SCRATCH THAT

No really, Scratch That!!!

Hi guys!!! Alix here.

First, I want to be clear that Zoya & I are not breaking up BUT I have decided to dump her…FROM THIS NEWSLETTER.

While at first, I was hoping we could be on here together, Zoya's been an absentee poster, and well, I've decided to reclaim this space as one of my own. BECAUSE I AM ENOUGH! (I hope lmao) Sorry that the launch of this newsletter has been a bit…messy. But it IS me, after all. I’m doing my absolute best to figure this platform out.

If you’ve been here since the start, you might notice something a little different—this newsletter got a glow-up! What was once A to Z is now SCRATCH THAT. So I literally said scratch that—isn't that so fitting?

Why the rebrand? Well, for starters, Scratch That isn’t just the name of my debut cookbook (!!!) It’s a mantra I’ve carried through life. You know those moments when things don’t go as planned? When you’re staring at a burnt cake, a missed opportunity, or a life plan gone sideways? It’s easy to feel defeated. But instead of giving up, I’ve learned to pause, laugh, say scratch that, and keep going. It’s a mindset that has gotten me where I am today!

This rebrand feels so me because life, like cooking, is full of messy moments. The batter spills, the soufflé falls, or the plan just doesn’t quite work. And that’s okay. Sometimes, it’s not about quitting—it’s about starting again with a little more knowledge, a lot more heart, and maybe a splash of wine for good measure.

I spent years - SIX to be exact, writing Scratch That, which will be coming out on April 22! (Reminder to please preorder it today!) Instead of starting a whole new thing, I figured I should just double down on what I already know best. I’m going to save most of my recipes for the cookbook, hopefully, it will get you even more excited about it—I promise it will be so worth it! This space is just a way to expand upon my life’s mission (TO HAVE MORE FUN!), to connect more deeply with you, & to give you (WAY) more of me!

Here’s what this rebrand means for you:

A Clearer Vision: This space is now fully aligned with what I care about most—celebrating creativity, navigating life’s chaos, turning those “oops” moments into something beautiful, and connecting with you.

More Fun: I mean, come on, the name Scratch That is so perfect, right? It’s a little cheeky, a lot relatable, and perfectly captures the energy I want to bring here.

Deeper Connection: Whether it’s a recipe, a story, or my new exclusive substack show Snack Chat (more on that soon!), everything I share here will reflect this idea of learning through the mistakes, starting fresh, and finding joy in the process.

So, here’s to saying SCRATCH THAT when something doesn’t work, and instead of giving up, rolling up our sleeves, and diving back in—whether it’s with a whisk, a plan, or just a fresh perspective.

Thank you for sticking with me through every pivot, every spilled ingredient, and every slightly chaotic idea. I can’t wait to share what’s next!

Cheers to a fresh start & when life imitates art,
Alix

& A HAPPY HOLIDAY TO ALL!