Meet Liddy Romero | 4th Generation Entrepreneur and Baker / Owner

We had the good fortune of connecting with Liddy Romero and we’ve shared our conversation below.

Hi Liddy, we’d love to hear more about how you thought about starting your own business?
Previous to Romero Cookies, I founded and was CEO of a national social enterprise HQed out of Denver, called WorkLife Partnership. I’ve been an entrepreneur for 16 years prior.

I am a 4th generation entrepreneur (and now baker!), and even though I was born and raised in one of the poorest counties in America, I saw the promise and freedom through owning your own business. My family opened up their bakery in 1981, the year I was born, so it’s been a part of me since birth!

I think, for passionate entrepreneurs, there is no thought-process, it’s a calling- it’s a moment where everything comes together and the risk factor takes a back seat to the promise and hope in yourself.

Let’s talk shop? Tell us more about your career, what can you share with our community?
I founded a nonprofit in 2009 and spent 16 years building it to a national organization – at over 30 people and a $5M budget at its high point. It was hardly every easy (esp with three kids in tow); and, after 16 years I wanted to build something that I could call my own – I wanted to begin to build a legacy and wealth for my own family. I had given so many good years and my whole skill set to community efforts and finally felt the calling to turn to my own family, my own needs, my own dreams.

It didn’t take long to settle on revitalizing my family’s bakery business. I always thought my dad’s cookies were unique and delicious, and whenever I saw my old friends from home, they’d always ask for them.

It was a journey to get back to my roots though – my Hispanic, Mexican-American roots for which I put in the back burner at the age of 18 when I left South Texas for the University of Notre Dame. Fitting into a world with the majority, meant, for me, being a chameleon.

Being successful to me, meant doing well at a prestigious university, blending in with the upper class, and pushing aside my culture and background to put on the airs of adulthood and fitting-in. I’ve spent many years fundraising from wealthy organizations and wealthy people and there is, of course, a certain professional presentation needed. You need to dress, talk, and be the part that people want to give millions to.

None of this was done on purpose or pushed aside because I was ashamed of my culture – it was simply my definition on how to be successful and stand out in the philanthropic world.

I made the decision to leave the organization I started last August and quickly stood up Romero Cookies. Events happened in my life in 2024 that led me to consider, finally, a career change. A divorce, selling my home, moving – finally, I wasn’t afraid of giving my dad’s cookies significant thought. The more I thought about how I would position and brand these cookies, the more excited I became—-so excited that it would overshadow all the other hard, challenging changes in my life. So super excited, that the fear of borrowing money or the fear of losing my income became smaller and smaller until all that existed was joy and excitement for a promising cookie business. This happened much quicker than expected. I began thinking about the business model in July, had my website up and going by end of August, applied for an SBA loan by October, got a commercial kitchen leased and equipment by beginning of November, learned to make the cookies in November, and shipped 30,000 cookies by the end of December.

From the beginning, I knew I wanted to create an elevated traditional Mexican cookie gift and get back to my roots. People say that when you feel you’ve lost yourself , go back to the person you were before you left home…find who you loved about yourself then – when you weren’t identified by your job, your income, your motherhood – and start growing it back from those roots.

Romero Cookies cleared the channel back to who I am. I use the images, colors, experiences, and people from my history growing up in South Texas with the Mexican-American community to create my brand and products.

What sets my cookies apart is my story, my history, and the unique Chicano-traditions I bring to the ecommerce world! I use Spanglish in my greeting cards because like many other millions of Americans – I heard English and Spanish growing up. I am colorful in my presentation because Latinos ARE colorful, vibrant people. I am no longer trying to blend in – I’m proud of what I’ve become, what I’ve learned, and the community I represent.

I know my story of resilience and my family’s story of generations of business-ownership will resonate with buyers and will continue to build a brand based on connection and culture.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
I’ve lived in Colorado since 2009 and LOVE this state. I can’t imagine living anywhere else!
If we’re talking only City of Denver…then…

1. Hit a concert at Red Rocks because…it’s one of the best venues in the WORLD
2. Hit up any open space, pack a lunch, make sure we get to a river and dip our toes in
3. Set up some hammocks in Golden near the river, picnic, bring some beers, post up
4. Hike in Boulder
5. SUP on Chatfield resevior
6. Host a party at my house – Colorado nights with people and favorite drinks are the best!

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I shoutout this phase of my entrepreneurial life to Andy Seth. He’s my partner and another great entrepreneur and business-minded person who supported me in a part of my life where it would have been so easy to give up, let life’s worries take over, and shut down my potential. He continues to be my biggest supporter and while I own 100% of the business, he’s 100% invested in my success and our life’s journey together.

Other people include my parents. They opened a store-front bakery and operated it for 41 years. I learned so much from their experiences and am thrilled to have been passed down a recipe that is priceless. It’s an honor to build an elevated brand that these cookies and our culture deserves.

Website: https://www.romerocookies.com

Instagram: @romerocookies

Linkedin: https://www.linkedin.com/in/liddy-romero/

Facebook: https://www.facebook.com/profile.php?id=61565071059406

Other: TIKTOK: https://www.tiktok.com/@romero.cookies
Pinterest: https://www.pinterest.com/Liddyromerocookies/