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About this episode

How does a fifth grader baking cherry clafoutis grow into a celebrity pastry chef whose creations grace the pages of Vogue, Good Morning America, exclusive finance events in the world’s financial capitals, and the ultra-private weddings of UHNW tastemakers?

In this spellbinding episode of 9×90™, Adi Soozin sits down with Daniel Colonel to uncover the wild journey from non-profit bakeries to crafting a world-class edible luxury empire.

Daniel shares the raw, unfiltered moments that shaped his career: the pandemic pivot that sparked his brand’s meteoric rise, the deeply personal stories infused into his couture cookies and intricate wedding cakes, and the mindset shifts that took him from surviving to redefining luxury in the pastry world.

For aspiring creatives, luxury entrepreneurs, or anyone intent on leaving a lasting legacy, this episode is your blueprint for building magic—and success—on your own terms.

About this guest

For those of you who do not know Daniel, he is the …

1. Culinary Institute of America Graduate & trained under renowned sugar-flower expert Betty Van Norstrand. He later worked with leading cake designers like Madison Lee’s Cakes, Nine Cakes, Charlotte Neuville, and Ron Ben-Israel, building expertise in wedding cake artistry.
2. Over a decade of professional pastry experience, launching his own brand featuring bespoke cakes and gourmet cookies. His pandemic-era cookie creations achieved “cult favorite” status, serving clients nationwide.
3. Featured in major media outlets, including Vogue, Good Morning America, The Today Show, PopSugar, Financial Times, The Knot, Brides, and Cake Wars (contestant in Season 4, Ep. 24).

Connect with this guest

1. www.Danielcolonel.com
2. LinkedIn.com/in/daniel-colonel-748a8a105/
3. Instagram.com/daniel.colonel/

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Show Notes Generated by Gemini

These show notes were generated by AI

• Introduction to Daniel Colonel
  Adi Soozin introduced Daniel Colonel as a renowned celebrity pastry chef and dessert designer, highly recommended by Minister Tashkovich. A graduate of the prestigious Culinary Institute of America, Colonel honed his craft under legendary artists and designers such as Betty Van Norstrand and Ron Ben Israel. His exquisite creations have been featured in global media powerhouses including Vogue and Good Morning America (00:00:46). Colonel also revealed that as a young chef, he appeared on Cake Wars, showcasing his talent early in his career (00:01:50).
  
• Early Passion for Baking
  Colonel shared that his passion for baking began in kindergarten, setting him on a lifelong path. At just 15, he secured his first job at a bakery, and by fifth or sixth grade, his mother entrusted him to bake solo at home—his first creation being a cherry clafoutis (00:03:00).
  
• First Bakery Experience and Personal Growth
  Colonel’s inaugural bakery job at a non-profit bakery in central New Jersey, where all proceeds supported a halfway house for women, deeply shaped his perspective (00:04:24). Working alongside individuals from diverse walks of life cultivated in him extraordinary patience and emotional intelligence—qualities that Adi Soozin noted are now woven into every detail of his dessert artistry (00:05:06, 00:08:31). He recounted a shocking encounter with a coworker that further strengthened his ability to navigate complex personalities with grace (00:06:56).
  
• Learning from Legendary Cake Designers
  Colonel spoke passionately about his transformative training under Betty Van Norstrand, a Hall of Fame sugar artist credited with shaping generations of elite cake designers (00:09:19). He found his niche in crafting delicate sugar flowers—a meticulous and meditative process resulting in edible art that endures both visually and emotionally (00:11:17).
  
• Motivation to Launch His Own Brand
  The pandemic brought the events industry to a standstill, leading Colonel to a pivotal moment: launching his own brand (00:13:01). From humble beginnings—baking chocolate chip cookies in his parents’ kitchen—his brand quickly gained momentum. While his love for cake artistry runs deep, cookies became a signature product, offering unique flavor experiences and sustaining his business during uncertain times (00:14:49, 00:51:00).
  
• Unique Flavors and Emotional Connection
  Colonel creates flavor profiles that transcend trends, drawing inspiration from his life’s most meaningful moments. From the Blockbuster cookie—evoking memories of favorite movie snacks—to the Capri cookie, inspired by his time studying in southern Italy, every creation tells a story (00:16:32). His Christmas cookie, described as “a warm hug in edible form,” is a testament to his ability to evoke emotion through taste (00:19:03, 00:21:08).
  
