Alright – so today we’ve got the honor of introducing you to Surayyah Odwin-Charles. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Surayyah, thanks for joining us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

The idea for Joy & Sorrel is a layered story. My husband and I got engaged at Carnival in Trinidad. We wanted to have a destination wedding but we decided to have it locally due to some ill family members. We decided to carry the theme over to our wedding.

Over time from traveling to the Caribbean together, we collected some old white Hennessy bottles. I had the idea to make those our centerpieces. At the time, repurposing and decorating liquor bottles was popular. To go with our theme I purchased some jewels similar to those that carnival costumes are laced with and instead of flowers, we had feathers.

I had no idea that the process of creating my own centerpieces would bring me such peace… and joy. I thought I could turn this into a hobby and maybe set up a side hustle in the process. Amongst the Caribbean, sorrel is a very popular drink during Christmastime. The idea hit me to incorporate the bedazzled bottles and sorrel and call it. “Joy & Sorrel”. Joy: representing the season and also the feeling I had crafting them and Sorrel. The name together is also a play on the term “joy and sorrow”.

The plan was to have everything together by the following Christmas (2019) however, we got pregnant in May, and ALL of my creative energy went into creating that beautiful soul within me. I had very little energy or mental capacity to go through with the idea. Our daughter was born in February of 2020 and shortly after the pandemic had us on shutdown. Our family was shut in together in our one-bedroom apartment. As you can imagine, life is pretty hectic with a newborn. And especially hectic during a pandemic and no help from the outside world and nowhere to go.

I thought about revisiting my idea for the bottles but the amount of tiny pieces that it left lying around with our even more limited space was not a good idea. I really loved the name I came up with and wanted to use it for something. I’ve always loved to bake. During the holidays, I’m always tasked to bake the pies and sweets. One day, I got the urge to make a cheesecake. I had bought the pan a while back but never got around to it. I had all the time in the world, I got the ingredients and made one. It was so good, my husband and I ate it all, just the two of us. He said, “Babe, you could sell these!” I laughed, but thought about it,

I made another cheesecake for my husband’s birthday and shared it with my family this time. This would be the ultimate test. They really pull no punches when it comes to food, especially, my grandmother. They all told me that it was possibly the best cheesecake they’d ever had. My aunt even said “You should sell this, I’d buy it”. That was all the confirmation I needed. Shortly after that, I registered my business, did all the studying for the proper handling, and “Joy & Sorrel” was officially born. To this day, it is still surreal to me that this is what I’m doing. I never thought this is what I’d be doing professionally. It brings me so much joy, even more than the bottle decorating.

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?

My name is Surayyah Odwin-Charles, I am the owner and baker of Joy & Sorrel. We’re a boutique dessert company that specializes in creating custom dessert menus for all occasions. We have our signature cookies, the red velvet and carrot cake sliders and are always watching closely to the trends and include the ones that align with our values and demographic.

At Joy & Sorrel, we specialize in creating custom treats for any occasion. Whether you’re hosting a get-together, organizing a party, or planning a corporate event, we have the perfect confections to delight your guests.

Our key features include:

• Customized Treats: We understand the importance of personalization. We work closely with you to create treats that match your unique preferences, themes, and dietary needs. From intricately designed cakes to delicious cupcakes and cookies, every treat is made with love and attention to detail.

• Exceptional Quality: We believe that taste matters. That’s why we use only the finest ingredients in our baking process. From premium chocolates to fresh fruits, every bite is a testament to our commitment to quality and flavor.

• Variety of Options: We offer a wide range of treat options to cater to diverse tastes. Whether you’re a fan of classic flavors or looking for something more adventurous, our menu has something for everyone. From traditional favorites to innovative creations, the possibilities are endless.

With Joy & Sorrel, you can be confident that your event will be elevated with delectable treats that leave a lasting impression. Let us sweeten your special occasions and make them truly memorable.

What do you think helped you build your reputation within your market?

Consistency… but also being open to criticism and suggestions. Every day you have to get up and put in the work. It is cliche, but it’s cliche because it’s true. Whether it’s showing up at pop-ups and markets or continuously promoting your brand on social media, consistency is what’s always bringing me new clients and reminding the old ones to come back.

Consistency in my products, create my signature tastes and it’s what my customers love. I’m constantly researching new and better ways to present to improve upon what’s already working.

What’s worked well for you in terms of a source for new clients?

Pop-up markets and client referrals have been the best source for me. One time I had a double whammy. Someone had my cupcakes at a birthday party they just happened to attend. (friend of a friend). The daughter came home and told her mom about my cupcakes and they started following me. They approached me at a pop-up event and told me their story. It was so humbling and gratifying to me. The party they spoke about had to be almost a year before. Furthermore, the party they were speaking of was also of a client who was referred to me by another and had become one of my most loyal customers.

Contact Info:

• Website: www.joyandsorrel.com
• Instagram: instagram.com/joyandsorrel
• Facebook: facebook.com/joyandsorrel