Five years after first starting the business, Rosie Ginday unveiled the UK’s first Miss Macaroon shop in the Great Western Arcade, an informal venue where people can enjoy up to 30 different types of macaroons whilst enjoying a glass of carefully chosen Prosecco.
Four members of staff have been hired to run the shop, and profits will go towards expanding the organisation’s ‘Macaroons Make a Difference (MacsMAD)’ course, which helps the long-term unemployed, ex-offenders or care leavers get into training, employability skills and jobs.
Rosie said: "We have been working towards this moment for some time so I’m genuinely proud that we have been able to bring the first Miss Macaroon store to the people of Birmingham, my home city.
"Macaroons are becoming increasingly popular as a sweet snack, treat or even as a gift for someone special, and we could tell from online sales and corporate interest from the likes of Karl Lagerfeld, NatWest and EY that there was a genuine market for a high street presence.
"The unit we have in the Great Western Arcade is absolutely perfect as it’s turning into a bit of a destination venue for independent food and drink businesses. Hopefully, we’re going to bring something new to the scene and the initial response has been fantastic."
The Miss Macaroon shop will offer visitors up to 30 different flavours of macaroons, all freshly hand piped, baked and hand filled at its dedicated kitchen in Hockley.
New varieties of dark chocolate and cherry and matcha green tea will join traditional favourites of salted caramel, fresh raspberry and Sicilian pistachio, with Rosie also offering a world first ‘personalised’ option, where customers can have logos, words or even their face printed on their macaroons in under one hour.
Prosecco, carefully matched to the sweetness of the macaroons by Connolly’s Wines, is available, along with a drinks menu that features indulgent hot chocolate by Valrhona and ‘Aurelio’ golden artisan beer by Two Fingers Brewing Co, who direct their profits to Prostate Cancer UK.
Rosie already has plans to open more stores, she said: "Whilst Birmingham will be our first outlet, there are ambitious plans to open multiple venues across the UK. Leeds will hopefully be our next destination and we have an ambitious business plan that will see us hopefully hit 100 Miss Macaroon shops by 2021.
"If we can achieve this aim we will be able to transform the fortunes of hundreds of people, who need support from our courses to learn new skills and gain the chance of employment. Although we are growing at pace, the social element is still core to everything we do."