We caught up with the brilliant and insightful Brooke O’Dell a few weeks ago and have shared our conversation below.

Alright, Brooke thanks for taking the time to share your stories and insights with us today. What’s been the best thing you’ve ever seen (or done yourself) to show a customer that you appreciate them?

We have been so fortunate to have some of the best customers in the business. One of the best decisions we ever made when we built our bakery was to make it a nut-free facility. Although we don’t have any food allergies in my family, I knew that providing a safe space for kids and families with this allergy was important to me as a parent to give a small peace of mind. Over the years, I have had so many hugs and words of appreciation for kids of all ages, thankful to have a space they can come into, take a deep breath, and safely enjoy a sweet treat without worry. I am so thankful as a parent I don’t have to live in fear with my own children, and as a business owner, I am thankful to have made some really sweet connections with local families who are impacted by this issue.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I am a self-taught baker who bought a 50-year-old business over seven years ago. I picked up a book after I had my first son and left the corporate world and taught myself the world of cake decorating. I was familiar with Sugar Drop when we purchased the store, but knew that if it was ever mine, I would create a complete brand overhaul. Little did I know that I would be signing papers to purchase the shop in early 2017. After a few short months, we rebranded and rebuilt our shop to be a one-stop shopping experience for all things cakes, parties, and sweets. I am the proud Chief Sprinkle Officer of the brand and creative force behind this sweet dream. We are a unicorn of a business as I have yet to find another concept like ours. Customers can take classes, let us host their celebrations, or just enjoy one of our famous scratch-made cookies while they shop a sweet-inspired collection of the cutest curated retail items.

Can you tell us about a time you’ve had to pivot?

Anyone who has owned a business in the last four years understands the concept of pivoting better than any other generation. From lockdowns and layoffs to masks and makeshift celebrations, we had to creatively jump in, rethink every aspect of how our business operated in 2020, and continue figuring out how to meet the market best. From “Pitty Party” kits to online birthday parties, we have made some major adjustments in the way we have operated our business but each adjustment has paid off and allowed for us to keep our doors open.

We’d love to hear the story of how you built up your social media audience?

When it comes to social media, be careful what you wish for! We have gone viral a few times, and although there is a blessing with an uptick of orders and brand awareness, we have not always been prepared for the overwhelming orders, lack of staff and supply to fulfill orders. People love to hold small businesses to the same standard as major players and that is not the reality. Going viral and being on social media is exciting but has its challenges. My advice is to always stay true to your brand through honesty and authenticity. That is what will make the best lasting impression on old and new followers.

Contact Info:

• Website: https://sugardrop.com
• Instagram: @sugardroptn
• Facebook: Sugar Drop TN
• Linkedin: Brooke O’Dell
• Yelp: Sugar Drop