We recently connected with April Spencer and have shared our conversation below.
April, thanks for taking the time to share your stories with us today Getting that first client is always an exciting milestone. Can you talk to us about how you got your first customer who wasn’t a friend, family, or acquaintance?
I started by being visible. I made treats for my kids and my nieces and nephews. I posted them on my personal socials. I told friends, family, and even acquaintances about what I was offering. I shared my work online, even when it wasn’t perfect, because I knew I had to be seen to be found. Eventually, someone outside of family wanted to place an order. That connection turned into my first paying client who i had gone to school with and it all went up from there. One order turned into two and so on.
April, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
My name is April Spencer, and I’m the owner and cake artist behind Spencer’s Sugar Shop. My journey into baking wasn’t something I mapped out in a straight line—it came from a deep love of creating and a curiosity about turning simple ingredients into something unforgettable. What started as baking for family, friends, and small celebrations quickly grew into a passion for designing cakes that are not just desserts, but edible works of art.
Over the years, I honed my skills, studied different decorating techniques, and eventually realized this was more than a hobby—it was my calling. Having my own home bakery allowed me to merge creativity with celebration, helping people bring their sweetest moments to life.
I specialize in custom cakes and desserts for weddings, celebrations, and special events. Each cake is completely tailored to the client—whether that’s a multi-tiered wedding cake with delicate sugar flowers or a playful birthday cake that captures a person’s unique personality. Beyond cakes, I also craft a range of sweet treats, from cupcakes to macarons, lollipops and decorated cookies, that bring joy to gatherings both big and small.
Planning an event—especially a wedding—can be overwhelming. Couples often come to me unsure of what design will reflect them best, or what flavors their guests will love. My role is part artist, part guide. I help them transform vague ideas into a cake that feels personal, memorable, and delicious.
It’s not just about creating something pretty—it’s about making sure their cake fits seamlessly into their story. I handle the details so they can focus on enjoying their big day, knowing the centerpiece of their dessert table will wow their guests and taste every bit as good as it looks.
I’d say it’s my focus on personalization and storytelling. I don’t create “cookie-cutter” cakes. Every design is rooted in the couple’s or client’s personality, from the flavors we choose to the tiniest details of the decoration. I take the time to really get to know each client so their cake feels like it belongs to them.
Another thing I hear from clients is that they appreciate how approachable and stress-free I make the process. Planning a wedding or event can feel like juggling a hundred details—my goal is to make the cake part easy, fun, and exciting.
Honestly, I’m most proud of the trust my clients place in me. Every time someone chooses me to be part of their milestone moments—whether it’s a wedding, birthday, or anniversary—I don’t take that lightly. I’m honored to contribute to those memories.
I’m also proud of the growth of Spencer’s Sugar Shop. It started as me in my kitchen experimenting with flavors and designs, and now it has become a business that serves couples and families across the community. That transformation makes me both proud and grateful.
I want every new client to know that every cake and dessert I create is made with genuine care, attention to detail, and a true love for the craft. To me, cakes are more than dessert—they’re a way to celebrate life’s most meaningful moments. I want my clients to know that when they choose Spencer’s Sugar Shop, they’re not just getting a beautiful cake—they’re getting a custom experience, a stress-free process, and something that will be remembered long after the last slice is gone.
How about pivoting – can you share the story of a time you’ve had to pivot?
Absolutely. One of the biggest turning points for me came when life changed in a very personal way. I had just welcomed a newborn baby, and at the same time, I was walking through the heartbreak of losing my mom to triple negative breast cancer. It was an incredibly heavy and emotional season—one where I suddenly had to balance motherhood, grief, and running a business all at once.
In that moment, I realized I couldn’t keep operating the way I had before. My time, energy, and priorities had shifted, and I needed to restructure my business so it could fit the new reality of my life. That meant simplifying, being selective with the projects I took on, and creating systems that allowed me to work more efficiently without burning out. I continued to work during this maternity leave and caring for my mother, while it reminded me I needed to pivot, it also showed my how much this business gave me purpose and an escape.
It wasn’t easy, but it taught me something important: a business can (and should) grow with you. Pivoting didn’t mean giving up—it meant finding a sustainable rhythm that honored both my family and my clients. Looking back, that season shaped me into a more resilient entrepreneur. It also gave me a deeper sense of purpose, because I realized my cakes aren’t just desserts—they’re a way of celebrating the fleeting, precious moments of life.
How did you build your audience on social media?
When I first started, I didn’t have a big strategy—I simply shared what I was making. Photos of cakes, behind-the-scenes peeks, and little snippets of my journey as both a baker and a mom. What I found was that people weren’t just interested in the final product—they connected with the process, the story, and the heart behind it all.
Over time, consistency became key. I posted regularly, responded to comments, and treated social media less like a billboard and more like a conversation. I wanted people to feel like they knew me, not just my cakes. I showed the messy kitchen moments, the joy of a finished design, and even the struggles of balancing business and family. That honesty built trust, and trust built my audience.
Contact Info:
- Website: https://Www.spencerssugarshop.com
- Instagram: @spencerssugarshop
- Facebook: https://Www.facebook.com/spencerssugarshop
Image Credits
Lammardo Studios
Lammardo Studios
Taylor Ford Photography
By Helen Marie Photography
Asteria Photo
Asteria Photo