We caught up with the brilliant and insightful Ashley/ashley Rosen/money a few weeks ago and have shared our conversation below.
Ashley/Ashley, thanks for joining us, excited to have you contributing your stories and insights. Looking back, do you think you started your business at the right time? Do you wish you had started sooner or later
The simple answer would be sooner; however, our business is founded on our faith in Jesus and we both believe that his timing is exactly what we needed to be where we are right now.
We started our business in July of 2023, but really it started in October of 2023. Our LLC was formed in July, but we really didn’t start taking orders for the business until October. Life-wise/Career wise we are still currently working full time along with building the business, the only difference is where the business is now verses then. If we started sooner there is a chance that Sweet Salvation Bakery would not look like what it does. We both have had the desire to start a business however every time we got in our own way. We state that however looking at it and what you will see is it truly is Gods timing.
To really get how we came together to create our bakery, you have to see us as individuals first. I’ll let Money kick things off with her side of the story, then I’ll jump in with mine so you can see how it all came together. Oh, and a quick heads-up for the readers: you’ll hear us call each other by our last names. It’s not just because we share the same first name. Nope, the real reason is our never-ending debate over who was the first “Ashley.” So, we stick to last names because that’s the one thing we actually agree on.
Me personally, if I could go back, I probably would have started the business at the same time. I’ve done cake decorating as a hobby for 10 years prior to taking that step and starting a business. In that 10 year span I had my husband telling me I really need to be doing this full time as a business. I always made the excuse that I didn’t want to turn a hobby into a business because I felt that I wouldn’t enjoy doing it anymore. Deep down, the truth was I was scared. I was scared that my cakes weren’t good enough, I was scared that I was going to fail. I also did not have a business background, so I didn’t really know what it took to start up a business and how to maintain it to ensure it being successful. That all changed when I met Rosen.
Rosen started a position in my area at work and we soon became the best of friends. When I would bring cupcakes to work to share, she was my biggest hype person and also said I should be making this a business. While my husband has been saying that for years, it hit me differently when it came from her. When Rosen mentioned she had a business background and also expressed that she loved baking, and she wanted to start a business I was all for it.
If I would have had the faith in myself that Rosen, had it me, I would have started the business earlier in life. All that being said, I am incredibly thankful for the business that we share today. Had I started the business earlier in life I would not have an amazing business partner to do this with me. Baking and decorating in the kitchen would be lonely and I wouldn’t get to experience all the fun we have had this past year. Jesus put Rosen in my life for such a time as this and I will forever be thankful for that.
WOW! How do you follow that haha…. don’t worry I’ll try lol. I have always had the urge to start a business, for me it was “what does that look like” or “do I have the capabilities”? It always ended with me talking myself out of it and to be fair I really didn’t want to do it alone. You see I have rabbit holes I tend to jump down that has always restricted me from pursuing my dreams. My husband Jake…God love him has always been an inspiration to me. He has always been the one to listen to all my crazy idea and offer any type of support to get me to pursue the dream at the time, he really is the best hype man; but I would every time talk myself out of it.
Money stated above how it wasn’t until me…well I can say the same for her. I think that we are both different is so many ways, but that is what make God’s plan so perfect. I did not see it, I just seen a fantastic woman that shared the same faith and love for Jesus that I had, and we just so happened to love to bake. Money had told me that she wanted to start a business but didn’t have the business background it was at that moment I was like wait…. I went to school for that and well the rest is history. Looking back now I see how God worked his plan so perfectly, we truly are the best of friends but we also as individuals bring specific things to the business that the other does not, and that is why I would say also sooner but same time was the perfect time.
Ashley/Ashley, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
Rosen: I am the strategic mind behind the business, ensuring the smooth operation of our management processes. This role does not diminish my passion for baking, a craft I have cherished since kindergarten with my Memaw. I bring to the table recipes that have been lovingly passed down through generations.
I believe in the power of joy and laughter, and I am convinced that a smile can transform someone’s day, which is why I make it my mission to smile as often as possible.
Devotion is a core value for me. I have been happily married to my wonderful husband, Jake, for 13 years (together for 17), and we have an amazing son named Luke. My role as a wife and mother is my second greatest joy, with my first being my devotion to Jesus. He is the guiding force in my life and our business. I feel incredibly blessed to do what I love and to share it with you.
Money: As I mentioned, I have been baking and decorating cakes for the past 12 years. What began as a simple hobby quickly transformed into a significant part of my life. My journey into cake decorating started with a class during my high school days. Although I temporarily stepped away after graduation to explore other interests, the desire to create resurfaced when my oldest child celebrated his first birthday.
Outside of the business, I’m happily married to my supportive husband of 13 years, who has always encouraged my baking endeavors. Together, we are blessed with two wonderful children, Owen and Adalyn, who fill our lives with joy and keep us busy with their various activities.
