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

Sima, looking forward to hearing all of your stories today. Risk taking is something we’re really interested in and we’d love to hear the story of a risk you’ve taken.

Honestly, the biggest risk I took wasn’t quitting a job or investing a ton of money. It was deciding that what I made was actually worth something.
I started Sima’s Baking in 2021. It came from a cake I made for my own 45th birthday. It had to be gluten-free and kosher for Passover, and I just wanted something that was beautiful AND something I could actually eat. When I finished it, everyone around me was like, ‘you need to sell these.’ And I kept brushing it off.
The real risk was the mindset shift. Calling myself a cake artist instead of just someone who bakes. Pricing my work like it had real value. Turning down orders that didn’t align with my standards, even when I was just starting out and every order felt important.
Nobody talks about that kind of risk because there’s no big dramatic moment. But when you’re brand new and you decide to position yourself as a luxury brand? That’s terrifying. Every time I held my price, every time I said ‘this is what my work is worth’ and meant it, that was me betting on myself.
And it worked.

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.

My name is Sima, and I’m the owner and cake artist behind Sima’s Baking, a boutique custom cake studio based in Boca Raton, Florida. I started the business in 2021, but honestly, the story starts a little before that.
I made my first “real” cake for my own 45th birthday. It had to be gluten-free and kosher for Passover, and I just wanted something that looked as good as it tasted. When I finished it, the reaction from people around me kind of stopped me in my tracks. That was the moment I thought, maybe this is something.
What I do is custom buttercream cakes and luxury desserts for life’s biggest moments. Birthdays, weddings, baby showers, you name it. Everything I make is built around Swiss meringue buttercream, which is silkier and less sweet than the standard frosting most people are used to. I use clean, non-GMO ingredients, and I always have dairy-free, gluten-free, and vegan options available. And I never use fondant. Ever. Every decoration is handcrafted by hand from premium chocolate or edible paper.
What sets me apart? I think it’s the combination of quality and intention. This isn’t a “pick from a catalog” situation. Every cake is completely custom, designed around the person or the moment it’s being made for. Clients come to me because they want something that feels personal and looks extraordinary, not just something that checks a box.
What I’m most proud of is building a brand that people trust for their most important celebrations. When someone hands me their wedding or their child’s birthday, that’s not a small thing. I take that seriously.
The main thing I want people to know is that a cake from Sima’s Baking isn’t just dessert. It’s the centerpiece of your celebration. It’s the thing everyone photographs, talks about, and remembers. And that’s exactly how I treat every single order.

Any insights you can share with us about how you built up your social media presence?

I built my Instagram completely from scratch, no shortcuts, no buying followers, none of that. Just consistent content and a really clear point of view.
From the beginning I knew I didn’t want to look like every other baker on Instagram. I wanted Sima’s Baking to feel elevated, almost editorial. Clean marble backgrounds, soft blush tones, cakes that looked like art. That consistency is what made people stop scrolling.
The content that really moved the needle was process videos. Watching buttercream go from rough to silky smooth, seeing a cake come together layer by layer, people can’t stop watching that. It’s almost meditative. Those reels would take off on their own without any paid promotion.
What I learned is that showing your craft builds trust faster than any ad. People follow you because they want to see what you make next, and that’s the best kind of audience to have.

Where do you think you get most of your clients from?

Honestly? Word of mouth, every single time. Someone orders a cake for a birthday, brings it to the party, and suddenly five people at that party are in my DMs asking about their next event.
Instagram has definitely helped with visibility, but the clients who actually book tend to come through a personal recommendation. That tells me everything I need to know about where to put my energy. If I take care of every single client, they become my best marketing.

Contact Info:

• Website: https://www.simasbaking.com
• Instagram: www.instegram.com/simasbaking
• Facebook: https://www.facebook.com/simasbakingfl