Heidi Cramer

Originally from Los Angeles, Heidi Cramer has always had an entrepreneurial spirit. From a young age, she pursued creative endeavors like making and selling handmade jewelry, greeting cards, and T-shirts. After losing her mother at 16, Heidi channeled her creativity into jewelry design, eventually becoming the head designer for a company at just 17. Later, she started her own jewelry business in Santa Barbara but felt a pull toward the food industry. This led her to move to Lanai, Hawaii, where she gained valuable experience in food and beverage services. 

Heidi’s baking career began on Maui, where she worked as an assistant pastry chef at A Pacific Café. In 2000, she opened her first bakery in Paia, Maui, and over the next two decades, she navigated various challenges, from economic downturns to changing consumer preferences. Throughout it all, Heidi remained resilient, adapting her business model multiple times. In 2019, she launched Maui Cookie Lab as a creative outlet, which became a crucial source of revenue during the COVID-19 pandemic. Even the devastating Maui fires in 2023 couldn't stop her; Heidi quickly adapted by launching her new brand, LunchBox, offering freshly made sandwiches, pastries, and coffee to stabilize her business during these trying times. 

Today, Maui Cookie Lab and LunchBox employ 13 team members and are deeply integrated into the local community. Heidi is committed to supporting local farmers and businesses by sourcing produce locally and participating in various events and causes throughout Maui. Despite the hardships she’s faced, Heidi remains focused on her vision and is always exploring new opportunities to grow her business. 

Before becoming a client of YWCA Oʻahu, Heidi struggled with business administration and the challenges of growing her business without formal training. The financial guidance and strategic advice she received from experts like Doug Okamura helped her develop a plan to manage cash flow and overcome financial hurdles. With YWCA Oʻahu’s support, Heidi has grown her team and expanded her market reach through a mail-order service, with 75% of orders coming from the mainland U.S. She’s even exploring the possibility of expanding LunchBox to Oahu. 

Heidi’s involvement with her community has been another key to her success. She has participated in numerous local events, including the 1st Annual Maui Music & Food Experience, which supported Maui fire survivors, and the “Taste of Upcountry,” benefiting tuition assistance at the Montessori School of Maui. Her dedication to giving back reflects her deep commitment to Maui and its people. 

Reflecting on her journey, Heidi credits YWCA Oʻahu for providing critical support when she needed it most. “The financial input from YWCA Oʻahu has been really beneficial in guiding me on what’s important to spend my time on. The programs and support I’ve received, like the financial guidance from Doug Okamura and the YWomen in Business Accelerator, have been incredibly helpful. They’ve offered so many resources that have allowed me to focus on my business’s sustainability and growth. I’ve also appreciated how the services are either free or low-cost, which is so important for small businesses like mine. Honestly, any business is lucky to benefit from what YWCA Oʻahu offers, and I only wish I had more time to take advantage of even more of their programs,” Heidi shared. 

Heidi’s story is one of resilience, creativity, and community spirit. Despite the challenges, she continues to innovate and grow her business while maintaining her dedication to supporting her local community and uplifting those around her.