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Sugarbelle
Project type
Product Line Expansion
Date
2018-Present
Location
Michael's Nationwide | JoAnn Nationwide | HSN
Custom
Creative Direction
Market & Competitor Analysis
Licensing Relationship Management
Brand Strategy and Product Rebranding
Launch
Expansion
Factory Collaboration
When I joined the Food Crafting team at American Crafts, Sweet Sugarbelle was already a beloved brand in the cookie decorating industry, known for its innovative cookie cutters that could “shapeshift” into multiple designs. As the brand’s manager, I nurtured our licensing relationship with the creator, collaborated on product development, and brainstormed new product launches that kept Sweet Sugarbelle at the forefront of the market.
From overseeing new cookie cutter sets to consulting on brand direction, I played a key role in shaping Sweet Sugarbelle’s growth, including its full rebrand. Our continued success has brought fresh releases year after year, strengthening the brand’s impact on cookie decorators everywhere.
