I founded Challah Dolly in 2020, building and launching a DTC and wholesale challah brand that grew from doorstep delivery to nationwide shipping in under a year. With no prior food or manufacturing experience, I scaled the business from my apartment to a partnership with a local Lower East Side bakery, and expanded further by working with a commercial kitchen and a distributor servicing the tri-state area. I managed e-commerce and fulfillment through Shopify, grew wholesale sales across New York, New Jersey, Connecticut, and FreshDirect, and handled every aspect of production, from sourcing materials and supplies to designing all packaging myself.

I drove 100% organic social growth and visibility with $0 paid advertising, leveraging partnerships and culturally resonant storytelling to build a loyal community. Collaborations with Studs, Tony’s Chocolonely, and local artists helped expand the brand’s reach and cultural relevance.

Challah Dolly earned press coverage in Forbes, The New Yorker, Time Out New York, The Dieline, and more, becoming a pandemic-born success story rooted in comfort, creativity, and connection.

Below are a handful of highlights from Challah Dolly.