• Transition to Full-Time Entrepreneurship and Media Accolades
  Colonel candidly expressed his frustration with uninspired bakeries, fueling his mission to introduce dynamic, flavor-rich alternatives to the market (00:21:54). After years of balancing multiple jobs, he fully committed to entrepreneurship— a decision that propelled his work into esteemed outlets such as Vogue, Good Morning America, and The Financial Times (00:22:36).
  
• Achieving Career Milestones
  Achieving a feature in Vogue—a publication he long admired—was a dream realized twice in June alone, just weeks after setting the intention (00:23:35, 00:26:07). Seeing his name and work in such an iconic context marked a profound moment of affirmation in his journey (00:38:31).
  
• Artistry in Wedding Cakes and Personalized Approach
  Colonel’s dedication to crafting old-world style royal icing wedding cakes is unparalleled, often requiring days of intricate hand-piping and countless all-nighters (00:26:07). His commitment to ensuring clients “feel the detail” in every bite, paired with bespoke flavor combinations like sticky toffee pudding and rainbow cookie-inspired cakes, has elevated him to the status of edible luxury artisan (00:27:58, 00:30:01).
  
• Business Strategy and Brand Identity
  Initially accepting all commissions to build his reputation, Colonel later refined his brand identity, channeling inspiration from his mentors and leveraging his sister’s support in administrative matters to focus solely on his artistry (00:31:56, 00:33:07). Adi Soozin likened his meticulous attention to detail and ability to create transformative experiences to Disney’s immersive design philosophy (00:29:01).
  
• Client-Centric Philosophy and Strategic Networking
  Colonel places great importance on understanding his clients’ stories—asking thoughtful questions about their relationships to design cakes that resonate deeply (00:33:55). His strategic approach to networking, rooted in authenticity rather than social climbing, led to opportunities such as his Good Morning America feature (00:39:34, 00:41:16).
  
• Logistics and Vision for the Future
  Operating primarily out of New York City, Colonel serves clients globally, delivering cakes across borders and continents (00:54:51). His luxury cookies will soon return to select retail locations through exclusive “cookie drops,” offering pre-order opportunities for discerning customers (00:55:47). Grateful for the support surrounding his entrepreneurial journey, Colonel is confident his trajectory is only upward (00:51:00).
  
• Professionalism, Humility, and Gratitude
  Colonel’s brand reflects an ethos of refinement and care, from updated digital platforms showcasing the luxury of his work to handwritten thank-you notes for clients and partners (00:44:54, 00:51:54). He prioritizes humility and respect in every interaction, ensuring an unforgettable experience that cultivates client trust and loyalty (00:48:16, 00:54:51).
  

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Transcript

This transcription was generated by Gemini & edited by ChatGPT

Adi Soozin: Welcome to another episode of 9×90™. Today, we’re joined by an extraordinary guest—one of my absolute favorite people. If you recall Minister Tashkovich’s interview earlier this season, you’ll remember how he insisted, “You must try this gentleman’s cookies.” We met at the Metropolitan Museum of Art, and after sampling his creations, I immediately understood why. He added, “By the way, he’s famous for these. You need to bring him on your show and share his story with the world.”

And so today, I have the honor of introducing Daniel Colonel—yes, like the Army rank. For those who don’t yet know his name, Daniel is a graduate of the prestigious Culinary Institute of America, where he trained under the legendary sugar artist Betty Van Norstrand. He further refined his craft with celebrated cake designers such as Madison Lee’s Cakes, Nine Cakes, Charlotte Neuville, and Ron Ben-Israel.

Adi Soozin: With over a decade in the pastry arts, Daniel has built a brand renowned for its breathtaking wedding cakes and gourmet cookies— including a cult-favorite cookie line born during the pandemic that now delights clients nationwide. His work has graced luxury events like the birthday celebration of a former Minister of Finance and has been featured in Vogue, Good Morning America, The Today Show, Financial Times, and even on Cake Wars.

Adi Soozin: Daniel, I have to pause—you were on Cake Wars?

Daniel Colonel: I was, yes! I was still very young—just a few years out of college—but yes, I appeared on an episode. It was an incredible experience, even though I was still so green at the time.

Adi Soozin: That’s amazing! And yet, your first steps into the bakery world came even earlier, didn’t they?

Daniel Colonel: Well, I began working at a bakery at 15, but my passion for pastry started long before that. From kindergarten, I knew I wanted to be a pastry chef.

Adi Soozin: That’s incredible. My son is three, and he insists on cooking his own eggs and hot dogs. So I can just picture you, a few years older, walking into the kitchen saying, “Mom, I’ve got this.”

