Jenae’ Criswell shared their story and experiences with us recently and you can find our conversation below.
Jenae’, really appreciate you sharing your stories and insights with us. The world would have so much more understanding and empathy if we all were a bit more open about our stories and how they have helped shaped our journey and worldview. Let’s jump in with a fun one: What’s the most surprising thing you’ve learned about your customers?
I’ve learned that people’s love for handmade treats runs deeper than I ever expected. Customers often share how a cookie set or cake became part of a big moment—birthdays, weddings, or simply a pick-me-up for a friend—making every order feel personal and meaningful.
What continues to surprise me is how adventurous and creative they are. People of all ages, from 8-year-olds to grandparents, jump into cookie decorating like pros, and many become repeat “Cookie Squad” members who happily drive across town just to snag a seat. That same enthusiasm spills over into my custom orders, inspiring me to keep experimenting with new flavors, designs, and techniques.
Most of all, I’m humbled by the loyalty and word-of-mouth support—so many orders come from someone who heard about Tink’s Sweet Shoppe through a friend or family member. That kind of connection is truly the sweetest ingredient in my business.
Can you briefly introduce yourself and share what makes you or your brand unique?
Hi there! I’m Jenae’ Criswell, the one-woman whisk behind Tink’s Sweet Shoppe, a Cincinnati home bakery where sugar, creativity, and a lot of sprinkles meet. My brand is all about playful, hand-crafted sweets that spark joy—from custom cookies, cakes, and seasonal collections to limited-edition treats that turn everyday moments and big milestones into edible art. Every batch is imagined, baked, and decorated by me, so each creation is as unique as the celebration it’s made for.
Beyond the kitchen, I love bringing people together with hands-on cookie decorating classes and local vendor pop-ups, sharing the magic of piping bags and sprinkles with neighbors across the city. Whether it’s a wedding dessert table, a Saturday market, or a table full of icing bags ready for decorating, my goal is simple: whip up sweet moments that taste every bit as delightful as they look—making Tink’s Sweet Shoppe a true blend of artistry, flavor, and community.
Great, so let’s dive into your journey a bit more. What part of you has served its purpose and must now be released?
The part of me that always felt I had to do everything perfectly and entirely on my own. In the early days of Tink’s Sweet Shoppe, I stayed up until 2 a.m. re-piping tiny cookie details or re-writing emails because I believed every single piece had to be flawless before it left my hands. One holiday season I nearly burned out—orders were flying in, and I barely had time to eat, let alone sleep.
That experience taught me that people connect most with the heart behind the work, not with impossible perfection. Now I’m learning to release that need for total control so I can lean into creativity, community, and joy—the reasons I started baking in the first place. Letting go of perfection makes space for fresh ideas, laughter in the kitchen, and a business that feels sustainable instead of overwhelming.
If you could say one kind thing to your younger self, what would it be?
I’d tell her, “You don’t have to have every step mapped out—your creativity will lead you exactly where you’re meant to go.” All those hours spent sketching, baking, and dreaming weren’t just hobbies; they were the foundation of something beautiful. Trust that your love for making things by hand will grow into a career that’s both joyful and meaningful, and let the path unfold one sweet step at a time. It’s okay if what you imagine for your life changes—it doesn’t mean you’ve failed, it means you’re growing. The dreams you have at eighteen don’t have to be the ones you carry forever. Every twist—whether it feels like a detour or a dead end—is really shaping the life you’re meant to live. Keep following what lights you up, even if the route looks nothing like the plan you started with.
Next, maybe we can discuss some of your foundational philosophies and views? What’s a cultural value you protect at all costs?
For Tink’s Sweet Shoppe, the cultural value I protect at all costs is handcrafted quality and personal connection. Every cookie, cake, and class is created start to finish by me—from sketching designs to mixing dough and tying ribbons—because I believe people can taste and feel the difference when something is made with genuine care. I never want to become a production line or lose the warm, welcoming experience that makes customers feel like friends. That commitment to real ingredients, playful creativity, and one-on-one service is the heart of my brand, and it’s non-negotiable no matter how much the business grows.
Okay, so let’s keep going with one more question that means a lot to us: What is the story you hope people tell about you when you’re gone?
I hope people will say I built more than a bakery—I built moments of connection and joy. That I used sugar and creativity to bring people together, whether through a custom cookie order that marked a milestone or a class where strangers became friends. I hope they’ll remember that I valued kindness and community as much as flavor and design, and that every treat carried a little bit of love.
More than anything, I’d love for people to say, “She made life sweeter—not just with cookies, but with the way she cared for people and celebrated their stories.” That, to me, would be the sweetest legacy.
Contact Info:
- Website: https://www.tinkssweetshoppe.com
- Instagram: @tinksweetshoppe
- Facebook: https://facebook.com/tinksweetshoppe
- Other: email: tinksweetshoppe@gmail.com
tiktok: @tinksweetshoppe
