We recently connected with Mimi Shao and have shared our conversation below.
Mimi, appreciate you joining us today. Risking taking is a huge part of most people’s story but too often society overlooks those risks and only focuses on where you are today. Can you talk to us about a risk you’ve taken – it could be a big risk or a small one – but walk us through the backstory.
Embracing Risks: From TV Screens to Teaching
My journey with Mimsicle Cakes has been punctuated by risks, some small and some that felt monumental at the time. Each has played a crucial role in shaping both my business and me personally.
Risk 1: The TV Challenge
One of the earliest and most nerve-wracking risks came just months after I had officially launched Mimsicle Cakes. I received an unexpected invitation to compete in a Holiday Gingerbread Showdown on the Marilyn Denis Show. At that point, my business was still in its infancy—driven by word of mouth, with no website and minimal social media presence, far from what it is today. Plus, I had no TV experience whatsoever and we hadn’t even decided what we were going to bake! Despite the daunting prospects, I said yes. This decision was driven by a deep trust in my skills as a cake artist and a desire to share my passion with a broader audience. The experience was exhilarating and set a tone for my business: to boldly seize opportunities, even when they seem overwhelming.
Risk 2: Stepping into Education
This initial leap led to another significant opportunity a few years later. A friend, who teaches pastry arts at a local college, invited me to be a guest lecturer. The topic was branding in the bakery business. I was initially shocked by the request, as I didn’t see myself as an expert. However, my experiences, combined with skills from my corporate job, had indeed shaped a successful brand. During the lecture, I shared my story about the Marilyn Denis show, highlighting how it catalyzed the development of my first real brand strategy, logo, and website. This moment wasn’t just about teaching; it was about recognizing and embracing my evolution from a passionate baker to a savvy business owner.
These experiences taught me that taking risks, even when they seem daunting, can lead to extraordinary growth and opportunities. I’m immensely proud of these moments—not just for how they ended, but for the courage they required at the start. Each risk pushed the boundaries of what I thought was possible and expanded the reach of Mimsicle Cakes, helping me connect with more people through my art than I ever believed possible.
Mimi, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
Hi there! I’m Mimi, the self-taught baker and cake artist behind Mimsicle Cakes. My journey into baking started at home, inspired by my mom and my early love for drawing and painting. About seven years ago, I fell head over heels for cake decorating. It combined everything I love about art with the joy of baking.
Mimsicle Cakes was born in November 2015 out of a desire to blend my passions for art and baking into something truly special. We’re based in Toronto and operate a little differently as a custom cake studio without a storefront. This means every cake we make is one-of-a-kind, designed just for you and always crafted with a lot of love and care.
My favorite cakes to create are those involving florals, realistic sculpted cakes, and anything that lets me paint. Growing up with a love for drawing and painting, I treasure the opportunity to bring those skills into my cake designs. It’s like each cake is a small piece of artwork that reflects both my passion and the personal stories of my clients.
Our goal at Mimsicle Cakes is to make your celebrations unforgettable with cakes that are not only beautiful but also personal. We focus on creating cakes that are unique to each customer’s taste and style—no two cakes are the same!
When I’m not baking, I’m probably hanging out with my two kids or enjoying time with my husband. Being a wife and mom influences my baking; it’s all about making memories and adding a bit of sweetness to life.
I’m really proud of how Mimsicle Cakes has grown into a part of so many families’ celebrations. I look forward to making a cake just for you, adding a personal touch to your special moments.
Check out what I’m up to and watch some of my baking processes on Instagram @mimsiclecakes. Thanks for supporting my dream and my small business. Every cake from Mimsicle Cakes is a piece of art that tells a story—let’s make it your story.
Can you tell us about what’s worked well for you in terms of growing your clientele?
I actually have 3 strategies—creating a strong online presence with a good website and understanding SEO, being sensible with social media, and leading with kindness.
Having a well-maintained and user-friendly website has been crucial. It’s the central hub where potential clients can find all the information they need about Mimsicle Cakes, see my portfolio, and contact me. This professional online presence helps establish credibility and attract clients who are looking for high-quality, custom cakes.
Being active on social media is also important, but I do it in moderation. Running Mimsicle Cakes as a side hustle means I can’t dedicate all my time to social media. However, maintaining a reasonable presence helps me engage with the community, showcase my latest creations, and connect with new customers without overwhelming my schedule.
Another effective method has been leveraging Google, especially through reviews. Encouraging satisfied customers to leave Google reviews and responding diligently to them boosts my visibility and credibility through search engine optimization. This approach brings more organic traffic to my website than relying solely on social media exposure, which I’ve found can be fleeting.
Above all, being kind and personable in all interactions has made a significant difference. Good relationships foster loyalty and positive word-of-mouth, which are invaluable.
Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?
Absolutely, here’s your enhanced response with the additional details about your pricing evolution:
One big lesson I’ve had to unlearn in running Mimsicle Cakes is the idea that I had to say ‘yes’ to everyone. At the start, I thought the best way to grow my business was to take on every order that came my way, no matter what. It felt like turning down a client was saying goodbye to a potential opportunity. But honestly, this approach was burning me out and not really paying off.
I quickly learned that not all money is good money. Setting my prices to reflect the true craftsmanship of my work and sticking to those prices turned out to be a game changer. It meant attracting clients who really valued what I was offering and were happy to pay for quality. Saying ‘no’ to the wrong clients became less about missing out and more about making room for the right ones.
For example, I laugh now thinking about my first 6″ cake which I charged $36 for. Now, my cakes start at $200, and that pricing attracts the clients and the type of work I love to deliver. This shift reflects how much I’ve grown, not just in my skills but also in understanding the value of what I create.
I also realized that every little detail—from how I write my emails to how I package my cakes—adds value. It’s all part of showing your clients that you value your own work and they should too.
Learning to value my work properly has not only helped my business grow in a way that feels right but has also made the whole process a lot more enjoyable. Trust me, when you start respecting your own time and effort, the right clients will follow.
Contact Info:
- Website: www.mimsiclecakes.ca
- Instagram: https://www.instagram.com/mimsiclecakes
- Facebook: https://www.facebook.com/mimsiclecakes
- Twitter: https://twitter.com/mimsiclecakes
- Youtube: https://www.youtube.com/@mimsiclecakes
- Other: https://pinterest.com/mimsiclecakes
Image Credits
Courtesy of Mimsicle Cakes