Daniel Colonel: It actually took some convincing for my mom to let me bake unsupervised. I was constantly asking, “Can I bake? Can I bake?” Finally, when I was in fifth or sixth grade, she said, “Okay. I’ll print out recipes, you pick one, I’ll make sure we have the ingredients, and I’ll leave you to it.” My first solo bake was a cherry clafoutis—a classic French dessert.

Adi Soozin: That’s ambitious for your first go!

Daniel Colonel: Well… I’m not sure if it came out perfect, but it was my first step.

Adi Soozin: And your mom just left you in the kitchen? That’s a big vote of confidence. You must’ve been a very mature fifth-grader for her to trust you like that.

Daniel Colonel: I’d like to think so! She told me, “Just call me if the kitchen catches fire.” Thankfully, there were no emergencies.

Adi Soozin: That’s a very good sign. So how did you progress from baking clafoutis in your family’s kitchen to working in a professional bakery?

Daniel Colonel: At 15, I started working at a small non-profit bakery in central New Jersey. My parents would drive me in at 4 AM for my 5 AM shift. The bakery’s proceeds supported a halfway house for women, so many of my coworkers were residents there. It was an eye-opening experience.

Adi Soozin: That’s an incredible way to begin—working in an environment that required both technical skill and emotional sensitivity.

Daniel Colonel: Exactly. Looking back, it taught me patience and emotional intelligence. These women had lived through incredible challenges, and being around them shaped my understanding of people and how to work in intense environments.

Adi Soozin: That makes so much sense now. As I read about your work, I kept noticing how emotionally connected your desserts are to life’s most meaningful moments—weddings, family gatherings, celebrations. It’s clear that your artistry is rooted in empathy as much as technical skill.

Daniel Colonel: Absolutely. That early experience had a lasting impact on how I approach my craft.

Adi Soozin: And there were some pretty shocking moments too, weren’t there?

Daniel Colonel: There was one I’ll never forget. I had become good friends with a woman named Peggy. I invited her to see me perform in Grease at my high school—I played Eugene, the nerd with glasses. She seemed excited and even thanked me for getting her a ticket. But she didn’t show up, and a week later, she stopped coming to the bakery. When I asked about her, I was told, quite matter-of-factly, “She was arrested. She killed someone.”

Adi Soozin: Oh my goodness.

Daniel Colonel: It was a shock at 15, but in that environment, people spoke about such things with surprising casualness.

Adi Soozin: That’s such a New York–area story. Growing up in the tri-state bubble, you encounter things most people elsewhere can’t even imagine.

Daniel Colonel: Exactly.

Adi Soozin: And yet, that early exposure gave you the emotional fortitude to work with all kinds of personalities later on, even in high-pressure culinary environments.

Daniel Colonel: Definitely. At the Culinary Institute of America, my first partner in pastry school was incredibly intense—so much so that no one wanted to work with him. People would ask me, “How do you do it?” And I’d say, “After working in that New Jersey bakery, I feel prepared for anything.”

Adi Soozin: That’s such a powerful life lesson.

Daniel Colonel: I’m grateful for it.

Adi Soozin: And then came the legendary names in pastry. Tell us about training under Betty Van Norstrand, the Hall of Fame sugar artist.

Daniel Colonel: Betty was a kingmaker in the pastry world. She taught sugar flowers to all the greats—Ron Ben-Israel, Sylvia Weinstock, and countless others. Taking her sugar flower class while interning for Ron was an incredible honor.

Adi Soozin: So you knew if she took you under her wing, you were on the path to becoming one of the greats.

Daniel Colonel: Exactly. She set the standard, and learning from her shaped my entire approach to edible art.

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Daniel Colonel: I wanted to have at least a little experience before stepping fully into the craft. I’ll never forget the first time I took a sugar flower class—it was the moment I realized I had found something I was naturally good at, almost from the very beginning. Pastry arts are all about specialization. You can go into breads, chocolates, plated desserts, confections—there’s such a variety. But for me, cakes had always been my passion. And creating sugar flowers became my first true niche, something that just felt right.

Adi Soozin: That’s remarkable. So from the start, you could take sugar and craft it into something like this?

Daniel Colonel: Yes, exactly. It was both challenging and deeply satisfying. There’s an almost meditative quality to it. The process is meticulous and can take hours, but the result is stunning—delicate flowers that are entirely edible yet feel timeless. What’s even more special is that they last forever if stored properly. Many clients keep them as keepsakes from their wedding cakes, and I love knowing these pieces of art become part of their memories.

