We’re excited to introduce you to the always interesting and insightful Cristina Fernandez. We hope you’ll enjoy our conversation with Cristina below.

Cristina, thanks for joining us, excited to have you contributing your stories and insights. Do you manage your own social media?

At the moment, I’m the one managing the social media accounts for my business. Thankfully, my background working in Graphic Design and Marketing have been an advantage towards promoting my business and bettering my marketing skills and tactics.

Cristina, 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?

I entered the world of pastry after dropping out of law school–thankfully it only took me a semester to realize law was not the path intended for me. After leaving the halls of St. Thomas University School of Law in Miami, I transitioned into the halls of the International Culinary Center in Manhattan. This change was one of the most exciting, yet intimidating, moments I’m grateful I was able to overcome. Here I was somebody with zero restaurant industry experience about to flambé apples for a Tarte Tatin praying I wasn’t about to burn off my eyebrows.

Halfway through my Pastry Certification program I began an externship for the world-renowned Bouchon Bakery under Thomas Keller. It was in Bouchon I learned the fundamentals of a balanced, yet chaotic, system in high-volume baking production. Three years later, I left Bouchon and went out to discover what medium of pastry suited me best. I tried cake decorating, chocolate, neither gave me that gratification I was seeking. That was, until I discovered the wonders of bread. It was then I decided to enroll back into culinary school to further study my latest passion. That passion lead to my greatest and final job in the Manhattan restaurant industry. I was part of the opening team and the only female Bread Baker in Le Jardinier under the protégés of the late and great Joel Robuchon.

After five years working in major Manhattan dining institutions, I moved back to Miami during the peak of the pandemic and started I Knead More from my home. This was my time to display all my knowledge and creativity with the city I’ve called home since I was two years old. September 2020, I Knead More was born. Almost two years later, I’m most proud of the impact I Knead More on my community and myself as a chef and business owner. I’m also proud of the general feedback I have received from clientele which is usually my products are flavorful and high quality.

How did you build your audience on social media?

One morning, after coming down from the holiday order rush, I sat in my bed and just sent direct messages “DMs” to every Miami food blogger I happened to be following on Instagram. Along the way, I discovered some new ones with interesting content so I would DM them as well. I didn’t know what response I would expect reaching out to complete strangers asking them to look into my concept, try my products, and share it on their platforms. Thankfully, they were all very enthusiastic to try what I Knead More had to offer. Due to their excitement in promoting my products, my following and clientele has quadrupled practically overnight.

My advice to those trying to build their social media presence to promote their small business, I’m not going to sugarcoat it, it’s getting increasingly challenging compared when I first started promoting my business on Instagram two years ago. In response to TikTok’s rising popularity, Instagram has started prioritizing the “Reels” in its algorithm and directing consumers away from regular picture posts. What does that mean? That means you have to learn some skills behind the camera and create video content so your following can see your concept and, essentially, keep your business page alive.

What do you think helped you build your reputation within your market?

One major factor that contributed to the rising popularity of I Knead More has been social media and utilizing every tool and technique under my belt to make consistent and quality content. Asides from maintaining I Knead More’s social media accounts, my presence in public places selling my products has bettered my reputation on a wider scale. I was invited to sell my products on Lincoln Road in Miami Beach hosted by the South Beach Wine and Food Festival

Contact Info:

• Website: www.ikneadmore.com
• Instagram: @ikneadmore_miami
• Other: TikTok: @ikneadmore_miami