We caught up with the brilliant and insightful Johndrea Slay a few weeks ago and have shared our conversation below.
Johndrea, thanks for taking the time to share your stories with us today We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.
The idea for my business, Icing by J. Slay, was born out of a love for baking and a desire to bring joy to people’s lives in a more personal way. Growing up, I always found myself in the kitchen, watching my mom bake cakes. There was something deeply satisfying about seeing the smiles on people’s faces when they tasted something made just for them.
The turning point came when I started baking cakes for friends and family—especially for kids. I noticed how much joy those cakes brought to them, and I realized that I could make that joy a part of my everyday life. That’s when the wheels really started turning. I thought, “Why not take this passion and turn it into something bigger, something that could impact more people?”
The timing felt right, too. I was seeing more and more interest in personalized, hand-crafted desserts, but what really set my business apart was my approach to customization and the thoughtfulness behind each order. I wasn’t just baking cakes or cookies—I was crafting experiences. Each item was a small celebration, a way to make someone feel special and seen.
I knew this would work because there’s something universal about the joy food can bring, especially when it’s tailored to someone’s preferences or occasion. Plus, with so many people leading busy lives, the convenience of ordering a unique, personalized treat was solving a problem—people wanted something special but didn’t always have the time or skill to create it themselves.
In 2012, my then-boyfriend (now husband) was working at DePelchin Children’s Center. One day, he asked me to bake a cake for one of the kids he worked with. The boy was turning 13, and when he received the cake, he began to cry. When asked why, he said he had never had a birthday cake before. This moment had a profound impact on me. We continued to provide cakes for the children at the center, and that experience planted the seed that would eventually grow into “Celebrate with a Cake.”
As a mother and a baker, I’ve always loved creating elaborate birthday celebrations for my own children, making them feel special. In 2023, I decided to turn this passion into something bigger by founding a nonprofit that reflected the work we had been doing for children at the center. In June 2023, “Celebrate with a Cake” became a recognized 501(c)(3) nonprofit. Our mission is to ensure that every child, regardless of their circumstances, is celebrated on their birthday, especially those affected by disabilities, poverty, or a lack of resources.
Johndrea Slay
2:44 PM (2 minutes ago)
to me
The idea for *Celebrate with a Cake* grew out of a deep sense of wanting to give back to the community, particularly to children and youth who often feel overlooked. Having grown up in a home where community service was a cornerstone, I learned early on that even small gestures can make a big impact. My mom, working at Lake Village Elementary, would help kids in need discreetly by providing food and clothing, and my dad’s involvement in the community instilled in me the belief that everyone deserves moments of joy and care.
The emotional turning point for *Celebrate with a Cake* was when I started to notice that many children, especially those in foster care or with disabilities, didn’t always have the opportunity to experience a birthday celebration the way others might. Birthdays are a universal celebration of life, yet for these kids, they often passed by without fanfare. I remember thinking, “What if something as simple as a cake could change that? What if we could make these children feel seen, valued, and loved on their special day?”
I knew this would be a worthwhile endeavor because there was a gap that no one was really addressing. People are generous, but the simple joy of a personalized birthday cake, delivered with love and care, wasn’t something many were doing for these children. There was an emotional need to be met here, not just a physical one, and I felt uniquely positioned to meet it.
The logic behind it was simple: everyone deserves to feel celebrated, especially children who may already face significant challenges in their lives. A birthday cake is more than just dessert; it’s a symbol of love, attention, and celebration. I could tell that if we could consistently deliver this experience to children who otherwise might not get it, we’d be making a real difference, even if only in small, heartfelt moments.
What excited me most about this idea was that it wasn’t just about cakes—it was about connection. Each cake we deliver is more than just sugar and frosting; it’s a message to these kids that they matter. Seeing their faces light up, hearing the stories of how they felt special on their big day—that’s what drives me. It’s not just solving a problem, it’s creating joy, and that, to me, is the greatest reward.
We recently celebrated our one-year anniversary, and with five volunteers, we are always seeking more support to continue raising funds and providing cakes for foster care youth and children with disabilities.
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 am a native of Greenville, Mississippi, and moved to Kingwood, Texas, in 2010 after going through a difficult period in my life. As a newly single mother of two children and a dog, I needed a fresh start. I’ve always had a passion for baking, and making cakes became a form of therapy for me. Although I often made cakes and treats for friends and family, I wasn’t ready to share my talent with the public just yet.
