We’re excited to introduce you to the always interesting and insightful Enisa Ray. We hope you’ll enjoy our conversation with Enisa below.
Enisa, appreciate you joining us today. What’s the backstory behind how you came up with the idea for your business?
It’s really hard understanding the line between the idea brewing in my head and the decision of me actually doing it. I was never a baker. I loved to cook and bake but never something so sophisticated/complicated as French macarons. My cooking and baking was for fun, something for my family and friends and never for big masses of people.
Before I really put myself in business, so to speak, I baked macarons for my friends, over the holiday season. And I got nothing but compliments and made my heart full. Still, the idea of me actually getting into baking business was not even close. It wasn’t until I felt an urge to help financially a family member. I had this idea of me doing few pop-up events where I might sell some macarons actually and be done with it.
And that’s how it all started. Literally, in the late night hours, I created Instagram and Facebook page, added few photos of some macarons I baked during the holidays and that was it. I was so excited about starting something so I wasn’t even scared. I had nothing to lose. I was willing to invest a bit and I don’t know where the confidence came from, but I was positive I will be successful. My story started by the end of April of 2021. and still going strong as of yet. It was a crazy ride, I have sold thousands of macarons and attended dozens of events. I created a little brand and I couldn’t be more proud of myself. I am a “one man show” so I bake, clean the dishes and the kitchen, run my social media pages, arrange my attendance to the various events. So, you can tell there is a lot on my shoulders, but, I wouldn’t want it any other way. It’s like I am living a dream. Never thought of me as a baker, never thought of myself as an entrepreneur and never believed I can pursue this kind of career. But, never say never.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers
My name is Enisa Ray and family calls me Nina. Mostly my dad’s side of the family and my lovely nephews. Once choosing the name for my little business I went with Macarons By NINA as it sounded personal and it was literally part of me. Coming from Kosovo, southeastern part of Europe, the heart of Balkan, I wasn’t so familiar with American cakes and desserts. Not being able to bake pies and other American sweets, I decided to bake something I felt like closer to me and who I was. A taste of Europe in the American South. Someone would think I was crazy, but somehow I believed.
And, I was right. After first few pop-up events, I started getting orders and day after day, month after month it was getting better and busier. People started learning about me, following me on social media, leaving awesome reviews. I was so proud of my work and I take pride in delivering nothing but the best product, together with the best customer service.
French macarons are very finicky and you either know or don’t know what are you doing. It’s a long process. They require skill, together with lots of love and patience. It’s a whole science behind it, too. My customers know they get the best out of the best. I give my customers freedom in choosing their flavors, colors, basically they create their own box and I am here to understand and deliver the assignment.
How did you build your audience on social media?
The main ally in building the small businesses nowadays is the presence in social media. It’s a must. It’s not even a question whether you want to have a page. It’s definitely helping and it’s the way of presenting the business and the products. When I decided to bake macarons for the outside of my own home, I created FB and IG pages. Both pages require 100% presence, commitment but gives a lot in return.
Customers who feel your vibe like to follow what you do. It’s hard coming up with creative content and it has to be done daily, but it’s a way of being present and presence means high reach and followers who help you spread the word about your business.
The advice for those just starting is to find what exactly you want to present. Find your niche. Be true to yourself and customers as everyone recognize fake. Try to be creative, show always something new, some behind the scenes shots and small videos that shows and tells more about your product/business.
How about pivoting – can you share the story of a time you’ve had to pivot?
I stopped working once I got my daughter. It was my best decision But, after 17 years of working I became a stay at home mom. While being grateful for that opportunity, I did feel a bit lost too. We know many working moms don’t have the privilege of staying home with their babies, so I found myself being thorn between thankful and bored. I missed the fact of me actually working but me moving to the States didn’t help my situation much as there were a lot of obstacles in obtaining my working permit. So, I knew my main goal, in whatever I do in the future, is to be present for my daughter and have flexible working time.
I guess, at some point of me starting my own business, that was an underlying idea. Being flexible, avoid long working hours outside of the house (I do work long hours baking, haha) is a privilege many don’t have.
So many times in our lives, things change and turn in unbelievable directions. We need to trust the process and decide if it’s working in our best interest. People shouldn’t be scared, even I do understand they are. It’s a normal feeling and a dose of caution is good, but nothing to paralyze us. In just few years I became a mom, wife, quit my job, moved to the other continent and started my own business. By the way, something I never even thought I could do. But, life has always something to offer and it’s up to us to recognize and accept it or stay away and maybe try something else. As long as it works for you personally, that’s what you need to pursue and live your dream.
Contact Info:
- Website: Www.macaronsbynina.com
- Instagram: macarons_by_nina
- Facebook: @macaronsbynina
Image Credits
Tony Wooten Emily Wood photography