From content to cookware: Notorious Foodie’s next chapter

Founder’s Journey & Brand Purpose

Hi NF! For those who might not know you yet, how did Notorious Cookware come to life?

I’ve always been obsessed with food, discovering new restaurants, recreating dishes at home, and documenting that whole process. It was during Covid, though, that my content started to go viral, and people began noticing not only the food I was cooking but also the tools I was using in the kitchen. Over time, I realized there was an opportunity to create something of my own: cookware and kitchen essentials that I love using but that also look as good as they perform. That’s how Notorious Cookware came to life, a brand born out of years of home cooking, filming, testing, and learning what works in a real home kitchen.

You’ve built a following as a self-taught cook and storyteller through Notorious Foodie. What inspired you to move from creating recipes and reviews to creating tools for the kitchen?

I spend so much time in the kitchen cooking and filming, making food from different cuisines and discovering new techniques along the way. But I’ve always been very particular about my setup and which tools I have on hand, how these essentials feel, how they look on camera, and most importantly, how they perform after hard use. I wanted to take that perspective and create cookware that makes sense for home cooks, not just professionals. These are kitchen essentials that not only perform and make your home cooking seamless but that can sit proudly on the counter and look beautiful too.

There are plenty of cookware brands out there, but Notorious feels personal and thoughtful. What gap were you hoping to fill when you started the brand?

A lot of cookware out there is either designed purely for function (which often means it looks industrial and belongs in a restaurant kitchen) or it’s all style with no real substance behind it. I wanted to bridge that gap. My goal was to make tools that perform at the highest level but also carry a sense of design and intention, things that make you want to cook more, not just because they work well but because they look and feel great too. Our focus isn’t on pots and pans but on useful kitchen tools that can be used every day to refine your home cooking.

Your audience trusts your taste and sense of quality. How do you want that same attention to detail to come through in Notorious Cookware?

Everything we make has to pass the “would I actually use this every day?” test. It sounds simple, but that’s really the standard. I’m not interested in gimmicks or products that feel disposable. If it doesn’t feel premium in the hand, if it doesn’t hold up over time, or if it doesn’t add something meaningful to your kitchen, it doesn’t make the cut. I want that sense of trust and integrity, the same thing people come to my content for, to be felt in every product.

Product & Design Philosophy

Your first product, The Chopping Board, sets a clear tone for the brand. Why start here?

The board was the perfect starting point because it’s literally where every dish begins and, in my content, it’s always front and center. It’s the foundation of cooking but also one of the most overlooked tools in the kitchen. I wanted to reimagine it as something you’d leave out proudly on your counter: functional, beautiful, and ready to take whatever you throw at it. It’s also a great vessel for serving.

The board is made from premium Acacia, Sapele, Maple, and Oak. What drew you to these materials, and what do they represent to you in terms of craft and performance?

Each wood brings its own quality to the table, color, density, texture, and grain. Combining them creates an end-grain structure that’s both tough and forgiving on your knives. I also love that every board has its own unique character because no two pieces of wood are the same. The end-grain structure helps to absorb the blade of the knife as you cut rather than fighting against it. The result is sharper knives for longer.

Each detail of The Chopping Board feels deliberate, from its weight to its smooth finish. What was your design process like, and what were the non-negotiables in getting it right?

We put it through some serious testing and gave it a good run in a washing machine too (not recommended, but we had to test!). I wanted a board that didn’t just look good but could take a real beating when used for chopping, carving, serving, everything. The finish was really important. It needed to feel smooth but still have enough grip to keep ingredients in place. The other non-negotiable was weight; it had to feel solid and durable without being a pain to move around. Getting that balance right took a few rounds of prototyping, but we got there in the end. We’re planning to do an XL and mini version too.

Do you see this product as a foundation for a wider collection, or do you want to stay focused on perfecting essentials one piece at a time?

Definitely one piece at a time. I’m not in a rush to flood the market with products. Each launch should feel intentional and considered. The board set the tone for what Notorious Cookware stands for, essentials done properly, and everything that comes next will build on that foundation.

Industry Impact & Brand Differentiation

Many kitchen brands lead with scale or trend, while Notorious seems rooted in craftsmanship and culture. How do you hope to stand out in the cookware space?

Notorious Cookware is about celebrating the process of cooking, not just selling stuff. It’s built from the perspective of someone who cooks every day, who’s tested hundreds of tools, and knows what works. The goal is to be the most trusted, a brand serious home cooks reach for.

