We chat to Jenna Ernstzen about using her culinary skills to launch her small baked goods business, SugarCoated.
Q: What services or products do you offer?
A: I offer a variety of sweet treats such as custom cakes, cupcakes, cake pops and cookies. I do have a detailed catalogue available on WhatsApp, providing information regarding prices, flavours, and designs.
Q: When did your business start? What inspired you to start this venture?
A: I started my business in July 2021. My parents were the driving force behind me opening my home bakery, SugarCoated. I was always doubting my abilities or waiting for the “perfect” time but the truth is there will never be that perfect opportunity. Opening a business is a big risk. I have always had a passion for baking, and along with my desire to learn new things and perseverance, I was able to create my flourishing business.
Q: Do you have official culinary experience? What experience is necessary for this line of work?
A: No, I do not have any official experience. I took consumers studies in high school, which provided me with a good knowledge of baking. After high school, I pushed myself to learn as much as I could, which came with a lot of failure but that never stopped me.
Q: How do you come up with recipes?
A: I use a base recipe and change it accordingly to achieve the perfect fluffy, tasty treat but I do add my own ingredients and techniques to make the product unique to SugarCoated Bakery. I watch a lot of videos and study recipe books to pick up techniques and methods on how to create the perfect cake. I aim to provide my customer with top quality products, and in doing so it encourages me to continue to adjust my recipes.
Q: How many people do you work with?
A: I run SugarCoated on my own with the continuous support of my family.
Q: What satisfaction do you get out of doing the work that you do?
A: Baking is my passion, it is something that I have always loved to do. Seeing my customers, especially the children, enjoying the products that I have made satisfies me a lot. It makes me happy to know that my passion is bringing joy to others at their special occasions. Food brings people together and I am grateful that I am able to provide that.
Q: What makes your business stand out from others in the area?
A: The most unique aspect of SugarCoated is that I work with mainly buttercream covered cakes.
Q: Who is your target market?
A: I would say that adults, mainly parents, are my target market. Most of the orders that I have received are for children’s parties or school classes.
Q: What are some of the goals that you are working towards?
A: My main goal is to grow my social media platforms, particularly Facebook as that’s where I receive the most publicity. However, an ongoing goal of mine since I have opened SugarCoated, is to expand my knowledge and skills when it comes to baking. I want to continuously improve my abilities in all aspects of running this business venture.
Q: What advice do you have for anyone interested in starting their own business?
A: Never doubt yourself or your abilities. You will never know what you are capable of until you take the leap of faith. I encourage you to take the risk, regardless of what the business venture is, it will definitely be worth it.
Q: Is there anything else you would like our readers to know?
A: The success of SugarCoated never came easy. It took a long time for me to be able to build the customer base which I have today. It took a lot of hard work, failure and perseverance to be able to get to where the business is today.
Q: Where can our readers find you? (contact details/social media)
A: You can find me on Facebook @SugarCoated and on Instagram @sugarcoatedel. My contact number is 065-951-2222.