Adi Soozin: That’s incredible. My father is a commercial architect, and he often says that if he could live another life, he’d be a chef or pastry chef. He loves the idea of creating something people can enjoy instantly instead of waiting years for a building to be appreciated.

Daniel Colonel: That’s such a fascinating perspective. Of course, in pastry, the bittersweet part is that people eat the work, and it’s gone in moments. An architect’s creations can last decades. But both have their beauty.

Adi Soozin: True—both leave lasting impressions, just in different ways. What inspired you to launch your own brand? Was it people clamoring for your cookies and asking you to strike out on your own?

Daniel Colonel: It was a combination of timing and necessity. I’d been working in the industry for years when the pandemic hit—and suddenly, everything stopped. Weddings and events vanished overnight. At first, it felt like the world had pulled the rug out from under us. But even before the pandemic, I’d been wondering about my next step. I wasn’t sure if I was ready to venture out on my own emotionally, but as everyone says, you’re never truly ready—you just have to leap.

Adi Soozin: Absolutely.

Daniel Colonel: During lockdown, I started baking chocolate chip cookies in my parents’ tiny New Jersey kitchen. It was a humble beginning—small batches, baked in their little oven, often late into the night. But people loved them. I started doing limited “cookie drops,” and the response was overwhelming. That was when I realized cookies could become a second avenue for my creativity, even as I kept my focus on cakes.

Adi Soozin: But your cookie flavors are extraordinary—so layered and complex.

Daniel Colonel: Thank you. That’s the heart of what I wanted to do. Many cookies out there feel one-dimensional, but I wanted each bite to transport people. For me, every flavor tells a story or evokes a memory.

Adi Soozin: Like your Capri cookie. Gleigor brought me one, and I swear there were 19 different flavors dancing together. It felt like entering another world.

Daniel Colonel: That’s exactly what I’m aiming for. The Capri cookie was inspired by my time studying in southern Italy. I’d been in Sorrento and Capri, surrounded by lemon trees, fresh marzipan, pistachios, and basil. Those vibrant, sun-soaked flavors just screamed summer vacation. I wanted to capture that feeling. So I created a cookie layered with lemon zest, pistachio, almond, and even basil sugar. It’s bright, fresh, and unexpected—like a warm breeze off the Mediterranean.

Adi Soozin: It really is like eating summer. And the way the flavors unfold—it’s like a symphony on your palate.

Daniel Colonel: Exactly. I’m intentional about the flavor dynamics. Not every note should hit you at full volume. Some flavors are meant to linger softly in the background, while others shine more boldly. It creates balance, so the experience feels immersive rather than overwhelming.

Adi Soozin: And it works beautifully. You’ve somehow turned cookies into an emotional journey.

Daniel Colonel: I’m a very emotional person myself. I cry easily, and food often moves me deeply. I want my creations to have that same power—to spark joy, nostalgia, even tears. For example, my Christmas cookie is filled with warmth and coziness: cranberry, orange, white chocolate, candied pecans spiced just right, a touch of rosemary, and all wrapped in a rich brown butter dough. It’s a hug in cookie form.

Adi Soozin: That sounds divine. You’re not just baking—you’re storytelling through flavor.

Daniel Colonel: That’s the goal. Every cookie, every cake, should feel like a moment of magic.

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Here’s the next section polished into the same prestigious, flowing style while keeping their dynamic conversational energy intact:

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Daniel Colonel: I finish it with a crown of candied pecans—super aromatic, capturing all the scents and flavors of Christmas. When I created this cookie, my one goal was to make it feel like a warm hug. I know that sounds sentimental, but I’ll never forget handing it to a friend without saying much. I didn’t want to bias his reaction. All I said was, “Try this cookie I’m working on.” And when he tasted it, his face lit up and he said, “Wow, it literally tastes like a warm hug on Christmas.” I hadn’t told him my vision at all—it was such a special moment.

Adi Soozin: That’s extraordinary.

Daniel Colonel: I live for those moments when people really understand what I’m trying to convey. It’s part of why I’m so determined to elevate what I do. And honestly, there are so many, forgive my bluntness, but so many subpar cookie places out there.

Adi Soozin: Oh my gosh, yes.

Daniel Colonel: I won’t name names, but we’re all aware of them. It baffles me to see long lines outside certain places in New York City when there are incredible mom-and-pop bakeries creating true artistry. Yet these chains serve cookies that are flat, overly sweet, no depth—no salt, no brown sugar, just pure sugar. It’s not dynamic; it’s one-dimensional.