You’ve spent years cooking, reviewing, and testing products from all over the world. How did those experiences influence your approach to building something of your own?

I’ve gone through so many different brands and products, both at home and in professional kitchens. After a while, you start to see patterns in what lasts and what doesn’t. You also learn to appreciate the small details: a better handle shape, a smoother finish, a balance point that just feels right. All the years of having fun in the kitchen gave me a real sense of what makes a product great, not in theory but in everyday use. That being said, every home cook has their own style, and there’s some degree of nuance in what makes a tool great.

Personal Reflection & Community

Your community has grown with you from your early food blog days to now. How has their feedback and enthusiasm shaped the way you think about product design?

My audience has always been super vocal, in the best way possible. They’ll tell me what works, what doesn’t, and what they wish existed. That feedback loop is invaluable. It keeps me grounded and ensures that every product we make solves a real problem for real home cooks.

Who are some creators, chefs, or designers you look to for inspiration?

I’ve always been inspired by Japanese craftsmanship, makers like Nigara Hamono who blend function with artistry. Outside of food, I really admire brands that build worlds around what they do, brands like Jacquemus or Aimé Leon Dore, who combine everyday utility with strong design language. That balance between culture, craft, and aesthetic is what I’m drawn to.

We wouldn’t be Thing Testing if we didn’t ask: what other kitchen staples or brands would you love to see sitting next to The Chopping Board on someone’s counter?

Good question! If we’re talking foods, it would have to be things like Maldon Salt, Graza olive oil, or a nice tin of N25 caviar. In terms of cookware, probably a solid Dutch oven from Le Creuset, a stainless steel saucier from Made In, or The Chef’s Press by Bruce Hill.

Vision & What’s Next

We’ve been drooling over the launch of your hero product, The Chopping Board. What’s been the biggest lesson from bringing it to life? The good and the bad, we want to hear it all.

The biggest lesson has been patience. It took a lot longer than I expected to get the quality exactly where I wanted it, but after countless rounds of testing and internal back-and-forth, we finally got there. One of the biggest challenges was shipping and logistics since these boards are around 4kg each and fairly large, so sending them out to a global audience comes with plenty of hurdles.

I also started seeing customers tag me in their stories during the first drop, and a few boxes looked slightly dented or scuffed on arrival. That really bugged me, so we went back and upgraded our outer packaging to better protect the gift box inside. You never get everything perfect on the first run, but making those small improvements over time is what matters.

Every board is also completely unique, no two patterns are ever the same because they’re made from all-natural woods. I love that individuality, but it can sometimes surprise customers who expect a carbon copy of the product images online. It’s part of the beauty of working with real materials, there’s character in the variation.

What can people expect next from Notorious Cookware? Are there new products, collaborations, or material experiments on the horizon?

Next up is the chef’s knife, which I’m really excited about. I’ve been testing it relentlessly over the past few months, and it’s become my go-to in the kitchen. I’ve built a pretty wild collection of handmade Japanese knives over the years, and I wanted to create an all-rounder that could hold its own against them, the same craftsmanship, the same performance, but without the crazy price tag.

Our signature chef’s knife takes inspiration from classic Japanese design, with an elongated, pointed tip for extra precision and control. It’s forged from 67 layers of Damascus steel with a Japanese VG-10 steel core, razor-sharp, incredibly durable, and with the kind of edge retention you’d expect from a serious Japanese knife.

From there, I want to keep growing the lineup slowly and intentionally, a tight collection of true kitchen essentials. No filler, no gimmicks, just proper, well-built tools that look as good as they perform.

Looking ahead, how do you want Notorious to evolve, and what kind of mark do you hope to leave on the food and design world?

I want it to become the go-to name for serious home cooks, that middle ground between restaurant-grade and home-ready. Tools that feel aspirational but accessible. In five years, I’d love for people to say “Notorious” and instantly think of quality and intention. Not hype, but substance.

Your path from food blogging to launching your own cookware line shows what can happen when community and creativity meet. What advice would you give to other creators or entrepreneurs hoping to make a similar leap?

Start with what you genuinely care about, not what’s trending. Be obsessed with your craft, and your audience will feel that. Don’t rush to sell something, build trust first. If you can create real value, the business side will follow naturally.

Is there anything else you want people to know about Notorious Cookware? The floor is yours.

Just that this is only the beginning. I’m building this brand for people who love cooking as much as I do, for the home cooks who care about the details and appreciate good design. We’re keeping it real, keeping it premium, and keeping it rooted in the love of food.

Read more about Notorious Cookware