Something is baking at in Milwaukee. Woops!, a bakery dreamed up in New York City, specializing in macarons and other international pastries, is coming to town. Firmly anchored as the largest retailer of French macarons in the United States, Woops! is bringing its cultural flair and European indulgence to the Milwaukee area.

Located at Mayfair Mall, the location will be owned and operated by Shahnoza Saadati and is set to open early 2019. The kiosk will also be open for a holiday pop-up in Brookfield Square Mall Wednesday, November 21 and through the holiday weekend. 

“I am excited to introduce Woops! to Wauwatosa and the rest of Milwaukee.  Woops! is unlike anything in the area– it’s not just another chain,” says Saadati. “Aside from the unique aesthetic, Woops! serves delicious and typically unattainable items: from macarons to cremebellos and various other desserts in between, Woops! is the perfect treat for a mid-day treat or a gift for a loved one.”

Saadati’s story is similar to those of the Woops! founders – an Uzbekistan immigrant turned New Yorker who has a love for delicious macarons. The authentic experience offered by Woops! and their products is what drew the first-time business owner to the brand – she wanted those in her community to be able to experience it as well.

The Woops! journey began in 2012 on a whim when four friends opened a macaron pop-up shop at the Holiday Shops in New York City’s Bryant Park. In nine short weeks they sold 100,000 macarons and developed a cult-like following due to the macarons and aesthetic. The group then realized that “Woops!”, they had a thriving business. Building on the momentum and popularity of Bryant Park, the four friends soon opened boutique mall kiosks in major malls throughout the Northeast.

The close-knit group of friends who founded Woops! are from all over the world: Israel, France, India, and the U.S. Their cultural diversity is integrated not only in the ambiance but in the menu. Today, Woops! serves handmade classic French macarons in over 20 flavors, as well as 30 other international desserts. which are produced in the company’s bakery in New York City, or imported from Europe.

“I want to bring an enhanced dessert experience to Wisconsin. My hope is that through our macarons and delicious treats, people are reminded of a nostalgic time — a reminder to slow down, appreciate where you are presently and enjoy that moment,” says Saadati.  “Our Macarons are not French; they are also not “American” per se. They are American in the sense that they are a reflection of the melting pot that makes us who we are. Between the classic French flavors and the American cookies and cream and the British London Fog, we provide opportunities for every single customer to experience that present moment.”

To help celebrate every moment, whether it’s a wedding, baby shower, business meeting, or client gift, Woops! works creatively to produce a dessert that personalizes and enhances each event’s theme and styling. For any event or celebration, Woops! offers eye-catching macaron pyramids, beautifully designed gift boxes, elegant party favors and customized macarons with company logos, taglines and more.

“With Woops! we are able to be a part of every celebration, big or small,” adds Sadatti. “We look forward to the opportunity to celebrate with our customers everything from weddings, birthdays, Mother’s Day, Valentine’s Day, and every holiday in between. We even offer desserts for business meetings to bring celebrating to every aspect of life. We want the community to know that we are here for them through all of life’s moments.”