How the young entrepreneur took a baking class and used it to pivot into a pastry company that’s profiting, even in the midst of a pandemic
While in college, Jessica Smith majored in Public Relations. A natural networker, she was known all throughout campus for her witty personality and business acumen. Even then, she knew that whatever she would do professionally, being an extrovert was only going to help — and it did.
Here, we sit with the professionally-trained pastry chef and owner of Jess’s Sweet Treats to talk inspiration, Black business, and aspirations for the future.
BALDWIN | There aren’t many Black female pastry chefs in the public eye. When deciding on this career, who did you look to for inspiration?
JS | Honestly, I didn’t really research the pastry industry or give that any thought until I went to school. My friends, who already owned businesses, were my inspiration.
BALDWIN | How has your business been doing since the pandemic, and what measures are you taking to stay afloat?
JS | I’ve been blessed. I’m even busier than I was before this pandemic. Because so many of us have more free time, we have been able to spend that time surfing the internet and social media. This has led to Jess’s Sweet Treats having a lot more social media views. Also, this free time has allowed more people to attend my events. Their satisfaction with my products has compelled them to spread the word which is great advertisement for me.
Because I work with a majority of ready-made foods, I have always worn gloves when I prepare food. Although I am ServSafe-certified, I have been taking additional ServSafe online courses that are specifically geared towards COVID-19 precautions. I have always been fanatic about washing my hands. Now I also wear a face mask while preparing my desserts.
BALDWIN | Let’s talk about your aesthetic. They say desserts are like art. How would you describe your style of baking and packaging?
JS | Everything I do is with love; I always keep my customer in mind when creating desserts. I never considered myself an “artist” (like ever) because I can’t draw, HA! However, now, you can’t tell me I’m not a creative person!
I aim to make every order extraordinary because every customer, event, and/or occasion is different. Sometimes my creativity includes adding various edible items to coordinate with the theme, creating custom colors, and even customizing the flavors.
I package my dessert shooters in cupcake holders. Through trial and error — and a few spills while driving, I discovered this works best for me.
BALDWIN | Where do you see your brand five years from now?
JS | In 5 years, I see Jess’s Sweet Treats, Being shipped worldwide, owning a food truck where I will be doing various pop-ups in different states, having employees, and partnering with schools to create scholarships for creative students.
BALDWIN | As a small Black-owned business, you’ve been operating largely by word of mouth. What kind of marketing efforts are you putting into promoting your brand?
JS | My approach to bringing light to Jess’s Sweet Treat is varied. The following marketing strategies have been beneficial for me: Social media, WOM (word of mouth), promotional marketing (contests and samples), alliance marketing (joint ventures with other business owners), and event marketing (vending)
BALDWIN | Let’s talk about your educational background. You went to culinary school — how much of what you learned prepared you for running your own business?
JS | Jess’s Sweet Treats was already up and running for approximately 7 months prior to attending culinary school. However, school taught me time management and group leadership skills. My instructor, Chef John, would often say, “mise en place,” which means “everything in its place.” He never wanted us to be caught off-guard… forgetting an item or by being unprepared. I also learned that people eat with their eyes first, so presentation is essential.
The valuable lessons that I learned in class, created a confidence which allowed me to be more expressive and creative with my desserts.
BALDWIN | What’s been the biggest challenge when starting and maintaining your business?
JS | The biggest challenges I have faced so far have been self-doubt, time management, business growth, and cash flow management. I could not have predicted this level of success; I already need a team of employees and a larger workspace.
Because I work a full-time job, fitting in orders was overwhelming at times but I figured out a system that works best for me.
BALDWIN | You’ve seen the news and headlines, why is it important now more than ever to support and buy Black?
JS | The money we spend at a Black or minority-owned business gets recycled back into our community. We’re supporting dreams; our loyalty can be the difference between a successful or failing business.
In July, my business mentor, Barshay, and I started “The Black Market SJ”. We created a flea market setting where approximately 15 Black business owners were able to sell their products. The support of our Black consumers was beyond all expectations. Within the Black culture, we continuously set trends, but we very rarely reap the benefits. Supporting Black businesses will require a mental shift as we consciously spend our money.
Follow Jess Sweet Treats on Instagram @je33_sweet_treats.