We recently connected with Dehja Ryder and have shared our conversation below.

Hi Dehja, thanks for joining us today. It’s easy to look at a business or industry as an outsider and assume it’s super profitable – but we’ve seen over and over again in our conversation with folks that most industries have factors that make profitability a challenge. What’s biggest challenge to profitability in your industry?

Being a baker comes with challenges. The biggest challenge as of now is the cost of groceries. Inflation has doubled (some tripled) the cost of ingredients. I try not to raise my prices too much because I know everyone is struggling right now. I want to be able to make your special day exactly that…special…but keep it somewhat in your budget. I love seeing the same customers come back to me yearly to help celebrate milestones. Another year older, another baby, an engagement, then wedding, the list goes on. Despite the ricing cost in baking ingredients I try to keep my pricing as low as possible to help everyone out.

Dehja, 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 Dehja and my company is called Dehja Made. I make custom sugar cookies for any event you may have. Custom cookies started out as a hobby and turned into something more than I could have imagined. My first set was for my daughters 4th birthday which was unicorns and rainbows. I then had family and friends inquiring about cookies for birthday parties and baby showers. I instantly became busy due to the lack of “cookiers” on the market at the time. Over time my business grew, my skill level grew, and my business name grew. Each set I create is totally customized just for you down to the shapes, colors, names, etc. My customers keep me going. They support me yearly for birthdays, holidays, and whatever else may come up. I feel like I am very personal with each customer and some have even become friends.

Can you talk to us about how your side-hustle turned into something more.

My cookie business started out at a side hustle at first. I was a stay-at-home mom just out to get some extra income. I had no idea my business would be where/how it is now. I always thank my customers and tell them how appreciative I am of their loyalty. My customers are why I am successful today. 85% of the orders I receive always have “—– told me about you!” on the order form. My name quickly spread as there weren’t a lot of “cookiers” at the time. I am very friendly and approachable with my customers which also helps a business grow.

Any advice for growing your clientele? What’s been most effective for you?

I will always say customer referrals are what grows my clientele but, there are other ways I get my name out there. I do pop up events at local stores and markets. My loyal customers come to shop but also so many new faces who end up reaching out to order for their events. I also teach cookie classes (think sip and paint events but cookies) at a local brewery. I do have returning customers attend my classes but the majority are new people who have never ordered from me but end up ordering in the future.

Contact Info:

• Website: www.dehjamade.com
• Instagram: @dehjamade
• Facebook: www.facebook.com/dehjamade

Image Credits
Dehja Ryder with Dehja Made Custom Cookies.