Today we’d like to introduce you to Sasha Gustafson.
Hi Sasha, please kick things off for us with an introduction to yourself and your story.
My story began in 2008 in Santa Barbara, CA. I was finishing up my BA in Psychology at UCSB, living with my boyfriend (now husband) in our first apartment together. I was so excited living with my dude, learning how to cook amazing meals together. That slowly led to exploring what fun and creative desserts we could make. I attempted ice creams, cookies, muffins, and cakes.
I REALLY loved cakes. I loved filling and stacking the layers. I loved frosting them. I remember using fondant for the first time and wanting to scream at how hard and impossible it felt, but yet I loved the challenge. And then it came to me…THIS is what I want to do. I want to wrap up my degree, and head to Paris to learn baking and making cakes from the culinary masters themselves. After one of the best years of my life, studying and living wild and free in Paris, I came back to Los Angeles to pursue my dream of being a cake decorator. I worked in restaurants and bakeries, sold cakes through Craigslist and farmers’ markets, and slowly gained the confidence to launch a business of my own.
In 2015, my sister Ari and I officially started Butter Cake Shoppe. For the last 10 years, we’ve had the honor of creating cakes for thousands of people and families across LA, celebrating birthdays, weddings, babies, and all the meaningful moments in between. It has been such a joy to be part of our community in such a personal way.
But as much as we love cakes, we’ve always dreamed bigger. Over the last few years, we’ve been pouring our hearts into the next evolution of our brand: The Pink Cookie. It’s fun, delicious, and represents everything we love including creativity, connection, and bringing joy into people’s everyday lives! We’re so excited to continue growing, evolving, and sharing this new chapter with the world.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Absolutely not a smooth road!! But definitely a meaningful one. I didn’t go to business school, I didn’t have mentors guiding every move, and when we first started I didn’t even know what questions to ask. I learned everything by doing, messing up, and trying again. It has been incredibly difficult, and at the same time deeply rewarding.
Early on I said yes to everything. Any custom cake idea, any last-minute request… I was determined to figure it out under pressure. Eventually, I realized that constant chaos wasn’t really sustainable for me… go figure! Same with trying to open a brick-and-mortar without architects or vetted contractors… let’s just say I learned the hard way that passion alone can’t build walls or secure permits.
But some bigger lessons have come from expanding into the consumer packaged goods space with The Pink Cookie. It’s a completely different world. Manufacturing, food certifications, barcodes, packaging compliance, supply chain, distribution, minimum order quantities… so many details that require time, research, capital, and persistence. Transitioning from a local bakery to a product-based brand has forced us to rethink everything from our operations to our storytelling.
One of my greatest personal challenges has been learning to say no. Not because I don’t want to help or create, but because staying focused is what allows us to grow. Especially after having my second son, I’ve been really mindful of my time and energy. When I honor my capacity, I’m more present, more creative, and our customers feel that in the product they receive. Everything we make is built with joy and intention, not exhaustion.
None of this has been easy, but I wouldn’t trade the experiences we’ve had on this journey. The struggles have shaped me into a stronger founder, a better leader, and a more thoughtful creator. We’re still climbing, but we’re proud of how far we’ve come and excited about where we’re headed next!
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Our business is called Butter Cake Shoppe, and we’re all about creating warmth and connection through dessert. We’re known for custom cakes that are playful, modern, and designed to feel special and personal to each celebration. Every cake we make is hand made, and intentionally executed with unique flavor pairings, thoughtful design details, and a level of care that comes from truly loving what we do.
What sets us apart is the experience, and the balance of salty and sweet. You can eat a lot of our baked goods without feeling overwhelmed or sugared out. It’s not “just a cake.” It’s a memory of a wedding, a birthday, a celebration shared with the people you love. We take that seriously. Over the past decade, we’ve had the honor of making cakes for thousands of families across Los Angeles, and that connection to our community is something we’re incredibly proud of.
In recent years, we launched our second brand The Pink Cookie. The Pink Cookie is a naturally pink, dragon fruit-infused cookie that’s buttery, playful, nostalgic, and full of fun. It’s become our signature product and the heart of where we’re headed next. We’re actively working on growing our CPG line so our Pink Cookies can be enjoyed far beyond custom orders and local markets.
At Butter Cake Shoppe, our mission is to make the sweetest moments in life even sweeter and memorable, whether that’s a beautifully decorated cake or a little pink cookie that brightens someone’s day.
We’re proud of what we’ve built, and we’re only just beginning!
Is there anyone you’d like to thank or give credit to?
I definitely didn’t get here alone. My husband has supported this dream from the very beginning, through the late nights, the early mornings, the stress, and every wild twist and turn along the way. My sons inspire me to keep going and to build something lasting that they can be proud of. Our brother David believed in me before the business even existed. He gave me the money to get this dream off the ground. Our dad has been our steady support system and sounding board for every big decision. Our mom has kept me grounded, reminding me to stay grateful even in the hardest seasons. She’s also jumped into the kitchen more than once to help with cutting cookies or assembling cakes! Our younger brother Alex has delivered countless cakes over the years. And of course, my sister Ari, my partner in all of this… we wouldn’t be here without her!
We’ve also been lifted up by an incredible community. So many of our clients have ordered from us year after year. We’ve watched their children grow up, weddings turn into baby showers to baby sprinkles, and birthdays evolve into new milestones. Our friends have championed us everywhere they go, referring their coworkers, tagging us, spreading the word. Creative collaborators have helped us bring our vision to life through shoots and content. Fellow bakers have referred clients our way when they’re booked (and we happily return the favor). Old coworkers have shown up to help finish big orders. Bakery owners have lent us their kitchens when we needed more space.
And then there are the people who simply encouraged me not to give up, especially on the days when it felt like everything was falling apart and I just wanted to shut it all down. Every single person who supported us, believed in us, or trusted us with their special moments has played a role in our success.
This business was built by a family, a community, and a whole lot of love, and we’re endlessly grateful! It truly takes a village, and our little village of Los Feliz is amazing.
Contact Info:
- Website: https://www.buttercakeshoppe.com
- Instagram: instagram.com/buttercakeshoppe and instagram.com/lovethepinkcookie
- Facebook: https://facebook.com/buttercakeshoppe
- Youtube: https://youtu.be/Fu9gN9FI7mY
Image Credits
Neysa and Tabari at Ginger and Carrot Productions, Leah at Huebner Headshots
