Today we’d like to introduce you to Ashley Penner.
Ashley, we appreciate you taking the time to share your story with us today. Where does your story begin?
I honestly never dreamed I would own a business. In fact, I got a terrible grade in my high school entrepreneurship class!
I’ve always loved baking, probably because I love the science behind it and the precision it takes to create something from scratch. I’m an Oncology nurse by trade, and when I decided to stay home with my kids, I found myself looking for a creative outlet—something that was just for me and helped fill my own cup.
I started teaching myself how to make professional-looking cakes and cupcakes through YouTube tutorials. Before long, I became the friend who made the cakes for everyone’s birthday parties. Eventually, people started asking, “Can I pay you to make one for my event?” And that’s really where it all began.
I started with cakes and cupcakes and eventually added custom sugar cookies and cookie cakes to the mix. I’ve grown my business entirely through word of mouth, which is something I’m incredibly proud of. What started as a creative outlet while I was home with my kids has grown into a business I never imagined I would have.
I’ve now had my LLC for four years and counting—and somehow, the girl who got a terrible grade in entrepreneurship class is officially a business owner. I’d say that’s a pretty good plot twist!
We all face challenges, but looking back would you describe it as a relatively smooth road?
The road has certainly been more of a roller coaster than a straight path! For starters, I feel like I’ve had to learn almost everything on the fly because I had no idea just how much goes into owning a business. Thankfully, I’ve had some amazing small-business friends and mentors along the way who have helped me tremendously and taught me so much.
I’m also very introverted and need downtime to recharge. The weeks when I’m baking nonstop while also caring for my family can leave me feeling completely burnt out. Over the years, I’ve learned that I have to be intentional about protecting my time. That means learning to say no, prioritizing the orders and projects I’m truly passionate about, getting enough sleep, making time for walks, and, most importantly, making sure I have quality time with my family.
I get asked all the time, “How do you have time to do it all?!” My answer is, “I don’t!”
I’ve had to learn that doing it all isn’t the goal. Creating boundaries and being intentional with my time allows me to give my best to my business without sacrificing what matters most to me—my family. And honestly, learning that has probably been one of the most important lessons of owning a business.
Appreciate you sharing that. What else should we know about what you do?
I specialize in luxury custom cakes and cookies for events of all sizes. One of the things I’m most proud of is that I’m completely self-taught. I’ve built my business from the ground up through a whole lot of practice, experimenting, and, of course, plenty of baking!
My favorite things to create are designs full of color and florals, although I truly love bringing all kinds of themes to life. One of the compliments I hear over and over is, “Wow, your stuff actually looks AND tastes good!” It always makes me laugh because my first thought is, Well, of course! That’s why you’re paying me! 😂
But in all seriousness, I think that comes from the fact that I’m a baker at heart. I love making all kinds of desserts—from pies and breads to cookies and cakes—and to me, the flavor is just as important as the design. I never want someone to have a beautiful dessert that doesn’t taste amazing.
It took me two years to perfect my vanilla almond sugar cookie recipe, and I’m pretty proud of where I landed. My cookies are thick, incredibly soft, and, in my opinion, some of the best-tasting cookies in town. But I may be a little biased! 😉
Can you talk to us about how you think about risk?
I wouldn’t necessarily consider myself a risk taker by nature. However, when you own your own business, it seems like taking risks is just part of the job—so sure, maybe I am a risk taker!
Putting yourself out there is hard. As a small business owner, and especially as a baker, I’ve had to step outside of my comfort zone over and over again. I started by reaching out to other local businesses and showing up to events where I didn’t know a single person just to network. (Hello, very uncomfortable for my introverted self!)
I also take a risk every single time I create something for a client. I’m not just making a cake or a set of cookies—I’m creating something that will be part of someone’s celebration and hopefully help make their event shine. I put a lot of pressure on myself to get every detail right because I want my work to be something my clients are proud to put at the center of their event.
So maybe I’m not a risk taker by nature, but owning a business has definitely taught me to become one. And honestly, I think some of the best things I’ve created have come from taking that leap.
Pricing:
- Pricing is all very custom! But I work with each person to stick within their budget!
Contact Info:
- Website: https://Sweetonesbakingco.com
- Instagram: https://www.instagram.com/sweet_ones_baking_co
