SmilesScratchfrom

JoJo’s Cookies, a pandemic-born business, opens a new location in Traverse City

by Bridget Belden photo editor

The roots for JoJo’s Cookies were formed in 2020 when co-owner Jordyn Wilson started experimenting in her kitchen with the goal of creating the best cookie. “She really focused on having a soft cookie, not crunchy, but nice and ooey gooey in the middle,” recalls her husband Colin Wilson. Throughout her journey to design the best cookie, Jordyn relied on the input of her family and friends who tasted her creations and were immediately hooked. Jordyn quickly began receiving requests from friends, neighbors, and family members for her famous cookies, and shortly after, the couple realized that Jordyn’s cookies had the potential to become more than just a hobby. Soon, Jordyn was selling cookies from a mini fridge on their front porch in Saginaw, and by September of 2022, they had opened their first location in Petoskey. Following the success of their Petoskey location, Jordyn and Colin decided to expand and opened a second storefront in downtown Traverse City at 113 Park Street in the summer of 2023.

During their journey of starting a business, the Wilsons faced many challenges: At the beginning, Colin expressed that “the hardest part [was] figuring out where to start.” Whether it was finding a location or questioning if a business could actually succeed on its own, the development of a new business was uncharted territory for the Wilsons. Furthermore, it was even more difficult for the Wilsons to open a location in Traverse City whilst still maintaining their location in Peto- skey. “We had a busy season in the summer in Petoskey, and getting a team rolling and trained [in Traverse City] was pretty difficult,” says Colin. Luckily, though, COVID-19 was never really an obstacle for the Wilsons even though they began JoJo’s Cookies during the pandemic. “It worked out for us because my wife was home during the pandemic, and we had a perfect enclosed porch at our house, so…we had a little mini fridge out on the porch, [customers would] come up and grab [their orders], and it was not a big deal for us at all,” emphasizes Colin.

JoJo’s Cookies works tirelessly every day to create “Smiles from Scratch,” using quality ingredients and a changing menu to make the best cookies and provide a variety. “The fun [thing] about our store is that every month we have [five] rotating flavors,” explains Colin. “They’re only there for the month, and they may or may not reappear the rest of the year.” While changing out five cookies each month, the menu also features an assortment of cookies, like their traditional chocolate chip cookie, that are always available. Since their first opening, Jordyn has developed over 36 different cookie recipes and continues to create recipes each month. For those new to JoJo’s, Colin recommends, “At least start with the classic, the chocolate chip, and don’t be afraid to try one of the new flavors!”

JoJo’s Cookies offers many services, such as online shipping and catering. “We do lots of catering [for] weddings [and] any type of corporate event,” offers Colin. Besides cookies, they offer merchandise like sweatshirts, cups, and hats. “We have dog toys, too. Our dog, Captain, is a puppy…so we have a JoJo’s dog toy named after him: Captain’s Toy,” Colin describes. As a business, the Wilsons strive to create not only great cookies, but a positive environment as well. “We are very selective in who we hire;…we really want workers… to be happy.…A lot of times, when we’re going to hire somebody, we actually have them meet the whole team,” Colin remarks, “At the end of the day, especially when it’s challenging to keep people, you want to make sure that [your] employees are happy.” JoJo’s Cookies also projects this value of positivity onto their customer service as well. “We really stress…a happy environment; even for our customers who come in,” promotes Colin. “We constantly stress to employees that it’s all about customer service.” As a business founded by a young couple, the Wilsons certainly see JoJo’s Cookies as a family business, and they want the families and young children that enter their doors to be immediately welcomed and excited by all the business has to offer. “We love bringing smiles to peoples’ faces,” says Colin.

For many, including Lily Appleford ‘26, JoJo’s Cookies is bound to become a downtown Traverse City staple. “[Their cookies are] ten out of ten!” exclaims Appleford. Already, JoJo’s Cookies has received a warm welcome from the Traverse City business community along with national recognition for their classy cookies, as they were recently featured on the Today Show and have since sold out for online orders nationwide. Fortunately, Traverse City locals can still quickly get their cookie fix right at home. //