We recently connected with Ashante Griffin and have shared our conversation below.

Ashante, looking forward to hearing all of your stories today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?

My mother used to own a catering business and she specialized in wedding cakes. I have always been around good cooking and baking. Everything was always made from scratch as well. I had always wanted to follow in her footsteps because I admired her so much. I loved to cook and bake, but I never had the time or focus to venture out and start my own business. During the pandemic, I was able to reflect and create a plan for my business. I felt that God told me it was the right time to start, so I did. I then had to begin the process of having my business registered, permits, trademarks, creating a website, and content. Navigating through the paperwork was a learning experience, and I am glad that I did everything the correct way. I received a lot of support from family and friends and I am very thankful for their encouragement. I love when people send me ideas to try for cakes or desserts. My business is continuing to grow and I am very grateful for the opportunity to be a part of people’s special moments and the joy they feel from enjoying my sweets!!!

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I bake sugary sweets for my clientele. Everything is made from scratch and with love. I offer a variety of treats from wedding cakes, custom cakes, pound cakes, cheesecakes, chocolate covered treats, you name it! I am most proud of the growth in my business and the positive feedback I receive from every customer. I want customers to know they always receive quality product when choosing Shani’s Sweets. I am professional, diligent, and will always remain true to my craft. I love to bake and I love to have other people enjoy my desserts. I understand that dessert is a staple for many events and households and you can always count on my business to support whatever the customer’s needs are.

What’s worked well for you in terms of a source for new clients?

Honestly, word of mouth is still the best form of advertising. I am fortunate to have my name spoken in rooms where I am not present because of the relationships I have. I am so thankful that my customers as well as friends recommend me to others and that has helped to grow my business.

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

I am a very busy woman and I am involved in many other ventures outside of baking. This can cause my schedule to become overwhelming at times when everything seems to occur at once. I am a teacher, I have a 4 year old, and I am earning my PhD, while owing a business. I am diligent regarding my scheduling and I have to write everything down. I have been up at 2 am decorating cupcakes after class and putting my daughter to sleep. It seems crazy and chaotic, but I really enjoy what I do. I don’t want to put baking on the back burner while I am in school, so I sacrifice a little here and there. My schedule won’t always be as packed as it currently is, but I have to make sure that I stay encouraged and focused so that I don’t let myself drown in my work or other priorities. I am at peace when I am decorating cakes or baking, so it really is a release for me from other stressful aspects of my life. I just have to work hard to maintain a good work-life balance.

Contact Info:

• Website: shopshanissweets.com
• Instagram: shanisweets100
• Facebook: Shani’s Sweets