We caught up with the brilliant and insightful Jaqueline Alfaro a few weeks ago and have shared our conversation below.

Jaqueline, thanks for taking the time to share your stories with us today Being a business owner can be really hard sometimes. It’s rewarding, but most business owners we’ve spoken sometimes think about what it would have been like to have had a regular job instead. Have you ever wondered that yourself? Maybe you can talk to us about a time when you felt this way?

I am incredibly happy as a business owner. It is such a gift to have the freedom to drop off and pickup my kids from school, tend to them when they are sick, and to schedule work around what is most important to me and my family. My business came out of necessity; like most entrepreneurs. I was let go from my job and then immediately found out I was pregnant with my first child. You can imagine how overwhelming that was. Starting my home baking business just made sense at the time, not requiring much to start. I later held a part time job after having my son. It was hard being away from him but at that time, I did not yet have the clientele to rely solely on baking. When that finally changed in 2020, I was able to completely focus on my business and I never looked back. I don’t often ask myself what it would be like to have a regular job because I did that several times. And nothing ever gave me the joy and satisfaction that I have today doing what I love and what I am passionate about.

Jaqueline, 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 officially started Pastel Momma in 2020. When covid shut down the world and bakeries were closed is when my baking business took off. Sounds crazy but that’s is what propelled my business when word spread about my small but completely custom cakes perfect for the intimate birthday celebrations being had. Then people got creative and needed individually wrapped treats for their “drive-up” baby showers which I also offer. I even share short videos of behind the scenes decorating on social media to connect with my customers. I pride myself in being a real person for my customers because I have met some of the kindest people through my work. I am very grateful to my clients that book year after year. Seeing the photos they send me of their kids, feels like I am a part of their growing up! It’s very special to me.

How did you build your audience on social media?

I was not going to pick this topic because I am no social media guru. But as I thought about it, I have had a very organic growth. I did not go viral or blow up. I have just been consistent and show up in a very authentic way. The people that follow me are nearly all my customers. So I don’t worry about the numbers. I just use social media as a way to connect with the people that support me. Show then what I can do for them via photos and videos, remind them my pricing and policies as needed, and just show up to say I’m here when you need me to keep the door open to their orders. It’s that simple to me. I don’t need it any other way.

Any advice for growing your clientele? What’s been most effective for you?

The biggest most effective thing that grew my business was and is 100 percent word of mouth. I am always being recommended on community groups, mom groups etc. I remember the first time someone told me they just asked in their local Facebook group looking for a cake and I was brought into the conversation. It was a great feeling. I always encourage people to tag me in their photos because it helps their party guests find me as well! I know I have been at multiple parties where I liked something but just never got the opportunity to ask where it’s from. And I share these posts and photos to encourage it more.

Contact Info:

• Instagram: @pastel.momma
• Facebook: Pastel Momma

Image Credits

Jessica del Diaz