Today we’d like to introduce you to Emily Deasy.
So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I am the owner, founder, sole proprietor and head baker of Sweet Oak Bakery. I went to school at Cal State Northridge and received a BS in Food Science which I use everyday not only in baking but to help grow my business. I did not go to culinary school. I started working at various pastry shops working the retail counter but my first job was at Susiecakes where I worked front of house and helped out in the back where I started out as dishwasher and worked my way up to helping with frosting cookies or whatever the staff needed help with. My studies at the time required a working internship so I used my conations at Susiecakes to start working the back as a pastry cook.
Over the years, I worked my way up and acquired decorating and fundamental skills. My goal was to always own and create my own pasties, so wanted to work in various shops to acquire more skills. I have worked a lot in the Rustic Canyon family and am very grateful for all I have learned there. I worked at Cassia, Huckleberry Cafe and Bakery, Milo and Olive, as well as Sweet Rose Creamery. During a lead position at Milo and Olive I soon realized I knew I wanted to break out on my own and produce my own pasties instead of grow within the company I had resided. I love using the inspiration of the city where there are constantly new fad’s and dietary needs to keep up with as well as finding amazing produce at the Farmers Market. My companies values and morals are to bake for all. This is not only to welcome all with desserts but I am constantly recipe testing to make pasties of new dietary needs. I have a great vegan cakes menu that I have worked on extensively. I also aim to be able to make almost all of the goods on my menu, from cakes to pies be able to be gluten-free without issue of taste or texture. I do use all organic ingredients as well as source local products and go to the farmers market for produce.
I currently am following Cottage Food Law by coppering in a certified home bakery. I have been doing so for two years. My goal is to have a small storefront and seasonal pastries with whole cakes within a couple of years. My largest customer flow is through yelp, I currently have a five star rating which I am very proud of and want to upkeep. I take great care in my guest and want to make each experience seamless therefore they will come back to a small shop instead of a larger chain store.
Great, 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?
One of the biggest struggles has been fees, permits, and making sure I am doing everything up to code. I went to school specifically in this area and I felt like I had an issue finding all of the right information. Being able to track down the right departments and paying fees to the correct department areas. Some of the yearly fees that I pay, the penalty is having permits taken away which one permit affects all of my other permits being a CFO home bakery. So they are all important. Also it seems simple just paying a yearly fee, however paying a large sum of money to a government website (that are always down) they do not tell you if your money has been accepted.
Another large struggle has been the bases of being a certified home bakery. They have been in effect and legal for many years. However, multiple people in LA are very confused and do not understand how I can produce without having a storefront. I get yelled at a lot over the phone. People want me to be able to change yelp (sorry I do not work for yelp!). Two major things on yelp I can not control is having a pinpoint (where people can see on a map) and getting directions to. I do not post an address, and I write in the about section that I am not a storefront pre-order only. But one of the biggest things I’ve learned in customer service people do not read! I write it all over my website my hours, that I am pre-order only, that I do not have a storefront. I still get lots of hassle. But I can only have patience.
Please tell us about Sweet Oak Bakery.
Sweet Oak Bakery, specializes in seasonal Layer cakes, cookies and bars, and pies. I try to accommodate all orders within 24 to 48 hour turn around. Although I am a one woman show I am available for orders Tuesday through Sunday 9am-5pm and offer local delivery. I am already recipe testing and thinking of my fall and Thanksgiving menu! I separated my cakes section into three Seasonal cakes, Vegan Cakes, and build a cake section. The seasonal cakes are creations I have made inspired by not only the seasons, farmers market but influenced by fads. The vegan cakes section is a thriving vegan menu where they can be made gluten-free and I try to offer a little bit of something for everyone from Sunny Lemon cake to Peanut Butter cupcake.
I have a build a cake page where, if guest are not interested in the seasonal cakes at the moment there is a list of cakes, buttercreams, fillings, toppings, and garnishes. Unlimited combinations and pictures for inspiration.
The most ordered and most popular cake is the Berry Vanilla, Layers of vanilla cake filled with macerated strawberries frosted with vanilla bean buttercream topped with seasonal market fruit and dripped with a berry glaze on the side.
The second most ordered item is the Oaxacan Chocolate pie with Mezcal meringue. I won the KCRW 1st prize 2018 for the Oaxacan category for this one. It is a spicy chocolate pie filling, flaky butter crust, and mezcal meringue topping. Usually garnished with local flowers.
All of my ingredients that I source are organic and I go to the farmers market for produce. For flowers I do have multiple local nurseries that I like as well as the Santa Monica farmers market. My favorite farmers are Murrary Family farms and Pudwill Berry farms.
Do you look back particularly fondly on any memories from childhood?
I am from Rhode Island and my mom’s side of the family was always close and had big beach days in the summer. My favorite memory growing up was all of the cousins going to the beach hanging out in the sand and the water as kids it felt like summer lasted forever. Having treats at the beach like fresh peaches my mom or aunts would cut up for us, always trying not to get sand in them was the hardest part. Being around family and being in the sun with some great food thinking about I feel like I am right back there lying on my towel at the town beach.
Pricing:
- 8″ Berry Vanilla serves 10-15 ppl $55
- 8″ Vegan Sunny Lemon Cake serves 10-15 people $65
- 9″ Oaxacan Chocolate pie with Mezcal Meringue $32.50
Contact Info:
- Website: https://www.sweetoakbakery.com
- Phone: 310-270-5038
- Email: [email protected]
- Instagram: http://instagram.com/sweetoakbakery
- Facebook: https://www.facebook.com/sweetoakbakery
- Yelp: https://www.yelp.com/biz/sweet-oak-bakery-santa-monica
- Other: https://www.pinterest.com/sweetoakbakery/
Image Credit:
Emily Deasy, Sweet Oak Bakery
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