Gigi Gaerlan shares her recipe for success
As a little girl, I remember helping my mom bake her old-fashioned macaroons by lining the baking pans with tiny paper cups. It was always an enjoyable experience to save the smell of coconut and milk wafting through the kitchen air.
As someone who has always loved both traditional macaroons and leche flan or Filipino caramel custard, I was immediately intrigued when I first heard about custaroons. This hybrid dessert I discovered a decade ago is the perfect marriage of two beloved treats.
Imagine the chewy, slightly crisp texture of a traditional macaroon, transformed into a creamier, milkier, and smoother version with the infusion of rich custard flavors. The combination is so seamless that it’s difficult to distinguish where the macaroon layer ends and the custard layer begins, but once it hits your palate, the distinct yet harmonious taste elevates both into something uniquely delicious.
Custaroons, particularly the miniature versions (there are 3 oz and 3/4 oz variants!), are highly addictive. Each bite-sized piece offers a burst of sweetness that’s just enough to satisfy a craving but leaves you wanting more. It’s easy to lose count as you pop them one by one, savoring the luscious blend of flavors and textures. This treat is the kind that makes you return for more, no matter how many times you’ve indulged. Oh, and the brand also offers custaroon toppers which are custaroon balls coated with premium chocolate powder concoction.
One of the reasons custaroons have become such a hit is Gigi Gaerlan, the brains behind Gigi Gaerlan Custaroons. When asked how she got into baking and what inspired her to start her business, she revealed, “I have no formal education in baking or cooking. Everything I know comes from watching my mom in the kitchen since I was a little girl. My mom, on the other hand, had a Le Cordon Bleu certification and culinary training from the U.S. So, you could say it runs in the family.”
Despite earning a double major in Graphic Design and Interior Design from the University of Michigan, Gigi took a different path.
“As soon as I returned to Manila, I opened a sandwich shop with my friends, which led me to focus on the food business,” she explained. That decision would eventually lead to the creation of Custaroons, but it wasn’t a straightforward journey.
The ‘accidental’ recipe
The idea for custaroons came about by accident, but as Gigi fondly recalls, it was a happy one.
“One Christmas season, I wanted to create something from my mom’s personal recipe notebook. However, I accidentally mixed two different recipes and used the wrong measurements. I was pleasantly surprised by the result. It took me a few months of tweaking and retracing my steps, but that’s how Custaroons came to be.”
The product took off faster than Gigi expected. “The business grew quickly—my products sold like hotcakes. I went from baking in my mom’s kitchen to building a commissary, opening several stores in major malls, and hiring close to 100 employees,” she shared.
However, rapid growth came with its challenges. “As someone with no formal business background, I made some mistakes and bad decisions along the way that affected the business. Then, COVID hit, and we had to close all the stores.” Like many entrepreneurs, Gigi faced tough times, but she learned valuable lessons along the way. “Now, I’m starting over, learning from my past mistakes, and taking a slower, more deliberate approach to ensure the long-term success of the business.”
One of the reasons custaroons have a lasting impression on so many people is their ability to evoke a sense of nostalgia. Gigi shared one memorable piece of feedback: “A customer told me, ‘Your Custaroons remind me of my childhood—simple, sweet, and full of love. I can taste the love you put into your products.’”
It’s this emotional connection that has built such a loyal following for Gigi Gaerlan Custaroons Custaroons.
Gigi’s recipe for success
Over the years, Gigi has learned several valuable lessons about entrepreneurship.
“Adaptability is key. No matter how good your product is, the market is always changing. Whether it’s due to economic shifts, competition, or unforeseen events, being able to pivot and adjust is essential for long-term success,” she said.
She also emphasized the importance of patience and persistence. “Success doesn’t come overnight. There will be ups and downs, and sometimes it may feel like you’re taking two steps forward and one step back.”
Maintaining quality and customer satisfaction is another cornerstone of Gigi’s intentional approach. “It’s tempting to cut corners when things get tough, but maintaining the quality of your product and ensuring your customers are happy should always be your top priority,” she added.
Finally, she sees mistakes as opportunities for growth. “Every failure is an opportunity to learn and grow. Mistakes are inevitable, but they also offer valuable lessons.”
As for what’s next for Gigi Gaerlan Custaroons, Gigi is focused on rebuilding and growing the business at a sustainable pace. “I’m also working on opening stores abroad and eventually franchising Custaroons,” she shared, conquering life’s new challenges and opportunities, one bite at a time.
If you wish to try Gigi Gaerlan Custaroons and its other products, Gigi offers multiple ways to order. “Interested buyers can place their orders through Facebook.com/custaroons, IG: @custaroons, +63-918-8282929, or visit www.custaroons.com,” she said.
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