Alright – so today we’ve got the honor of introducing you to Asmaa Safadi. We think you’ll enjoy our conversation, we’ve shared it below.
Alright, Asmaa thanks for taking the time to share your stories and insights with us today. Do you have any advice regarding quality control and maintaining quality as your brand grows?
As my cake business started to grow, one thing I had promised myself was to keep the high quality of each cake. I refused to overbook myself as it would have meant compromising the quality of my designs. Cutting down on time was not a priority for me. I vowed to spend as much time as needed on each cake in order to obtain the premium quality that my clients were expecting of me. Taking my time with each design was what attracted my clients and I had every intention of keeping those high end standards..
Asmaa, 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?
As someone who was raised and lived most of her life in Belgium, I had a deep understanding of European pastries and delicacies. Once I had moved to the U.S. I became nostalgic and had an urge to recreate some of the flavors from back home. However, back where I come from, a small city called Liège, fondant cakes and modern cake designs weren’t popular yet. So I decided to merge both! Bake cakes with delicious European flavors and make them as beautiful and modern as American cakes were known to be! That’s what got me into cake design! And ever since then I haven’t stopped learning! New techniques and new recipes. As time passes, I can look back on my work and be proud of my designs! Clients that come back each time are my greatest pride! It means I was able to bring to life their dream cake and they are back one more time for me to use my skills and make their event successful! Cakes are known to be the centerpiece of an event, so when a client picks me as their baker, it means that they are counting on me to deliver them a spectacular piece of art that every guest will admire! And it may seem like a terrifying responsibility at first but with time it becomes not only a pride but also an honor that you carry with you forever!
How did you build your audience on social media?
Decorating cakes for your family and friends is one thing, and growing your IG account is another. If I were to go back in time, my advice to anyone who is trying to build a social media presence is to start as early as you can! It takes a while to find the type of content that you want to post! Are you into cake decorating tutorials? Is your goal to post recipes? Do you want to post only business orders? Whatever your niche is, make sure you start right away as it will take time to find your own audience!
What do you think helped you build your reputation within your market?
One thing I am grateful for is my husband and friends. When you start small, it’s mainly them who are helping you spread your business and building your reputation! And I will forever be grateful for their endless love and support! The other thing that establishes your reputation within your market is your work! I aimed to achieve unique designs that definitely helped me differentiate me from other bakers! Have your own personal touch! Be your own person!
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