Meet Reginald Hawkins Jr of It’s All Good Desserts in Northridge

Today we’d like to introduce you to Reginald Hawkins Jr.

Thanks for sharing your story with us Reginald. So, let’s start at the beginning and we can move on from there.
The whole focus of It’s All Good Desserts is to keep my mother’s (Annetta Grays-Hawkins) memory alive through the staple of my company, Peach Cobbler. Growing up, my mother was known for her cooking. Whenever she would cook, I would always find my way into the kitchen whenever she would cook. I would watch and study everything she did and would be surprised with how she would make things so damn delicious. It was honestly like watching a scientist in their lab. She would use her food as a way to make people feel better and put a smile on their face.

Whenever someone had a party or wanted something delicious, they would always call my mom. One of her most requested items was her Peach Cobbler. My mom’s Peach Cobbler was something special. The various spices paired together with those juicy peaches would ignite the air with flavor. Sadly, my mother passed away in 2012 and It was the most painful thing I have ever dealt with in my life. I didn’t understand why my mother had to be take away.

With my mother gone, I wanted to do something where her memory would live on forever. I wanted others to get that same joy that I felt whenever she would cook. One day at work, I decided to make my mom’s Peach Cobbler and everyone loved it. I could see the smiles in the room and how it just made people feel better. Eventually, I had the idea that everyone should have that same feeling. I started It’s All Good Desserts a few weeks later and my only item was the Peach Cobbler and it took off. A year and a half later, It’s All Good Desserts has expanded to various desserts with our “Magic in a Jar” Peach Cobbler leading the way. The smiles that I see whenever anyone eats my desserts let me know that my mother’s memory lives on.

Has it been a smooth road?
The road isn’t always been smooth, but that was something I knew going in. There has been a lot of obstacles that have made me wonder if this was cut out for me. At the time, I worked a very odd shift where I would go in at 6am, leave at 9am, go back at 5pm, then leave at 11pm to do it all again the next day. Through all of that, I had to find ways to cook, even though I would be running on little to no sleep. I have burned items, had to find ways to purchase items with little money and many other issues. These issues I’ve encountered have been big character builders. You begin to understand that there is good and bad with running your own business but that’s the case with anything.

We’d love to hear more about your business.
It’s All Good Desserts is a black-owned business based in Northridge, CA that looks to conquer any sweet tooth that comes our way. Everyone of our delicious desserts is right for someone out there. The one thing that I pride myself on is that everything is fresh and homemade. We try to make sure nothing comes out of a box. The thing that sets me apart from others is that I love to actually meet and talk to my customers. I want to make sure that everyone leaves satisfied and remembers It’s All Good Desserts. I promise all my customers that they will be back and I haven’t been wrong yet lol.

Is our city a good place to do what you do?
Los Angeles is a very diverse city. No matter where you go there is a different piece of culture on every corner. Businesses like mine are thriving right now because they want something different from the norm. We eat at and see the same fast food places and they can get boring. So businesses like mine give you an alternative. For someone starting a business here in LA, you have to have tough skin. Everyone will not like your product and latch on to it immediately like you will believe. You have to deal with it but make sure you let them know what their missing out on. When I say that, I mean be confident in what you produce. Don’t be afraid to tell people why you are the best at what you do in the city.

Pricing:

• Cheesecakes are $7
• Peach Cobblers in a jar are $7 (Prices may change in the future)
• Red Velvet and Chocolate Cakes are $5 and Strawberry Crunch Cakes are $7
• Banana Puddings are $5
• Chocolate Chip Cookies (pack of 4) $5 and our “Stuffed” Chocolate chip cookies (pack of 4) are $8

Contact Info:

• Phone: 424 625-8825 (Text before calling)
• Email: ItsAllGood1114@gmail.com
• Instagram: ItsAllGoodInc_
• Facebook: It’s All Good Dsserts

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