We were lucky to catch up with Kayisha Thompson recently and have shared our conversation below.

Kayisha, thanks for joining us, excited to have you contributing your stories and insights. Can you tell us a story about a time you failed?

Let me tell you what I did! Back in January 2024, I opened my email and saw that the Essence portal application for the 2024 Essence Music Festival was now accepting applications. I was on a high from completing the Goldman Sachs 1Million Black Women in Business program in December 2023, and my emotions got the best of me. I wondered whether I should apply again, especially since I had been turned down in 2021.

With some new insights from the Goldman Sachs program, I used the $300 I had set aside and submitted an application. Surprisingly, my previous application was already loaded for me to edit. It didn’t take long for me to realize why my application had been rejected before—I hadn’t provided enough details about my business. This time, I answered the questions as if I were pitching my business. After hitting the send button, my anxiety skyrocketed. My inner voice was harsh: “Why did you apply to the Essence Festival? They’re not going to select your business. You just wasted $300 on an application fee.” I had to quiet that critical voice and give myself a chance.

Four weeks later, I received an acceptance letter to be a vendor at the Essence Festival 2024 in New Orleans, LA. The initial joy quickly faded as I realized I had no plan. I had assumed I wouldn’t be accepted, so I wasn’t prepared for this tremendous opportunity. I had a team for events in NYC but not for New Orleans. I quickly compiled a spreadsheet outlining the costs: a 10×10 booth with a vendor fee of $4,000, payroll, food and lodging, inventory, marketing materials, shipping my products, refrigeration, and more.

My online research showed many reviews expressing disappointment with the 2023 festival. I contacted businesses that had participated the previous year, but their responses regarding revenue streams were vague and unhelpful. The logistics were so overwhelming that I feared I wouldn’t even break even. Once again, I thought, “Kayisha, you’ve failed and won’t be able to do this.”

At the same time, I had applied for a microloan but hadn’t received a response. When I finally followed up, the funders apologized for losing my application. The staff member who collected my documentation had gone on sick leave and didn’t pass on my application. By then, the funding had run out. I felt like a failure all over again.

I shared my experience with a coach I was working with, and he told me to hold on and consider other options, even if I didn’t make it to the Essence Festival. I thought about it and realized it might be more feasible to apply as a vendor for Salon du Chocolat instead. I applied for a microloan with another company and received $10,000 in funding. I used this money to pay the vendor fee for Salon du Chocolat, which had expanded its Retail and Wholesale Expo from one day to three days at no extra cost. The funds also allowed me to renew my food liability insurance, cyber liability insurance, coaching/demo insurance, and cover other business-related expenses. I found a fantastic freelancer who offered a highly economical booth design compared to other rates I had seen.

Eventually, I took a step back and realized that being accepted by The Essence Magazine, which sponsors the Essence Music Festival, was a significant achievement. My brand was chosen for one of the biggest Black-owned music festivals in the USA. I reminded myself, “You didn’t fail; you were just delayed.” What seemed like failure was a detour, a chance to readjust my path and ultimately succeed.

To my fellow entrepreneurs, remember that what looks like failure may be a delay, a redirection to get you where you need to be. If you’re in NYC from November 8 to 10, I’d love for you to stop by my booth at the Salon du Chocolat Expo at the Jacob Javits Convention Center.

Kayisha, 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?

My journey into baking and cake design began with a deep passion for creating beautiful and delicious confections. My love for baking started as a hobby, but it quickly turned into a full-fledged business as I realized that my cakes could bring joy to others and mark special occasions in their lives.

De L’or Cakery specializes in crafting exquisite, custom-designed cakes and baked goods for various events, from weddings and birthdays to corporate gatherings and special celebrations. Our offerings include elegant wedding cakes, intricate birthday cakes, gourmet cupcakes, and decadent pastries. Each product is made with the finest ingredients and creativity, ensuring every bite is a memorable experience.

Our commitment to artistry and quality sets De L’or Cakery apart. We don’t just bake cakes; we create edible works of art tailored to our client’s visions and preferences. Our attention to detail, combined with a passion for innovation in flavor and design, allows us to deliver truly unique and personalized treats that stand out in the crowded cake industry. We take pride in solving the problem of finding a perfect cake that not only looks stunning but also tastes extraordinary, making every celebration even more special.

I’m most proud of our recent recognition and acceptance as vendors at prestigious events like the Salon du Chocolat Expo. This milestone reflects our hard work and dedication to building our brand. It also highlights the growing appreciation for our unique cake design, exotic flavors, and baking approach.

For potential clients, followers, and fans, I want you to know that De L’or Cakery is more than just an online bakery; it’s a place where passion meets precision. Our mission is to make your events unforgettable with cakes and baked goods that are as beautiful as they are delicious. We are dedicated to providing exceptional service and crafting memorable experiences through our creations. Whether you’re celebrating a milestone or just indulging in a sweet treat, we’re here to make it extraordinary.

