Today we’d like to introduce you to Audrey Williams.
Hi Audrey, so excited to have you with us today. What can you tell us about your story?
Baking has been my passion for as long as I can remember. Before I could spell my own name, I was by my mother’s side in the kitchen, helping her mix cake batters and frosting the cake. I was always inspired by my mother’s passion and talent for baking, as she spent countless hours in the kitchen baking the most delicious baked goods. She baked the classic baked goods like cupcakes and cookies, but she also brought a little of her Indonesian background into her baking and made Indonesian classics like lapis legit and kue pandan. Watching her create these decadent desserts made me want to follow in her footsteps; what started as aspiration soon grew into a personal passion. From there, I began exploring a wider range of baked goods. I started to expand my baking abilities and learned how to make a variety of baked goods. While it was mostly a hobby, a quiet dream of having my own baking business always lingered. However I always doubted that this dream I held would never become a reality. Little did I know that my dreams of owning my own business would slowly unravel themselves.
The 2020 pandemic provided an unexpected opportunity, as I was able to spend the majority of my time in the kitchen baking and experimenting with different recipes and flavors. After countless hours spent in the kitchen, I perfected several recipes that are now beloved by my customers. After having perfected a handful of recipes, I decided that with all the time I had on my hands I would be able to register as a Minnesota Cottage Producer, allowing me to legally sell my baked goods. Once I had my license, the idea clicked: why not transform this passion into a business? I was only 12 when I made that decision, and from that moment, I committed fully to Audrey’s Cakelicious. With the help of my parents, I was able to get my business off the ground and going. Though business was slow in the beginning with mainly friends and family ordering, I still poured my heart into every cake order I received.
To this day, my heart is poured into Audrey’s Cakelicious; whether it’s marketing my products, organizing expenses, or coming out with new menu items, I’ve never given up on this business. Though the work in maintaining this business never seems to stop or get easier, I can never seem to wrap my head around the fact that while still a full time high school student, I get to pursue my childhood dream of owning my own baking business. Looking ahead, I envision opening my own dessert shop, sharing my baked goods to everyone. It’s a challenging road, but every day I’m driven by the dream of seeing Audrey’s Cakelicious become a beloved community staple, a place where people can gather and celebrate life with a sweet treat made with passion.
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?
If there is one thing I’ve learned as a young entrepreneur, it’s that the road to turning my dream into a reality is rarely straightforward. When I first launched my business, I was met with a whirlwind of logistical challenges. I had to figure out everything from profit margins for each dessert and efficient delivery schedules to effective advertising strategies, and the list felt endless. For instance, early on, when I wasn’t quite familiar with social media and how to effectively market my products online, I was often frustrated that I wasn’t getting the results I was anticipating. I tried so many different social media ad campaigns yet each one seemed to flop. With each ad failing, I couldn’t help but feel disheartened; however it was through those low moments where I grew and learned from my mistakes. I learned the importance of identifying my target market and how to effectively market my products to reach the right audience. The challenges didn’t just end there; even now I’m constantly strategizing how I can reach a greater audience outside my town, or creating new flavors that’s not only unique but delicious.
On top of that, being a full time high school student trying to juggle AP classes and school sports means there’s no time to waste. There’s been countless late nights spent baking, weekends dedicated to fulfilling orders, and a constant effort to maximize every available minute. Earlier this year when I was preparing for my booth at the Twin Cities West Metro Asian Fair, I was not only having to bake all my deserts after school, but I also had to juggle my school work and upcoming tests. Each day I was working endless hours, trying to get all my cakes baked but also keeping up with my school work. Weeks like those are always challenging. but the results are always fruitful and worthwhile. Even when I’m not preparing for pop-up events, ordinary days in the kitchen—coming up with new flavors or designing new packaging—seem to pose their own challenges, yet I always find a way to take joy in these little challenges. I know that every effort I make today will ultimately be worth it in the long run.
Alright, so let’s switch gears a bit and talk business. What should we know?
Audrey’s Cakelicious is a teen-owned small business located in the Twin Cities, specializing in a delightful range of baked goods, from classic cupcakes to our signature Indonesian roll cakes. Our Indonesian Roll Cakes are particularly beloved by customers; they’re a unique twist on the traditional Swiss roll cake, as this cake is denser and filled with a sweet fruit jam. We currently offer 3 flavors: strawberry, raspberry, and coffee mocha. Coming from an Asian background, our desserts often draw inspiration from Asian desserts. This means specializing in famous Indonesian treats and ensuring that each dessert is wonderfully satisfying without being overly sweet. Our desserts are perfect for any type of gathering; whether it’s a small family gathering or a birthday party for your loved ones, our desserts are meant to be shared with others! When you order from us, you can always expect a dessert crafted with the highest quality, freshest ingredients, and undeniably delicious flavors.
Over the past four years, Audrey’s Cakelicious has been so proud to participate in various local events, the most recent being the Twin Cities West Metro Asian Fair. We hope that in the future we’re able to participate in even more local events, sharing our baked goods to even more to enjoy. Even when we’re not participating in local events, it’s still a joy to bake every single order and hand deliver it to our customers. We’ve created so many amazing relationships with our customers and often have repeated customers’ orders from us over and over. We’re incredibly proud that what started as a dream for a 12-year-old girl has blossomed into a business that brings people together through the simple pleasure of delicious desserts.
What was your favorite childhood memory?
One of my most cherished childhood memories takes me back to Indonesia each summer. With most of our relatives living there, we always made the most of the long summer break, traveling back to visit. Each summer is always spent in Indonesia hanging out with cousins, exploring the city, visiting the zoo, and my personal favorite, eating a lot of delicious food. Almost every morning we would walk to the local morning market and indulge ourselves in the traditional Indonesian foods. I vividly remember this specific food stand where I always bought my treats; they sold a variety of Indonesian desserts like roll cake, layer cake, sticky rice cake, and so much more.
Whenever I’m back in the States, I always find myself missing those delicious desserts; which ultimately inspired me to recreate those desserts. While recreating them healed a part of me, it was truly the act of sharing these desserts with others that motivated me to start selling them publicly. Looking back, those childhood visits to the morning market played a major role in shaping my business today. In fact, my top-selling item, strawberry bolu gulung (strawberry Indonesian Roll Cake), is a direct link to those memories. Little did I know that those early morning trips to the morning market as a little girl would shape my business today here in the Twin Cities and I will forever cherish those childhood memories.
Pricing:
- 1 dozen cupcakes: $22-$25
- roll cake: $25-$27
- Pandan chiffon cake: $25
Contact Info:
- Instagram: https://www.instagram.com/audreyscakelicious/
- Other: https://linktr.ee/Audreyscakelicious
