Oct 11 – Nov 10 · #ShareTheWood
Share the Wood.
We're Austin and Abby. We bake every Sugar Wood order ourselves, in one kitchen, and every time you've shared us, orders went up as much as 10x. We've never been able to make that happen on purpose. So for thirty days we're on camera every day, and we're asking you.
The short version
Two of us. One kitchen. A box of 🍆 waffles.
Austin opened the Sugar Wood store in SoHo in July 2022. Then the NY Post came, and Elvis Duran, and Andy Cohen (twice), and people pinned their hometowns on a map from Alaska to Florida. Every time that happened, orders went up as much as 10x.
In February 2025 we closed the store and worked with a world-renowned pastry chef to perfect our waffle recipe so that they last two weeks without a fridge, so we could ship it anywhere. Sugar Wood is made to order, so it ships on time for your party.
We believe life's too short to take seriously, and bodies are better talked about over dessert. That's the whole brand. If it makes you laugh, send it to someone.
The thing on the counter in every video
Decorate it yourself: waffles, sauces, sprinkles, the works. Baked to order by the two of us.
The hero
WOODY Waffle Decorating Kit
Four, six, eight, 12, 18 or 24 waffles (The Foursome Box · The Sexy Six Pack · The Big Pink Box · The Magnum · XXXL · Almost Too Big to Handle), with the sauces and sprinkles to finish them yourself.
From $49
For the group chat
Naughty Cookie Decorating Kit
From $59
Why choose
BOTH WAYS Waffle Decorating Kit
From $49
The Memorable Gift
Naughty Cookie Gift Box
From $48
Pick your delivery date at checkout and order at least 4 days ahead. We bake to order and ship on time, to all 50 states except Alaska.
Week 2 · Oct 19–25
The Girls' Night Giveaway
Tag the group chat that needs this on our giveaway post (Instagram or TikTok, @sugarwood.us) between Mon Oct 19 and Sun Oct 25, 2026. Every friend you tag is another entry. One winner, picked at random on Mon Oct 26, gets a $49 sugarwood.co gift card with free shipping (a WOODY Foursome Box, basically) for their next girls' night.
No purchase necessary. Contiguous US only, 21+. Not affiliated with Instagram or TikTok. We'll DM the winner from @sugarwood.us and never ask for payment details.
Official rules
Full rules posted before the giveaway opens Oct 19, 2026
Send it to the friend who'd laugh first.
That's the whole ask. And if there's a girls' night, a bachelorette or a Friendsgiving coming, you know where the waffles are.
We always come on time. Unlike your ex.