We’d love to hear the story of how you built up your social media audience?

Building my social media presence evolved over time, with Instagram being the primary platform where I began cultivating my audience. The initial stages were quite modest, involving promoting my brand through pop-up shops and hiring a social media manager who helped transform my assets into a cohesive and visually appealing brand identity. This foundational work laid the groundwork for a significant digital presence.

The turning point for my social media growth came during the COVID-19 pandemic. I received an email from Bytedance, also known as TikTok, inviting me to become a paid creator on their platform. Initially, I thought it was spam and deleted it. Still, when I received a text message and a direct message from TikTok confirming the offer’s authenticity, I realized this was a legitimate opportunity.

After meeting with a recruiting agency and a TikTok manager, reviewing deliverables, and signing a contract, I was introduced to Christen De Nino Guzman, now CEO and owner of Clara for Creators, my former Tiktok Creative Manager. I was on a Zoom call with 100 other creators onboarded for TikTok. This was a significant milestone that significantly boosted my visibility and brand confidence.

My TikTok presence grew from zero to 20,000 followers within two years. It was a challenging but rewarding experience, mainly as the algorithm evolved and identified me not just as a content creator but as a brand. Adapting to these changes was crucial, and it wasn’t always easy. I was nervous about putting myself on screen, but as I became more comfortable, I surprised myself and others in my niche with my content.

The success on TikTok led to numerous requests for coaching, which I’ve struggled to accommodate due to my traditional 9-5 job and the demands of running my own business. Time management has been a significant challenge, but it also highlighted the value of the community and the impact of authentic engagement.

For those just starting to build their social media presence, my advice is to stop hiding behind the screen and show up. Authenticity and visibility are critical. Don’t be afraid to put yourself out there and let your personality and passion shine. Engage with your audience genuinely, adapt to platform changes, and remember that growth takes time and consistency. Embrace the learning process, and don’t be discouraged by challenges. You can build a meaningful and impactful social media presence with perseverance and a willingness to adapt.

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

Participating in pop-up shop strategies for growing my clientele is one of the most influential str. These events offer a unique opportunity to connect directly with potential customers in a dynamic and engaging environment. Here’s how pop-up shops have played a crucial role in expanding my client base:

Direct Customer Interaction: Pop-up shops allow me to engage face-to-face with customers, providing a personal touch that online interactions often lack. This direct interaction helps build trust and rapport, making establishing long-term relationships with clients easier.

Immediate Feedback: These events offer a platform to gather real-time feedback on products and services. Understanding customers’ preferences and reactions helps me to refine my offerings and adapt to their needs more effectively.

Brand Visibility and Awareness: Pop-up shops increase brand visibility by placing my products in front of a diverse audience. This exposure often leads to word-of-mouth referrals and repeat business as attendees share their positive experiences with others.

Networking Opportunities: These events also provide networking opportunities with other vendors, industry professionals, and influencers. Building these connections can lead to collaborations and additional promotional opportunities that enhance my brand’s reach.

In addition to participating in pop-up shops, being open and flexible about elevating my brand’s look, feel, and design has been a critical factor in growing my clientele. Here’s how this approach has been practical:

Adapting to Trends: The ability to evolve and adapt my brand’s design helps keep it fresh and relevant. I ensure that my business resonates with current market preferences by staying attuned to industry trends and incorporating them into my branding.

Enhancing Brand Appeal: Regularly updating the look and feel of my brand, from packaging to promotional materials, enhances its appeal and distinguishes it from competitors. A well-designed and aesthetically pleasing brand attracts more attention and creates a stronger impression.

Consistency and Professionalism: A polished and cohesive brand image communicates professionalism and reliability. This consistency across all touchpoints, including social media, websites, and physical displays, reinforces my brand’s credibility and builds customer confidence.

Innovative Presentation: My flexible approach allows me to experiment with new ideas and creative designs. This innovation can capture the interest of both existing and potential clients, keeping them engaged and excited about what’s next.

Participating in pop-up shops and maintaining a flexible approach to brand design are powerful strategies for growing my clientele. These tactics enhance direct customer engagement and brand visibility and ensure that my brand remains appealing and relevant in a competitive market. By embracing these strategies, I’ve been able to build a stronger connection with my audience and drive sustained business growth.

Contact Info:

• Website: https://www.delorcakery.com
• Instagram: https://www.instagram.com/@Delorcakery
• Facebook: https://www.Facebook.com/@Delorcakery
• Twitter: https://www.twitter.com/@Delorcaker
• Other: https://www.Tiktok.com/@KayishaThompson

Image Credits

LUSH MEDIA INC. and ED Lefkowicz