About Us
Do you love cookies? At Tender Heart Cookies, we sure do! Here at Tender Heart, we provide tasty treats that anyone can eat. From being a morning snack-on-the-go, after-dinner dessert, or anything in between, our nut-based cookies are a great choice any time of the day. Our cookies are made to be the tastiest vegan and gluten-free cookie soon to take over the universe!
We love cookies and so do you! Unfortunately, not everyone can eat the standard everyday cookie and several of the alternatives just do not taste right. So, we had some fun, hired some cookie elves, and crafted a delicious vegan, gluten-free cookie that is incredibly hard to refuse. The elves are hard at work, developing new flavors as we speak! Be sure to check back soon.
Originally Rawr Bakery, Tender Heart Cookies were first introduced at a friend's potluck night. Many "nom nom nom's" and "mmmmmmms!" later, we decided that Tender Hearts needed to be shared with the world. Currently, these delectable cookies can be found in various store fronts and restaurants throughout Sedona, Cottonwood, and Flagstaff, Arizona.
About the Founder
From donuts to discipline, fast food to full-hearted purpose — this is the journey of Tender Heart Cookies’ founder, Joshua Vailokaitis.
I grew up in Massachusetts and spent 12 years managing a donut shop. At one point, I weighed 275 pounds, wore a size 44 waist, and was running on energy drinks, fast food and microwave meals. I was tired, in pain, and deeply unhappy.
One day, I asked the internets, “Why am I fat and depressed?”
The answer that came back? Stop eating bread.
I laughed… but I tried it. I cut out bread and dairy on a whim. I drank my first real glass of water (aside from the “bubblah,” as we say back in MA) at age 22. And in three months, I lost over 100 pounds.
My body changed — but more importantly, so did my mind. I sold my house, turned down a promotion, and moved to Colorado, slowly making my way down to Arizona, in search of something more meaningful. I worked at places that aligned with my new values, I also studied to be a health/life coach and became certified. But something still felt off.
I realized: I don’t want to convince people to be healthy. I want to create something they already love… and just make it better.
So I started baking. And Tender Heart Cookies were born — a cookie that’s gluten-free, dairy-free, and made with ingredients your body understands. A cookie you can eat with joy and pride.
These days, I’m building something bigger than a brand. I’m crafting a movement — a compassionate cookie crusade that proves healing can be delicious.
Because the only time is now. And if we’re going to be here, we might as well eat something that makes us feel good.