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Our Story

How four friends started the largest Macaron business in the U.S.

At Woops! we are a team of passionate creatives that believe in perfecting our craft of creating the most delicious and diverse set of treats available today. Our journey began in 2012 in the heart of New York City with a macaron pop-up shop at the Winter Village in Bryant Park. It all happened on a whim, almost as if by mistake. We were your typical group of passionate, dream-chasing New Yorkers with busy schedules and empty pockets, looking to channel our passion into something beautiful. So with the power of friendship, hard work, and a little but of that spoonful of sugar they call hope… we somehow made it happen.

In the nine weeks of that holiday season, we couldn’t keep up with the lines out the door. It was extraordinary to see the child-like curiosity of those who’ve never tried a macaron before, and the joy of those who instantly remembered those magical moments they had on their once in a lifetime trip to Paris. People were in love with the concept, design, and the budding brand. And before we knew it… Woops! We had a business!

We have since opened our kiosks and BakeShops all throughout the United States. Our collection of sweets now includes a wide array of macaron flavors and over 20 carefully curated artisanal pastries. Our macarons are the most authentic experience outside of Paris and are handmade to perfection. We also make the majority of our pastries in our bakery and import only the best from around the world, including Belgium, France, and the Netherlands.

And although we have expanded quite a bit since our debut, we put in extra effort to keep a close relationship with our local communities. Nothing is more satisfying or heartwarming to us than creating a space in which people can connect, relax, and enjoy the “sweeter” side of life.

We invite you to join us in our celebration of authentic flavors, unique colors, and artful design. Every taste will transport you to other places, spark different memories, and reveal new adventures. Macarons make the sweetest gift for yourself (or anyone else!). We hope you love each visit to WOOPS! – where every bite’s a celebration.

Born in New York City

Four friends joined together in 2012 to open a macaron pop-up shop at the Holiday Shops in Bryant Park. Five years later, our roots are still holding strong in this amazing city. The community welcomed us with open arms and big smiles and we continue to honor and serve them the best way we can.

Our selection of flavors is an homage to the diverse group of customers we see each and every day and our beautiful locations are meant to remind us all that anything is possible, especially in a city that makes dreams come true.

All of our delicious sweets and treats are made by hand in our bakery that is proudly located in Bronx, NY. The diversity of the city and the demand for multicultural products are what continues to inspire us. We truly see ourselves as part of the community here, supporting families, and creating opportunities to become a part of something great.

New York City is and will always be home to us. It has given us more than we deserve and we work hard each and every day to show our unending love and appreciation.


At Woops!, we strive to keep our five core values engrained in our hearts and minds and to portray them in every aspect of our business: simplicity, quality, beauty, connection, and playfulness.

Simplicity – In design, operations, products, & service, we strive for simplicity. Our products are traditional without the fluff.

Quality – Our goal is to provide delicious top-quality products, along with the highest quality service and experience in the most authentic way.

Beauty – From our products & packaging, to store design and communication, all that we do must be beautiful, both visually and in it’s purpose.

Connection – To have the Woops! experience is to enjoy our products, share them with loved ones, and be involved in the community. We hope to connect with our customers in a meaningful way through in-store interaction and social media.

Playfulness – Life is too short to take things seriously. We enjoy ourselves and so should you. Woop! Woop!


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