Alright – so today we’ve got the honor of introducing you to Diana Nadira. We think you’ll enjoy our conversation, we’ve shared it below.
Diana, looking forward to hearing all of your stories today. Owning a business isn’t always glamorous and so most business owners we’ve connected with have shared that on tough days they sometimes wonder what it would have been like to have just had a regular job instead of all the responsibility of running a business. Have you ever felt that way?
Within 4 months of graduating from the University of Texas at Austin, I started Culinary School at the Culinary Institute of America. Once I received my A.A.S in Baking & Pastry in 2017, we started to immediately receive orders from friends and family. Our business took off from there. Over the next six years, my mom and I assumed numerous roles necessary for building our business. From sourcing ingredients to crafting recipes, from communicating with clients to baking our products, from packaging to social media presence and advertising, we wore many hats. Apart from a brief one-month summer internship during my time at UT, I have never experienced the realm of a “regular job.”
Being a business owner has its share of remarkable aspects, as well as some challenges. One of the greatest benefits is the freedom to structure my days however I like, as long as I finish what I have to do that day. I am my own boss and my own motivator–which can be difficult. Since I am my own motivator, it is easy to become complacent and simply finish what orders we have for the next few days. I find myself constantly looking forward as a business owner and pushing our business to grow. Without proactive efforts, the business would not flourish on its own. I have had to brainstorm what direction our business will go in, how to increase the infrastructure, and explore new avenues to increase brand visibility. Since we do not sell out of a brick-and-mortar store, we were missing out on customer impressions. To combat this, I decided to create a physical representation of our business and sell our Alfajores at Farmers Markets around Houston. We have been doing this for around 4 months. It has worked wonders in getting our name out there as well as receiving feedback on our product.
While still selling at Farmers Markets, I am now trying to brainstorm what to do next and strategizing the path to take. Even though I wear many hats and I find myself working whenever the need arises, I am so grateful to have the flexibility to dictate how I manage my time. As someone who cherishes independence, this arrangement has proven to be a perfect fit for me.
Being a business owner has undoubtedly enriched my life, bringing both fulfillment and challenges along the way. It is a unique journey that requires adaptability, and the constant drive to pursue growth. While my experiences may differ from those in more traditional work environments, the essence of embracing passion, seizing opportunities, and striving for success is a relatable pursuit that resonates with anyone seeking their own path in life.
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?
Passiflora Cakes & Cookies sells Mousse Cakes & Cookies through online orders and at Farmers Markets. We are a family-owned operation led by a mother-daughter duo, with support from my dad and sisters who contribute in various ways. When you visit us at a Farmers Market, it’s highly likely that you’ll encounter another member of the Nadira family, especially my dad, who loves assisting with booth setup and engaging with customers!
Our business began after a year-long hiatus from a previous business run by me (Diana Nadira) and my mother, Adela Nadira. Nadira Group Catering was a catering business specializing in mousse cakes, custom cakes, and grazing tables, and ran from 2017 to 2021. The business had to be paused due to the overwhelming number of orders we received during the pandemic. During the hiatus, we took the time to build a stronger and better business. Passiflora Cakes & Cookies was born in November of 2022.
My mother Adela, a trained florist, is the creative mastermind behind every cake. With over 25 years of culinary experience and a rich cultural background from her Lebanese-Venezuelan heritage, Adela brings a unique touch to every dessert she creates. I, on the other hand, hold a B.A. in Advertising and a Business Foundations Certificate from the University of Texas, Austin, as well as an A.A.S in Baking and Pastry from the Culinary Institute of America. I have worked in Houston bakeries such as Common Bond Bakery and Tiny’s Milk & Cookies before joining forces with my mother in 2017 to officially open for business.
The Passiflora name comes from a chance encounter that my mother and I had stumbling upon a bush of passion fruit flowers growing along the San Antonio River Walk in the year 2015. It was a moment we would never forget—a moment of serendipity that would shape the future of their business.
