Alright – so today we’ve got the honor of introducing you to Kaelyn Ruas. We think you’ll enjoy our conversation, we’ve shared it below.
Hi Kaelyn, thanks for joining us today. Parents can play a significant role in affecting how our lives and careers turn out – and so we think it’s important to look back and have conversations about what our parents did that affected us positive (or negatively) so that we can learn from the billions of experiences in each generation. What’s something you feel your parents did right that impacted you positively.
Growing up, my parents instilled in me a strong work ethic and a sense of direction. My mom and dad were a great example of this willingness to try new things – after living in the same neighborhood their whole lives, we decided to leave Connecticut and everything we’d ever known for sunny Florida, just to take that chance to experience something better. That kind of spontaneity is hard to live up to. My mom loved to cook and bake, but what stood out more was her approach to experimenting with new recipes – it was less of a love for the warmth but a love for the challenge each new recipe presented to her skills. She cooked with confidence and competency.
When I started baking professionally, not only were my parents my first fans, but my first customers. Every order they’ve placed, they’ve paid for as any exemplary patron would. It’s one thing to be supported and told nice words, but it’s a much more valuable thing to be taken seriously and treated with respect. My parents offered me everything they could growing up, and that’s the biggest form of love that exists.
Reflecting on my parents’ support, one story that stands out is when I was in middle school. I had an important basketball tournament that I was looking forward to, and at 14 years old, everything means the world to you. My father’s car had broken down on the way to the basketball tournament and instead of missing it, my dad walked. He walked two miles in the Florida heat at the hottest time of the day because he knew how much it meant to me and for him to be there. Being there when it counts is a parent’s job that never ends, and my dad especially has continued performing that job in his support of my business. Their lessons remind me daily to challenge myself, even when things aren’t perfect, and to find joy in the process.
Kaelyn, 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?
My name is Kaelyn, and when I am not working in patent and trademark law or studying endlessly, I run a home bakery called The Crumb and Company. The Crumb and Company is an LGBTQIA-owned bakery specializing in uniquely crafted cupcakes, muffins, brownies, and more. We also specialize in event catering, so no amount of cupcakes is too large or too small.
I’ve always loved being in the kitchen to channel my creative and child side outside of work. After being laid off from my previous job in corporate law, I began to see baking as a side business instead of just a hobby. On a hard day when you have no job, no promise of a job, no help, and in an apartment stuck with nothing but your emotions, all you can do at the moment is to keep your hands and heart busy and bake some cupcakes. With support from my family, I created The Crumb and Company, a home bakery specializing in gourmet cupcakes and other assorted desserts.
What began as an outlet for exploring unique flavors after losing my previous job, has grown into crafting desserts that celebrate simplicity, uniqueness, and community. Frustrated by the lack of imaginative flavors in stores and bakeries, I set out to create desserts that not only satisfied the cravings, but were fun, funky, inspired, affordable, and most importantly reflected the warmth of homegrown ingredients that I could read and trust. Today, I’m proud to share these creations and turn what was once a hobby into a business rooted in our community, for our community.
What sets us apart is our commitment to truly serving our community’s needs. We take live feedback directly from our customers, which allows us to create desserts that people really want. I often drop off free boxes of muffins and cupcakes at our local library to give back to the community and gather insights on new flavors and ideas. We also price our sweets affordably and offer emergency workers, veterans, and educators discounts – a sweet treat to make a day special is a right, not a privilege.
All of our baked goods are made with high-quality ingredients sourced from local markets, and we pride ourselves on never using preservatives. We offer unique flavor combinations that you won’t find in stores or at other bakeries, and the quality and originality of our products speak for themselves. It’s not about the trendiest or largest cupcake, but the tastiest. I honor sophistication, affordability, and quality above all.
Have you ever had to pivot?
As I mentioned previously, I had been recently laid off prior to starting The Crumb and Company. At the time, I before then never experienced being fired or let go from a job. It was something that tore me up so much inside because I had no one to blame for the situation – I couldn’t blame my work ethic or performance, just the circumstance. When a company is losing money, cuts had to be made and I was one of them. It made me feel small and like a child again. I had to sit with all of these emotions while applying to jobs endlessly in a fruitless market. I was someone who if anything, worked multiple jobs in the past, and never felt so stuck. In the meantime, I had to get creative and give my brain something else to do besides refreshing LinkedIn and following up with job recruiters.
With nothing but free time on my hands, I began baking daily, and once I saw a slight need in the market, I decided to pivot into something creative and profitable. I started selling my baked goods, beginning with my family and then my neighbors and other members of the community. This career pivot gave me a new project to hyper-focus on, new skills to learn and adapt such as marketing and budgeting, baking methods, and recipes, and forced me to think outside of myself and my doubts. Even though it is a very small thing and since having lost my previous job, now working at a new firm and maintaining the other parts of my life, The Crumb and Company continues to be a rewarding venture and I am so grateful to be learning new processes and building relationships within our community.
What’s been the best source of new clients for you?
An obvious choice is the internet – it seems to be easier than navigating the real world these days. More specifically, neighborhood apps like Nextdoor and Facebook neighborhood groups have proven to be great for reaching out and extending your company locally and impactfully.
A tried and true method that I also implement is going into the real world with printed menus and delivering them door-to-door and to local businesses. It even helps to drop off a warm and thoughtful basket of muffins at your local fire station or library. Showing up in person and with full hands is an excellent impression to make on potential clientele.
Contact Info:
- Instagram: https://www.instagram.com/thecrumbandcompany/
- Facebook: https://www.facebook.com/profile.php?id=61569454738572&mibextid=LQQJ4d&rdid=LZu5h5QjmRHr6Mgt&share_url=https%3A%2F%2Fwww.facebook.com%2Fshare%2F1AVW5v5Bav%2F%3Fmibextid%3DLQQJ4d
- Linkedin: https://www.linkedin.com/in/kaelynruas
