Austin-based confectionary connoisseur, Maggie Callahan, is redefining the world of chocolate in New Southern style. After spending years as a lawyer she made the transition (we love a good life pivot) to follow her passion for something more creative — reimagining the nostalgic box of chocolates and bringing a fun, fresh personality to an everyday indulgence. She has since satisfied her craving, attracting locals and sweet-tooths to her 6th Street Maggie Louise Confections flagship and studio which is known for its Parisian-atelier design and dreamy, handcrafted candies.
Recognized for her chocolatey innovation, with features in platforms like Vogue, Domino, Southern Living and Good Morning America, Maggie’s chocolates are always on-trend. From classics and gift sets for every occasion to completely customized sentiments. Everything she puts out is seasonally designed with nods to the worlds of fashion and entertainment. Her impeccable service and attention to detail has allowed her to tap into creating an unparalleled and memorable experience for her customers. All about gourmet taste and bespoke details — her tasty work is shaping the future of the traditional love note, thank you card, and any occasion around the corner (hello Easter and Mother’s Day)!
This sweet soul and entrepreneur is paving the way for creativity in the world of confection and staying true to her all-authentic self in the process. Leaning into her light and working toward her own hope of filling the world with more kindness and imagination, she embodies The New Southern spirit! I am so excited to feature her on the blog and can’t wait for all of you to read what she has to share! …… and trust me when I tell you her chocolates are just as delicious as they are beautiful (I have done my due diligence Xx)
Alyssa Rosenheck: What does The New Southern mean to you?
Maggie Callahan: It means kindness and connection — being inspired by the past but creating for the future.
AR: What innovative trends are you seeing with The NEW Southern movement across the country?
MC: Across the country, there is a trend towards experiences. People are finding joy in gifting others. The best leaders and creative entrepreneurs are known to be selfless and service oriented.
Photo: ©Marshall Tidrick
AR: In what ways are you giving to your customer and or your community?
MC: Client service is a key tenant of our business and this includes supporting the communities in which our clients and our team live. We have given to over 60 charitable organizations this year alone. It is wonderful to give back and support those around us.
AR: What are some lessons or pivots you have learned from and what advice do you have for others getting started in the creative field?
MC: I practiced law for nearly a decade before taking a leap to pursue a passion for food and entertaining. I had a successful career but I wasn’t happy and my creative side hustle was not getting the attention it deserved. I made the leap for myself and for my family. I wanted to love my career and come home energized at the end of the day. My past in the corporate world has been a true asset in my creative endeavors. If you don’t have this experience, lean on friends and family that do. Seek advice from everyone and read as much as possible.
AR: What is your morning routine? What life hacks make you more productive?
MC: I have a 2 year-old and a 7 year-old. So, mornings are less about my routine and more about theirs! A few lifehacks: reduce daily decision-making by limiting your options when it comes to things you don’t care about. For example, eat the same lunch everyday and you never have to spend time deciding what to have for lunch. Also, outsource what you can!
AR: How are you living your best life right now?
MC: The work that I do now with Maggie Louise Confections is truly my authentic self. I get to be me, each and every day, which is my best life.
Photo: ©Maggie Louise Confections
Photo: ©Maggie Louise Confections
AR: What’s your life motto?
MC: If something scares you, feel the fear and do it anyway.
AR: How do you continue to differentiate yourself in the marketplace?
MC: Innovative design, impeccable client service and a focus on the future.
AR: The one shade that changes everything? Tell us what mood it evokes and when/how you’ve used it.
MC: Pink — it is pretty, happy and always optimistic.
AR: The place you go to get inspired?
MC: My library at home, filled with piles of books and photos.
AR: The key to making a house a home? What does a home need more of and less of?
MC: Home is a place to be surrounded by the people and the things that you love. My own home is full of treasures that I have collected along the way — artwork, colorful glassware, unusual objects. Plus, a loving husband and two adorable kids. A home needs laughter, cozy furniture, holiday decor, a pantry full of supplies for last minute meals and outsourced help for cleaning! A home needs fewer worries and stress. So what if it isn’t perfect?
AR: Life advice you’ve gotten that made all the difference both personally and professionally?
MC: Do the work. When faced with big tasks, break them down into small pieces and grind them out.
AR: Who are some of your favorite artists/makers? What do you love about their work?
MC: My mother! Julia Zollman Wickes, an abstract artist. I grew up in a home filled with artist tools and it had a significant impact on me.
AR: What’s your favorite housewarming gift?
MC: A box of chocolates, of course :)
AR: The Best Business book you’ll always have on your shelf?
Photo: ©Marshall Tidrick
Photo: ©Marshall Tidrick
AR: What’s currently on your nightstand?
MC: Waterloo sparkling water and 10 to 12 half-read books.
AR: The greatest color combination that ever existed?
MC: Black and White Stripes.
AR: What’s a new spin on an old Southern tradition?
MC: Introducing color and whimsy to a tradition of sharing sweets with loved ones.
AR: The world needs more _______.
MC: Kindness and imagination.
AR: I am grateful for _______.
MC: The support of those around me.
