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Mitzi Toro, better known as The Maui Cookie Lady, started out small in 2013, baking cookies out of her home and selling them at once-a-month farmers markets. Over time, the reputation of her brand grew, helped by shout-outs from celebrities like The Rock and Ludacris, appearances on QVC and by national media attention.
She was ready to open her first storefront two years ago, but in Maui’s then-booming economy, she simply could not find a suitable commercial real estate space. Through 2020, two things happened as Maui bore the brunt of Hawaii closing itself off to visitors. Her online sales grew as people who couldn’t travel to Maui sought out Maui treats as a substitute. And, as businesses began to close, spaces opened up. The Maui Cookie Lady shop, opened in Makawao last month.

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