We’re excited to introduce you to the always interesting and insightful Leonda Jiggetts. We hope you’ll enjoy our conversation with Leonda below.

Alright, Leonda thanks for taking the time to share your stories and insights with us today. Before we get into specifics, let’s talk about success more generally. What do you think it takes to be successful?

One common trait that I have found for every goal that I have set for my business so far is initiative. You have to be willing to go out and get it! The tools, resources, guidance, knowledge, etc. –you have to seek out the information you need/want in order to become successful. And you have to ask questions! On my journey I have had the pleasure of meeting several people within my industry that have refused to be gatekeepers, and have been more than willing to share what they can. So based on what I have experienced, it’s important to be able to humble yourself, ask questions and seek out others that have been on similar paths for you…that’s how you’ll succeed.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

The Sweetest Thing is a rapidly growing bakery in Richmond, VA that exists to create joyful moments by supplying baked goods that are unique and nostalgic. By offering flavors that are not commonly found at your local bakery –like banana pudding and strawberry cheesecake cookies, along with cookies & cream and orange creamsicle cupcakes, we definitely leave a lasting impression.

The Sweetest Thing is my labor of love. I can vividly remember helping my mom bake during the holidays, and learning her recipes along the way. As I got older, I started baking for others as an expression of love. I also became the “planner” of my friend group, and they were always excited about what sweets would make an appearance at our annual events.
During an outing with friends, I was introduced to a local restaurant owner that was actually looking for a local vendor to supply their desserts. I agreed to meet with them to provide samples, and to discuss what that arrangement might look like. After the tasting was a success, and they started to express genuine interest, I knew it was time to take my hobby seriously.

That very next week, I was at city hall completing applications for my new business and doing additional research to make sure I had the right insurance and paperwork in place to officially conduct business. Soon after getting everything in place, the initial offer fell through. But I had completed the work to make The Sweetest Thing official, so why not put my business license to use!

In February of 2018, I formally announced the launch of The Sweetest Thing and as a true testament of “stepping into your purpose”, the orders and inquiries came trickling in almost instantly, and have not stopped. So much so, that in March of 2022 I decided to go all in, and left my career of 15 years in order to pursue growing The Sweetest Thing full-time. Since taking the leap, The Sweetest Thing’s revenue is steadily increasing, and is now available in several local restaurants and shops around Richmond, along with catering for weddings, conferences, and private events. And even with all the milestones that have been hit in the last couple of years, the real joy comes from watching someone experience one of my cookies or cupcakes for the first time. When their faces light up and they start reminiscing on those reimagined classic flavors, it’s always a priceless moment.

How’d you build such a strong reputation within your market?

I think consistency and uniqueness is what has helped build the reputation of The Sweetest Thing. You can find oatmeal raisin and chocolate chip cookies anywhere, but I am known for my one of a kind flavors. When I mention that my most popular item is banana pudding cookies, it is always followed by a look of intrigue. And when they try them, there’s always a slight look of amazement that the flavor profile captures the essences of homemade banana pudding. The banana pudding cookies have set the standard for my brand, so I try to make sure that every other creation I come up with measures up to their popularity or exceeds it.

And in addition to being able to order online, The Sweetest Thing can be found in restaurants/shops around Richmond. Being able to have a consistent offering of my products when anyone wants to pop in for cookies, has also helped build the awareness and reputation of The Sweetest Thing.

Any advice for growing your clientele? What’s been most effective for you?

Contact Info:

• Website: thesweetestthingrva.com
• Instagram: thesweetestthing_rva
• Facebook: thesweetestthingrva
• Other: email – thesweetestthing804@gmail.com