Adi Soozin: Exactly. There’s no complexity in the flavor.

Daniel Colonel: Right. And that drives me to get my cookies in front of more people. For years, I hustled—working multiple jobs to sustain my dream. I finally left my full-time position last year to officially launch my brand. And since then, it’s been surreal. Vogue, Good Morning America, cookies for the Oscars, cakes for Anna Wintour. Even the Financial Times featured one of my cakes, which felt like such a milestone—I’ve always adored London, so that one hit differently.

Adi Soozin: That’s incredible. We’ll absolutely include photos of your creations on your 9×90™ page so people can see these edible masterpieces. And of course, we’ll link to your Instagram.

Daniel Colonel: Yes, Instagram’s definitely the most up-to-date for visuals.

Adi Soozin: Perfect. For those listening: You must go to his 9×90™ page. These are works of art—breathtaking in every detail.

Daniel Colonel: Thank you. You know, I told myself when I turned 32 this past May: “I want to be in Vogue.” That publication is iconic. It’s where culture meets art.

Adi Soozin: When Vogue Italia released its 50th anniversary issue, I wasn’t even a parent yet, but I bought multiple copies because I thought, “This is a historic moment. One day my children will own these.” So yes, I completely understand. Vogue is the pinnacle.

Daniel Colonel: Exactly. I worked tirelessly for years, always questioning whether I deserved recognition. But at 32, I shifted my mindset. I told myself, “I’ve earned this. I deserve it.” And the universe listened. In June, not once but twice, my work appeared in Vogue.

Adi Soozin: That’s magical.

Daniel Colonel: It was surreal—cloud eleven all month. And then June ended with one of my most elaborate cakes to date. Growing up, I was fascinated by cakes with delicate icing stringwork, the kind you’d see at royal weddings. Today, very few pastry artists attempt that level of detail anymore—it’s incredibly old-school, almost a lost art.

Adi Soozin: Yes, I can see why. That level of craftsmanship is rare.

Daniel Colonel: This particular client wanted a traditional, hand-piped royal icing cake. Every element—tiny flowers, floating stringwork—was crafted by hand using the smallest tips, size one and even size zero. It required endless hours and an all-nighter to finish, but it was worth every second.

Adi Soozin: That’s true artistic commitment.

Daniel Colonel: I’m deeply committed to my craft. My sister, who helps me with admin, walked in one morning and saw me using tweezers to place hand-rolled sequins on the cake. She couldn’t believe the intricacy. But to me, those details are what make a creation magical.

Adi Soozin: It’s like Disney for desserts. My children are three and eight, and at Disney, every detail is so carefully crafted to make them believe magic is real. You’re doing the same thing with your cakes—every element contributes to a moment of wonder for your clients.

Daniel Colonel: That’s such a beautiful way to put it. Thank you. And of course, the flavor is equally important. For one recent wedding cake, I created a sticky toffee pudding-inspired sponge with sticky toffee buttercream and a delicate custard glaze. The servers even added a spoonful of warm custard to each slice at service. It was decadent and elegant.

Adi Soozin: That’s incredible.

Daniel Colonel: Another flavor was inspired by the iconic rainbow cookie—almond sponge with orange zest, layered with apricot jam, raspberry buttercream, and finished with a thin sheet of chocolate ganache.

Adi Soozin: You’re a unicorn, Daniel. Truly one of a kind.

Daniel Colonel: Thank you. It’s a joy to bring these ideas to life. Even something as simple as making buttercream still fascinates me. The science, the transformation—it never gets old.

Adi Soozin: My daughter would agree. She loves buttercream so much she’ll eat it straight out of the bowl before it even makes it into a dessert!

Daniel Colonel: I love that!

Adi Soozin: So tell me, how has all this media recognition—Vogue, Good Morning America, the Oscars—shaped your creative vision and your business?

Daniel Colonel: When I first started, I said yes to everything. I left my job and reached out to every wedding planner I could find, introducing myself and when I first went out on my own, I reached out to everyone I could think of. “This is who I am. I’d love to set up a tasting.” I hustled non-stop.

What I didn’t realize at the beginning was how much of the wedding cake business—truly 80% of it—is about building relationships with wedding planners. They’re the ones bringing you into their clients’ lives. And each planner has their own specialty, their own types of clients, budgets, and creative visions. So in the early days, I said yes to everything. I needed to build my name, and this was my income.

