We caught up with the brilliant and insightful LaShawn Johnson a few weeks ago and have shared our conversation below.
LaShawn, looking forward to hearing all of your stories today. How did you come up with the idea for your business?
I grew up loving to cook and enjoying the savory things of life. Baking was never an avenue that I thought id venture into. During a storm in my life, I began baking as a coping skill and pecan pie cheesecakes were my start. It gave me time to pray and manage my stress and anxiety. My sister motivated me to begin selling them. I didn’t want to initially because of fear but I started. Over the last 5 years it has grown into a consistent business. I believe it worked because I truly wasn’t in it for the money. I wanted people to feel good, feel loved. Food brings us together. It led me to a verse 1 Peter 4:8 “Love covers a multitude of sins”. I believe when we take time to just pause and step away from the troubles of the world, we find happiness. Why not enjoy that moment with a cupcake? I began going to events. I learned to take losses and celebrate both wins and fails. It refined my faith and continues to refine it daily. I am blessed to not just bless others, but find restoration for myself.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I laugh often at how I began. I knew how to follow recipes but wanted to add my own flair. I was not the best decorator either. I worked two jobs while working on my PhD. Baking helped me escape pressure. I began joining baking groups, watching YouTube videos, watching instagram videos and just learning new techniques and practicing. I have so much more to learn but I have found the science behind the skill. I originally called my business Ugly Desserts because they were that, but I looked at who I was and what message I wanted to share besides the product. Everything I do, I do with love and Baked with Love, LLC became the name. I offer custom cakes, cupcakes, treats and homemade desserts. I buy the freshest ingredients and quality products to not only have my desserts stand out but be memorable. With that being said, I’m most proud that others enjoy my desserts and often can point out what dessert is mine. I’m proud that people find joy in my products but that I’m able to keep my small business going. I’ve taken some losses, but what business owner hasn’t? I’m a sole owner and to see how much this has grown is humbling.
Can you share a story from your journey that illustrates your resilience?
I had a moment where I took a significant loss. As a sole owner, investments are mine alone. I had taken a large order for a bar mitzvah along with preparing for a large Juneteenth event. For both orders, I’d spent about $1000 on product. As I finished last touches on the bar mitzvah order, the customer sent the address and it was in New York. I live in Mississippi. I cried. I went to the event that next morning praying to make up my loss with over 500 cupcakes. An event that was supposed to host over 30 vendors and gather over 1000 spectators, I was the only person in the park. No other vendors and no spectators. The temperature was 101 degrees and I left my car running for 9 hours with my cupcakes inside to stay cool. I cried again. I thought about quitting. I didn’t know how I’d now pay my rent or car note. BUT GOD. I learned to accept events that I knew were guaranteed profits. I learned how much to prepare for events and how to better manage invested costs. I needed the failure to learn.
Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?
I had to unlearn that doing your best means everyone will like it. Not true. Everyone has different flavor pallets. I had a wedding cake tasting. I had provided 12 cupcakes, 6 flavors and 7 buttercream options. Cake flavors I’d “know” they would like, they disliked. I left feeling defeated although they did find a flavor they enjoyed but I learned that I cannot control the perspective. Some will love it, others won’t, but keep trying.
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LaShawn Johnson