Che’ Houston Serves Up Che’Rene’ Macarons, an Atlanta Based Company Specializing in French Macarons with Southern Finesse
Interviewed By Maryan Aiken
Sometime conversations lead to the possibility of future collaborations or just an avenue to provide information that can assist someone on their business journey
Che’ Houston
Founder. Macaron Artiste
Che’Rene’ Macarons & more, LLC
Established 2019
Employees: 3
Location: Atlanta, Ga.
Contact: 678-396-5229
Social media: Instagram and Facebook: cherenemacarons
Charity affiliate: Kenneth T. Johnson Minority Engineering Scholarship (NC State University)
ABOUT CHE’RENE’ MACARONS
Che’Rene’ Macarons is an E-commerce and Mobile French Macaron Boutique.
We have perfected over 40 decadent flavors with a “heavenly” experience. Che’Rene’ Macarons provides luxury gifting for exclusive and corporate events as well as wholesale partnerships. Che’Rene’ Macarons is a continued legacy of my father’s business. He believed deeply in second chances and as such, the principles of his business were service, integrity, and unity. These are the same principles we have today at Che’Rene.’ We are a business that creates second chance opportunities for individuals whom society has disregarded and deemed hopeless. Che’Rene’ Macarons has created our own space with Southern finesse, and it has been amazing since officially opening in 2019. All of this was possible because life is worth living, dreams are worth pursuing and my father’s legacy is worth continuing. We all deserve a second chance and we all definitely deserve Che’Rene’ Macarons, “French Macarons with Southern Finesse.”
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Q: What inspired you to start your own business? My inspiration for starting my own business began over 27 years ago. I worked in a local bakery packaging cookies, but my attention was drawn to the cake decorating. I was trained by some of the best cake decorators in the business and this brought out the creativity that ran naturally through my veins. 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 a second chance with another local bakery. 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. My mind was made up and I started strategizing and creating my brand. I did not want to just create a brand, but an experience. 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.
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Q: What’s the most exciting product offerings at Che’Rene’ Macarons? Che’Rene’ truly specializes in French Macarons with Southern Finesse. We offer a variety of custom 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. I absolutely love sharing all of our flavors but honey there is something special about that peach cobbler. It always makes me think about family gatherings as a kid. I would make sure I ate all my dinner just so I could indulge in my grandma’s warm Southern peach cobbler. It had a burst of peaches, spices, and rich buttery flavor!!! We are always excited to share and watch the fixation at first bite.
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Q: Lessons that you’ve learned that shifted your mindset to optimize how to practice your leadership? Let’s shift to the business and what being a leader in my business entails. Yes, I am a natural born leader, but every leader needs fine tuning. Once I knew I was ready for some real business, I began to research being an entrepreneur/business owner because remember--I side hustled for years. I needed training and a true understanding of how to run a full-time business. I completed leadership courses, business courses and I even obtained a leadership coach and a business coach. These have played an intricate role in bringing my business ideas into perspective and allowed me to plan accordingly. I no longer jump into new deals or directions without guidance. This past year I have had to delegate areas in my business that are not my expertise. I have obtained a bookkeeper, financial advisor, branding, and media professionals. One of the most important lessons I have learned is to practice what you preach. In addition, I have learned to manage my time wisely, be clear in my communication and to have patience with myself and others.
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Q: If you can do over something in the past, what will it be and why? People ask me, if you had a chance to do anything over again from the past, what would it be and why? Honestly, although I played a huge part in the path I traveled and it was hard, I really would not change a thing. The most important lessons have come from not making the best decisions. My path allowed me to learn from my mistakes and I became wiser. I was able to experience crippling betrayal, hurt and disappointment but it made me search to figure out- why was I so hurt, why did I feel so betrayed, why such deep disappointment? I found my answers when I began searching within myself. My expectations were high because I was given misinformed information growing up. Now this information was from everybody but the right people. As I became an adult, all I can say is…my parents were right.
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Q: What projects are you working on this year that you’re most excited about? Che’Rene’ Macarons is super excited to announce the launch of our Monthly Subscription Box in May 2022. We have been preparing and planning for this subscription box for an entire year. The box will include all of our French Macarons with Southern Finesse. Customers will be able to choose their favorite flavors and be the first to receive our new flavors of the month. In addition to all that goodness, customers will receive complimentary custom loose-leaf tea, tea sugars, and amazing products from other local businesses. Be sure to sign up for the latest updates on our website as we are also in the works on a major product offering that we are so proud of, but you will have to stay tuned! It is a big deal!
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Q: What is your ultimate vision for your company? The ultimate vision for Che’Rene’ is to continue to grow and employ individuals seeking a second chance at a new life. Teaching them the business so that they too can live out their dream of becoming a business owner with a franchise location of Che’Rene’ Macarons.
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Q: What type of networking make sense for you and vital to the growth of your company? We LOVE to attend networking gatherings because my staff and I are the voice of Che’Rene’ Macarons. If we are not out there sharing our delicious macarons and telling our stories, no one would know what Che’Rene’ is all about. I personally love to hear about other businesses and experience their products or services. Sometime conversations lead to the possibility of future collaborations or just an avenue to provide information that can assist someone on their business journey. Just because we may not be a fit, that does not mean they are not a fit for someone else. This world is huge and to engage with someone who has determination, goals, and integrity-- I am all for it!
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Che’Rene’ Macarons, an Atlanta Based Company Specializing in French Macarons with Southern Finesse.
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Q: Places that you enjoyed visiting locally & globally and explain why? This is the fun part: Places I love to visit locally: #1 is Ponce City Market- I absolutely love everything about it, inside and out. Lots of cool local businesses, roof top dining and of course, City Winery, the place I can enjoy live music by some of my favorite artists. Atlanta has so many artsy areas and some great spots for entertainment and fun. I just love everything about my city, well maybe not the traffic but hey you will get used to it! One of my favorite places outside of the states is Turks & Caicos because of the beautiful water, scenery, and just all-around relaxing vibe.
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