Life, Values & Legacy: Our Chat with Keirsten Johnson of Eastside of Detroit

We’re looking forward to introducing you to Keirsten Johnson. Check out our conversation below.

Hi Keirsten, thank you so much for joining us today. We’re thrilled to learn more about your journey, values and what you are currently working on. Let’s start with an ice breaker: What are you most proud of building — that nobody sees?
What I’m most proud of isn’t just the cookies — it’s the foundation beneath them.
The part no one sees, but everyone feels. It’s the culture, the systems, and the intentional structure that keep KBK moving even when the oven’s off and the cameras aren’t rolling.

I’ve built more than a custom cookie company — I’ve built a business that teaches discipline, patience, and possibility. Especially to young people who may have never seen a creative business thrive before. From our “We Pay for A’s” program to giving students their first opportunity in a commercial kitchen, KBK has become a classroom, a launchpad, and a safe space for growth.

No one sees the late nights rewriting SOPs, the whispered prayers before a big order, the spreadsheets, or the pivots that always seem to come right when you’ve found your rhythm. But that’s the part I’m proudest of — the invisible infrastructure of love, legacy, and leadership that holds everything else together.

And honestly, what I’m most proud of is that in building KBK, I’ve also built me — shaped and guided by God’s hand and challenged by extraordinary mentors who saw the butterfly long before she could see her own wings.

Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Keirsten Johnson, founder and “Cookie Connoisseur” of Kookies By Keirsten (KBK) — a Detroit-based custom cookie company where we proudly say, “We make ordinary cookies EXTRAORDINARY.”

What began in my home kitchen using my grandmother’s teacake recipe has grown into a thriving business that blends creativity, community, and purpose. KBK creates edible art — custom, hand-decorated cookies for corporate clients, celebrations, and everyday joy. But beyond the designs and flavors, our true sweetness lies in our mission.

Through our “We Pay for A’s” program, we reward student employees for academic excellence and teach them what it means to build something with both skill and heart. KBK has become more than a bakery — it’s a training ground, a launchpad, and a safe space for young people to see what’s possible when passion meets discipline.

We’re now scaling through corporate partnerships and expanding into our consumer packaged good (CPG) line — single and multi-count DIY cookie kits that let anyone, anywhere, experience the joy of decorating a KBK cookie.

At its core, KBK is about legacy, leadership, and love — creating a brand that inspires people to dream big, bake boldly, and believe that even something ordinary can become EXTRAORDINARY.

Amazing, so let’s take a moment to go back in time. What part of you has served its purpose and must now be released?
Toxic people-pleasing.

As an entrepreneur, your instinct is to make people happy — customers, partners, everyone. For a long time, I confused that with good customer service. I thought saying “yes” to everything was a sign of dedication, when in reality it was a lack of boundaries.

I poured from an empty cup, stretching myself thin for the love of my customers, believing that self-sacrifice equaled success. But I’ve learned that true service doesn’t require self-abandonment — it requires balance.

Releasing the need to please everyone has allowed me to serve better, create better, and lead better. I’ve learned that you can still go above and beyond for others without leaving yourself behind.

What did suffering teach you that success never could?
It taught me how to do more with less.

Success often celebrates abundance — of opportunity, visibility, and resources. But suffering strips all that away and forces you to get creative with what’s left. It’s in the lean seasons that I learned how to stretch a dollar, repurpose a setback, and still show up with excellence even when the odds weren’t in my favor.

When things are easy, you don’t question the process. But when things fall apart, you start to innovate. You learn that resourcefulness is a form of faith — believing that even when you don’t have everything, you still have enough.

Suffering taught me grit, gratitude, and grace. It reminded me that what sustains a dream isn’t just success — it’s endurance, humility, and the ability to make something beautiful out of what you already have.

So a lot of these questions go deep, but if you are open to it, we’ve got a few more questions that we’d love to get your take on. What important truth do very few people agree with you on?
True self-sufficiency isn’t about doing everything alone — it’s about knowing that God is within you. That presence is the only constant, the only reliable dependency. Everyone else’s love, no matter how genuine, has limits — because people are human, and humans expire. And honestly, there should be limits. Unconditional love should never be confused with unconditional tolerance.

My mother loved me without condition, but when she passed, I had to learn that even the purest love can’t last forever in the flesh. That loss taught me that while community matters, you can’t outsource your stability. You’re responsible for protecting your peace, nurturing your faith, and managing your own response — especially when life gets loud.

You can build yourself up or tear yourself down, but no one can truly do either without your permission. Something inside you has to agree for it to take root.

It’s not what you’re called that shapes you — it’s what you answer to. And when you understand that God lives within, you stop chasing validation from the outside. You start walking with quiet confidence, knowing your foundation isn’t built on people — it’s built on purpose.

Okay, so before we go, let’s tackle one more area. Could you give everything your best, even if no one ever praised you for it?
Yes, it’s part of the journey! It reveals your true motivation. Can you still give your all if others don’t acknowledge it? YOU MUST!!! .
Somewhere along the way, I had to let go of needing to be seen to feel successful. I had to release myself from the chase for outside validation. Social media will have you subconsciously tracking likes — who did, who didn’t — and before you know it, your worth starts scrolling right along with it.

I still have to show up online for the business, but truthfully, I prefer real socializing — in the moment, face to face. These days I’m working so much that I don’t get to scroll as often, and honestly, that’s been a blessing in disguise.

Because the truth is, most growth happens in the quiet. The real wins are built in the dark — when no one’s clapping, posting, or even paying attention. That’s where I learned to show up for myself anyway.

I’ve made peace with not being applauded, because my peace is louder than any praise. As long as I’m proud of me, and my daughter is proud of who she sees, that’s more than enough. That’s the real win.

Contact Info:

• Website: https://www.kookiesbykeirsten.com
• Instagram: https://www.instagram.com/kookiesbykeirsten
• Linkedin: https://www.linkedin.com/in/keirsten-johnson-kookiesbykeirsten/
• Facebook: https://www.facebook.com/kookiesbykeirsten
• Other: Visit us at All Things Detroit on November 9th at Shed 5 of the Eastern Market. Get your tickets and support other incredible small businesses like mine.

  https://events.allthingsticketing.com/events/ATDHoliday2025

Image Credits
Chuk Nowak Photography