We’re excited to introduce you to the always interesting and insightful Judith Hanson. We hope you’ll enjoy our conversation with Judith below.
Judith, appreciate you joining us today. Let’s start with what makes profitability in your industry a challenge – what would you say is the biggest challenge?
Customer education is first and foremost. Most people aren’t aware of what goes into creating a custom cake for special occasions. An incredible amount of time and passion is invested from the time I meet the couple up until the wedding day. My speciality is bespoke wedding cakes, which includes baking the cake from scratch, creating artisanal fillings and frostings, hand crafting sugar flowers and edible sculptural decor, which are all hand applied. This type of quality is an investment.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
After more than 10 years as a physician, I decided to follow my creative passion and enrolled in the International Culinary School at The Art Institute in Virginia Beach, VA. I graduated with Honors as a classically trained Chef and decided to focus on baking and pastry, as this was one area of the culinary world that I have always loved.
My boutique, Nadia’s Indulgences, focuses on contemporary artistic cakes with an emphasis on bespoke wedding cakes. I cater to couples with a sophisticated palette, who desire cakes that stands out from the crowd. My goal is to provide clients with an experience in the form of edible art, starting with my Concierge Consultation and Tasting Service and culminating in the momentous celebration. In addition, I have recently introduced Nadia’s Indulgences Chocolate Boutique, my own line of specially curated Handcrafted Fine Art Chocolates. These petite works of art, make an unforgettable indulgent favor/thank you gift.
It is extremely important to me that we source the freshest and finest ingredients available, bake from scratch and handcraft all aspects of our cake designs that result in an exceptional piece of edible art for your celebration. I believe that my impeccable service and attention to detail sets me apart from other businesses.
What’s worked well for you in terms of a source for new clients?
Word of mouth recommendations from my clients has been the best source of new referrals. Since we all trust our friends, personal recommendations are impactful and carry more weight.
How do you keep in touch with clients and foster brand loyalty?
I think that keeping in touch with clients is extremely important. At Nadia’s Indulgences, this ethos is part of our impeccable service. It starts at the very beginning of the process, even before a client registers with us. After we’ve agreed upon the cake design, I do monthly check-in with clients. My relationship with the client continues after the event, which includes follow-up feedback and a first year anniversary contact. Fostering good relationships with my clients is the very backbone of my business. It is a testament to that bond that I am often asked to create a Cake Creation for other momentous occasions, such as milestone birthdays or baby showers.