Today we’d like to introduce you to Isabel Moreno.
Isabel, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
Ever since I can remember, I always saw myself as an entrepreneur owning my own business. When I was a senior in high school (2000), I decided to attend the Fashion Institute of Design and Merchandising with the thought of eventually starting my own fashion business. I completed three years at FIDM, earning an AA in Product Development and an AA in International Product Development.
Then I transferred to the University of La Verne to earn a BA in Business Administration. While attending college, I worked a few retail jobs as an entry-level manager. Once I graduated, I went on to work at BCBG Maxazria within the Store Concepts department. I started at an entry-level job and worked my way up through various positions including Trade Show Coordinator and Project Manager, opening retail stores. I worked there for about 9 years and was fortunate enough to travel the world. I also met some of the most amazing and influential people with whom I still have great relationships.
In 2008, while recently getting a promotion at BCBG, I realized I was not heading towards my original dream of owning and operating my own business. At that point, I made the decision to look into another career path. I had always loved baking and I realized that it could also be a creative outlet. I decided to attend culinary school at Le Cordon Bleu studying Patisserie and Baking with the intent to open a bakery in the near future. I continued to work at BCBG while attending culinary school.
After graduating, I continued to make cakes and desserts on my free time for family and friends to continue practicing and perfect my love for baking. In 2013, after much hard work and saving, the stars aligned and I opened my bakery Sweet Nothings Cake Shop. The name was thought of by my sister. Being infatuated with all things related to love especially romantic comedies, I found it perfect. What better than to name the shop of all desserts made with love than Sweet Nothings, words of affection exchanged by those who love each other. So here I am almost 6 years later, working very hard at a craft that brings myself and others so much happiness. From the love, I have making the beautiful works of edible art to the pleasure of hearing my clients say it tastes as beautiful as it looks!
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?
There have definitely been various obstacles along the way. First off, I don’t know what I was thinking opening a bakery never having worked for a bakery myself. I think about it now and it baffles me. I opened this bakery with the thought of running it on my own for a while with no hesitation. I received a rude awakening. Thankfully I have the amazing support of the best family and friends that stepped in to help and was able to work through the struggles. I worked from 6 am to midnight for about six months when I first opened, until I was finally able to come up with a more functional schedule. From time to time I still question myself, but at the end of the day it is literally a labor of love that makes me really happy.
We’d love to hear more about your business.
Sweet Nothings Cake Shop is a bakery specializing in custom cakes, cupcakes and desserts for all occasions. Daily you will find an assortment of freshly baked desserts with flavors changing week to week. We pride ourselves on baking all desserts from scratch using the best quality ingredients. The most frequent compliment we receive is that our custom cakes not only look great but they taste amazing. Dessert is something to look forward to and it should be as beautiful to eat as it is to taste!
Do you look back particularly fondly on any memories from childhood?
One of the most vivid memories I have baking as a child was making snickerdoodle cookies with my mom. I would randomly get the urge to bake and she would break out this little orange cookie recipe book and bake with me. Besides the awesome scent of the cookies baking, my favorite part was rolling the little cookie dough balls into the cinnamon and sugar. Who doesn’t love making cookies as a kid?
Contact Info:
- Address: 1849 Huntington Dr.
Duarte CA 91010 - Website: www.sweetnothingscakeshop.com
- Phone: 626-357-8049
- Email: [email protected]
- Instagram: @sweetnothingscakeshop
- Facebook: facebook.com/sweetnothingscakeshop
- Yelp: https://www.yelp.com/biz/sweet-nothings-cake-shop-duarte
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