It’s November now and time to start thinking about the holidays — and The Indianapolis Star’s annual holiday cookie contest.

What’s the key to a great cookie?

According to Dave Russell, owner of Decadence by Design, a local small-batch gourmet bakery, successful cookies depend on quality ingredients.

Russell, an interior designer and baking aficionado who launched the company after being laid off last summer, said freshness also is important.

“It really is about good ingredients and fresh-baked flavor,” Russell said.

He advises aspiring bakers to find a favorite recipe and add a twist to make it their own.

“I know a lot of people like something different,” said Russell, who hit on a customer favorite with a cookie featuring chopped-up peanut butter cups.

Even a traditional chocolate chip cookie can be improved, said Russell, who likes to sprinkle a just-baked cookie with extra chocolate chips. “That way, you’ll see them on top of the cookie.”

Once you have a tasty recipe, Russell said, proper timing is important as well.

“When it comes to baking cookies, I would say, ’Don’t walk away from your oven,’ " said Russell, who advises bakers to pull cookies from the oven just before baking time is up. “An overdone cookie or even a done cookie can be the end of it. You want it just golden around the edges.”

For more information about Russell’s baked goods, visit www.decadencebydesign.net, or call (317) 501-6683.