We’re excited to introduce you to the always interesting and insightful Waulisha Blanton-dawson. We hope you’ll enjoy our conversation with Waulisha below.
Hi Waulisha, thanks for joining us today. So, let’s imagine that you were advising someone who wanted to start something similar to you and they asked you what you would do differently in the startup-process knowing what you know now. How would you respond?
As a small business baker, I often reflect on how I could have leveraged social media more effectively when I first started. But instead of seeing it as a missed opportunity, I realize that it’s never too late to embrace the power of online platforms. While I may have started my business with a focus on perfecting my craft and managing the daily grind, I now recognize how much social media can help me connect with a larger audience. Instagram, Facebook, and even TikTok offer the chance to share my baking journey, post behind-the-scenes moments, and interact directly with customers in ways that weren’t possible before. By showcasing my creations and engaging with my community online, I can still grow my brand, build relationships, and expand my reach. There’s a whole world out there, eager to discover what I have to offer, and it’s never too late to make an impact.
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 never expected baking to become my passion—it almost feels like I stumbled upon it. But looking back, it was always there, quietly unfolding in the moments I spent watching my mother bake. From kneading dough to creating beautiful, delicious cakes for the holidays, I was mesmerized by how she transformed simple ingredients into something magical. She seemed to move with ease, turning ordinary things into something extraordinary that everyone adored. I was watching and falling in love with the process without even realizing it.
As I grew older, I began experimenting in the kitchen. Baking became something I did for fun, at first just for friends and family. Soon, they were asking me to bake for their events and celebrations, and before I knew it, I was baking for my children’s birthdays. One day, a close friend said, “Waulisha, you need to start selling those cookies,” and at the time, it sounded crazy. I never imagined anyone would want to buy them. But my mom always taught me that nothing happens by chance—if something keeps showing up in your life, it’s a sign to pay attention. That’s when Sugar Queen Confections was born—by the requests of others, the encouragement of a dear friend, and the wisdom and courage of my late mother’s words in my heart.
I believe the baking industry is constantly evolving, but one thing remains timeless: people want things that not only look good but actually taste good. That’s why I take such pride in baking from scratch, using the finest ingredients, and always, always incorporating the most important one: love. It costs me nothing, but I truly believe people can taste it, and that’s what makes Sugar Queen Confections stand out. This journey is just beginning, and I’m excited to continue perfecting my craft, pushing my limits, and expanding my reach. Sugar Queen Confections is more than just a business or a trend—it’s a brand born from real experience and built on love at its core.
We’d love to hear a story of resilience from your journey.
When I first started Sugar Queen Confections, I was living in my hometown of Inglewood, California, where everyone knew me. My friends and family were right there, ready to support me, and word-of-mouth spread quickly. I felt secure, knowing I had a strong community backing my business. But relocating to Atlanta was a monumental shift. I left behind my loved ones, loyal customers, and the familiar comfort of a network that had helped me grow. I told myself that once we settled in, I’d revisit my baking dreams—but then the pandemic hit. Suddenly, it wasn’t safe to provide services from home, let alone bake for others. The world went into lockdown, events were canceled, and there I was, in a new city, with no customers, no events to bake for, and no clear path forward. I thought about giving up—after all, I had already had a good run. It felt like an honor to have even had the opportunity.
But then, my mother’s words echoed in my mind: nothing happens by chance. If something keeps showing up in your life, it’s a sign to pay attention. As the world slowly started to reopen, small opportunities began to appear—reminders that purpose isn’t something you choose; it simply is. So, years into my relocation, I found myself starting over. Building a new customer base, starting from scratch—much like the cakes I bake. It wasn’t easy, and the fear of failure was real. But with resilience, I took it one step at a time, knowing that this chapter, though daunting, would one day unfold into a beautiful story of perseverance and growth.
Can you open up about a time when you had a really close call with the business?
Failure is something no one ever wants to experience, especially when it comes to something you take as seriously as your craft. As a self-taught baker, there’s a lot of trial and error, and no matter how much I wish for things to always be seamless and perfect, that’s simply not the reality. There have been countless late nights and early mornings spent juggling a full-time job, kids, school, and baking. One particular night stands out—a cookie order for a set of popular iced sugar cookies. These cookies are rolled out, cut into shapes, and decorated with intricate royal icing. The customer requested that each cookie be individually wrapped as party favors for her guests. I was exhausted, working late after a long day, but I made the regrettable decision to wrap the cookies too soon—before the icing had dried properly. I knew better. These cookies require an overnight drying period, but I was racing against the clock to meet the pickup time. The icing ended up melting and smearing inside the cellophane bags, ruining all three dozen cookies—every bit of detailed piping and decoration destroyed. There was no way to fix it. Those hours of hard work were lost, and I felt my heart sink. I pride myself on delivering enthusiastically satisfied customers, and here I was, facing the dreaded call to tell my client the order was a disaster. Thankfully, she was incredibly understanding and gracious, even though she was disappointed. We agreed on a simpler design due to time constraints, and I spent the next few hours scraping off the ruined icing and starting over. This experience stays with me, a hard but valuable lesson in the importance of time management, patience, and sticking to my process—no matter how tight the deadline or how tired I feel.
Contact Info:
- Instagram: sugar_queen_confections
- Other: [email protected]