In 2012, my then-boyfriend (now husband) was working at DePelchin Children’s Center. One day, he asked me to bake a cake for one of the kids he worked with. The boy was turning 13, and when he received the cake, he began to cry. When asked why, he said he had never had a birthday cake before. This moment had a profound impact on me. We continued to provide cakes for the children at the center, and that experience planted the seed that would eventually grow into “Celebrate with a Cake.”
I’m passionate about using food to create joy and bring people together. My journey into the baking world was inspired by my childhood, where I often found myself in the kitchen, surrounded by the aromas of cakes and pastries.
This passion eventually led to the creation of *Icing by J. Slay*, where I focus on delivering personalized, high-quality desserts that are crafted with care and creativity. My business offers a range of baked goods. What sets *Icing by J. Slay* apart is the personal touch. I’m not just offering a generic product—I work with my clients to ensure each order reflects their vision and preferences. From the flavor combinations to the designs, my goal is to create a truly customized experience that turns a simple dessert into a memorable moment. I also pride myself on quality and presentation; everything is made from scratch, using only the best ingredients, because I believe that attention to detail shows in the final product.
In 2013, I opened a cupcake stand in Deerbrook Mall in Humble, Texas. By 2014, I had started volunteering in local schools during the holidays, helping students with baking projects. In 2017, my business, Icing by J Slay, was chosen as a vendor for the Super Bowl in Houston. Since 2019, I’ve hosted summer camps for kids, participated in pop-up shops, bridal markets, and holiday markets.
One of the problems I solve for my clients is convenience. People want to celebrate special occasions with something unique, but they don’t always have the time or skill to make it themselves. That’s where I come in—providing them with beautiful, delicious treats that are easy to order and perfectly suited to their needs.
What I’m most proud of is the joy my creations bring to people. There’s nothing like seeing someone’s face light up when they receive their cake. What I want potential clients and followers to know about *Icing by J. Slay* is that it’s not just a bakery; it’s a space where creativity and care come together to make every occasion a little more special. Whether you’re ordering a cake for a loved one. I’m committed to delivering an experience that leaves a lasting impression.
As a mother and a baker, I’ve always loved creating elaborate birthday celebrations for my own children, making them feel special. In 2023, I decided to turn this passion into something bigger by founding a nonprofit that reflected the work we had been doing for children at the center. In June 2023, “Celebrate with a Cake” became a recognized 501(c)(3) nonprofit. Our mission is to ensure that every child, regardless of their circumstances, is celebrated on their birthday, especially those affected by disabilities, poverty, or a lack of resources.
*Celebrate with a Cake* was born from a combination of my love for baking and my desire to give back to the community in a meaningful way. Growing up, community service was a big part of my life, thanks to the examples set by my parents. My mother’s quiet acts of kindness—like providing food and clothing to children in need—and my father’s commitment to helping those in challenging situations, taught me that even small gestures can have a big impact.
This led me to think about how I could contribute, and I realized that something as simple as a cake could make a world of difference for children in foster care or those with disabilities. These are kids who often don’t get the chance to have the kinds of celebrations other children do. For many of them, a birthday can pass without acknowledgment, and I wanted to change that. I wanted to bring joy and recognition to these kids, to let them know that they are seen and valued.
*Celebrate with a Cake* provides custom birthday and celebratory cakes to these children, free of charge. Each cake is handcrafted and personalized, making their special day truly unforgettable. Our mission is simple: to spread love and happiness, one cake at a time. Whether it’s a birthday, graduation, or any milestone, we make sure these children feel celebrated in the same way others might take for granted.
What sets us apart is the personal connection and the thoughtfulness behind each cake. We don’t just bake and deliver; we work to understand what will make that child feel special. For many, it’s the first time they’ve had a cake made just for them, with their name on it and decorations they love.
The problem we’re solving is bigger than just delivering cakes. We’re addressing the emotional needs of children who often feel overlooked or forgotten. A cake may seem like a small thing, but for these kids, it’s a symbol that someone cares about them, that their milestones matter.
I’m most proud of the smiles we’ve brought to so many faces. Every time a child receives their cake, it’s a reminder of why we do what we do. Seeing the joy and hearing the stories from foster parents or caregivers about how much it meant to them—that’s what keeps me going.
