Smiles from Scratch 10/12/23, 1:16 PM
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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 Peto20 // BGQ // October 2023
Photo: B. Belden
