008 to fulfill his father’s dream and his own passion for baking cookies. His best friend encouraged him to start a business, and he called his friend his own “hype guy.”
Overcome hardships and soar
According to Carlton’s website, he started the business when he moved to Atlanta, but a mortgage default meant he was back to square one in a brand new city.
Then, after my business failed, I went into the corporate world, learned from other small business owners, and came back even stronger.
“I think the most important thing is to be your own boss. I’ve seen a lot of things in the company that don’t apply to me. So for me, it’s about being an entrepreneur and living on your own terms. ,” Carlton said.
He opened his first food truck in 2015 after finishing his corporate career, then graduated to a brick-and-mortar store in Smyrna in 2021.
However, they overcame many adversities when searching for a storefront home, including conflicts with landlords. After he filed all the paperwork, he said it took him 15 months to get the business up and running.
Years later, he hasn’t let his struggles get in the way and now mentors young people, teaching them about the business world and the importance of black entrepreneurship.
“I talk to the youth a lot and even the staff and try to help them by teaching them things like entrepreneurship that actually help them,” Carlton said.
He has also worked with several major companies and celebrities such as Delta Air Lines and Trust Corporation. Carlton also met the cast of Black Panther, including Chadwick Boseman.
“Warm and sticky” cookies
As for the delicious part of his story, Carlton said the first cookie he sold was the original flavor, a chocolate chip cookie.
“We’re known for that. It’s sweet, but with a little sea salt. People love it,” he added.
The gourmet cookie maker also said his shop has nine flavors that rotate monthly, three of which will remain on the menu and six that will rotate.
His favorite cookie is the peanut butter chocolate chip pretzel, which is a blend of sweet and salty. His other favorite from Carlton’s is Reese’s Peanut Butter Cup His Cookies.
Credit: Ashley Carlton
“It’s a peanut butter coating and a glaze on the outside. It has a cup inside and the base is chocolate,” he said.
For every holiday or special occasion, the company adds new flavors. This month, his company had Valentine’s Day sugar and M&M cookies.
And since the company is based in the Peach State, Georgia has its own cookies (white chocolate chips on a red velvet base).
What’s next?
Despite starting his business years ago, Carlton insists he’s still just getting started.
He’s toying with the idea of franchising and potentially opening new locations, but for now he plans to focus on the store and food truck.
Carlton believes that young entrepreneurs should be willing to make sacrifices to realize their entrepreneurial dreams.
“If you really want to be an entrepreneur, spend your time outside of work working on your dreams and working on your business,” the business owner added. “If you believe, fight for what you believe.”
The owner of a gourmet cookie shop, a Black business in Metro Atlanta, reflects on his journey to preserve his family’s history.
This Black History Month, 11Alive takes you on a journey through the unabashed stories that have shaped Atlanta’s past, present and future. Check out our collection of stories, DREAM x DISRUPT: Black Atlanta’s Bold Moves. 11alive.com/blackhistory Or watch the video below.
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