We caught up with the brilliant and insightful Hydia Baldwin a few weeks ago and have shared our conversation below.
Hydia, appreciate you joining us today. If you could go back in time do you wish you had started your business sooner or later
Hmm, that’s a fair question. I don’t wish anything far as timing-wise. If I would have formed my company sooner, it wouldn’t stand a chance today. I had to strategically design my company, plan when to launch, and do intensive research; I didn’t tell anyone about my idea except for my now fiance.
So, I began my online vegan bakery in January of 2021 during the COVID pandemic. I was still in college, had just relocated, and was still trying to figure life out. Not to mention I just left my work-from-home job in December of 2020. You can pretty much say, I was juggling a lot.
Starting Vegan Sweet’s & Treat’s later would have included some difficult circumstances. Beginning during the time that I did help me understand a lot in life. I was able to sit still and learn with my company since the economy was at a standstill. Plus, I wouldn’t have the mindset I do today if I had started later. I believe everything transpires for a reason, and I’m happy I started my company when I did.
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
Hi readers, my name is Hydia Baldwin. I am a native of North Carolina and have a Bachelor of Science in Psychology. I created Vegan Sweet’s & Treat’s when I was 23 and funded my company startup. Vegan Sweet’s & Treat’s has existed for over a year and has hopes of having a mobile dessert truck. Even though I did not attend culinary school, I decided to use my self-taught skills and love of baking to pursue my dreams. I have always had a passion for baking but learned how to bake by watching cooking shows, cooking videos, and hovering around people in the kitchen. So I guess you can say my gift is what led me to Vegan Sweet’s & Treat’s.
I got into the food industry not only because of my passion but because of my previous work experiences. Also, I like to go by my schedule. Creating Vegan Sweet’s & Treat’s was tedious but well worth it. I did a lot of research and strategic planning. I realized there is an audience for the services I provide. I cater to vegans and non-vegans who have severe food allergies and are typically too busy to bake, do not know how to, or do not want to. My typical customers are business professionals or people buying gifts for their friends, relatives, spouses, or kids. My customers like having access to vegan desserts that are 100 percent plant-based; and the fact that they can order locally, have them shipped, or pick up something sweet from my pop-up shops.
I believe what sets my brand apart from other companies is my personality. I am a southern bell and tend to incorporate my southern hospitality. I treat my customers with compassion and allow them to be a part of my creative process when creating custom orders. My ability to connect with my customers is one of many things that I am proud of, although I am most proud of my ability to stay true to my values. My values are what contribute to who I am. I do not allow my business to interfere with the Sabbath, which is a day of rest in certain cultures. I do not partake in business opportunities that do not align with my purpose, and more importantly I stay true to my southern self.
To my potential customers, followers, and fans, no matter who you are or what obstacle you may face. Always stay true to yourself and align your business with your purpose. Do not let anyone tell you that you are too much of something or too little of anything. There is an audience for you, and those who are for you will naturally come to you.
We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?
I’m glad you asked this question because this was a significant lesson I had to unlearn. Don’t focus on who’s not supporting you but focus on who is. Why should I focus on what someone is not doing? It does nothing but pulls me away from what I am supposed to be doing. I used to get depressed and so mad that people closest to me were not supporting me. Then I understood my purpose is not their purpose. My gift is not their gift. I was once told “some people are only going to support what they understand” even though it took a while for it to stick. That was some of the best advice I have received.
Can you tell us about what’s worked well for you in terms of growing your clientele?
Frankly, networking and branding have been most effective for growing my clientele. Nor do I have to be at a networking event to network. I keep business cards and flyers on me at all times. Even when I’m on a trip, visiting family, enjoying the nightlife, or have a Pop-Up Shop I pass out flyers. I make sure my flyers and business cards have my logo so they can become familiar with my brand. Contact information so clients can reach me. My website and social platforms so they can see some of my work and learn about Vegan Sweet’s & Treat’s.
Contact Info:
- Website: www.vegansweetsandtreats.biz
- Instagram: vegansweets.treats
- Facebook: vs.treats20
- Linkedin: www.linkedin.com/in/vegansweets20
- Youtube: https://www.youtube.com/watch?v=NbPqi4OlS54
- Yelp: https://www.yelp.com/biz/vegan-sweets-and-treats-raleigh
- Other: HappyCow: https://www.happycow.net/reviews/vegan-sweets-treats-raleigh-255741
Image Credits
IG: @vegansweets.treats IG: @onemaj3sty