For those learning about *Celebrate with a Cake* for the first time, I want you to know that this nonprofit is about more than just cakes—it’s about fostering a sense of belonging and love for children who need it most. Every cake we create is a step toward making sure no child is left out of the joy that comes with being celebrated.
We’d love to hear a story of resilience from your journey.
A story that illustrates resilience for *Celebrate with a Cake* is one that took place early on in our journey. We had a request for a cake for a young boy in foster care who had experienced a lot of hardship. He had been in and out of multiple homes and, understandably, was having a difficult time trusting people. His caregiver shared that this was going to be his first birthday where anyone had made an effort to celebrate him, and they weren’t sure how he would react.
We were determined to make this a special experience for him, even though we knew it might be met with resistance. The cake was designed with his favorite colors, featuring characters he loved, and we went all out to make sure it would feel personal and meaningful.
On the day of delivery, things didn’t go as planned. There were transportation issues, delays, and everything seemed to go wrong, but we pushed through. Even when we were running late and wondering if we’d be able to get it there on time, we didn’t give up. The resilience of the team and our commitment to this boy kept us going. After all, this was more than just a cake—it was a chance to show him he mattered.
When we finally arrived and delivered the cake, his reaction was unexpected. He didn’t immediately show excitement; in fact, he seemed hesitant to engage at all. But something remarkable happened over time. As the birthday celebration continued, and as he realized that this moment was all for him, he slowly started to smile. By the end of the day, he was laughing and eating his cake, something that may seem small but was a huge victory for him—and for us.
That moment of breakthrough, despite all the challenges along the way, showed me the true power of resilience. Not only did we overcome obstacles to make that delivery happen, but we also saw resilience in that child—his ability to open up to joy, even after all he’d been through. That experience reinforced why we do what we do and reminded me that resilience, both in our work and in the children we serve, is at the heart of *Celebrate with a Cake*.
We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?
One of the hardest lessons I had to unlearn when I started *Icing by J. Slay* was the habit of undercharging for my products and taking on too many orders. In the beginning, I wanted to make sure everyone could enjoy what I was offering. I thought that by keeping my prices low, I’d be able to attract more customers and grow my business quickly. I also had this idea that saying “yes” to every order would show my commitment and dedication, proving I could handle the demand.
But as time went on, I found myself overwhelmed, exhausted, and feeling like I was constantly chasing my own tail. There were days when I was up late into the night, juggling too many orders, and the joy I once felt from baking started to feel like a burden. I remember one specific week where I had committed to more cakes than I could handle, trying to make everyone happy. I barely slept, and while I managed to deliver the orders, I knew something had to change. I was running on fumes, and it was impacting both the quality of my work and my well-being.
On top of that, I realized I was severely undercharging for the amount of time, energy, and creativity I was putting into each order. What seemed like a small issue at first quickly turned into a major problem. I was putting in hours of labor, using high-quality ingredients, and creating personalized designs, yet I was barely breaking even. It felt like I was working so hard but not seeing the return.
The turning point came when I had a conversation with a fellow baker who had been in the business longer. She shared her own experiences of burnout from taking on too much and not charging enough, and she told me, “You have to value your time and your craft. If you don’t, no one else will.” That hit me hard because I realized I wasn’t valuing myself or the quality of my work.
I had to unlearn the belief that I needed to say “yes” to everything and that charging less would lead to more business. I started setting boundaries on the number of orders I’d accept in a given week and raised my prices to reflect the time, effort, and quality I was putting into each product. At first, I was nervous about how customers would respond, but what I found was that people valued the care and attention I put into my work. They were willing to pay for quality, and by limiting the number of orders, I could focus on creating something truly special for each client.
Unlearning those habits wasn’t easy, but it was necessary for the long-term health of both myself and my business. Now, I approach each order with excitement rather than exhaustion, knowing that I’m giving my clients my best work without sacrificing my well-being. It taught me that running a business is not just about pleasing everyone—it’s about knowing your worth and protecting your passion.
Contact Info:
- Website: https://www.celebratewithacake.org, https://bakesy.shop/b/icing-by-j-slay
- Instagram: https://www.instagram.com/celebrate_withacake/, https://www.instagram.com/icingbyjslay
- Facebook: https://www.facebook.com/celebratewithacake, https://m.facebook.com/icingbyjslay/
- Linkedin: https://www.linkedin.com/company/celebrate-with-a-cake/
