Alright – so today we’ve got the honor of introducing you to Gabi Sanchez. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, Gabi thanks for taking the time to share your stories and insights with us today. How did you come up with the idea for your business?

I’m a lawyer in my home country, Brazil, and I had never thought about becoming a baker—until one day, during a women’s meeting about finances, someone asked me what I planned to do after retirement, since people are living longer these days.

I’ve always had a passion for baking. My mom was never great baker, so I had to learn early on how to bake my own cake if I wanted to eat one. With that retirement question lingering in my mind, I thought about what I loved doing the most: baking bread and cakes—even if, at the time, I had no real technique. That’s when it hit me: “I’ll open a bakery when I retire!”

But life has its own plans. In 2010, I met my husband on a flight from São Paulo to New York. We had a long-distance relationship for almost two years, and in 2012, I moved to San Francisco with the promise from my then-employer that I could keep my job as a lawyer.

Six months after moving, I was laid off, and that little bakery idea started to grow stronger. I decided to study pastry and baking at Le Cordon Bleu and also took courses at the San Francisco Baking Institute.

In the middle of my studies, I got pregnant with my daughter and chose to dedicate myself fully to raising her. But after a few years, I still had the desire to start my own business. That’s when I came up with the idea of a home bakery. Today, I get to balance my work with my family life, and in a way, I just brought my retirement dream forward by a few years!

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Aside from my home bakery that I’ve mentioned before I create engaging content on Instagram, teaching people how to bake through fun, informative reels. I love sharing recipes, baking techniques, and tips that make home baking more accessible and less intimidating. My Brazilian roots and international experiences bring a unique touch to my work—whether it’s a nostalgic Brazilian carrot cake with chocolate brigadeiro or a perfectly flaky Indian paratha inspired by my husband’s culture.
What sets me apart? I believe baking is more than just following recipes; it’s about storytelling, connection, and emotion. Whether I’m sharing a traditional recipe from Brazil, a baking tip, or a funny behind-the-scenes moment with my daughter, I want people to feel inspired, entertained, and empowered to try baking themselves. Also I want to tell them that you can have the ability to bake delicious things yourself.
What I’m most proud of is building a career that aligns with flexibility, passion and allows me to connect with people in such a meaningful way. I want my audience and my clients—whether they’re buying my baked goods, home bakers, food lovers, or just someone looking for a little warmth in their feed—to feel that baking can be a joyful, rewarding experience and that they can eat very high quality food made in a small scale by a home baker.

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

Building my audience on social media wasn’t something I planned strategically from day one—it was a natural evolution of sharing what I love. When I started, I wasn’t thinking about numbers or engagement; I just wanted to connect with people who, like me, love baking.

In the beginning, I focused on sharing my baking experiments, small wins, and even the occasional kitchen disaster. I think that authenticity played a big role in attracting people because they could relate to my journey. Over time, I realized that what truly resonated with my audience wasn’t just the final product—it was the storytelling behind each recipe. Whether it was a childhood memory tied to a cake, a cultural tradition behind a dish, or even my life as an immigrant, those personal touches made my content more engaging.

One of the biggest turning points was when I started making short, well-edited reels that combined useful baking tips with a touch of humor and nostalgia. I also paid close attention to what my audience responded to—when I noticed they loved Brazilian recipes or those with a sentimental angle, I leaned into that more. Consistency also played a big role. Showing up regularly, engaging with my community, and always striving to improve my content helped me build a loyal following over time.

For anyone just starting to build a social media presence, my biggest advice is: be patient, be consistent, and be yourself. It’s easy to feel overwhelmed when you’re not seeing instant growth, but social media is a long game. Find what makes you unique and lean into that. Share stories, show your personality, and don’t be afraid to experiment until you find your voice. And most importantly, enjoy the process—because if you’re having fun creating content, people will feel that and want to be part of it!

Let’s talk about resilience next – do you have a story you can share with us?

One of the best examples of resilience in my journey is my saga with panettone. For those who don’t know, panettone is a traditional Italian holiday bread, soft and airy, filled with dried fruits or chocolate. But in the world of baking, it’s known as the Mount Everest of bread-making. It requires an incredible amount of technique, patience, and precision—there’s no shortcut to making a great panettone.

When I decided to master it, I failed. Over and over again. I spent months studying, testing, and ending up with collapsed, dry, or completely inedible panettones. But instead of keeping my failures to myself, I shared everything—my frustrations, my mistakes, and my almost successes—on Instagram. I asked for advice, took specialized courses, and kept pushing forward. Nearly a year later, I finally developed a recipe that was almost perfect.

My customers noticed. They saw my struggle, my persistence, and when I finally nailed it, they celebrated with me. They even gave my panettone a nickname: Perfecttone! Because I had been so open about the process, people felt connected to the journey, and when I started selling my panettones, there was an overwhelming demand.

Today, I ship my panettones across the entire United States, and every holiday season, I remember how far I’ve come. This experience taught me that resilience isn’t just about not giving up—it’s about embracing the process, being open about challenges, and allowing people to root for you along the way.

Contact Info:

• Instagram: @eatpaobakery
• Facebook: @eatpaobakery
• Linkedin: Gabi Sanchez Iyer

Image Credits

all photos are mine