We had the good fortune of connecting with Quishandrea Williams and we’ve shared our conversation below.

Hi Quishandrea, can you walk us through the thought-process of starting your business?
There wasn’t a thought process initially. I started baking due to the demands of my then 5 year old son. Tyler was into transformers and spiderman and he began asking for themed cakes. We started ordering them and either the cake was only pretty and didnt tast good or the customer service was terrible; often times both. After a couple of orders, I said I’ll make my baby’s cakes myself-easier said than done lol. My granny had always been a scratch baker so I had been around a baker all my life, she just didnt decorate. Well I got a few pointers from granny and just started playing around with recipes and Sweet Aroma was born- July 30th 2013!! It turned out I enjoyed it and before it was a business, it was my peace. I always say that God knew I would need it Sweet Aroma before I did. My mother who named Sweet Aroma and was my biggest cheerleader, passed suddenly in 2015 and baking became my coping mechanism.

What should our readers know about your business?
What sets Sweet Aroma apart from others is our consistently delicious, scratch-made desserts, great customer service and now the ability to come in and decorate our delicious desserts. Over 90% of our customer base are returning customers. Our customers know that no matter what, they are going to get great tasting desserts from us each and every time! I think I’m most proud that I stuck to the vision regardless of others were doing around me. Most local bakers are not baking from scratch and I have been told its a waste and told I should go box but because of what I wanted for Sweet Aroma, I did not let those comments deter me. I love the texture and flavor that my desserts exude without all of the extra perservative and that’s my personal preference and there is a market/customers for both scratch and box.

How did I get to where I am in business today? Providing a great product, amazing service, knowing my audience and understanding my pricing margin. Above all staying consistent and true to my brand and customers. This was absolutely not easy!! Learning about business, the systems I needed to incorporate and how business works helped to overcome the challenges and also learning to offer less. When I first started, I offered too much and didn’t plan ahead. Once I created policies, systems, planned and learned pricing- I quickly overcame many challenges that I faced.

Lessons that I have learned: everyone is not your customer and do not lose sight of the vision. No business gains overnight success when done the right way. You have to learn your audience to truly understand the direction you want your brand to go and know that failure will happen, but those failures are doing nothing but adding substance to your success.

I want the world to know that Sweet Aroma’s Dessert Studio is a truly a place where you can come in and create your own happiness; whether it is our grab and go selection of declious desserts or participating in one of our many dessert decorating activities. We are a place of peace and calm for the city of Memphis and any of our visitors. Come on in and see or place an order online.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Ohhh this is a tough one!!

We would definitly attend a decorating event at Sweet Aroma’s Dessert Studio and grab a few desserts. For eating, I think we would do breakfast or brunch at Biscuits and Jams, lunch I would order from Brain Food Memphis or go to Babulu in Midtown, and dinner would be Coastal Fish Company or Sage or Flight’s Fish and Wings.

To hangout: if it’s warm check out activities in Shelby Farms, a game or concert the Fed Ex Forum, Bass Bro, Axe Throwing or a class at Oh Sweets Skin Care. But Memphis always has some type of festival or live music event so we would absolutley have plenty to do.

Who else deserves some credit and recognition?
SHOUT OUT to God for giving me the skills, passion and determination to keep moving.

Also shout out to my late mother, Andrea Doss, without her believing in me even when I was still perfecting my recipes and my cakes were ugly, I wouldnt be where I am. She cheered me on until the day she died.

And just my family in general! I could not run this business without my husband, grandmother or my little sister. Not only do these 3 people encourage me nonstop, they have been physical and finanical supporters anytime I have needed them. And then there are my other family members, friends, church family and Sweet Aroma customers who CONSISTENTLY support Sweet Aroma through purchases and referrals. I’m just thakful for everyone who has been on this journey with me. I’m more grateful than I could ever put into words.

Website: www.sweetaromabakedit.com

Instagram: @sweetaromamemphis

Facebook: sweetaromasdessertstudio

Other: TikTok: Sweet Aroma Memphis

Image Credits
Picture holiding the cupcake in front of striped wall was captured by Patrick Lantrip of The Daily Memphian.

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