Simply D’VINE: Rebecca Abel Buick and Joe Buick, ’88, Expand Their Luxury Cookie Brand
Written by Stephanie Gordon
D’VINE Cookies, located in Ferndale, Michigan, isn’t your typical cookie company; it’s a luxury cookie brand. Specializing in stuffed, traditional, vegan, gluten free, keto, and recently, d’luxe cookies, the brand has set itself apart from competitors since its conception in 2017. Rebecca Abel Buick and Joe Buick, ’88, are the co-owners behind the ever-growing cookie company.
According to Rebecca, she has always had a passion for business, which originally led her to a career in financial planning. In the fall of 2017, she had a strong intuition that she would create a luxury cookie brand, and she did just that. With Joe by her side, he acts as the director of business development for D’VINE Cookies. Together, they are looking to sell nearly 10 million cookies in 2022, compared to 3.5 million in 2021.
The Buicks say it’s the cookie’s ingredients that set them apart from their competitors. “These cookies sell themselves,” said Rebecca. “We use European butters and Guittard and Valrhona chocolates. Nobody out there is manufacturing these craft, small-batch, ultra-indulgent, stuffed cookies, which is why the cookies are appealing to big distributors.”
According to the Buicks, the cookies contain zero preservatives. They have a recommended shelf life of 10 days for the luxury experience consumers are seeking. With high barrier packaging materials, the cookies can be frozen for up to six months, all while maintaining a fresh baked taste. With over 40 flavors available, there are many fan favorites, but chocolate triple chip and stuffed strawberry shortcake are best sellers.
With D’VINE’s rapid growth, the business now focuses on wholesale and private labeling sales. Joe said that private labeling represents a large portion of their receipts. Recently, D’VINE signed a deal with Delta Airlines and Viviano Florists. Their cookies are also found in retailers such as Beyond Juicery + Eatery and Plum Market.
And with D’VINE’s growth, the company gives back by supporting organizations like Junior Achievement and the Crohn’s and Colitis Foundation. “I love empowering young entrepreneurs to follow their dreams,” said Rebecca. “These kids come out and ask questions, and I want them to take risks and get started.”
The Buicks’ entrepreneurial drive and dedication hasn’t gone unnoticed to those in their community. Two Metro Detroit television producers have been following the D’VINE Cookie story since the company’s conception. The couple was asked to film a pilot for a possible reality TV show. “The pilot will really be about empowerment and manifesting our dreams,” said Rebecca. “We always figure out a way to accomplish them.”
This year, the cookie company is moving to a larger location in Metro Detroit to help keep up with production demands. With over 50,000 square feet of space and more than 50 employees, the company will easily reach its goal to sell 10 million cookies in 2022.
Reflecting on the company’s success, Joe concluded that his Hillsdale education promoted individual thought and the importance of strong character, which has helped with his overall success. “Some of these concepts took some time for me to develop, and I didn’t fully realize the impact Hillsdale College had upon me until later in life,” Joe said. “I am always proud to tell folks Hillsdale is my alma mater, and amazed at how the block H is recognized all over the world.”
To learn more, or to order your D’VINE Cookies, click here.
Stephanie Gordon, a lifelong Hillsdale native, is the managing editor of the Student Stories Blog. She is married to chiropractor, Dr. Matt Gordon, and has three children – Eloise, Flora, and Jack. When she has a spare moment, she enjoys paleo baking, floating on Baw Beese Lake, and breaking a sweat at the gym.
Published in March 2022