THE BUSINESS DIARIES | Anna Lewis Cakes

“It’s s ok to go slow. For a long time, Instagram made me feel intimidated by so many talented and established cake designers. Imposter syndrome was a big thing for me. Feeling worthy in a sea of amazing designers made me question myself lots. I didn’t really consider the fact that they had been building their business, and style, for many years and that I was just starting out.”

I’m welcoming Anna Lewis Cakes to The Business Diaries this morning and I’ll warn you now… You’re about to be immersed in some serious edible inspiration that is going to make you wish you had a slice of cake in front of you. It was fab to chat with Anna today about her business journey over the years, so please do grab a coffee and have a read.

How long have you been running your business for? How was your business born?

I started my business late in 2018 after having baked cakes for almost a decade for friends and family. My background is in marketing and I love beautiful aesthetics so I started an Instagram account, posted some of my cakes and before I knew it I was getting requests from strangers to make their wedding cakes - which was a real surprise to me as I didn’t even have a website at that time.

 What did you want to do for a career? Was this something you’d always intended on doing?

Before cakes, I worked in IT event marketing for 20 years in really senior roles flying all over the world for events and I did really enjoy it but with three young children it didn’t give me the work-life balance I really craved. I was missing out on so much of their day-to-day lives.

Making cakes was always something that I loved but I really didn’t think it would be feasible financially. Up until the pandemic I actually did both, working freelance marketing events and also building my cake business. Once the pandemic hit then all the marketing work vanished overnight which, with hindsight, gave me the kick up the bum I really needed just to focus on my cakes.

 What is one thing you know now that you would have told yourself when you first launched your business?

That it’s ok to go slow. For a long time, Instagram made me feel intimidated by so many talented and established cake designers. Imposter syndrome was a big thing for me. Feeling worthy in a sea of amazing designers made me question myself lots. I didn’t really consider the fact that they had been building their business, and style, for many years and that I was just starting out.

 What has been one of the biggest challenges you’ve faced as a business owner, and how have you overcome it?

I really think it has to have been the challenge of the past 18 months - being in the wedding industry during the pandemic. The heartache of working with the couples postponing, the lost income which brought with it the need to diversify what I offered temporarily and then the crazy wedding season of 2021 after practically nothing in 2020. It was a real baptism of fire for me in my business.

 Tell me an invaluable lesson you have learnt as a business owner?

That it really is ok to say no. Initially you want to take on all the work just because you are so grateful people want you to make them a cake but saying no when the timing isn’t right or you don’t feel aligned with a couple is absolutely fine.

Being self-employed can be a struggle! How do you stay motivated? Do you have any productivity tips?

I stay motivated because I remind myself that this is my business and the success or failures are all in my hands, no one else’s, so that really motivates me to do better in all aspects of my business. I use Trello workspaces to be organised and keep on top of admin and a good old fashioned daily planner which helps me to time-block my day to make sure I stay on track and don’t fall into the trap of scrolling aimlessly on social media!

 Is there anyone (within the industry, celebrity, friend or family member) who inspires you and what you do for a living?

So many people! Creatively I’m inspired by cake artists such as Jasmine Rae and Maggie Austin and personally my husband is a real inspiration as he has always been my biggest cheerleader and hugely supportive over my long hours and very late nights.

 Name me your go-to podcast, audio book or song that you listen to while working?

 I have a few podcasts which I love listening to depending on my mood. For business it’s generally ‘The Business Proposal’ or ‘The Stars Inside – The Wedding Podcast’ by Valentina Ring. For me personally, ‘How to Fail’ with Elizabeth Day is always up there. Music wise I like really upbeat, loud music when I’m baking and calming, acoustic music whilst making sugar flowers.

 I’m all about supporting small businesses. How can your followers / customers / clients support your biz?

Google reviews! I get fantastic testimonials from my couples but so few of them take that extra step of going onto Google to add their review. It’s super important for small businesses as it really helps with SEO, visibility and building trust.

 What’s one thing you dislike about being a business owner?

How isolated it is. Some days I do miss the buzz of working in a busy office, going out to lunch and having a good chat with colleagues.

 What’s one thing you love about being a business owner?

The flexibility I now have. I control when and how I work which means I can be more present in my kids lives as they grow up.

 What is a common myth about your business / field of expertise?

That all cake makers must love eating cake! I’m definitely much more of a savoury girl.

 If your business could be remembered for one thing, what would it be?

I’d like to think it would be for the way I treat my clients. My job is to make them feel super special and excited about their wedding cake and so every touch point and experience with me has to emulate that feeling.

 What’s something your followers / customers / clients wouldn’t know about you?

That I adore musical theatre and love to sing. Generally, to my neighbours’ dismay!

 What is one piece of advice you’d give to someone starting their own business?

That good things take time. Pace yourself but don’t be afraid to step out of your comfort zone.

 What do you have in store for your business? Is there anything exciting around the corner?

I’ve got some exciting plans for both Anna Lewis Cake Design with a new cake studio and I’d like to start teaching small classes but also with new products and a regular online shop for Anna Lewis Luxury Treats too. My other cake business La Boheme Cake Design is also building lots of momentum which is great!

Describe being a business owner in three words. (E.G Rewarding, freedom, challenging).

Fulfilling, Exciting, Challenging

 Image Credits: Image 1 by Claire Graham Photography | Image 2 by Kelsie Scully Photography | Image 3 by Chloe Ely Photography