We were lucky to catch up with Jocelyn Coburn recently and have shared our conversation below.

Jocelyn, thanks for taking the time to share your stories with us today. What do you think matters most in terms of achieving success?

A LOT of things! Thick skin for one! You will NEVER gain 100% approval, no matter what you do. Accept that there will be disappointments…customers, situations, as well as a ton of mistakes along the way. I have personally learned to embrace the fact that there will be let downs. Each time you fall down…get back up…period!

A lot of discipline, perseverance and drive because you have to wear many, many hats. Balance is crucial. Unlike a 9 to 5, there is to there are no off days. Finding the sweet spot between pouring into you business/dreams and managing your personal life is a slippery slope but it is necessary.

And I can’t forget this….customer service is EVERYTHING! Even when you may not have satisfied the intended order/service, if you are able to handle the situation with professionalism, empathy and grace, you can often retain the customer but more importantly you can walk away knowing that your mistake doesn’t/won’t define your business/brand.

Jocelyn, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

This business was completely unexpected. I was a personal trainer . I had a 5-year anniversary to celebrate my business/clients and made the desserts. My clients RAVED over them and encouraged me that I should go into business and they would definitely order! I ended up selling sweets over the holiday season that year. I continued to personal train and at the end of the next year I sold goodies again. The following May my daughter showed me a picture of a cake that looks like an xbox and asked if I could make that for her (then) boyfriend. The rest….is history! I officially started a custom cake decorating business a few years later.

I never intended/wanted to sell cookies. I am a certified Cookie Monster that LOVES sweets and knew it may be bad for my waistline! But when the pandemic hit in 2019 and events stalled, my business slowed. As a means to stay afloat I launched an online gourmet cookie store. To be honest I didn’t really finesse it much at first. I didn’t push sales or “go after” business. Cakes eventually picked back up and I dove back in. However, in 2021 I decided that I wanted to officially shift gears and rethink this cookie thing. I THOUGHT I could handle making cookies and not eating them. A year later, I have failed miserably, lol! They are soooo good lol! And just like that I began to really focus on developing a cookie customer/client base. I gave the gourmet line their own name (She Bakes Gourmet) and am now fully dedicated to building my cookie line just as I have with my custom cakes.

How’d you build such a strong reputation within your market?

Tbh it has been not being (outwardly) afraid to make moves. When taking cake orders there were many times when I would receive a request then hang up the phone and be like…what the heck did I just get myself into. Sometimes I wouldn’t have a clue how to make the design work. I would always tell myself that I won’t know for sure what I can’t do….until it’s actually attempted. My professionalism, dependability and consistency with my designs is what I think contributed to building the reputation that I have with my clients. I’ve done things for a lot of really great people, have developed so many friendships aside of the business relationship that I have. Having a good vibe attracts good vibes ( at least that’s what i beliSat?), I love my job so it’s easy to want to do my best.

How about pivoting – can you share the story of a time you’ve had to pivot?

As I mentioned earlier, when custom cakes slowed down, instead of wallowing in my fear I immediately sprang into action. I shifted gears and started baking. Cookies, cinnamon rolls, etc. I utilized Facebook to get my products/name out there, eventually created a website and since June of this year I have begun to do pop ups and really focus more on the gourmet cookie line.

A supportive husband and having a business that is already established (Absolute Sweets) has allowed me to take the time to develop She Bakes Gourmet, go through the process of “losing before winning” yet still being able to take care of my financial responsibilities. Custom cake work…well entrepreneurship is hard, very time consuming and literally takes over my life at times. I am used to always pushing and working under pressure so this, along with the true will and desire to be successful is how I know I’ll make it work.

Contact Info:

• Website: www.shebakesgourmet.com
• Instagram: absolutesweets; shebakesgourmet
• Facebook: www.facebook.com/absolutesweets