We caught up with the brilliant and insightful Michelle Ware a few weeks ago and have shared our conversation below.

Alright, Michelle thanks for taking the time to share your stories and insights with us today. Being a business owner can be really hard sometimes. It’s rewarding, but most business owners we’ve spoken sometimes think about what it would have been like to have had a regular job instead. Have you ever wondered that yourself? Maybe you can talk to us about a time when you felt this way?

Yes, I’m genuinely happy as a business owner.

At 19, I enlisted in the Air Force, so I’m no stranger to long hours, late nights, and working holidays. That level of commitment made the transition into business ownership feel natural for me.

I have worked “regular jobs,” and what always stood out was the lack of control – being on someone else’s timeline, rushing to fit everything into set hours, or sometimes not having enough to do but still being required to stay. It always left me feeling stuck.

Now, even though I work just as many hours as I did in the military, it feels completely different. I’m choosing that schedule. I’m working hard because it’s my product, my reputation, and my standard. I’m not tied to someone else’s priorities or decisions.

There’s also a level of flexibility that I really value – if i push and get things done efficiently, I can give myself time off. And even on full workdays, I genuinely enjoy what I’m creating and the value I’m providing to my customers.

So yes – without a doubt, I’m very happy being a business owner. I wouldn’t choose to work for anyone else.

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’m a custom cookie artist and owner of The Bougie Baker, where I create elevated, hand-decorated sugar cookies that are designed to feel personal, memorable, and a true extension of my clients’ events.

My journey into this business really reflects who I am. I’m married to my Air Force sweetheart of 15 years, we have two children, and we’re now settled in our dream home in Vail, Arizona – but this business started back in 2018 when we were living in Nebraska.

At that time, cottage laws were very restrictive, and they limited what I – and many other home bakers – could do. Instead of accepting that, I got involved. I worked alongside others, advocated for change, and even testified at the state capitol to help pass legislation that allowed us to operate more freely. After years of failed attempts, that bill finally passed.

When we moved back to Arizona, I continued that same effort. I spoke publicly and was featured on the news supporting another bill to expand cottage food laws here, which also passed – creating more opportunities for small business owners like me.

That experience really defines what sets me apart. I don’t just show up for my own success – I believe in creating space for others, too. I’m very much about community over competition, and I bring that same level of dedication and care into my work with clients.

Creatively, what I offer is more than just cookies – they’re edible art. Every design is intentional, custom, and tailored to the moment my client is celebrating. I take the time to sketch, plan, and bring their vision to life in a way that feels elevated and personal.

What I’m most proud of is building a business that reflects both my creativity and my values – hard work, perseverance, and genuine connection.

And what I want potential clients to know is that when they work with me, they’re getting more than a product – they’re getting someone who is fully invested in making their moments feel special, thoughtful, and beautifully executed.

What do you think helped you build your reputation within your market?

What’s helped me build my reputation is a strong commitment to consistency, elevated design, and a highly professional client experience.

From the beginning, I’ve been very intentional about the standard I set. My clients know that when they order from me, they’re going to receive work that is not only visually refined, but thoughtfully designed and executed with precision.

Every order starts with a clear vision. I take time to understand the client’s event, aesthetic, and overall feel, and I translate that into custom cookie designs that feel cohesive and elevated – never generic.

Beyond the product itself, I’ve built my business around reliability and professionalism. Communication is clear, expectations are set upfront, and I deliver on what I promise. That level of consistency creates trust, and that trust is what turns first-time clients into repeat customers and referrals.

I also approach every order with the same level of care and attention, whether it’s an intimate set or a larger event. That consistency in both quality and experience is what has allowed my reputation to grow organically within my community.

At the end of the day, my reputation is built on delivering a product and an experience that feels polished, dependable, and truly worth investing in.

We’d love to hear your thoughts about selling platforms like Amazon/Etsy vs selling on your own site.

I currently use Hotplate for presale ordering, and my website serves as a portfolio and inquiry platform where clients can explore my work and submit custom order requests.

One of the biggest advantages of this setup is clarity and efficiency. Hotplate allows me to streamline high-volume presales with an organized, easy-to-follow process, while my website gives potential clients a curated look at my work and a clear way to connect with me for custom designs.

The limitation with third-party platforms is that there’s only so much customization available in terms of fully tailoring the experience to match my brand at every touchpoint. As my business continues to grow, I’m always looking at ways to refine and elevate that client journey even further.

That said, the platform itself is just a tool. My focus is on creating a smooth, professional, and thoughtful experience from the first interaction to final pickup – so regardless of where an order is placed, my clients know they’re getting a consistent and elevated level of service.

Contact Info:

• Website: https://Www.thebougiebakeraz.com
• Instagram: https://www.instagram.com/thebougiebakeraz
• Facebook: https://www.facebook.com/thebougiebakeraz
• Other: Hotplate: https://www.hotplate.com/thebougiebakeraz?sms_reminder=true