We recently connected with Stacey-marie Williams and have shared our conversation below.

Stacey-Marie, thanks for taking the time to share your stories with us today How did you come up with the idea for your business?

Believe it or not, Iconic Desserts started with me sitting at my 9-to-5 job, eating lunch, and falling down a deep rabbit hole of YouTube cake decorating videos. You know the ones; where they take a simple cake and turn it into a masterpiece, making it look way easier than it actually is. I was mesmerized. Every lunch break, I’d sit there, completely hypnotized by bakers frosting cakes and their flawless piping techniques, thinking, I could totally do that. (Spoiler: my first attempt was not YouTube-worthy.)

At first, baking was just a creative outlet; something fun to do after work. I started experimenting, making desserts for family, friends and church gatherings, and soon, people were actually requesting them. Then came the real moment of truth; when I delivered a custom cake, and the person’s face just lit up. That’s when it clicked: I wasn’t just making desserts; I was creating experiences.

What really got me excited was the challenge of making each cake and the flavor unique. Anyone can grab a cake from the grocery store, but I wanted to create something that made people say, “This is almost too pretty to eat” (keyword: almost). I also realized there were plenty of bakeries around me that were churning out generic cakes, but not enough focusing on custom, high-quality, luxury designs that taste just as good as they look. So, I figured, why not take a leap? Worst case scenario, I’d just be surrounded by cake, and let’s be honest; that’s not a bad place to be. I wanted to offer something that felt custom, high-end, and truly Iconic (pun absolutely intended).

So, I took the leap, turned my late-night baking experiments into a business, and never looked back. Now, every time I’m in the kitchen or talking to my mom, I think back to those YouTube lunch breaks and laugh; because what started as a casual obsession has turned into a full-blown passion. Plus, let’s be real; who wouldn’t want a job that involves desserts every day?

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.

-Meet Stacey-Marie Williams – The Accidental Cake Artist behind Iconic Desserts:
Hey there! I’m Stacey, the creative mind (and official taste tester) behind Iconic Desserts, a luxury baking business specializing in bespoke cakes, cupcakes, cookies, and all things delicious. My journey into this industry has been anything but conventional.

Over a decade ago, I earned my Bachelor’s degree in Hospitality and Tourism Management and interned at hotels, working in both the kitchen and pastry department. It was fun, but let’s just say my passion for the kitchen didn’t fully rise at the time (pun intended). I didn’t follow through with it professionally, and life took me in a different direction; earning my Masters Degree in Human Resources Management after leaving the Army. Fast forward a few years, and I randomly stumbled into the world of cake decorating; not in a fancy culinary school, but through a deep dive into YouTube tutorials and countless late-night baking experiments.

What started as me just playing around with frosting for family and friends turned into something way bigger; people actually wanted to pay me for desserts! And just like that, Iconic Desserts was born.

-What Iconic Desserts offers (other than sweet addictions?!):
At Iconic Desserts, we don’t just bake cakes; we craft edible experiences. Whether it’s stunning cakes, gourmet style cupcakes, or intricately designed cookies, each treat is personalized to fit the occasion (and steal the spotlight). We use quality ingredients, creative designs, and a sprinkle of blessing to make sure everything looks as good as it tastes.

-What sets Iconic Desserts apart?
Besides the fact that I probably watch more cake videos than anyone should admit? LOL. It’s all about the details and creating experiences rather than just delivering desserts. I take the time to listen to my clients, understand their inspirations, and bring their ideas to life in ways that exceed expectations (even if they only give me “I don’t know, just something cute” to work with). My goal is always to create cakes that make people do a double-take before they dive in; both visually and flavor-wise.

-What I’m most proud of:
One of the things I’m most proud of is the trust my clients place in me. Being part of their most special moments; birthdays, baby showers, corporate celebrations, is an honor I don’t take lightly. Seeing the joy on their faces when they see (and taste!) their custom creation is hands down the most rewarding part of what I do. That joy makes every late night and every speck of flour in my hair worth it.

-What I want you to know:
Iconic Desserts isn’t just about baking; it’s about celebrating life’s sweetest moments in the most unforgettable way. My journey from hospitality to self-taught cake artistry is proof that sometimes, your passion finds you in the most unexpected ways (or through a YouTube rabbit hole at 2 AM). If you’re looking for a cake that tells a story, an experience that leaves an impression, and a service that prioritizes your vision, I’d love to bring your sweet dreams to life!

Can you share a story from your journey that illustrates your resilience?

Oh, absolutely! Being an entrepreneur; especially in the custom dessert business, is a rollercoaster. One month, there are back to back orders, running on caffeine and sheer determination. The next? Crickets. No calls, no emails, just me, my mixer, and an unnecessary amount of sprinkles.

At first, those slow weeks stressed me out. I’d start questioning everything; “Did I forget how to bake? Did people suddenly stop celebrating birthdays? Should I just eat a whole cake myself and call it market research?” But then, I remembered one of my favorite quotes by Martin Luther King Jr.: “If you can’t fly, then run. If you can’t run, then walk. If you can’t walk, then crawl. But whatever you do, you have to keep moving forward.”

So, instead of panicking, I took those quiet moments as a chance to grow. I played around with new designs, tested flavors (for quality control, of course, lol), refreshed my marketing, and reminded myself that slow seasons don’t mean failure, they mean opportunity. And sure enough, the orders always come back—sometimes so big I barely have time to breathe! But those tough moments taught me that resilience isn’t about never facing challenges; it’s about pushing forward, even if some days that just means crawling through with a piping bag in hand.

So, if you ever find yourself in a slow season, whether in business or life, just keep moving forward. And maybe bake yourself a cake in the meantime. It helps.

What’s a lesson you had to unlearn and what’s the backstory?

Oh, I’ve definitely had my fair share of lessons to unlearn. One of the biggest ones? The idea that everything needs to be perfect; especially when it comes to my cakes. When I first started, I would stress over every little detail; whether the frosting was smooth enough or the exact right shade of pink, or if the cake layers were too level (yes, I went there).

It took a while for me to realize that perfection is overrated, and sometimes, those “imperfections” are what make a cake truly special. I remember one time I spent hours obsessing over the smoothness of the frosting, only to have the client tell me how much they loved the “rustic charm” of the cake. I had to laugh at myself and finally unlearn the idea that perfection equals success. Now, I focus on delivering a cake that’s beautiful, delicious, and most importantly, made with love (and maybe a little bit of chaos).

The lesson? Don’t stress the small stuff; sometimes the best moments come from a bit of “imperfection,” and let’s face it, no one’s going to notice the small flaws unless you point them out. So now, I embrace a little messiness with a side of humor.

Contact Info:

• Website: https://www.iconic-desserts.com
• Instagram: @iconic_desserts
• Facebook: Iconic Desserts

Image Credits

Personal Photo and cake decorating photo taken by Steven McFarlane Photography.