The sweetest social enterprise around, Miss Macaroon, is bringing sugar, spice, and all things nice to Birmingham’s Great Western Arcade. Set to be both a luxury store and the only place to sip prosecco while you munch macaroons, the newest GWA retailer will open its doors at the end of October. As well as selling its namesake treats, Miss Macaroon will bring its signature ‘Macaroons That Make A Difference’ mission to suit the new venture.

The social enterprise aims to provide employment and training programmes for unemployed young people, in particular young care leavers and ex-offenders. Through the ‘Macaroons That Make A Difference’ initiative, Miss Macaroon currently provides a four week pastry training course for 18-35 year-old, long term, unemployed people in the Midlands. All of the macaroons produced are made by these trainee patisserie chefs supported by a team of professional chefs as Miss Macaroon changes the world one macaroon at a time. With the debut of the shop, Miss Macaroon will be offering a scheme in line with this, which will give these vulnerable young people the opportunity to pursue a career in retail.

Rosie Ginday, the founder and managing director of Miss Macaroon, is looking forward to this latest challenge. Speaking about the venture, Ginday said:

“We are so excited for the very first Miss Macaroon store to be opening, especially as Birmingham holds such an important place in our hearts. Miss Macaroon started in this city and has become what it is today because of the young people we’ve worked with here and the support we’ve had from local business leaders and enterprise programmes. We currently trade solely online, so having a space where both our customers and our staff can see the brand be brought to life is really special.”

Miss Macaroon is passionate about providing only the very best, hand-crafted, premium macaroons for a sublime moment of indulgence, whether to mark a special occasion such as a wedding or as a gift for others. The team also provides macaroons to other businesses and designer brands, often as an indulgent gift to their own customers, for branding and event purposes or via wholesale to sell in their own high-end establishments.

James Roberts, Centre Manager at Great Western Arcade, added:

“Great Western Arcade is all about championing Birmingham’s independents and we’re so proud to have one of the city’s most well-regarded social enterprises joining us. We couldn’t be more pleased that Miss Macaroon has chosen GWA as the debut location for its retail journey, and we can’t wait for our loyal customers to discover more about both the products on offer and the story behind them. With a thriving food and beverage offering already in place, we are sure that Miss Macaroon will feel very at home at GWA.”

Miss Macaroon will be opening in unit 8 in Great Western Arcade. The 320 sq. ft. space will undergo a face-lift ahead of its debut and will open at the end of next month. Miss Macaroon will join a host of exclusive F&B retailers, including Bistro 1847, Anderson & Hill, Bread Collection, Loki Wine, Sushi Passion, Chouchoute, Mr Simms Olde Sweet Shoppe, Treat Greek Deli, and the new bar being opened by Charter Brands, the team behind Langley’s No. 8 Gin.

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