May 8, 2024 - News

Cookie company Tiff's Treats branches into gold

Cookies with a gold bar.

Nothing says "I love you" like cookies and gold. Photo: Courtesy of Tiff's Treats

Austin cookie delivery firm Tiff's Treats is branching out from chocolate chips to gold bullion.

Why it matters: Riding a wave of global interest in the precious metal, the new initiative is a way for the cookie delivery company to expand its appeal in this Amazon-fueled age of immediate gratification.

How it works: Instead of paying about $21 for a box of a dozen chocolate chip cookies to be delivered to your friend, coworker or loved one, you can now pay roughly $2,500 for what the company deems its "bullion bundle" — a box of cookies plus a one-ounce, 24-karat bar of gold.

  • The price of the package fluctuates with the daily gyrations of gold.

Context: Gold is back.

Between the lines: The metal's rarity and physical properties give it its inherent value besides being a shiny, coveted metal.

  • Bullion is also used by investors as a hedge against market and global risk.

What they're saying: Tiff's sees delivering gold, especially during graduation season, as "rounding out the gifting experience," co-founder and chief creative officer Tiffany Chen tells Axios.

  • "A lot of consumers don't know how to buy gold and this is an easy way to get their warm cookies on demand and really elevate the gift."
  • "And it's got that investment piece for graduation season," she continued.

Between the lines: Tiff's, which has to compete with other on-demand services like Amazon and, now, expanding grocery delivery options, is trying to make its cookies feel more special.

  • In partnership with Austin-based Kendra Scott, it's selling a necklace that says "Mom," for example.
  • And it has bundled Austin-based Yeti cups with its cookies around Father's Day.

By the numbers: Tiff's, which operates across Texas and in Atlanta, Nashville, Charlotte, Denver, Raleigh and Tampa, has 1,700 employees.

  • Now in its 25th year, the company estimates it has made more than 300 million cookies.

Yes, but: Tiff's locations and drivers do not carry gold. Instead you get a certificate with your cookies and shortly thereafter a third party delivers the bar of gold.

The bottom line: "It's about gifting someone something super special that you didn't have to plan super far in advance and leaves the recipient feeling loved," Chen says.


Get more local stories in your inbox with Axios Austin.


Support local journalism by becoming a member.

Learn more

More Austin stories


Get a free daily digest of the most important news in your backyard with Axios Austin.


Support local journalism by becoming a member.

Learn more