Local cookie maker, baker opens brick-and-mortar store

Cheryl Hentz

Contributor

January 6, 2025

WISCONSIN RAPIDS –  After two-plus years selling cookies, cupcakes and other goodies at the Wisconsin Rapids Downtown Farmers Market, WR Cookie Jar LLC – better known as The Cookie Jar – now has a storefront to call its own. 

Owner Elizabeth “Liz” Nickel said she had also been selling her cookies to Aspirus Hospital and The Milkweed Market, and has also sold her baked goods at different vending events at community gatherings and even periodically at local food truck events. 

However, having spent the last two years baking all her cookies and other baked goods from her home, she said the business has grown steadily enough to encourage her to expand to the next level, as she began searching for a brick-and-mortar location. 

It wasn’t long, Nickel said, before she found just the right spot – 1810 Baker Drive, no pun intended.

Soon after, she said, everything started falling into place. 

“I thought that the shop and the area was a great fit for it,” Nickel said, adding that she can also bake in her new store, freeing up her oven at home.

Nickel said The Cookie Jar opened its doors to the public for the very first time early last month, welcoming about 60 people in for the store’s soft opening.

She said the store was only open for three hours that day, “to work out any issues and help us better serve people that come in the future.”

And yet, Nickel said, in that short time, The Cookie Jar’s shelves were completely wiped out, having sold every single item she had prepared for the opening.

She said with all the possible kinks worked out, and with a snowstorm the next day giving her time to prepare lots more goodies, she held the store’s grand opening Dec. 21.

Love of baking leads to money-making

Nickel said she’s had a love of baking for as long as she can remember. 

“It was a hobby of mine most of my life,” she said. “I enjoyed baking with my late mom. I wanted to pass that love of baking to my twin daughters, Abby and Ally.”

Though Nickel said she earned an elementary education degree, she ultimately felt another calling in life. 

“I love meeting new people, and I wanted to do something different,” she said. “I was looking for something that I (could) do that would help others. My daughter, Ashley, works for ODC (Opportunity Development Center), which is a wonderful place that empowers kids and adults with disabilities and helps them achieve their work/life goals. She happened to mention that they were looking for someone to bake for them. I found out that a share of what I would make would go to the adults with special needs. I knew that was what I wanted to do, so I started baking for them. I thought there was a need for something like a cookie shop in Wisconsin Rapids. I took a leap of faith and started the shop.”

Besides its daily variety of cookies and cupcakes, Nickel said The Cookie Jar offers a grab-and-go section filled with boxes of different cookies.

“They are great if someone is looking for a gift for someone and they don’t have a lot of time,” she said. “Also, they are great to take into the office for treats or just for your family.”

Nickel said her baking repertoire also includes brownies, whoopie pies, cinnamon rolls, candies, bars and breads. 

The store also sells dirty sodas – sodas with cream and/or flavored syrups – which she said are popular in larger cities.

There truly is something for everyone at The Cookie Jar, Nickel said, including vegan and gluten-free options.

“And if you don’t see a cookie or cupcake you are looking for when you are in and would like to order some, we do custom orders,” she said. “You can come into the shop and fill out a custom order sheet or direct message me on The Cookie Jar WR Facebook page and order that way as well.”

Nickel said the store’s recipes have been developed over the years from a combination of family recipes and those she has created herself – all using only the freshest quality ingredients. 

Open from 11 a.m. to 4 p.m., Wednesday through Saturday, she said The Cookie Jar can easily accommodate special orders and special events, such as reunions, weddings, parties, etc. 

“We can customize and work with the client on whatever they are looking for to make their day special,” she said.

Nickel said for large custom orders or gatherings of some kind, she usually needs one-to-two weeks’ advance notice.

“If they would like us to set it up for them, we are happy to do that to make it easier for them,” she said.

Already looking ahead

Though The Cookie Jar just opened a handful of weeks ago, Nickel said she is already looking ahead to the next phase. 

“I would love to see it become a place where people gather and come to get their cookies during the holidays and all their special events,” she said. “I hope that it becomes a household name. I would like it to grow, and I can envision drive-up and delivery service in the future.”

Similarly to her time with her own mother, Nickel said she cherishes baking with her daughters, who she taught to bake from a young age and now help her with The Cookie Jar.

“It’s a great way for us to spend quality time together,” Nickel said, adding they not only enjoy baking together but making people happy along the way. “I enjoy that a lot.”

Visit The Cookie Jar WR on Facebook for more information.