Over time, as I spoke to other vendors in the industry, they encouraged me to think beyond just saying yes—to reflect on what would set me apart. What is my style? What makes me distinctive? Why would clients seek me out? That was challenging at first because I’d trained under so many talented people. I wanted to ensure I wasn’t simply mimicking their work, but rather synthesizing those lessons into something original.

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Adi Soozin: Have you read Steal Like an Artist?

Daniel Colonel: No, I haven’t. But isn’t there a quote—“Good artists borrow, great artists steal”?

Adi Soozin: Sort of, but Austin Kleon’s point is more nuanced. He says, if you copy one great person, you’ll be seen as the next Rembrandt. But if you study 10 great artists and take your favorite elements from each of them, you create something truly unique and original.

Daniel Colonel: That’s exactly it.

Adi Soozin: That’s what you’ve done.

Daniel Colonel: Yes, I suppose so. And now when I see cakes, I can often tell where a pastry artist trained—there are signature touches from certain kitchens. I wanted to avoid that with my own work. Of course, I’m deeply grateful for all the people I’ve worked under. They each taught me invaluable lessons—techniques I loved, and even methods I didn’t resonate with, all of which shaped my approach.

But at the end of the day, flavor has always been my focus. When a couple comes for a tasting, I don’t just hand them a pre-set menu. I interview them: Where did you meet? Where did you get engaged? What’s your favorite dessert? Do you prefer coffee or tea? What’s your favorite cocktail, ice cream flavor, chocolate bar? From there, I craft custom flavor profiles they can try.

Adi Soozin: That level of personalization is rare.

Daniel Colonel: Most bakers offer a menu of sponges and buttercreams to mix and match, but I create composed bites—flavors designed to evoke memories and emotions. Some notes are bold and immediate; others are subtle, meant to unfold slowly. It makes all the difference.

Adi Soozin: It shows. The two cakes I tried were extraordinary. You’re not just baking; you’re bringing emotional intelligence into your craft.

Daniel Colonel: Thank you. That means a lot.

Adi Soozin: Your career has so many highlights. Tell me—what are some of your favorite projects?

Daniel Colonel: One that stands out was a wedding cake for The Plaza in New York City. That venue had always been a dream for me. Early in my career, I did a delivery there while interning, and it was awe-inspiring to see a cake unveiled as the centerpiece of such an iconic space.

Months later, a friend messaged me out of the blue: “I just saw your cake in the Financial Times!” I was stunned. I hadn’t known the wedding planner had been interviewed, or that my cake would be featured. But there it was—in an article about unconventional wedding cakes. My name, my work—it felt surreal.

Adi Soozin: What an incredible surprise.

Daniel Colonel: It was. And that wasn’t the only moment like that. More recently, I created a cake for Alex Soros and Huma Abedin’s wedding. Anna Wintour and the Vogue events team recommended me to the caterer, who reached out about the cake. I hoped it might be featured in Vogue, but you never know. The cake is only one small part of a wedding.

Adi Soozin: Of course.

Daniel Colonel: For days, I watched publications post about the wedding, but no deep dive mentioning the cake. I told myself, “That’s okay. It was an honor just to be part of it.” And then a friend texted me the article: there it was—my name, my cake—in a full Vogue feature.

I screamed, “I’m in Vogue!” and ran out of my bedroom. My roommate stared as I bolted out the door, called my mom, my sister, my entire family. Then I put on Madonna’s Vogue and danced in the street like a total fool. But it was one of those rare moments of pure joy.

Adi Soozin: That’s incredible.

Daniel Colonel: Another highlight was Good Morning America featuring my cookies. That came about so organically. A wedding planner friend referred me to Jason, who wanted a special cake for his boyfriend Will, a GMA news anchor. Later, during the holidays, I sent out boxes of cookies as thank-yous—to wedding planners, favorite clients, even potential clients. It was my way of staying connected and showing gratitude.

Adi Soozin: That’s not just networking—it’s generosity.

Daniel Colonel: Thank you. I see it that way too. Some people mistake that for social climbing, but to me, it’s about creating moments of delight. You can build a brand in a noble way by being intentional, thoughtful, and adding real value to people’s lives.

Adi Soozin: Exactly. There’s a huge difference between climbing over others and lifting people up through what you create. You’re doing the latter, and it’s powerful.

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Daniel Colonel: So, I gave cookies to wedding planners and clients just as a kind gesture, and they were blown away. They said things like, “These cookies are unbelievable. I can’t get over how good they are.”

Adi Soozin: Like what I did with Gligor—turning something into an experience.

