We were lucky to catch up with Briana Willis recently and have shared our conversation below.
Briana , thanks for taking the time to share your stories with us today So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?
My daughter was diagnosed with Celiac Disease in the 3rd grade, she was 8. The day after she was tested, I was at the grocery store, trying to figure out what I was going to make that night for dinner that could feed the 5 of us and be safe for her. I cried out of sheer frustration-wheat was in everything! It became my goal to make sure that this wasn’t going to be the worst thing that ever happened to her, as life changing as it was. I took every family recipe and found ingredients to exchange out. Meals were a little easier, but baked goods were the bigger challenge. At the time there weren’t as many options as there are now. She was the kid who travelled with her food everywhere she went. I sent items to school for every class party-birthdays, holidays, pancake day, etc. We hosted holidays cause it was easier for me to cook and keep her food safe. No one knew they were eating everything gluten free-no one. So I thought, food can be free of gluten and still be tasty. I need to share this with others. That’s why I started my business.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I have always enjoyed cooking and baking. When I was younger, I jumped on the fat-free craze in the 90’s and was offered a spot on a cable cooking show-I declined. I made copper cookie cutters and was asked to get into the cookie bouquet business-I declined. It just wasn’t something that I was passionate about. Baking and decorating cakes is something I have a passion for-it’s a creative outlet.
Yeah, I can make a standard birthday cake, but tell me I have creative control of a 2-tier 40th birthday cake or a sculptural blush wedding cake and look out!
We’d love to hear the story of how you turned a side-hustle into a something much bigger.
I’m a nurse by day. I worked in the department that tested and diagnosed my daughter. I was working part time then and have since been promoted to Nurse Manager. Once I decided that I needed to share my gluten free goodness with others, my husband and I started researching online how to start a bakery business. It said we needed to test the market, so we participated in a local family event called ‘Tons O’ Trucks’. The one requirement for us to participate was that we had to have a truck, so we used my husbands Red Ford F-250 and we made a giant papier-mâché cupcake to put in the back. We handed out over 700 gluten free chocolate chip cookie samples and a few cupcakes.
We received tremendous positive feedback. I got a phone call from a lady who wasn’t GF but said they were the best cookies she ever had and wanted to order some for her husband. There was a family that walked up and were delighted to find out we were GF as a couple of the kids had Celiac. They walked away with cookie samples and a cupcake when the mom came back around and said it was the best cupcake she ever had. I bake for this family to this day.
After that event, I went down to Eastern Market and took a class and met with someone about their food business programs.
At the time, another gluten free business was having great success and wholesaling their products. They suggested I do that to, but it wasn’t how I wanted to run my business. I didn’t want to just package up my stuff, slap it in a display and loose that connection with my customers. I didn’t want it frozen or dried out from sitting on a shelf. So, I signed up for the local farmers market, where my customers could meet me and I started using social media to promote my stuff. We found a commercial kitchen space to rent, got inspected and licensed with the state.
Since then, I have participated in many events, most notably, Made to Eat In Michigan at Leon and Lulu, won first place in a baking contest they host, ‘popped up’ a handful of times at Williams Sonoma. I found a larger coworking space called Tribe for my seasonal pop ups, offered Gingerbread workshops and cookie/cake classes there before COVID.
My business has grown organically and exponentially around family and my nursing job. I take on what I can handle, often times way more as I am striving for growth where I won’t need to depend on my day job anymore.
2022 was the year that I’ve outgrown the space I am currently working in.
I have leased a building at 14 & Harper to bake in and to host my seasonal/holiday pop ups, provide wedding cake consultations and classes. We are hoping to be up and running by My Valentine’s Day pop up.
How’d you build such a strong reputation within your market?
The personal side of it-I often get referred to as ‘the cake lady’ and I offer customization. I help them solve a problem. I started out as just gluten free and then I was able to remove other allergens, if needed, like dairy and nuts. Many people with Celiac have a hard time digesting dairy, as well, and then my son has a nut allergy, my oldest daughter is lactose intolerant. So, I understand the struggle. Food is social and fun. Everyone should be able to enjoy it, even people with food restrictions and allergies. That’s where I come in-I make it safe to eat AND I make it pretty. They don’t have to settle for sub-par. I have so many customers that don’t even require gluten free but like to serve it for their guests, especially since it’s really good! I continue to gain popularity from referrals of happy customers and happy bellys.
Contact Info:
- Website: www.ilovesweetbrees.com
- Instagram: @breesgfree
- Facebook: www.facebook.com/sweetbrees
Image Credits
EllieFrances Photography