We’re excited to introduce you to the always interesting and insightful Iyseal Yoon. We hope you’ll enjoy our conversation with Iyseal below.

Iyseal, thanks for taking the time to share your stories with us today So, let’s start with trends – what are some of the largest or more impactful trends you are seeing in the industry?

I see many people want to be exposed on Instagram or other social media by touring unique dessert places and also want to introduce places to gain more followers.

These days, people are not satisfied with good desserts, they are looking for extraordinary desserts.
Desserts must have a good taste of course, but also unique design, unique flavors, and healthy desserts are always a plus.

My success key was getting all of those elements met in one place.

Crazy Sweets is well-known for macarons.

My macarons are different than traditional macarons, they are fusion versions of macarons.

In texture and taste wise;
Instead of soft-smooth traditional macarons, my macarons have a chewy-soft texture. The reason I started the chewy-soft texture macarons is my business is located in Asian Town, figured most Asians like desserts with textures when they bite.
Not only the texture, I came up with interesting flavors like black sesame, Injeolmi (one of the Korean traditional rice cake flavors), Sweet Red beans, etc. Of course, we have the most popular flavors like strawberry, chocolate, vanilla, etc., a total of about 200 different flavors. They rotate every day and posted on Instagram what we have that day. Customers make sure they get enough of their favorite flavors because they never know when they are going to see them next! And always give them enjoyable choices on their every visit.

We cannot stop at fulfilling the mouth, so I design macarons. I make different shapes and colors or even characters to satisfy customers’ eyes even before tasting them.

If healthy desserts are a plus, why not?
Most of our desserts are gluten-free, and FRESH MADE, and the most comment we get from customers is they are not too sweet. Just the right amount of sweetness. We do not use so much sugar. That is the biggest point that we have still growing every day for 4 years now.

To make customers leave with none of the emptiness, we also have fresh drinks made to order, and other desserts like cakes, crepes, and meringue cookies which you won’t see in any other places.

With my effort every day with fresh and gorgeous desserts customers leave the store loving the vibe and products, they express it on their social media with honest comments, that is the key point I aimed for, and it worked!

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.

I started baking because my son had not liked any sweets since he was young. I bought so many different sweets so I could find joy in having desserts, but failed. So I started baking for him! Because it is for my son, I was also concerned about his health. That is why my desserts are not too sweet(low sugar) and gluten-free but still tasty.

Before I seriously jumped into the baking industry, I was a miniature art instructor. I love making cute and pretty things, but baking was not exceptional. So I came up with healthy+tasty+cute desserts.

Crazy Sweets has macarons, cupcakes, fresh cream cakes, cheesecakes, and crepes as well as drinks.
All of them are freshly made and that is what makes difference!

Over 90% of customers are from Instagram and friend referrals. I began with small counts of customers but the business grew amazingly which I am very thankful for even though I opened when the COVID pandemic just started. It was a challenging decision but I am glad that I went for it!

Any fun sales or marketing stories?

Because my desserts are unique, It was also the scary part of my concern. Unique can be the most loved or the most weird. Thank goodness, it worked positively!

At the beginning most of my customers were Koreans. Many of them gave to non-Korean friends, teachers, and colleagues as gifts. Desserts were just perfect for gifting because they were different than what they could get from any other stores. It worked in a way introducing my desserts to other races, types, and areas of people, and thankfully they also love them. Now we have more different types of customers than we had at the beginning!

We’d love to hear about how you keep in touch with clients.

This is the fun part of what my customers and I love. We have the stamp cards that they collect stamps when they purchase, they can a macarons cake for free when they collect 10 stamps.

Uniquely, we have a rack where they can leave their cards just in case they forget next time.
It is fun finding their cards while we are preparing their order instead of standing bored.

I always remember customers’ names and the latest status or stories we shared and have a small conversation.

I think these little thoughts for customers made plus satisfaction on service.

Contact Info:

• Instagram: @crazysweets_atl

Image Credits
Iyseal Yoon Crazy Crepes