Today we’d like to introduce you to Makis Martinez.
Hi Makis, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
Azucar Dulce was born from the flavors, traditions, and memories of my childhood growing up between Northern Mexico and South Texas. Food has always been at the heart of our family. My mom was a baker who sold cakes. Her famous yogurt frosting is still something people remember today. In addition to my mom’s natural talents, my sister took pastry classes, my brother took culinary classes, and together we share the same passion for creating food that connects people.
Those experiences shaped not only my appreciation for great food but also my desire to create something meaningful of my own.
In 2025, I started Azucar Dulce with the goal of sharing authentic Mexican-inspired desserts made completely from scratch using real, high-quality ingredients. I source ingredients directly from Mexico whenever possible, including pure vanilla from Veracruz, because those flavors are a big part of what makes these recipes special.
Building Azucar Dulce has been an incredible adventure. Beyond baking, I’ve grown the business from the ground up by managing the branding, marketing, and social media myself. Seeing our treats regularly sell out at the farmers market has been incredibly rewarding, but what means the most is hearing customers say our desserts remind them of home or introduce them to a piece of Mexican culture they hadn’t experienced before.
For me, Azucar Dulce is a way to share my culture and the recipes that shaped me. Every dessert has a story behind it, and I hope people can taste that when they take their first bite.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It definitely hasn’t been easy. I still work a full-time job, and I’m getting ready to go back to grad school, so finding time for Azucar Dulce is probably my biggest challenge. There are a lot of late nights and early mornings, and most days I’m pretty tired.
People usually see the baking, but there’s so much more behind it. I’m the one baking, shopping for ingredients, answering messages, creating content, packing orders, and getting ready for markets. It can feel like having two full-time jobs. I’m also really lucky to have a partner who supports me every step of the way. On market days, usually the one carrying all the heavy bins and helping bring my ideas to life by designing our chalkboard signs. I couldn’t do it without that support.
There have been plenty of long days and nights, but every sold-out market, every returning customer, and every person who tells me my desserts remind them of home makes it worth it. Those moments remind me why I started Azucar Dulce in the first place.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Azucar Dulce is a Mexican-inspired bakery where everything is made from scratch using ingredients I genuinely believe make a difference. I use organic ingredients whenever I can, grass-fed butter, pasture-raised eggs, Texas pecans, and ingredients from Mexico like pure vanilla from Veracruz and Chocolate Ibarra. Those ingredients are more expensive, but the flavor is worth it, and I wouldn’t do it any other way.
Our Mexican Wedding Cookies were the first thing I ever sold, and they’re still our bestseller. Every cookie is made by hand, one at a time, with Kerrygold butter and Texas pecans. I make hundreds every month for the farmers market, weddings, and special events, and it’s always special when someone tells me they’re the best wedding cookies they’ve ever had.
We’re also known for our Tres Leches cakes. They’re usually one of the first desserts to sell out at the market, and customers love being able to order full-size cakes online (eatazucar.com) and choose flavors like Oreo, Biscoff, or other favorites for birthdays and celebrations.
Our Mexican hot chocolate brownies are another customer favorite. I make them with Chocolate Ibarra, which gives them a rich chocolate flavor with just the right hint of cinnamon. They’re fudgy, gooey, and available as whole brownies on our website, and customers can also find them every day at BRB Coffee, where they’re sold by the slice.
When I started selling at the Arboretum Farmers Market, I introduced cookie flights because I wanted people to try a little bit of everything. They include our Mexican Wedding Cookies, Hojarascas, brown butter cookies, and Mexican mocha cookies. They’ve become one of our signature items, and on most market days I bake around 300 to 400 cookies that usually sell out within a few hours.
In the summer, our homemade chamoy is another customer favorite. I make it from scratch with natural ingredients like hibiscus flowers, prunes, apricots, mangos, and people come back for it every year.
I also bake sourdough bread every week for pickup and delivery in the Hyde Park and Triangle neighborhoods (78751 zipcode). What started as a hobby almost two years ago has become something people now plan their week around.
At the end of the day, I want people to know that when they buy from Azucar Dulce, they’re getting something I made myself with ingredients I’d use in my own home. Every cookie, cake, brownie, and loaf of bread is made with a lot of care, and I hope people can taste that in every bite.
Is there anything else you’d like to share with our readers?
I’m really thankful for everyone who’s supported Azucar Dulce. Whether you’ve stopped by our booth at the farmers market, placed an order online, or shared our bakery with a friend, it truly means a lot to me.
I hope people know that every dessert is something I make by hand with ingredients I believe in. Baking has always been a way to bring people together in my family, and I hope that’s what people feel when they try something from Azucar Dulce.
Contact Info:
- Website: https://eatazucar.com
- Instagram: https://www.instagram.com/azucar.atx
- Facebook: https://www.facebook.com/azucar.tx