In my spare time, you’ll often find me at the gym, as it is my go-to for stress relief and “me time.” However, amidst all of life’s activities and pursuits, I attribute my success and inspiration to my faith in Jesus. As Isaiah 12:2 beautifully expresses, God is my strength and salvation, guiding me through every endeavor and making my journey a testament to His grace in my life.
When we started the business, we mainly focused on various flavors of cupcake and custom cakes. We knew in order for the business to grow we would need to start bringing in more products. We then worked on fun flavors of cookies such as a lemon blueberry and smores, don’t worry we also offered the classic flavors such as chocolate chip and PeanutButter. Since we launched other products, our business just took off. Right now, with fall almost here we are getting ready to offer more products like pies and sweet breads.
We think the biggest thing that sets us apart is that while we own the business, Jesus runs the business. Let us explain; Jesus is the center of our business; we are walking by faith according to his plan for our purpose. We own this business on paper, but he is truly the one that “owns” the business. The biggest goal or aspiration for us is to spread love and kindness to everyone we meet. Another thing that sets us apart is we use fresh ingredients, in all of our products, no preservatives. It is always a fresh never frozen kind of deal.
We’d love to hear about how you met your business partner.
Rosen came into my life during one of its lowest points. I’ve been an inside territory manager at Lafayette Interior Fashions for seven years, while Rosen initially worked as a team leader in the Genesis production department. Eventually, she transitioned into the role of an inside territory manager. Although we worked in the same department, we didn’t interact much during her first year here. I often joke that she didn’t like me, but that’s not true—it was really because I’m more reserved and tend to keep to myself.
At that time, I was going through a difficult period in my life and was struggling. I had been seeking advice from a few friends, but I soon realized the advice I was getting wasn’t aligned with God’s guidance. Through circumstances beyond my control, God removed certain people from my life, and it was around then that Rosen and I began talking more and forming a closer connection as coworkers.
Not long after, I felt compelled to open up to Rosen about the struggles I was facing. Her response was filled with Godly wisdom that helped me overcome the obstacles I was dealing with. I’ll always be deeply grateful for her guidance and support. Today, I’m blessed to call her not just a business partner, but a lifelong friend
Awe shucks, she is so sweet. I joined the sales team at the end of 2020, and it was towards the end of 2021 that we really started talking. She was incredibly intriguing, and I felt a strong connection to her. I could almost see the spirit she carries, and I truly believe that God meant for our paths to cross.
She was going through a tough time in her life, but little did I know that I was about to face an unimaginable tragedy myself. In June 2022, I lost my brother, my only sibling and best friend. From October 2021 to May 2022, our friendship blossomed quickly, always rooted in Jesus, which was exactly what I needed when tragedy struck. She was the first person to just sit and pray for me, without asking questions. She stayed in constant prayer, and it brings tears to my eyes just thinking about it.
In the months and now years since that day, God has continued to confirm and bless our friendship. I love the verse Proverbs 27:9-10 TPT: “Sweet friendships refresh the soul and awaken our hearts with joy, for good friends are like the anointing oil that yields the fragrant incense of God’s presence. So never give up on a friend or abandon a friend of your father, for in the day of your brokenness you won’t have to run to a relative for help. A friend nearby is better than a relative far away.”
Can you talk to us about how your side-hustle turned into something more.
We never really considered baking a side hustle—it’s always been more of a passion and hobby for the both of us.
I (Money) started out creating cakes for friends and family, simply because I loved doing it. I would also bring cupcakes to work for my coworkers to enjoy. Over the years, I had so many people encourage me to start charging for my creations and turning this into a business. But for a long time, it just didn’t feel right taking money for them. I didn’t think my cakes were quite “bakery-worthy,” and I was content with sharing them purely for the joy of it. Eventually, though, more and more people began insisting on paying for cakes and cupcakes. While I was grateful, I still saw it as an opportunity to reinvest—using that money to buy better ingredients and decorating tools so I could keep improving. Over time, the demand grew, and I started realizing that what began as a hobby was turning into something bigger.
I (Rosen) started out baking with my Memaw and carried that to North Dakota selling baked goods to occupy my time while my husband was working as an Iron Worker. We can honestly say that if it wasn’t for each other, we would still be doing this as a hobby rather than making it a career. We both share the passion for baking, decorating and business; but where we differ is she (Rosen) has more of a business background whereas I (Money) have more of a decorating passion. This definitely helps out when it comes to growing the business.
A couple highlights for us include one of our first big paid orders, when someone trusted us with a wedding cake, soon after that we were asked to make 800 cookies for an event. Deciding to officially launch Sweet Salvation Bakery was a huge step, and we’ve been amazed at how much support we have received from our community since then. What started as hobby soon transitioned into a business that we both love.
Contact Info:
- Website: https://sweetsalvationbakery.net
- Instagram: https://instagram.com/sweetsalvationbakery23?igshid=MzNlNGNkZWQ4Mg==
- Facebook: https://www.facebook.com/profile.php?id=100092462656131&mibextid=ZbWKwL