Daniel Colonel: Exactly. Then the Oscars rolled around, right after Valentine’s Day. This same client had bought cookies for Valentine’s, loved them so much, and I casually offered to bake my signature Blockbuster Cookie—it’s inspired by popcorn, one of my favorites. Just a sample, no pressure.

Adi Soozin: Just giving from the heart.

Daniel Colonel: Exactly, no “Buy this!” pitch. Then he said, “The Oscars are coming up. Would you want to feature your cookie on Good Morning America?” I was stunned. Of course, I said yes immediately.

Within two days, I sent him a six-pack of those cookies, and that weekend, they aired the feature. The orders flooded in—completely overwhelming, because I hadn’t stocked enough cookie boxes. I had to do multiple shipping rounds and quickly update my website and branding to keep up.

Daniel Colonel: We all do that kind of catch-up as we grow.

Adi Soozin: Oh, you’re preaching to the choir. My book hit bestseller status months ago and it’s still not updated on my main website!

Daniel Colonel: Exactly.

Adi Soozin: When you’re a creator, you want to focus on creating and innovating, not updating facts and figures across platforms. That’s why most creators rely on marketing teams to handle those details. But yes, we both understand that juggling act.

Daniel Colonel: Totally.

Adi Soozin: We’ll hold each other accountable.

Daniel Colonel: Please do. I hate technology—I’m terrible with websites and Instagram. I just want to bake, photograph, and then move on to the next project.

Adi Soozin: That’s so relatable.

Daniel Colonel: A good friend told me, “Your work is stunning, but your website doesn’t reflect that luxury. You have to upgrade it—make it as high-end as your cakes.”

Adi Soozin: Absolutely. A quarterly brand refresh is essential.

Daniel Colonel: My site looked fun but basic—more like a Hell’s Kitchen baker, not someone creating couture cakes for Vogue features. I had to choose a clear brand direction.

Adi Soozin: You do have to commit to your brand identity.

Daniel Colonel: Exactly. My friend said, “You can’t be both. You have to pick which side you want to play.” And he was right.

Adi Soozin: That’s a classic come to Jesus moment, as we say. I have mine too—going from serious investor meetings in a blazer and polished bun to arcade nights in sneakers and a baseball cap.

Daniel Colonel: Balance is key. You have to own your character.

Adi Soozin: Yes, and that’s the truth.

Daniel Colonel: In the events industry, we all play a role, a character for our clients. They want to root for us. With millions of bakers out there, why choose me? What unique value do I bring? That’s the story I have to tell.

Adi Soozin: Exactly. And clients want to see that you’re willing to make sacrifices to make them comfortable. If that means wearing a suit you don’t love to earn their trust, so be it. It’s about serving their needs so you can deliver your art.

Adi Soozin: For example, I once had an investor pitch where the person completely ignored my clear preferences and sent me irrelevant projects. If you can’t hear simple requests, working with you will be a nightmare.

You communicate through every step of your process that you see your clients, hear them, and understand them—and that builds rare trust.

Daniel Colonel: Absolutely.

Adi Soozin: Many talented people fail simply because they don’t listen and adapt to their customers. But by doing those basic things—respecting, hearing, and honoring your client—you outperform most of the market.

Daniel Colonel: Weddings are complex. You’re working with planners, brides, grooms, parents—so many opinions.

Adi Soozin: A multitude of voices, indeed.

Daniel Colonel: My priority is always the couple, but they often aren’t footing the bill. I also have to make sure the parents feel their investment is worthwhile. And I want to be easy to work with for the planner, so we can collaborate again.

Adi Soozin: That’s not social climbing, it’s smart, respectful business. When someone introduces me, I always praise them highly. That’s just best practice.

Daniel Colonel: Agreed.

Adi Soozin: It all comes full circle.

Daniel Colonel: Yeah, it does. I went from interning under Ron to now making the same caliber of cakes. Since the pandemic, many cake designers in the city have moved on or closed. It’s exciting to be one of the few doing this level of work now.

Adi Soozin: So why did it take you so long to go independent?

Daniel Colonel: I wanted to learn as much as possible before taking that leap.

Adi Soozin: You go when you’re ready.

Daniel Colonel: Exactly. The timing was perfect. One boss closed her business, and I absorbed her clients in my first fall wedding season. Another sold me equipment before moving away. And a kitchen space opened up—kitchen rentals in New York City are notoriously expensive. So I was fortunate to find a shared space.

I’m incredibly grateful for everyone who supported me.

Daniel Colonel: And here I am, only one year in, and I truly feel like the best is yet to come.

