Bringing South American Sweetness to New Jersey

Veronica SainVeronica Sain is Founder of D’ Leche, an all-natural, gourmet baking company focused on creating traditional artisanal specialty sweets inspired by recipes from Argentina. 

The taste of Argentina, authentic and all natural, is challenging to find in the United States. For families that have left behind their Argentine culture, rich with tradition and delicious food, a small taste of smooth dulce de leche or an exquisitely sweet Alfajor is a welcome comfort. It’s that longing and my passion for baking that inspired me to embark on my latest venture and create D’ Leche, an online confectionary that provides foodies with delicious pastries and caramels inspired by traditional Argentine recipes.

My journey to launching dleche.com was in part spawned by my frequent drives nearly an hour north of my home in New Jersey to purchase Alfajores from an Argentine bakery that made them just as I remembered as a child in my native Argentina.  Working for more than ten years in the corporate world in sales and marketing and as a paralegal beforehand, I never really saw myself as someone who would work until retirement in a typical 9-to-5 job. I had long had dreams of starting my own business and experiencing passion in work. The realization of what I could do came to me on those drives back and forth to the bakery. Not everyone had the access I had to yummy Argentine treats and so began my quest to produce and sell my own hand-crafted line of Alfajores, featuring the silky dulce de leche centers I knew others craved as much as I did.

For over six months, I dedicated my time to researching stories of Alfajores from various regions of Argentina and tested assorted recipes at home. I especially spent a lot of time developing hand-crafted gourmet dulce de leche caramels made of all natural ingredients, similar to what you would find in Argentine bakeries.

D'LecheAs a new entrepreneur, I learned quickly about the importance of having a supportive network to tap into. I joined the Women’s Center for Entrepreneurship Corporation (WCEC), networking with like-minded women, and attended many classes to ensure I launched D’ Leche on the right foot. It wasn’t until I felt I had the necessary tools and knowledge that I left my corporate position and launched the business, six months after having my initial idea.  As a startup, to keep costs down I rent a commercial kitchen and joined Restaurant Depot (which has many locations) for purchasing of some bulk products.  I still purchase my organic ingredients locally to maintain quality.  Since D’ Leche is an online store, there’s no overhead for rent.

I was surprised at first by how rewarding entrepreneurship can be. It’s definitely harder than your typical office job, but the rewards are limitless. But being an entrepreneur is certainly not without its challenges. I admit that not having a business partner to bounce ideas off sometimes puts a lot more pressure on me to be decisive. The upside is that it makes the decision-making process easier as the “buck” stops with me.

“Working for more than ten years in the corporate world in sales and marketing and as a paralegal beforehand, I never really saw myself as someone who would work until retirement in a typical 9-to-5 job. I had long had dreams of starting my own business and experiencing passion in work. The realization of what I could do came to me on those drives back and forth to the bakery.”

Some years ago I read a book by Starbucks CEO Howard Schultz, Pour Your Heart into It, and realized that his story proves great ideas don’t come easily, but only come with persistence and courage. Starbucks is what it is today because he never gave up. I keep that in the back of my mind everyday, especially when I feel like things are not going right or I learn about a disappointing business deal. Staying focused and forging ahead will get me to where I want and need to be. To ensure that I don’t miss a beat, I am constantly connected to the happenings of my company, learning more about the specialty food industry, and thinking of ways to grow and market dleche.com.

As a solopreneur, my thoughts are always racing, even on weekends and holidays. Because I don’t haveD'Leche the structure of “weekends off,” I must enforce work/life balance by disconnecting – usually by heading to the beach, visiting a historical town with quaint shops, or going to a summer festival. It helps me clear my mind and makes space for new ideas like my new organic soft peanut caramels.

And while sometimes I think it would be nice to have a partner, I work very well independently. I’m also an optimist – maybe to a fault – but it’s what keeps me moving forward. I plan to grow the online store and open a brick and mortar, D’Leche Café, within the next year. From there, I hope to expand the business as a franchise. I imagine already my D’Leche Cafés, places where people from different backgrounds and with diverse interests gather to forge new friendships and of course indulge in my delicious confections.

Sweet Tips for Fellow Entrepreneurs
  • Join a professional network or organization to make connections and learn from others in your industry. Live meetings (Face2Face) are best for networking.
  • Allow yourself to be inspired by your background because that’s what makes you unique.
  • Disconnect every once in a while and make space for new ideas.
  • Remain positive and persistent; don’t give up on your goals.

For more information about D’ Leche, visit www.dleche.com or email concierge@dleche.com.

Esther Nio: Bringing the Sweet Taste of Deutschland to Silicon Valley

Esther NioIf you find yourself in Los Altos one day, pining for a bite of some authentic Bienenstich so good you lick your fingers clean of the vanilla custard, then you’re in luck. A small hike from Googleplex and a straight shot down San Antonio Road lies Esther’s German Bakery. You’ll have to do U-turn and probably fight over a parking space but it’s worth every bit of aggravation to get your hands on some of Esther Nio’s Echte Laugenbrezn (real pretzels) or Schwarzbrot (rye pumpernickel bread).

“And don’t worry about the calories,” Nio says, “We use organic whole wheat flour in our cakes to make them less sinful.” (more…)