Meet Hafsa Koita

Alright – so today we’ve got the honor of introducing you to Hafsa Koita. We think you’ll enjoy our conversation, we’ve shared it below.

Hafsa, thanks so much for taking the time to share your insights and lessons with us today. We’re particularly interested in hearing about how you became such a resilient person. Where do you get your resilience from?

My resilience comes from my background, my experiences, and the woman who raised me. I grew up in Paris in a Senegalese household where strength and perseverance were part of everyday life. I saw my mother navigates challenges with grace and determination, and I think that planted something in me early on, a quiet understanding that giving up was never really an option.
But it wasn’t until I moved to New York that I truly understood what resilience meant. I had to start over from scratch, new country, new system, no family around. Then came motherhood. Balancing a full-time job, raising two boys, and still holding onto this dream of building something of my own, it forced me to stretch in ways I didn’t think I could.
When I started Marbré, it was just me in my apartment kitchen. I’d bake late at night after putting my kids to bed, package orders, go to pop-ups on the weekends, all while working 9 to 5 during the week. There were moments I was overwhelmed—exhausted, questioning everything. But I kept going. Not because it was easy, but because I knew I was building something that mattered. And because I want my kids to see that their mom didn’t wait for the perfect moment—she created it.
Resilience, for me, isn’t about being strong all the time. It’s about showing up again and again, even when things are hard. It’s knowing why you started and refusing to let fear or doubt stop you. That’s what keeps me going.
But I’ve also learned that resilience isn’t about burning yourself out. As a mom and a business owner, I have to protect my energy. I’ve learned to listen to my body, to rest when I need to, and to be kind to myself—because I can’t take care of my kids or build something sustainable if I’m running on empty. Being resilient doesn’t mean doing it all—it means doing what matters, with intention.

Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?

I’m the founder of Marbré, a French bakery based in Brooklyn, where we specialize in one of the most nostalgic and timeless pastries: the madeleine. I started Marbré in my apartment kitchen, hand-whisking batter late at night after my kids went to sleep, and delivering boxes across the city on weekends. What began as a small idea quickly turned into something people truly connected with.

What’s special about Marbré is the feeling it brings. The madeleines are soft, flavorful, and beautifully crafted—but it’s more than that. It’s about creating moments of joy and connection. I wanted to bring something elegant and comforting to New York, a taste of Paris with a modern, elevated twist. Our madeleines come in classic flavors like vanilla and marbré (vanilla-chocolate swirl), and also more playful and unique ones like rose cardamom, pistachio raspberry, black sesame yuzu. Each one is handmade, beautifully packaged, and designed to feel like a gift—whether it’s for yourself or someone else.

Right now, the big focus is Smorgasburg. We’ve been selected to be a vendor for the 2025 season, which means we’ll be out in Williamsburg every Saturday and Prospect Park every Sunday starting in April. I’m scaling up production, moving into a commercial kitchen, and preparing to launch a few new products.

Beyond the pastries, Marbré is a reflection of my journey—a French-Senegalese woman building a business in New York from the ground up, while working a full-time job and raising two young boys. I want Marbré to inspire others to take their shot, to lead with heart, and to create something they believe in.

We’ve already worked with big brands and have more exciting partnerships coming soon. It’s wild to think how far it’s come in just a year.

At the heart of it, this brand is about making people feel something—nostalgia, comfort, joy—with something as simple as a little cake. That’s what keeps me going.

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?

1. Resourcefulness
I had to figure out so much on my own—finding a kitchen, understanding permits, learning about packaging and logistics, and building a brand while juggling a full-time job and parenting. I didn’t have everything in place when I started, but I always found a way to move forward.
Advice: Don’t wait for perfect conditions. Start with what you have and trust that you’ll figure the rest out. Google, YouTube, and a few DMs to strangers go a long way.

2. Consistency
Marbré grew because I showed up, even on the hard days. Whether it was prepping batter after bedtime, doing pop-ups every Sunday, or packing boxes late at night—I kept going. People started to notice, and that consistency built trust.
Advice: Even when it feels like no one is watching, keep going. Momentum comes from discipline, not motivation.

3. Brand Identity
From the beginning, I knew I wanted Marbré to feel special. The name, the packaging, the flavors, the tone—everything had to reflect my vision. Even though I’m still working on the storytelling side, the identity of the brand has been clear. That helped people remember us and take us seriously, even in the early days.
Advice: Don’t overlook the small details. Your brand should feel like you. Be intentional about how it looks, sounds, and feels—it’s what makes you stand out.

We’ve all got limited resources, time, energy, focus etc – so if you had to choose between going all in on your strengths or working on areas where you aren’t as strong, what would you choose?

I think there’s value in both, but if I had to choose—I believe in going all in on your strengths.

When you double down on what you’re naturally good at, what lights you up, and what sets you apart, that’s when you start to create real momentum. That’s where confidence builds, and that’s where you stand out. I’ve seen it with Marbré—my strength is in vision, creativity, quality, and consistency. I know how to create something beautiful, something people will love and remember. So I put my energy there. That’s what has allowed the brand to grow so quickly in such a short time.

That being said, I’ve also had to accept where I’m not as strong—like staying consistent with social media. It’s not that I don’t value it—I do—but I’m often juggling so many parts of the business, and as a mom, my days are full. Instead of beating myself up about it, I’m learning to take small steps and, when I can, bring in support so I can stay focused on the bigger picture.

Trying to be “well-rounded” can sometimes pull you in too many directions and slow you down. But knowing your strengths and leading with them—that’s where the power is. You can always improve in other areas, but don’t let those weaker spots hold you back from moving forward.

For me, the key has been to keep building from where I’m strongest, and trust that the rest will grow with time, effort, and the right support.

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Image Credits

Jennifer Tchiakpe

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