Elizabeth Cooper: From Hollywood Sets to Sweet Success at Crave Cupcakes

Elizabeth Cooper didn’t start her professional journey behind a bakery counter but behind the camera. For over fifteen years, she made her mark in the film industry as a director and producer, a career built on creativity, vision, and attention to detail. Yet, even during those busy days on set, she had another passion that refused to stay in the background: baking. “Before I’d ask someone for a favor, I’d bake them something,” she recalled with a smile. “Usually it was chocolate chip cookies or cupcakes. And I always wrote a thank-you note.” Those personal gestures became her signature, remembered long after the lights on the set dimmed.

In 2008, Cooper took a bold step and opened Crave Cupcakes in Houston’s Uptown Park. The idea wasn’t born overnight. Instead, it was slowly crafted over years of quiet observations and strong instincts. “I always knew I wanted to be in charge,” she said. “I had this vision of a bakery that felt like a jewelry box. neat, beautiful, nostalgic.” Crave would be more than a bakery. It would be an experience, one where every detail mattered. From the scent of fresh cupcakes upon entry to the open kitchen and warm hospitality, Cooper imagined a place that evoked childhood memories and comfort, all wrapped in polished design.

Ironically, it was while working on a movie about a girl who owns a bakery that her dream became more concrete. During location scouting for the film, she toured bakeries around Houston and realized something surprising. “What I wanted didn’t exist,” she explained. “There was a gap in the market for the kind of bakery I envisioned. That’s when it clicked. I realized I had to be the one to create it.” Encouraged by friends and a few investors who saw the potential, Cooper decided to step away from film and bring her vision to life.

Opening Crave was far from easy. She encountered skepticism from real estate developers and investors who doubted the viability of a shop dedicated solely to cupcakes. “People thought cupcakes wouldn’t sell,” she remembered. “One tenant even said, ‘$3 cupcakes? No one’s going to buy that.’” But Cooper stood her ground. With vision boards in hand and a clear sense of what she wanted, she eventually convinced the Uptown Park committee to lease her the prime corner spot she had her eye on. “We didn’t compromise, not then, not now,” she affirmed.

That uncompromising philosophy became central to Crave’s brand. From using only the highest-quality ingredients to being physically present at her stores, Cooper ensured every decision reflected the original vision. “Either my business partner or I are at one of the stores every day,” she said. “We oversee everything. That’s what sets us apart.” Customer service, presentation, and consistency are non-negotiable. Employees are held to high standards with the help of secret shoppers who anonymously assess everything from cleanliness to customer interaction, ensuring the experience remains exceptional.

The pandemic brought a new wave of challenges that tested every facet of the business. “We had to pivot fast,” Cooper said. When Houston’s Harris County limited operations to takeout only, Crave had to shut down seating areas, reorganize teams, and operate on what she called “hospital hours”, 10-hour shifts, four days on, four days off, just to keep everyone safe and employed. Daily staff meetings became the norm. “It was chaos, but we got through it,” she recalled. From dealing with sick staff members to adapting to changing regulations, it was a crash course in operational resilience.

Out of that turbulence, however, came lasting change. “COVID forced us to be smarter,” Cooper said. Crave embraced online tools for scheduling, training, and internal communication. They adopted new software for inventory and payroll, streamlining operations in ways that would last long after the pandemic. “We learned how to run leaner, be more efficient, and how to prepare for uncertainty. That’s the silver lining.”

There were lessons, too, about staying true to what works. Cooper recalled expanding the menu at one location to include items beyond cupcakes, only to learn that customers didn’t want change, they wanted consistency. “No matter what we tried, 92% of our sales were still cupcakes,” she said. “So we went back to what we do best.”

Today, Crave stands as a symbol of intentionality, quality, and perseverance. Asked what continues to set her apart, Cooper said, “We’re owner-operated, we’ve stayed true to our brand, and we never cut corners. Our customers know that. They come in expecting the best, and they get it.”

Her advice to aspiring entrepreneurs in the food industry is both practical and heartfelt. “Know your costs. Stick to your goals. Use the best ingredients. And don’t assume your team will always understand your vision—you have to communicate it constantly and lead by example.”

Elizabeth Cooper’s journey, from writing thank-you notes with homemade cookies to running one of Houston’s most beloved bakeries, is a masterclass in passion and perseverance. Crave Cupcakes is more than a business. It’s a vision brought to life with discipline, consistency, and love. As Cooper puts it, “If you build it, and you build it right, they will come.”

The 6 Degrees team extends its heartfelt thanks to Elizabeth Cooper for sharing her journey, wisdom, and entrepreneurial spirit. Her story is a powerful reminder that passion, discipline, and vision can transform a single idea into something truly sweet. We look forward to following Crave Cupcakes as it continues to grow, inspire, and brighten Houston’s dessert scene, one cupcake at a time.