I was 2 months into culinary school and feeling overwhelmed. I called my mother, and she immediately drove to San Antonio the next day. Over lunch, she spoke about the importance of appreciating the small things in life. She explained that, in life, we tend to think that the big changes we make will make us happy. Getting a new job, moving to a new city, getting into a new relationship, or starting a new school. In reality, the smallest things can bring us joy. She began to tell me about her favorite flower, the passion fruit flower or “la passiflora” in Spanish. She explained that while it was her favorite flower, she had never seen it in person. She explained that money can never buy experiences like seeing the flower in the wild. After finishing lunch, we decided to go for a walk along the River Walk. About 10 minutes into our walk, we came across a bush of passion fruit flowers in full bloom.
The sight of the flower in the wild was a moment of awe and wonder, one that money could never buy. It was a simple yet profound experience that made me grateful for the journey of culinary school and instilled a sense of hope and optimism in my future. When it came time to rebrand Nadira Group Catering, I knew “Passiflora” had to be the name of the business.
To restructure the business, I knew I wanted to keep the menu simple and focus on our two bestsellers: the Passion Fruit Mousse Cake & the Alfajores. We created a concise menu with 5 flavors of Mousse Cakes & 2 flavors of Alfajores. We pride ourselves in making cakes that are not overly sweet, they are always made fresh to order, and are decorated with fresh fruit in our signature half-moon design. Our Alfajores have received a lot of love since they are crumbly, they melt in your mouth, and they have the perfect touch of salt to balance the sweet dulce de leche. Our alfajores are always baked the same day they are delivered. Even on days we have Farmers Markets in the morning, we wake up as early as 5 AM to bake, fill, & package them.
Passiflora Cakes & Cookies represents a culmination of my mother and I’s collective experiences, cultural heritage, and unwavering commitment to providing products that not only taste delicious but look beautiful. We believe that food has the power to bring people together, to evoke emotions and memories, and to inspire happiness. That’s why we put our hearts into every creation we make, using only the finest and freshest ingredients to create delectable treats that will tantalize your taste buds.
What’s a lesson you had to unlearn and what’s the backstory?
One lesson I had to unlearn came after attending culinary school. While culinary education emphasizes precision and following recipes meticulously, the real world taught me the importance of flexibility and intuition. As I started my own business, and was in the kitchen by myself–without the aid of a Chef Instructor–I discovered that external factors could influence whatever I baked. I messed up a lot in the kitchen. This lead me to trust my senses and adapt recipes on the spot based on environmental factors. These factors could be the ingredients I purchased, the type of oven I used, the humidity level, etc. This shift allowed me to develop my own style, explore innovative flavors, and better respond to the preferences of the Houston market. There is no school like experience. Embracing a more intuitive approach has elevated the quality of our products and fueled my growth as a pastry chef, emphasizing the value of adaptation and creativity in our business.
Have you ever had to pivot?
Our business first started as Nadira Group Catering in 2017 and eventually pivoted into Passiflora Cakes & Cookies in November of 2022. We did this for several reasons. Our ultimate goal for our business is to grow and sell not just in the Houston market but to expand and ship our desserts nationwide. We also knew that our brand needed to accurately reflect our values, vision, and unique selling proposition. To achieve this, we understood the importance of a strong brand and an easy-to-understand menu. Thus, we streamlined Nadira Group Catering’s extensive cake and catering menu to launch with five flavors of Mousse Cakes and two flavors of Alfajores. As time has gone on, we have expanded the menu to include Decorated Alfajores, and Mini Mousse Cups for dessert tables. Streamlining our menu allowed us to simplify our operation and consistently deliver top-quality desserts that not only meet but exceed customer expectations. This dedication to customer satisfaction has fostered loyalty, positive word-of-mouth, and repeat business.
While Nadira Group Catering no longer exists, it presented a significant opportunity for learning and gaining a better understanding of the market. We made the decision to leverage everything we learned and put it into practice with Passiflora. Our business would not be the same if it weren’t for the five years of experience, which included us falling down and getting back up again, gained with Nadira Group Catering. It was not easy to completely shift the entire business, but we are so happy we did and finally see a long-term future with Passiflora.
Contact Info:
- Website: https://www.passifloracakes.com/
- Instagram: https://www.instagram.com/passifloracakes/
- Facebook: https://www.facebook.com/passifloracakes
- Linkedin: https://www.linkedin.com/company/passiflora-cakes-cookies/