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From a 41-square metre bakery in Brisbane, Australia, to an international brand with a growing global footprint, Brooki is a story rooted in belief and creativity. Founded by Brooke Bellamy just three and a half years ago, the bakery has quickly expanded to three locations in Australia and has landed in the UAE, a true scaling success.
Before the international expansion came the virality. Brooke’s candid ‘Day in My Life’ videos, documenting her early mornings, long bake days, and the realities of running a bakery, struck a chord online. Today, she has over one million followers on Instagram and over two million Tiktok, cementing herself as one of Tiktok’s favourite bakers. A story from chocolate chip cookies to viral stardom.
Soon after, the online momentum turned into offline movement.
The UAE entered the picture in 2024, when Brooke was invited to Abu Dhabi’s Mother of the Nation Festival as an international guest brand. In December 2025, she returned to the Middle East with a new chapter: opening two Brooki pop-up locations, one in Abu Dhabi at the Equestrian Club and another at Dubai’s Marsa Boulevard.
In this edition of the GRAZIA Career Edit, Brooke opens up about building Brooki from the ground up and taking the brand global.
My current role is…
CEO and Founder of Brooki Bakehouse. I opened my first bakery 3.5 years ago in a tiny 41sqm space in Brisbane, Australia, with no real certainty other than a belief in the product and myself. Since then, Brooki has grown to seven locations and expanded from Australia into the UAE. The next market on the horizon is the UK, as we continue to build the brand globally and meet our audience where they already are.
When I was younger, I wanted to be…
A dancer. I grew up dancing, singing, and playing the piano — creativity was a huge part of my childhood. My grandmother was a piano teacher, so learning an instrument was non-negotiable in our family. Looking back, performing taught me discipline, resilience, and how to be comfortable being seen — skills I use every day in business.
My favourite subject at school was…
Dance, music, and theatre. I was a true theatre kid.
My first job was…
In a tiny rural bakery about twenty minutes from my childhood home. I started when I was thirteen, and my parents would drive me there every Sunday. I loved the pace, the pressure, and the responsibility. Hospitality taught me early that creativity is really just problem-solving — and that attention to detail matters.
My career path so far has been…
Unconventional, but very intentional. After university, I travelled the world and began writing a travel blog — something I initially did to fund my travels, which later became one of the most read luxury travel blogs globally at the time. I’ve always romanticised travel and experiences, whether that’s finding the best hot chocolate in Paris or staying in a bucket-list hotel in Botswana.
That same mindset carries into my life and career — staying optimistic, intentional, and open to learning, even when those lessons are hard. After a decade of travelling and writing, I opened my first hospitality business in my hometown. I later sold it due to burnout — hospitality is demanding, emotional, and margins are thin — but once it was gone, I realised how much I missed the challenge. That realisation ultimately led me to start Brooki.
The story of Brooki is…
One I feel incredibly grateful to be living out in public. Building Brooki has allowed me to share my journey openly as a female founder, and the most meaningful feedback I receive is from women who say they feel inspired or encouraged to take a leap themselves. That visibility is both a privilege and a responsibility.
I’ve learned that not everyone will love what you build — and that’s okay. You can’t control the noise, but you can control your response. Growth comes from staying focused, consistent, and patient. No success story happens overnight.
The role the UAE has played in my career…
Transformative. While Brooki already had strong momentum in Australia, our time in the UAE showed me the true global power of the brand. When we launched at the Mother of the Nation Festival in Abu Dhabi in 2024, wait times reached up to two hours — something I never expected for our first international outing.
That moment was incredibly validating and quickly led to interest from investors and partners. Ultimately, we partnered with local developer Arada, allowing Brooki to officially expand into the Middle East as our first international market. From here, the UK is next — and beyond that, the possibilities feel limitless.
My daily routine consists of…
Early mornings. I wake at 5am and spend the first hour or two to myself — answering emails, writing down ideas, and planning the day with a clear mind. By 7 or 8am one of my daughters is usually awake, and mornings become a mix of getting ready and spending time together.
Motherhood has taught me to be more flexible and present, but also more deliberate. I work faster and with greater focus now, knowing that when I’m home, my priority is being a mum to two beautiful little girls.
My role as founder entails…
Holding the bigger picture while never losing sight of the details. As Brooki grows, I’ve had to learn to let go of control and trust my team — something that didn’t come naturally at first. I’ve learned that investing time in teaching and explaining the ‘why’ behind decisions saves time in the long run and empowers others to lead with confidence.
The biggest hurdle I have experienced in my career…
Balancing motherhood with business growth. Becoming a mum has been the greatest joy of my life, but it’s also challenged me in ways I wasn’t prepared for. There’s a lot of guilt attached to returning to work or building something ambitious as a mother.
I believe the two roles can complement each other rather than compete. Motherhood strengthens skills like patience, communication, and empathy — qualities that have made me a better leader.
The biggest milestone I have achieved is…
Growing Brooki to a team of over 50 employees. That number marked a turning point where the brand developed a true internal identity, not just an external one. Culture is something we talk about often, but reaching that stage made it tangible — and protecting that culture as we scale is something I take very seriously.
A quote I live by is…
“The more I think about it, the bigger it gets.”
I would see this quote every day driving to my bakery in Brisbane as it is printed on an underpass I drive under, just before I arrive at the bakery. It reminds me not to dwell on negativity, because it grows when you give it attention — and equally, that optimism and belief compound in the same way.
The biggest lesson I’ve learned a a founder…
To check in with myself regularly. If I’m not grounded and fulfilled, it’s impossible for my team to be. Leadership isn’t just about strategy — it’s about emotional regulation, self-awareness, and understanding the impact your energy has on others.
What I hope for 2026 is…
To continue growing Brooki into a genuine community — both online and in real life — without losing the magic of that first store. As we expand, it’s important that our team members feel connected to the brand and proud to represent it. That means staying curious, innovative, and never settling for the status quo.
