Today we’d like to introduce you to Stephanie Gonzalez
Hi Stephanie, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
My journey from growing up in the small town of Hanska, Minnesota, to becoming a full-time food blogger near Rochester, Minnesota, is one rooted in passion, perseverance, and a deep love for baking. Raised in a town with fewer than 500 people, my childhood was shaped by our tight-knit community and the values instilled by my parents, who ran the local furniture store. I even gained a little southern Minnesota fame as the voice behind their catchy radio ads. But more than that, my parents taught me the importance of hard work, self-confidence, and following my dreams, no matter where they led.
While my love for food began early, my passion for baking grew from the countless hours I spent with my mom in the kitchen. We experimented and created treats together, often digging through vintage cookbooks for fun recipes. I remember my favorite being a fudgy brownie recipe made with Hershey’s syrup and swirled with cream cheese. My curiosity for creating delicious food and sweet treats deepened when I worked as a barista and waitress at Lola, a chef-owned coffee shop and restaurant in New Ulm, Minnesota, throughout high school and college. It was the first time I was surrounded by people who shared my culinary passion, and it left a lasting impression on me.
In 2011, I started a blog called Bake Your Time right after graduating from high school. I was known for baking fabulous cupcakes, and I invested in a DSLR camera for $1,000 to try my hand at food photography. Both my baking and photography skills at 18 weren’t great. Between going to college and navigating life, I had to put my blogging dreams on hold. At the time, earning a living from blogging wasn’t feasible, but it was always in the back of my mind.
After college, I spent a decade as a mortician, serving families in southern Minnesota. It’s an unlikely path for a food blogger, but I found that my background in science and chemistry, particularly through embalming, provided a surprising advantage in baking. The scientific approach I developed helped me control variables, accurately measure time and temperature, and improve my recipes by using precise methods—not just measuring with my heart! This scientific mindset has helped me take my baking to the next level.
Being surrounded by death also made me realize that every birthday and milestone deserves to be celebrated because life is so short. And for every celebration, there should always be something sweet!
The decision to switch careers came after the birth of my son in early 2023. I knew the long nights of being on call as a mortician weren’t going to work with my new role as a mother. That’s when I was chosen to take over the Pretty Simple Sweet baking blog. Blogging has allowed me the freedom to be a stay-at-home mom while still earning a paycheck. This career wasn’t even a possibility when I graduated from college only ten years ago.
When I started, I didn’t know much about the technical side of blogging—SEO, WordPress, or any of it—but I believed in myself and dove in headfirst, learning as much as I could, relying on mentors and teachers who had also found success online to help guide me.
Now, I’m living the dream I once had—baking, photographing, and sharing recipes with readers from all over the world. I used to browse Pinterest for food inspiration, and now I’m the one creating those images and recipes. Sometimes, I still have to pinch myself.
Today, my blog provides our family with financial freedom and reaches millions of visitors a year. The most rewarding part is hearing from readers who love my recipes and connect with me through baking. Food is personal, and it’s amazing to know that I’m helping people across the world create something special for their celebrations—both big and small.
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?
Like any entrepreneurial journey, I’ve faced my fair share of challenges. When I first started blogging, I had no idea what I was doing. But instead of giving up, I dove into learning—taking courses from online creators like Monica Froese, Jenny Melrose, Caitlin Bacher, Amy Porterfield, and Tony Hill, as well as attending the Tastemaker Conference in Chicago. These learning opportunities helped me continue to build Pretty Simple Sweet into the successful recipe website that it is today.
Of course, challenges didn’t stop there. At one point, our WordPress theme was no longer supported, and we had to quickly figure out an alternative. We hired a WordPress developer to update our site seamlessly. One great thing about needing tech support is that there are so many skilled people out there willing to help when things go wrong.
Running a blog is more than a full-time job. With my husband Esteban handling the technical and accounting side of the business, I’m able to focus on what I love most—developing recipes and connecting with my audience. Esteban not only manages the behind-the-scenes work but also contributes creatively. He helps create recipes, taste tests, and, of course, helps with the dishes—and there are a lot of dishes.
Balancing the demands of recipe development, photography, writing posts and newsletters, and running a household isn’t easy. We’re lucky to have a great support system of friends and family, especially our parents, who help take care of our son when we need to focus on the blog.
The road to success wasn’t always smooth. We’ve had moments when we wondered if we made the right choice. Constant changes within Google’s search results, social media algorithms, and the AI challenges that creators face can make it easy to doubt everything. Many bloggers are leaving the industry as it becomes harder for creators to succeed.
If you’re not familiar with how websites earn money, there are a few ways. For blogs, most earn money through ad revenue. It’s like selling billboard space on your webpage. Other avenues of revenue include affiliate marketing and selling products. In order to make money through ads, you need significant website traffic—eyeballs on your content. That’s what makes our page attractive to advertisers. Without traffic, there’s no money to be made.
What keeps me going is my desire to help home bakers in meaningful ways beyond just recipes. I love creating an authentic human connection with my readers. Earlier this summer, I launched a Mastering Baking Basics masterclass, where I teach the science behind baking and the foundational skills every baker should know. Helping home bakers build a solid knowledge base, gain confidence, and experience more success in the kitchen has been my most rewarding accomplishment so far.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
The name Pretty Simple Sweet reflects how I see both my life and my food. My recipes are simple and approachable, and I don’t focus on over-the-top decorating. Instead, I prefer to let the food shine on its own.
Many of my baked goods rely on fresh, in-season produce. I make many trips to the Rochester Farmers Market, local pick-your-own farms, and foraging ingredients like wild berries, ramps, and morel mushrooms. This way, nature brings all the flavor—I just enhance it!
I focus on creating easy recipes without too many complicated ingredients. I dabble in all sorts of baking styles in addition to classic baking, including refined sugar-free, gluten-free, dairy-free, and vegan. I feel like this keeps me well-rounded and sharp with emerging trends.
Most of my blog focuses on sweet baked goods and breads, but I’ve also started sharing some of my favorite savory recipes. I love that balance.
Any big plans?
Looking ahead, I have exciting plans. I’ve written a cake-themed children’s book, which I plan to publish next year. It’s been a joy to combine my love for baking and storytelling into a project that I hope will inspire other kids to get creative in the kitchen with their parents, too.
I’m also working on writing my first cookbook, though I’m keeping the details under wraps for now. But here’s a hint: it centers around a popular ingredient for creating tender, moist baked goods.
I’m also focusing on developing more educational courses and content for my readers, including expanding our baking-focused email newsletter, Sweet Life.
Baking is my love language. Whether I’m whipping up birthday cupcakes for friends and family or creating new recipes to share on the blog, at the end of the day, baking is all about showing my loved ones that they’re worth my time.
Maybe one day I will open up a bakery, but for now, I already have enough on my cake plate. As Esteban and I continue to grow Pretty Simple Sweet, we’re excited about our sweet life—one filled with family, creativity, and, of course, a whole lot of baking.
Contact Info:
- Website: https://www.prettysimplesweet.com
- Instagram: https://www.instagram.com/pretty_simple_sweet/
- Facebook: https://www.facebook.com/PrettySimpleSweet
- Other: https://www.pinterest.com/SimpleSweetBlog/
