We caught up with the brilliant and insightful Sasha Gustafson a few weeks ago and have shared our conversation below.
Alright, Sasha thanks for taking the time to share your stories and insights with us today. Getting that first client is always an exciting milestone. Can you talk to us about how you got your first customer who wasn’t a friend, family, or acquaintance?
The year was 2008, when I was a pastry and baking enthusiast with big dreams, with culinary school still on the horizon. So, what’s an ambitious and eager cake decorator to do? Turn to Craigslist, of course! It was the hottest marketplace at the time, so this was a perfect place for me to get started.
I remember typing out my first-ever ad, pouring my passion onto the digital canvas. Now, picture this: me, a ball of nerves and excitement, ready to showcase my confectionary wizardry. Keep in mind, at this point I had no professional training…I literally had just started teaching myself cakes just 6 months prior. I had some pictures of cakes I had made in practice, or for friends and family. They weren’t great, but remember, this was a time long before Pinterest existed. Fast forward to the very first cake inquiry – a farm cake. Animals, a barn, grass…fondant finished and all! My mother in law’s kitchen suddenly transformed into my culinary stage. I was excited and ready for this decoration challenge.
At the time, I did what I felt was a great job. Cute and colorful, and included all of the elements the client had requested. Upon pickup, the cake was received with tons of praise and genuine enthusiasm, and I pocketed my first paycheck. That dollar bill felt like a badge of honor. It wasn’t just money; it was a vote of confidence, a sign that maybe, just maybe, I was onto something, and I was good at it.
That paycheck wasn’t just the first of many; it was the start of something big. Starting from a humble Craigslist ad, the journey unfolded into a bustling baking venture, all ignited by the thrill of that first hard-earned dollar! I had to take a brief pause while attending culinary school in Paris, but upon my return to Los Angeles, I continued marketing myself on Craigslist and Yelp, I had a booth at a local farmer’s market, and then of course over the years my business grew more and more with the rise of social media and most importantly word of mouth.
Looking back, I can still feel the excitement, feel the nerves, and savor the win of turning a passion into a paycheck. It wasn’t just about getting paid, it was about earning trust, pushing myself to become the best decorator I could be and embracing challenges along the way.
A picture of that farm cake surfaced recently and I couldn’t believe someone actually liked that cake, let alone paid me for it! It looked like everything was just melting, animal prints and a lopsided barn drooping over the top of the cake. These days, when I look at the cakes I create, they’re worlds away from that first endeavor. I realize that I wouldn’t be where I am today, surrounded by a gallery of unique and intricate cakes, if it weren’t for that first client who believed in me. To that first client – if you could only see my farm cakes today!
Sasha, 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 the world of cake artistry wasn’t exactly a planned one. Back in my Psychology days at UCSB, I stumbled upon the captivating world of cake decorating while indulging in some Food Network during my downtime. Instantly, it felt like I had found my calling—a way to express my lifelong love for doodling and painting on a delicious and sweet canvas.
Butter Cake Shoppe was born out of a realization: in the vast array of baked goods options, there was a gap for those seeking truly customized, high-quality cakes that speak to the heart of their special moments. Too often, customers were settling for generic options that lacked a personal touch, or worse, sacrificing taste for aesthetics.
Our mission at Butter Cake Shoppe goes beyond being just a custom cake shop. We’re about celebrating life’s precious moments, fostering connections, and creating memories that endure. As a sister-owned business, we understand the importance of family bonds and the impact of unforgettable moments. Our modern, inspiring designs, crafted with European butter and premium ingredients, promise not only visual appeal but an exceptional taste experience.
We acknowledge the challenges in the industry—long lead times, high costs, and a lack of accessible options. That’s why we go the extra mile. Not only do we offer customized, high-quality cakes and baked goods, but we’ve introduced cookie mixes. These mixes are made with the same top-notch ingredients as our custom cakes, and empower customers to shine a little light on their inner baking enthusiast. We believe baking should be for everyone, and our mixes allow customers to celebrate on their terms, their timeline, and their budget.
What makes Butter Cake Shoppe stand out? It’s not just about the cakes; it’s about the memories we craft. We’re proud to have built a brand that has been a source of happiness, creativity, and inspiration. Starting from scratch, I’ve poured passion, creativity, and genuine connection into Butter Cake Shoppe. Today, it’s not just a business; it’s a journey of bringing people together and creating exceptional memories, one cake at a time.
I take immense pride in the fact that I’ve built this from nothing, and 15 years later, I’m still doing what I love, sharing my art, and inspiring others across the world. Butter Cake Shoppe isn’t just a brand; It stands as proof of the ongoing happiness that comes from pursuing one’s passion.
How’d you meet your business partner?
My business partner is none other than my sister. She was deeply immersed in the fashion and makeup scene when I approached her with a proposition that would change the trajectory of both our lives, and she’s been stuck with me ever since!
From the get-go, she’s been the powerhouse handling all the talks with our awesome clients. And when it comes to designing our cakes, she’s truly creative. She’s brilliant at painting and color mixing, and very patient with crafting our delicate sugar flowers.
Working with my sister is like having a secret weapon – she knows what I’m thinking before I even say it. Together, we’ve faced challenges, celebrated victories, and turned this little venture of ours into something way beyond what I imagined.
Butter Cake Shoppe isn’t just a business thing; it’s a family thing. My sister and I, we’re not just partners; we’re in this together, sharing the laughs and the tears, the creative highs, and making sure our cakes tell stories. It’s more than a collaboration; it’s a shared adventure, and I wouldn’t have it any other way!
Have you ever had to pivot?
Oooof, let me take you back to a time that was a bit of a rollercoaster – the kind where you laugh, scream, or cry yourself to sleep every night. We had invested hundreds of thousands of dollars into a bakery dream that, unfortunately, never saw the light of day. In the midst of navigating the disappointment of a stalled bakery dream, I became pregnant not once, but twice during this 4 year nightmare.
Once I became a mother, everything changed. It wasn’t just about chasing business dreams; it was about dedicating myself to this little being who brought an entirely new kind of chaos and joy into my life. After the birth of my second son, that realization hit hard – my purpose wasn’t solely about working endlessly to pump out cakes. It was about being there with my boys, and not missing a single beautiful moment with them.
So, in the face of these colossal shifts in priorities, I had to pivot and rewrite the goals for the business. It was a tough call, but one that led to a redefining of what success truly meant for me. It meant fewer late nights at the bakery, and more bedtime stories, dinners with my family, and the pure, unfiltered happiness of being present for my boys.
These changes weren’t just necessary; they turned out to be a game-changer. Shifting my focus from just cranking out cakes to finding a balance that allowed me to be fully present in both my personal and professional life made all the difference. Due to my limited time, I’ve learned to see the value in it, ensuring that the time I spend at work is dedicated to finding fulfillment and happiness in my art and creativity.
In the end, the failed bakery venture wasn’t the end of the story. It was just a plot twist that led to a more authentic, joy-filled chapter in both my personal and professional journey.
Contact Info:
- Website: www.buttercakeshoppe.com
- Instagram: @buttercakeshoppe