Today we’d like to introduce you to Lourdes Figueroa.
So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I moved from North Carolina to TX in 2006 to work at a Chemical company located in Dallas. Immediately after arriving, I began my MBA at UT Dallas. Once I graduated, I was looking for hobbies to unwind from all the stress from working full time and doing a part-time MBA. A friend of mine and myself enrolled in a basic cake decorating class. I enjoyed the class so much that continued making and decorating cakes on my own. I started making cakes for friends and family, just to try and perfect my techniques. This passion for making and decorating cakes came so naturally to me that I decided to step out of my comfort zone and challenge myself once more as a business owner.
In 2016, Sweet Expressions was born. I remember setting up my Facebook page and debating publishing it. I was on the kitchen table, with my then four-year-old daughter. I was so nervous, doubting myself, and my daughter asked me what I was doing, so I explained to her that I was trying to launch a cake decorating business, and she was so assertive, she looked at me and said “mommy, you can do this”, and I was so overwhelmed by her confidence in her response that I just hit the “publish” button. I’m so happy with my decision, every long hour I spend and the lack of sleep is worth it, every time I see my customers react once they see their cakes. I can’t wait to continue to grow, from my kitchen to one day have a storefront.
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?
The road has not been easy. I still have my full-time job, plus taking care of two young children, there are many long nights and time I sacrifice not being with my kids when working on customer orders. In the beginning, the struggles were more around the wait for orders and gaining the confidence to charge appropriately. I, as probably many cake artists, struggled with the dilemma on how to properly value my work and finally let go of the self-doubt, and fear of missing an order.
Alright – so let’s talk business. Tell us about Sweet Expressions – what should we know?
I am a cake artist, so my company focuses on making memories via cakes, cookies, cake pops, cupcakes. To put it simply, we make edible art. I am proud of being a small part in helping someone celebrate a special moment. What sets me apart from others is my unconditional attention to details and my perfectionism. every order is treated as my most important task and I take it seriously. I spend the time working in bringing customer’s ideas to life. Everything has to be perfect, not only the aesthetics of the cake, but also the taste. When a cake leaves my house, I make sure that it is something I am making for my own family, and it has to be 100% to my satisfaction or it won’t leave the door.
Is there a characteristic or quality that you feel is essential to success?
Baking skills are a given, so I will add great attention to details and problem-solving skills. I am an engineer, so these traits come naturally to me. There is a science to baking and decorating cakes, and you have to quickly act and react when things don’t always go smoothly. Fondant or buttercream sometimes don’t want to cooperate, so you have to be prepared to deal with those situations. Also, I’m highly organized, which helps me to always be one step ahead and leave me some buffer for those days when something doesn’t go my way.
Contact Info:
- Phone: 4693052850
- Email: sweetexpressions39@gmail.com
- Instagram: sweetexpressions39
- Facebook: www.facebook.com/sweetexpressions39
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