We caught up with the brilliant and insightful Dayne Cullen a few weeks ago and have shared our conversation below.

Dayne, thanks for taking the time to share your stories with us today Being a business owner can be really hard sometimes. It’s rewarding, but most business owners we’ve spoken sometimes think about what it would have been like to have had a regular job instead. Have you ever wondered that yourself? Maybe you can talk to us about a time when you felt this way?

From my first job at 16 answering phones at a law firm, to my last job working in Human Resources – my work background has always been corporate. While I appreciated the stability of a 9-5 reliable paycheck, I often found myself burnt out and stressed. After having children and moving across the country a spark was ignited in me that craved non-traditional work. I wanted to make money from home in a way that allowed me to watch my children grow and be there for all of life’s milestones. I figured if I’m going to work hard it might as well be for myself and my family.

One thing that really lights my fire is baking, and after one-too-many test bakes lying around the house my husband insisted I open up a baking business. He really saw the vision and believed in what I could do if I just thought big and believed in myself. So we started looking into farmers markets and Sweet Lady Dayne was born!

I have officially been in business for one year and I cannot fathom going back to a “regular” job anytime soon. This is just too fun! Even the stressful parts challenge me to come up with new ways of innovating and pivoting. Most importantly, I love being close to my children – being their role model has been fulfilling in ways I did not expect. They are my Why and I hope to make them very proud one day!

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.

Sweet Lady Dayne started in local farmers markets selling primarily macarons, cookies, and brownies. I love farmers markets because they allow me to connect with customers, test out new products, and get feedback on my offerings. As business grew so did personal orders, then corporate orders followed shortly. While I still do markets, my focus has shifted to meet demand on personal and corporate bookings. I have also narrowed my focus to providing custom sugar cookies, macarons, and high-end cakes.

This change has been a natural one given my corporate background. My white-glove customer service and attention to detail means that each client receives a five-star experience from beginning to end. Personal clients enjoy the bespoke designs, flavors, and creativity involved in my cookies and cakes. Corporate clients primarily favor my printed logo sugar cookies – a great option for conventions, gift baskets, employee recognition, and more. Pens get lost, magnets get tossed, but a sugar cookie with your logo on it is sure to make an impression.

In a world full of options, Sweet Lady Dayne stands out among the rest because of the symbiotic relationship between my professional background and 10+ years of baking experience.

What’s been the best source of new clients for you?

My best and favorite source of new clients has been word-of-mouth. In a world full of social media advertising, follower count, and viral marketing this old-school method has lost the attention it deserves! In business your reputation truly proceeds you. This form of client acquisition is like gardening – you’ve got the plant the seeds, water your efforts, be patient, and your flowers will bloom. Always keep your business cards handy and consider joining your local Chamber of Commerce.

Are there any books, videos or other content that you feel have meaningfully impacted your thinking?

The book “E-Myth Revisited” by Michael E Gerber was recommended to me by a fellow Chamber member and it has been invaluable! It is a book about a baker who is struggling to streamline her growing business. The timing for the recommendation was serendipitous as I was just starting to approach the same struggles. The book has taught me the importance of breaking down the steps of my business to a granular level and putting in place a schedule and process that avoids burnout. I highly recommend the book to any business owner whether they have just gotten started or have been in business for years.

Contact Info:

• Website: https://www.sweetladydayne.com
• Instagram: https://www.instagram.com/sweetladydayne
• Facebook: https://www.facebook.com/sweetladydayne