Alicia Becerra of San Diego, California creates cookies that are so beautiful and amazing to look at, you could easily forget they are meant to be eaten. What started out as a set of pan dulce cookies has taken Instagram by storm and allowed Becerra to showcase the things she loves most: baking, painting, and her Latina culture.
Scrolling through the Alicia’s Delicias Instagram feed celebrates so much of what we love about our Latinx culture; Frida Khalo, pan dulce, elote (complete with queso fresco), cactus, and piñatas. Becerra’s cookies are part nostalgia, part whimsy, and whether intentional or not, she has become a cultural ambassador through her creations.
I was lucky enough to sit down with Becerra to talk about Alicia’s Delicias, her love of everything Latinx, and what we can look forward to from her new projects.
How long have you been baking and is it something you always wanted to do?
I’ve been baking ever since I can remember. When I was eight years old, my mother introduced me to the world of edible art. She taught me how to create delicious cakes and baked goods for friends and family, which led to my original career of being a professional cake maker. Over the years, I focused on cake design and even won Food Network’s Cake Wars. I always thought I would own a cakery, but cookies kept calling my name, and my attention shifted to them when I started my family in 2007. Cookies have given me the ability to showcase my painting skills, my culture, and most importantly, my passion for art.
How has being Latina shaped the way you create?
I’ve always been proudly in love with my Mexican heritage. This pride was the basis for developing my culturally inspired cookies. It started with a set of pan dulce cookies I created back in 2014. At the time, no one was creating anything like them, and they opened a creative door for me. I then began to create other designs, blending my art and culture – the process was both magical and inspirational. Once I started showcasing my art and my culture, my business started to grow.
Have you always focused on Latinx themes?
Not always. I’ve done many other themes in years past, including my love for music and Disney themes.
You have worked with some big names – what has been your favorite project?
It’s hard to choose, but I always love working with Chef Marcela Valladolid. She has been an inspiration to me for a long time.
Does being on social media make things easier or harder for your business? In what ways?
Instagram is a huge reason why my business boomed. In the beginning, I would create beautiful cookie art and then post. My following has grown so much over the years, and I have made some wonderful connections through it, as well.
I use social media as a tool to get my products be seen and sold, as well as a way to challenge myself to push my creativity further. Sometimes it is hard to keep up with daily posts, which as we know causes issues with Instagram algorithms, but I try my best to keep up.
Other than baking – do you create other forms of art?
Yes, I’ve been painting and crafting since I was a child, as well. I recently created wooden magnets in the shape of my signature cookie designs called MexiMagnets, and they have been really popular. I also have several non-edible projects I’ve been working on.
What is next for Alicia’s Delicias?
I’m always working on new cookie designs. Besides MexiMagnets I’m also developing a line of cookie making tools and printed artwork.