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

Shamara , thanks for taking the time to share your stories with us today Let’s jump right into the heart of things. Outsiders often think businesses or industries have much larger profit margins than they actually do – the reason is that outsiders are often unaware of the biggest challenges to profitability in various industries – what’s the biggest challenge to profitability in your industry?

The biggest challenge to profitability in the baking industry is multifaceted. On one hand, scaling materials to a reasonable cost while ensuring clients see the value in creative baking techniques is crucial. There is a broad spectrum of cakes, from $15 sheet cakes at local grocers to intricate designs costing thousands of dollars. The key is to balance the time and effort put into each creation, keeping costs low while ensuring you’re compensated fairly. This often involves finding more efficient ways to complete the work so that custom cakes can be accessible to more people without compromising on quality.
On the other hand, standing out among the competition is equally challenging. The baking industry is brimming with talented individuals who transform baked goods into works of art, whether it’s custom cakes or decorative cookies. It’s vital to carve out your niche and excel so that you’re the go-to for events and celebrations. In today’s digital age, having a strong social media presence is essential. Every time I scroll through my feed, I see amazing creations from fellow bakers, which inspires and motivates me to elevate my craft. To be profitable, it’s not just about baking delicious treats but also about being visible and recognized in a crowded market.

Shamara , 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?

Growing up as one of three girls in a small town with a single mother, eating out wasn’t something we did often. My mom cooked most of the time, and she was great at it. I found joy in being in the kitchen, watching her whip up meal after meal. The same goes for my maternal grandmother. They both really knew their way around the kitchen, and food quickly became the heart of many family gatherings and happy moments in my childhood. Every meal ended with something sweet, which was always the highlight for me. From mouth-watering pound cakes to decadent pies, dessert time was pure bliss. But food wasn’t my only passion. I also loved to draw. I would pause the television for hours just to sketch characters from my favorite movies. Early on, I discovered what made me happy, though I had no idea how these interests would shape my future. Fast forward to 2017, I’m now a wife and mother, finding myself in the kitchen, creating meals and sweet treats for my family, just like my mom and grandmother did. It fills me with pride and joy to make something from scratch and see it enjoyed as I intended. It feels like I’m passing on the same warm hug in the form of food that I received growing up. So, I thought, why not share that with the world? That’s when Mara’s Custom Cakes was born! I wanted to combine my love for desserts and art to make someone’s day a little brighter. I specialize in buttercream cakes, cupcakes, and cake cups, offering a variety of flavors to suit all tastes. I love a challenge and take pride in surprising my customers with my creativity. I always say I am not just a baker, but also an artist, and it’s my mission to convey that through my desserts.

Can you tell us about a time you’ve had to pivot?

I started my career in sales right out of college, even though it wasn’t my field of study, it was my first “big girl” job. After 12 years with this major company that offered great benefits and a stable income, I found myself very unhappy. I felt like I was working just to pay for childcare, missing out on precious moments with my family while feeling drained and unfulfilled. I kept seeing 11:11, which many call Angel numbers, and it felt like the universe was nudging me to make a change. It became clear that I needed to pursue what made me happy, not just what made me money. With the unwavering support of my husband, I took a leap of faith and left my job to pursue my baking craft full time. Today, it stands as one of the best decisions I’ve ever made. Now, I am present for the most impactful moments in my children’s lives, I’m building a brand and business, and I’m walking in my purpose.

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

The most effective strategy for growing my clientele has been a blend of multiple efforts with every sale. Executing exactly what the client asked for is crucial. Satisfied clients are more likely to become repeat customers and recommend you to others. I also encourage customers to post and share their experiences on social media. Word-of-mouth is incredibly powerful, and personal recommendations can significantly boost your reach. In addition to leveraging social media, being social and making conversations with people have been immensely beneficial. Initially, talking to random people felt daunting, almost like performing a solo act at Madison Square Garden. I felt like a fish out of water, trying to grow a brand-new business on my own. However, the more I did it, the easier it became. With time, I released that fear and anxiety, and just let my genuine self shine through. Once I got over that hurdle, my work spoke for itself, and I knew I had customers for life. This personal touch, combined with my consistent social media presence, has been instrumental in expanding my client base.

Contact Info:

• Website: https://linktr.ee/MarasCustomCakes
• Instagram: https://www.instagram.com/Maras_customcakes/
• Facebook: https://www.facebook.com/people/Maras-Custom-Cakes/61557057145763/

Image Credits

A Foeyed Vision (3 cupcake/cake cup photos)

Joseph Miller (all other photos)