We were lucky to catch up with Stephanie Grubb recently and have shared our conversation below.

Hi Stephanie, thanks for joining us today. What was it like going from idea to execution? Can you share some of the backstory and some of the major steps or milestones?

Hannah (Schoenbach) and I (Stephanie Grubb) met in 2019 while working for De La Coeur Café et Pâtisserie. To our great disappointment, the cafe shuttered during the COVID-19 pandemic. Facing unemployment during such an unprecedented time brought up many questions. What would employment in the food industry look like going forward? How would cafes and restaurants operate? When would life get back to normal? Initially the idea to start our own business was just a joke, merely a whimsical thought. As the weeks continued to pass we greatly missed our jobs, and like everyone else, we were going crazy at home.

Over the summer of 2020, we started talking regularly about what we could do. Maybe a food truck? A pop-up bakery? Could we participate in Farmers Markets? All of our ideas produced more and more questions. How do you start a business? Where would we operate and how would we fund the project? We spent many months talking to family, friends, our previous employers, and local small business owners trying to decide our best course of action. Ultimately we settled on the idea of opening a brick and mortar specialty pastry and coffee shop. Committed to the project, we got to work on making it a reality.

While searching for a commercial property to rent, we researched our state’s local small business requirements. We made lists of essential equipment, started working on a menu, and searched for local purveyors. After writing a business plan, we started applying for loans and grant opportunities. Having backgrounds in food service employment was hugely advantageous in planning for the day in and day out needs of running a food establishment. Together we have over a decade of experience in food service employment, including managing staff and production, across a variety of establishments. While this experience was beneficial, there were still many unanswered questions and obstacles to navigate. The most challenging part of the process was navigating the permitting, licensing, and the various state and city requirements. Contractor delays and supply chain issues continuously pushed our opening date back.

In addition to the typical challenges of starting a new business, life in general can get a little hectic. Prior to our official opening, we both had some major life events to contend with. Hannah got engaged, planned a wedding and celebrated her big day. I became a new mom, welcoming a baby girl into my life. Our daily lives certainly changed and new challenges and responsibilities arose. Little by little we checked tasks off our to-do list: construction was completed, equipment was purchased, permits and licenses were issued. We worked with our neighborhood coalition to get the word out about our grand opening. When the big day finally arrived we celebrated with our friends, families, and community members following a ribbon cutting ceremony with the mayor. After all the hard work we were finally open!

Stephanie, 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?

Hell’s Belles Bake Shop is a woman owned and operated small business in Wilmington, Delaware serving scratch made pastries and fresh coffee. We offer a variety of croissants, hand pies, crumb bars, scones, muffins, specialty cookies, and cake slices. Weekend specials include challah, babka, and cinnamon rolls. Hell’s Belles opened its doors in January 2023. In addition to the daily retail counter, we supply pastries to nearby cafes, and participate at a local Farmers Market.

We love when customers ask why everything taste so good! It’s the butter, so much butter.

We’d love to hear the story of how you built up your social media audience?

Social media has been incredibly important to the growth of our business. We routinely post our daily offerings and highlight specialty items. It’s incredible how many customers make the choice to come in just because they saw a particular post. Food pictures are a huge motivator to get people in the door.

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

When obstacles arise, it’s easy to get overwhelmed. There will always be days when things just don’t go as planned. One Saturday morning we arrived early as usual to start the bake and found the gas ovens wouldn’t light. Saturday is not only our busiest day of the week, we also have a wholesale orders to fulfill. We immediately called the power company, and anxiously awaited their arrival. They promptly got to work, correcting the issue. Meanwhile, we notified our clients of the delay, posted on instagram, and put a sign on the door. Overall we opened an hour later than normal, everything was baked and deliveries were made. You learn to take things one step at a time and not to panic.

Contact Info:

• Website: www.hellsbellesbakeshop.com
• Instagram: https://www.instagram.com/hellsbellesbake/
• Facebook: https://www.facebook.com/people/Hells-Belles-Bake-Shop/100093382446725/?mibextid=LQQJ4d