Back in 2019, Matt and Robyn Burnaford waded into the online retail world as they began to bake cookies and sell them on Instagram. After a COVID-induced slowdown, the husband-and-wife team are revisiting the idea and taking the plunge into the brick-and-mortar realm.
“We decided we would take a chance, cash in our chips and open our own business,” Matt told What Now Los Angeles.
Now, the duo is preparing to launch White Label Cookies at 8714 Santa Monica Blvd, Suite 110, in West Hollywood. They are aiming for an April opening.
The 125-square-foot space will offer a walk-up window where customers can order cookies.
“Robyn and I are both really passionate about connecting with people and creating positive, memorable experiences, so what we’re hoping to bring to the neighborhood is personalized and one-on-one service,” Matt said. “Hopefully we’ll be creating not only loyal customers, but also people we get to know and build relationships with. We’re hoping to be a positive, active member of the community.”
The menu will offer three to four cookie varieties daily, with rotating flavors. Their signature cookie, the Salty Bottom — a chocolate chip cookie with sea salt on the bottom — will be on the menu every day. The cookies will be big — about six ounces — and will offer a fudgy texture that the Burnafords feel differentiates them from the existing cookie scene in Los Angeles.
The Burnafords are not planning on focusing on expansion. Rather, they want to keep the business small, allowing for work-life balance and valuable connections with the community.
“Our plan is to stay small and bring some tasty treats to the community that people will really love,” Matt said.
