‘Baking and food are part of me and gave me the experience of becoming a baker in my second career.’
Heidi Riegler, Baldwin
“I was born in Graz, Austria. We baked a lot as kids. Baking and food are part of me and gave me the experience of becoming a baker in my second career. I never thought I would do what I’m doing now.
“I studied stage directing and performing arts management when I came here. I did PR and communications for a very long time. But at one point, I wanted to do something else, something with my hands. Baking kind of fell into my lap.
“I did some cookie-tasting parties around the holidays, and my friends said we should sell them. I decided to try it out. Then it got bigger and bigger. I went to a trade show at the Javits Center called Fancy Food. My products have been featured in The New York Times six times now. I also got a business, wholesale relationship with William-Sonoma.
It is great to be independent, run your own business, start something that you didn’t even think you would ever do and succeed on your own pace.
“I still had not quit my PR career, but when COVID hit, I lost my last clients because they all had to shut down. I said, ‘OK, I guess I have to bake more now,’ and jumped into baking full time. I opened the Vienna Cookie Co. in Baldwin.
“We only specialize in Austrian and German cookies and cakes. Often, I hear, ‘This reminds me of my grandma’s or mom’s recipe.’ It’s not just selling a cookie or a cake. It is like bringing a memory back and keeping the tradition going. If that cake reminds them of their grandmother, maybe they will try to make it themselves.
“I do offer baking classes and try to teach people so they won’t forget these types of recipes or techniques. My baking classes teach people how to make these cakes or cookies so that this art form doesn’t die out. That is all very rewarding.
“In the summer, we always do farmers markets all over Long Island. Many people come back to us and the little exchanges and stories we hear — it all becomes like a little family. It is great to be independent, run your own business, start something that you didn’t even think you would ever do and succeed on your own pace.
“It is a lot of work and effort — no vacation and no free days during the week. But it’s worth it. It’s your own, and you share it with other people. I just want to continue growing and introduce old, forgotten recipes back on the dessert table. I am really loving it.”
Interviewed by Victoria Bell