We were lucky to catch up with Edith Benitez recently and have shared our conversation below.

Hi Edith, thanks for joining us today. Let’s start with what makes profitability in your industry a challenge – what would you say is the biggest challenge?

I often receive messages on my social media and emails asking for pricing information. After I explain how I base my pricing, I will only hear back from one person. When I started my home business making sugar cookies, I thought about my pricing quite a lot. I started reasonably low since I was a beginner. Once I felt confident in my abilities as a decorator and a baker, I would go up on pricing. I looked at my competitors around me and stayed slightly below them, but enough for me to make a profit. One of the challenges small business owners face, which I also experience, is a decline in sales. When there is no business, there is no profit. As we are currently dealing with rising costs in groceries and housing, it is much more challenging to profit from a small home business. Even though I have reasonably priced my cookies, potential customers believe the price is still high, considering “it is only cookies.” To outsiders looking in, decorating cookies is a profitable business, and it’s easy to have a constant flow of sales and gain customers. Unfortunately, it is not always like that. It can be challenging to profit from sugar cookies; nonetheless, baking sugar cookies has been a helpful and fun side hustle, considering the obstacles I face.

Edith, 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 started Custom Biscuits CO last year in March from my own home. After leaving the bakery where I worked in Friendswood, TX, I realized how much I had missed decorating and wanted to try baking and decorating cookies in my spare time. Moving to Denver inspired and motivated me to start my home business. Beforehand, I only decorated at the bakeries where I worked; I never baked/decorated from home and, therefore, didn’t have any equipment. I slowly started buying the supplies and ingredients I needed to make sugar cookies. I got everything from piping bags, spatulas, gel colors, stencils, and everything in between. I was eager to start creating cookie art and excited to have something to keep me busy and make extra income. I also envisioned including my beloved cat, D.C (disobedient cat), who sadly passed away in 2021. I thought having her as the baker kneading dough or “making biscuits” would be a cute idea for my logo/brand. I commissioned the artwork from Bridget(@hackedupforbarbecue), a local tattoo artist in Houston who helped me bring my idea to life. The CO in Custom Biscuits CO is an homage to Colorado. Since I started my home business here after moving from Texas, it was a way to show my admiration for Denver. Once I had everything set up and ready to go, I started making cookies for my coworkers, who became some of my first customers. After posting on social media, I eventually gained more customers. After a year, I am still building my clientele and growing as an artist. I am thankful to my friends and family for their support and for the connections I have made with people through my social media.

Where do you think you get most of your clients from?

Social media has been the most significant help to me for my small business. Whenever I work on a new set of cookies, I can create small videos for people to see. People are often curious and amazed by the process of cookie art, which makes the videos appealing to potential customers. Even though I am a small creator, seeing several people like and comment on my posts is very exciting. In addition, my social media allowed me to be seen by Canvas Rebel, allowing me to share my story here to connect with a broader audience. Also, having customers who share my business cards with their friends and family is of immense help. I always appreciate my customers’ feedback and am glad they can share that experience with their friends. Social networking is a fantastic tool for small creators like myself to engage with potential clients and establish relationships with others.

What do you think is the goal or mission that drives your creative journey?

A goal that I currently have is to sell my cookies at a farmers’ market/local events. I have never been part of one and would love to have that experience. It would be fun and beneficial for my small business to get more recognition and increase sales. In addition, I would interact with more people, put myself out there as a creator, and push myself out of my comfort zone. Even though I have seen improvement in my cookie art throughout the year, I still think I can improve my designs and create more intricate cookie art that will appeal to customers at these local events.

Contact Info:

• Instagram: https://www.instagram.com/custombiscuitsco/
• Other: https://www.tiktok.com/@custombiscuitsco?_t=8e1dOzjJL7D&_r=1 @custombiscuitsco