Adi Soozin: Gratitude, humility, and respect will take you far. Talent alone isn’t enough. The way you honor your clients, investors, and the people who make introductions—that’s what opens doors. Many overlook that, but you embody the full package, and that’s why you’re where you are today.

Daniel Colonel: One thing I love doing is the tradition of the top tier of a wedding cake—usually the couple takes it home.

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Daniel Colonel: You know, sometimes people forget about the top tier of the cake, or it gets thrown away, or there’s confusion about how to pack it. To eliminate all that pandemonium, I create a separate top tier, box it carefully with instructions, and tie it with a bow. I also include a handwritten thank you card. My parents taught me the importance of writing thank you notes—handwritten—and although it may seem old-fashioned, it truly makes a lasting impression.

Adi Soozin: Absolutely.

Daniel Colonel: It goes such a long way. I have a dear friend who writes seasonal cards, like a fall note wishing you a wonderful spooky season. It’s simple but meaningful.

Adi Soozin: That’s lovely.

Daniel Colonel: I genuinely look forward to receiving those cards.

Adi Soozin: I used to do the same with my grandmother before she passed.

Daniel Colonel: Handwritten notes carry so much warmth. For me, it’s about honoring the fact that someone trusted me with one of the most significant days of their life—their wedding. Hopefully, it’s a once-in-a-lifetime event, though sometimes not—but it’s undeniably monumental. It humbles me to think that a complete stranger entrusts me to create the centerpiece, the cake for 200 of their closest friends. I always make sure to thank the couple for letting me be a part of that.

Daniel Colonel: It’s truly an honor. I congratulate them and encourage them to enjoy the cake. I want to feel virtuous in that role because gratitude is everything.

Adi Soozin: Absolutely. That kind of genuine gratitude differentiates you instantly in today’s world. So, are you still primarily serving clients in New York City?

Daniel Colonel: Yes and no. While my kitchen is in New York, I have an exceptional delivery team that can serve a broader area. I’ve even made cakes abroad—once for one of my best friends’ weddings in Iceland.

Adi Soozin: Incredible.

Daniel Colonel: Yes, cakes can travel, and so can I, depending on the event. For orders, people can reach me via email, find me on my website or Instagram—hello@danelo.com. As for cookies, I’m hoping to reintroduce them in stores like Butterfields, and I also do cookie drops a few times a year. Those drops are announced on Instagram, and subscribers get first notice.

Adi Soozin: What exactly is a cookie drop?

Daniel Colonel: A cookie drop is a limited-time sale since I’m not a retail space. For example, during holidays like Black Friday or Thanksgiving, people place their orders, and I ship cookies out on designated dates—say, December 12th. This system lets me manage production efficiently since I can’t stock cookies daily for walk-in sales.

Adi Soozin: That makes perfect sense.

Daniel Colonel: Once baked, the cookies ship the next day, ensuring freshness.

Adi Soozin: Wonderful. We’ll include your contact details and links in the show notes and the shared document, right?

Daniel Colonel: Absolutely.

Adi Soozin: Excellent. Before we close, is there anything else you’d like to share?

Daniel Colonel: Hmm. We’ve covered quite a bit—from philosophy to art. I’m reminded of a famous quote, I believe by Julia Child: “A party without a cake is just a meeting.” So, eat more cake.

Adi Soozin: I love that. I’m definitely using it from now on: “A party without cake is just a meeting.”

Daniel Colonel: It might also be attributed to Ina Garten or Martha Stewart, but Julia Child feels right.

Adi Soozin: Let’s credit Julia Child then.

Daniel Colonel: I hope I got it right!

Adi Soozin: It’s a fantastic quote regardless. I’m going to bring cake to my board meetings and call them parties from now on.

Daniel Colonel: Yes, hard to argue with that—cake turns meetings into celebrations.

Adi Soozin: Thank you so much for joining us today, Daniel, and thank you to Gligor for insisting you come on the show. This was a refreshing and delightful break from our usual serious real estate investment discussions.

Daniel Colonel: Thank you.

Adi Soozin: For anyone wanting to order cakes or cookies, visit Daniel’s website. Do you prefer Daniel, Dan, or Danny?

Daniel Colonel: Daniel is good.

Adi Soozin: Perfect. You can also find his contact details on the 9×90 page. Orders are placed through his website, correct?

Daniel Colonel: Yes, that’s right.

Adi Soozin: Thank you all for tuning in. We’ll see you next time online.

Daniel Colonel: All the best.

Adi Soozin: Goodbye.

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