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Meet Sima Haddad

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Meet Sima Haddad

May 8, 2023
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We caught up with the brilliant and insightful Sima Haddad a few weeks ago and have shared our conversation below.

Sima, appreciate you joining us today. How did you come up with the idea for your business?

I’ve always loved baking. In January 2021, I decided to take my love of baking one step further after lots of persuasion from family and close friends. I then opened a small home business where I offer my pastries- Sima’s Challas. If you scroll through my Instagram page, you will see and understand the changes I have gone through in the first five months I started baking. I’ve made cakes, cookies, desserts, challahs, and loved every moment of it. I was busy all of the time and I had a lot of fun. My birthday came, and I turned 45 (I also can not believe it !!!). At that time, I started watching YouTube videos of people piping cupcakes and discovered a new love and a new world. A few days before my birthday, I saw a video of the cake I made for myself at the end, with ombré pink rosettes… Anyone who knows me knows that pink was never my color. I have no way to explain this attraction but after few times watching it, I decided to make myself the cake that not only challenged me, but was also kosher for Passover (gluten-free) and dairy-free. To my surprise, I did it! While I piped the rosettes and made the ombré, something happened to me that I have no way to explain, but I enjoyed every second. When I finished, I stared at the cake and I couldn’t believe that I really did it! I still get that feeling with every cake and dessert that I make and I pray it will never stop. This feeling helped me realize that this is what my heart has chosen for me to do and this is what I love doing. It fills me with new levels of happiness and satisfaction, which is why my page now revolves around custom designed cakes and desserts. The name of my page changed to – Sima’s Baking.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
I’m 47 years old, happily married, and I have 4 kids. My family is my rock, my everything.
I worked many years as a substitute teacher at a Jewish private schools while I lived in Staten Island, N.Y and in Rockville, MD. After moving to Florida, I started working at a tie-dye factory and wholesale – Happy Kids for kids.
A few years later, I started my boutique.
Today, I offer custom made boutique cakes and desserts. I work close with my customers to create the best outcomes. I don’t use fondant, I wrap my cakes with my Swiss meringue vanilla buttercream. Most of my elements are edible and made out of chocolate and printed edible images. After 2 years of doing what I mostly love doing, I can say that I’m most excited to make kids birthday cakes because that’s when I feel mostly creative. Additionally, it is rewarding to see the reactions of children when they join their parents for the pick up – their reactions are priceless.

How about pivoting – can you share the story of a time you’ve had to pivot?
After working 3 years as an office administrator at tie dye factory and wholesaler, I quit my job. A few months after, the pandemic came to our world and I started  baking .
I remember the first time I made homemade croissants. The 6 months it took me to master macarons, I was so proud of myself. I gifted my baking goods to friends and family, and after getting positive, very warm and supporting feedbacks, I started selling my baked goods: my challahs, Babka, Rugelach, and sourdough bread.

How did you build your audience on social media?
I started my business Instagram and Facebook accounts on January 2021. I sent invites to all my family and friends to like and share my accounts.Slowly, I started following similar accounts and built connections and relationships.After following similar accounts, we would repost, like, and share each others posts.After 4 months, I had to remodel my social media for it to match my new passion. As a result, my baking accounts changed to a custom cake designer. I added new connections and relationships to my existing account. Shortly after that, I had my logo created with an illustrator/ graphic designer which happened to be my talented sister: Meital Shushan – @sobetty.
Almost 2 years later, I decided it’s time to go .com so I reached out to a very talented web designer: Michelle Spivey – @Digital Serif , and she made me a website that reveals my passion.

Contact Info:

Image Credits
Meital Shushan – sobetty – visual arts Michelle Spivey – Digital Serif – Design Studio.

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