Black women excel in countless industries: entertainment, athletics, politics, and more. It’s about time we add pastry arts to the list.
Atlanta native Ché Houston is revolutionizing the way we look at desserts with her innovative, homestyle approach to a classic French treat.
Her journey started over twenty eight years ago as a bakery clerk in a local grocery store. “I was attracted to the cake decorators… I finally said bagging these cookies is boring,” said Houston.
After developing a knack for cake decorating, she found herself balancing culinary school while baking for friends and family and selling cake slices on the side. What started as a novel “side hustle” developed into a profitable business when she found what she was most passionate about: the macaron.
“When I learned how to make them I was just like wow this is really a unique product.”
Shortly after, Ché René Macarons and More was born.
Houston, who’s been making macarons for approximately nine years, has mastered the delicate balance of strong flavor, bright color, and crispy yet soft textures. “The macarons are like my babies, they’re a reflection of me,” she remarked.
What Ché René specializes in, no bakery can duplicate. “I’ll tell you what differentiates Ché René, it’s our Southern finesse. There is so much love poured into what we do, and it comes from my roots.”
After all, only a Georgia peach could take the South’s favorite dessert and turn it into a macaron flavor. Along with their number one seller, peach cobbler, Ché René also offers banana pudding, red velvet cake, coconut cake, sweet potato pie and countless nostalgic, Southern flavors that are reminiscent of your childhood at grandma’s house, with an added modern flare.
“Our macarons have no preservatives. Everything is made from scratch. Our preserves are made with fresh fruit, and our homemade fillings are made just like the actual desserts they’re inspired by. There’s no walk-a-round about it,” said Houston.
The meticulous care she shows has continuously paid off, with customer reviews ranging from “I feel like I’m having a party in my mouth,” to “I ate my whole box in one sitting.”
Coined “Atlanta’s Macaron Maven” by Forbes Magazine, Houston’s genius has been recognized across the nation.
“So many people and organizations have helped me on this journey and are continuously supporting me and pouring into me,” she said.
She gives thanks to organizations like Urban League of Greater Atlanta, Russell Innovation Center for Entrepreneurs, and OUT Georgia Business Alliance, which named Ché René Macarons and More its 2023 New Business of the Year.
Houston has also been afforded the opportunity to cater high-profile celebrity and corporate events like the Southeast Emmy Awards and numerous events hosted by the city of Atlanta.
What makes Ché René’s story so inspiring isn’t just the vast success of the business, but the resilience and triumph of its owner.
Ché Houston overcame a twenty year addiction, home insecurity, and mental health challenges to be the successful woman she is today. “Everything that took me ‘off track’ actually put me on track,” she remarked. “To beat a twenty year-long addiction and to have the life I have today is a total success in itself, and I don’t take that for granted because I know that with one bad decision all of this can be gone.”
This business not only fulfilled her passion, it gave her a purpose. A purpose that can now positively affect the lives of others.
“When we hire people, we give them second chances just as someone gave me a second chance when I had a shady background and wrecked my past… Meeting someone right where they are is the best thing any of us can do,” she said.
The principles of her business are integrity, unity, and service, which are evident in her macarons, and in her dynamic personality.
“I strive to be the hope for someone who thinks all hope is lost,” she continued. “You may have hit rock bottom and destroyed relationships, but I’m here to be a living miracle and show you that all of that can be changed.”
Houston’s success story reminds us that our obstacles are only stepping stones to our greater purpose. Staying grounded in her Southern roots, self-assured confidence, and unwavering faith have made all the difference in her entrepreneurial journey. She has mastered the art of turning our shared history and culture into a delicacy that’s not often celebrated within our community.
“There aren’t many Black women that are out here doing macarons. It catches people off guard, but the product is so good that they’re speechless,” said Houston. “Sometimes society tries to put us in a box. I think Black women are the most creative and innovative beings on Earth. We can take a little something and create something enormous that takes off and is worldwide, amazing, and changing lives.”
No one understands changing lives quite like Ché Houston, and we’ll be watching as she continues to do that one macaron at a time.
You can support Ché René Macarons and more at www.cherenemacarons.com, or visit Honey Bubble Tea in Midtown Atlanta. Follow Ché René on Instagram and Facebook.
