We had the good fortune of connecting with Roxy Arocho and we’ve shared our conversation below.
Hi Roxy, what’s the most important thing you’ve done for your children?
First and foremost, I want my son to know getting a degree and going to college isn’t for everyone. The career path I chose was completely different than the path I started with. Hard work does pay off, and he can see that with the daily work ethic that is put into the home bakery. We are able to network and work with local businesses with the same mindset. The sense of community and feeling like you’re part of something huge in a city with so many opportunities feels amazing. All of this is for him, he is still very young, but he knows down to the logo: it’s all for him.
Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
Our specialty is unique cookie flavors, breads and horchatas. Most of our creations and ideas come from our childhood favorites. For example, Cowboy bread is a snack that is served in the PISD school district. My husband kept requesting me to make it and nearly made him cry when he tried it, it brought him back to the Queens Intermediate cafeteria.
The first cookie we made was the Flintstone cookie, I made it for Easter of 2020 to share with my in laws and our friends. Everyone loved it. I then posted it on my personal IG and couldn’t believe the response we got. 12 dozens turned into 22 dozens. I knew then I had something going, and I needed to decide how I would move forward with it. One of our good friends, Ernesto Sandoval, a graphic designer with Kneat, put our vision to life. We showed him a pin of a dinosaur that we liked and went from there. Once we moved to the Pasadena area, Ernesto signed us up for our very first pop-up market with Los Primos Fajita Hotdogs. We sold out in 2 hours, and we haven’t stopped since then.
We do get “bakers block” sometimes. We have times where we don’t know what to come out with next. During this time, I tell myself I have to be true to myself and go back to being a kid and remembering my favorite desserts. When your products have a familiarity to it, people can relate to it. Being a mom in this industry, I think a lot about how I want others to know it’s not too late. I’m inspired by a lot of other mothers in the industry and can see that we all have a drive to make it, whether in a local store front or one day in our own store front. Houston is cut throat, there’s a group of people that want to see you make it and that’s the energy that matters.
Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Just a few things, since COVID we don’t get out much, we do a lot of take out though!
coffee: coral sword, catalina coffee, tipping point, Saturday is a must here for THE biscuits and gravy.
food: roostar, Lua viet kitchen right next to menil collection, take a nice stroll and see some amazing local art sculptures and soak in the amazing trees mother nature has given us. they call for some awesome photo opps.
We looove Vietnamese food in this family!
Ramen spots, Ramen Tatsu-Ya is a must! the range their menu has is by far the best we have had in Houston.
Hang out/late night feels: Night shift bar, Rabbits got a gun, for my beer lovers, Moon Tower is the spot, cheers!
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?
My husband, Steven Arocho, the logo, the business name, every cookie flavor, & marketing/branding idea comes from this man. The very first push to start the business came from him. One day, out of the blue he told me he chose the name “Sweet Roars” because the S & R stand for Steven & Roxy.. *tears* he does all of the business content for Facebook, Instagram, and Twitter. On top of all of this, he works ALL our pop-up markets.
My son. Lukas, you are the drive for it all. The biggest dinosaur lover anyone has ever met. You amaze me daily.
My in-laws, Sweet Roars doesn’t have any employees, but my sister-in-law and brother-in-law come through for it all. Anything we need they are there. Cookie stands, extra set of hands at markets, holiday orders, and now we have inspired them to start their own small business. We now do all our markets together side by side. Set up and breakdown, they are there through it all.
My nieces & nephew, the best cookie testers. To inspire their young minds to one day have something of their own makes me very emotional. Not only do they see how much goes into it first hand, but they see the amount of support we get and the think the world of us
Facebook: Sweet Roars
Jess-@channel_purple Steven Arocho @stevenarocho