Closing Post (pre-eventual/unexpected sale):
Well, I’ll be honest with you guys, it’s been a pretty intense last 9 months in Shanghai F&B! I really do hope you are all doing ok- I MYSELF now cry in public quite frequently, but it’s oddly freeing, so there’s that.
I write today’s email with a heavy, though resolute heart. After 12 years of running Strictly Cookies, I’ve decided the current operating environment remains too tricky, and we will close our cookie doors* in a few weeks-December will be our last month.
It was not an easy decision, and one that has been darting and out of my mind during this complicated COVID period. I have been mostly stuck out of China for the past 3 years, and it is too hard to predict when travel in and out of the country will be less challenging and regulations will be more consistent. It’s time for me to move on and start a new adventure.
Our team truly could not have been better during this period. I am so proud of them, and of our company for adapting to the changing environment, the loss of customers (both wholesale and retail) who either closed down or moved back to their home countries), and for really just being so strong and smart during such a challenging and confusing time. We have been so agile, and I truly don’t think any member of our team could have operated better- I love you guys so much, thank you.
I mean, this totally sucks, but it also feels right. We’ve had such a great run, and I’m so proud of what we’ve done. Thank you SO MUCH to our incredible customers. I truly think we have the best customers in the world- so kind and wacky and fun- and I will miss you all so much. It was such a joy to not only create a product that I am so proud of, but to have that product resonate with such great people who became like friends. Thank you for being a part of our little cookie world.
And Shanghai F&B- thank you for all of your support and inspiration over the years. I can’t believe that I got to be a part of the Shanghai F&B scene when I did- it was so wild and creative. You guys are incredible, and I wish you all the success and luck as you fight through this period (now with loosened restrictions!!!). You really, really deserve it.
December is my favorite cookie month, filled with great flavors and products like our Peppermint Bark cookies and DIY Gingerbread sets, and so it feels right to go out on this one.
I will miss you, and Shanghai, and our cookies so much. Hope you guys are all doing ok, and stay safe!
加油，
Lexie
*our cookies HEARTS, however, will remain open indefinitely.