Stop Waiting for the Next Cookie Trend

Every season it happens. A new "must have" range drops, and suddenly our feeds are flooded with the same familiar shapes, the same looks, the same reels of unboxings. As cookie decorators, we've been conditioned to wait, wait for the latest designs, wait for the newest set to land, wait to be told what's "in" this year.

But here's the truth nobody really says out loud: you already have everything you need.

Christmas is still Christmas -Halloween is still Halloween

Yes, the colour palette shifts. One year it's deep jewel tones, the next it's boho neutrals. But at the end of the day? Christmas is Christmas and Halloween is Halloween. Trees are still trees, Ghosts are still Ghosts and Santa hasn't changed his wardrobe in like forever.

We don't need a brand-new stamp and cutter for every event because the themes themselves don't reinvent every year.

And let's be honest-they never will.

Let's go one step further. A lot of what's labelled new in this industry isn't really new. It's just the same basic concepts, reimagined with a different bow or font.

Pretty, yes. But necessary? Not always.

Creativity doesn't come from the release schedule of a designer. Creativity comes from the hands holding the tools.

Somewhere along the way, many decorators were made to feel like they needed permission to create outside of the box.

But creativity doesn't need permission, it needs courage.

And if you've been waiting for a sign to trust your own vision... this, is it.

Tools Don't Create Creativity-You Do

Set of pumpkin cookies

Set of BOO letters

Collection of Halloween cookies

The hard truth? Owning the latest stamp and cutter set won't make your cookies more memorable or more expensive.

What does? Imagination. Resourcefulness. A willingness to lead instead of follow.

The decorators who stand out aren't the ones with the biggest tool collections-they're the ones that can take a simple shape and see three different cookies in it. They're the ones who create from a place of vision, not just what was released last week.

If we spend more time chasing trends than actually creating, are we creatives...or just collectors?

Maybe it's time to ask another hard question:

Are we creating because we're inspired... or because we feel we have to post something new every week to stay relevant?

The pressure to constantly produce, post and perform can suck the joy right out of decorating (and designing).

When creativity becomes content, it's easy to burn out.

Longevity Over the Hype

Trends fade. Fads pass. But your personal style? That's what will carry your business.

Customers don't remember whether the cutter was the "2025 must-have". They remember how your cookies made them feel.

And here's where the magic happens.

When you stop waiting for the industry to hand you inspiration, you start leading.

You stop decorating like everyone else, you start decorating like you, your brand.

So Why Am I Saying This (When I Sell Tools)?

Let's be honest. A lot of new in this industry isn't really new-it's just repackaged.

Same shapes, slight tweaks, different names. And we're made to feel like if we don't grab it, we're behind.

But creativity doesn't expire. And good tools don't need replacing every season.

You might be thinking: But hang on Catherine-don't you design and sell stamps and cutters? Isn't it in your interests for me to keep buying more?

The honest answer is yes, I design products, and I love bringing creative tools to life. And I absolutely welcome new decorators who are building up their collections to shop what's in my store. That's natural and exciting.

But here's the bigger picture. I don't believe in designing for the sake of it. I don't believe in creating constant "newness" that pushes you to swap out everything you already own.

That doesn't serve you, your creativity, or your business (or mine) long term.

What I want is for every tool you invest in to have longevity. To become part of your creative library, not a disposable trend. That's why I design pieces that can be used over and over again, across seasons, and in more than one way. Because your creativity deserves tools that work as hard as you do.

If the only reason a new stamp and cutter sells is because everyone's using it this month, that's not creativity. That's peer pressure with a price tag.

Comparison Culture

It's easy to scroll and start comparing. To see someone's "perfect" set and wonder why yours doesn't look the same.

But comparison kills creativity.

The most meaningful sets don't come from copying someone else's aesthetic. They come from trusting your own.

A Challenge for YOU

So here's my challenge: pick up a cutter you haven't touched in months. Look at it differently. Sketch three new designs or themes that it could become. Play, experiment, push yourself.

Could it be texture? Could it be framed? Could I overlay a completely different cutter over a patten?

Because the decorators who thrive long term are not the ones with the newest sets, they're the ones who can take what they already have and make something nobody else has thought of yet.

The Bigger Picture

Brands can set the tone, but decorators set the direction.

I've spoken about this a lot lately. Times have changed and I personally am excited by the shift. Why? Because it signals, growth, empowerment and community.

If we keep rewarding only the newest, flashiest, trendiest, then that's what the market will keep producing.

But when we start valuing innovation over imitation, reuse over replacement...everything shifts.

I know this might sound a little controversial in an industry that thrives on "what's new." But I believe the future of cookie decorating isn't about chasing every release. It's about decorators stepping into their creativity, their leadership, and their own unique style.

It's about investing wisely, with purpose and intention.

Yes, I'll keep designing. Yes, new customers will always find something beautiful in my current range. but more than that, I want to empower you to build a business and a creative practice that lasts-one where you're not just following trends but setting them.

That's exactly why you will see me pivot in 2026. I'm focussing on my passion, the things that light me up the most. I'm working on something to help you grow in confidence, creativity and sustainability. This industry doesn't need more followers. It needs leaders. And I believe that's you.