Conversations with Quishandrea Williams

Today we’d like to introduce you to Quishandrea Williams.

Hi Quishandrea, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
I started baking because of my son! My son was 5 when I first began baking and I had a reoccurring problem. My son wanted all of these themed cakes but most of the specialty cakes we ordered were only pretty; they weren’t tasty not to mention I was not pleased with the level of customer service. Soooo from there, Sweet Aroma was born! Ironically, my grandmother had always been the baker in the family. We were accustomed to homemade scratch desserts on a regular; from rice pudding to pound cakes to German’s Chocolate Cake.

I was always a grandparent’s baby so I often helped her prep and watched her create these mouthwatering desserts. However, no one including myself ever fathomed that I would be the baker I am today but here I am and it is the single, best decision I could have ever made because little did I know, baking would save my life. So starting in June 2013, I began baking for families and coworkers and by the holiday season of 2013, I was booked for desserts constantly. At this time, I was a Case Manager for Children with Behavior and Mental Disorders and was getting ready to start a Masters degree in Secondary Education- I know absolutely nothing to do with baking and cake decorating. I learned and continued to work at perfecting my new craft while continuing as a case manager and then eventually a teacher’s assistant, and English teacher and then ending as a Literacy Coach before becoming a full-time entrepreneur in June 2021.

So remember when I said baking saved my life? Let’s revisit that. In the midst of perfecting my new craft and completing my Master’s Degree, my mother passed away in her sleep from a heart attack May 6, 2015, in the bed with my then 7-year-old son; 3 days after my bridal shower, 3 weeks before my wedding and 7 months before my graduation. Once everything settled with the funeral and the wedding, I was of course having one of the most difficult times of my life. I started back baking and also going to counseling and that’s where it was realized that baking was my coping mechanism.

To be clear, I never ever attempted to take my life but grieving will make you feel dead inside and I didn’t think I would experience joy again. Throughout these last 6 years, baking has been my calm and peace when I felt like missing my momma was going to suffocate me. In 2018, it became more obvious than not that teaching in the traditional world was a little too much for my grief at times, I then began to contemplate leaving the classroom to bake full time.

The problem was, I was a great teacher with Level 5 test scores and evaluations so it was not that easy. During this time, a fellow teacher and friend of mine told me she had a dream that I would be teaching baking/decorating classes, and let’s just say I blew her off because I was a great English teacher but teaching people how to bake and cake decorate, I just didn’t see it yet. Well, I continued to teach and eventually was promoted to a Literacy Coach position in 2019. Throughout this time, I began to receive requests to teach classes, and Summer of 2020, I held my first class (virtually) and then followed by in-person classes.

These opportunities lit a fire in me, I did not think I had. I enjoyed teaching these classes just as much as I enjoyed teaching English and there my vision was born. I now knew what I wanted to spend the rest of my life doing, I want to spend the rest of my life teaching baking and cake decorating and not to just bakers but to everyone who wanted to learn.

Fast forward to April 2021, I submitted my resignation to Shelby County Schools and began looking for a building to open what is now Sweet Aroma’s Dessert Studio! I love teaching, baking, and hosting my family and friends so why not center my business around that very concept. I also wanted to be a part of positive entertainment in Memphis. I am a born and raised Memphian who loves her city but I hate that many times there are not any family-friendly activities for children well Sweet Aroma Dessert Studio is adding something new and different that the entire family can participate in. I located my building in August 2021 and we celebrated our grand opening on October 30, 2021!

What is Sweet Aroma’s Dessert Studio you ask? It is a creative space where anyone can come and participate in cake decorating classes. Each month we offer a cake decorating class for children, ladies’ night, and couples’ events. Our location allows you to pick up some of your favorite treats or even host your own event! Yes, we have a party room that we rent out for intimate events. If you are not following us, please add us on Facebook @SweetAroma’sDessertStudio as well as Instagram @SweetAromaMemphis or @SweetAromasDessertStudio where you can stay in the loop of all things Sweet Aroma.

And yes, I still offer custom cakes and dessert setups so if you are looking for a cake that is pretty and good, I’m your baker!

I’m sure you wouldn’t say it’s been obstacle-free, but so far would you say the journey has been a fairly smooth road?
Of course not! Entrepreneurship is not for the weak or lazy but it is rewarding. When I had a full-time job the issue was time. Having enough time for family, rest, and my business proved to be exhausting many days, and now that I have become completely self-employed time is still a major struggle but in a different way.

Now it’s the balancing of the various components of the business now that I am not just baking cakes but I offer classes, I host events, and offer a rental space. The other struggle is just the overall start-up of a new business- there is always something that needs to be done or purchased, there is always new data to track and new skills to learn in order to keep your business marketable.

Can you tell our readers more about what you do and what you think sets you apart from others?
I am a baker and cake decorator who specializes in homemade from scratch baked goods who also happens to teach others to do the same thing. My specialty is flavorful, buttercream cakes and gourmet desserts that always tantalize my clients’ taste buds, I am known particularly for my rich vanilla cake, very berry strawberry cake, and my infamous chocolate chip cookies.

I am most proud that I am able to use quality ingredients to create beautiful, yet flavorful cakes for my clients. I believe the flavor and freshness along with my customer service sets me apart from others, I have a motto to treat customers the way I want to be treated when I spend my money and as cliché as that may sound, it is what has kept me with reoccurring customers who do not mind paying for a quality cake experience.

As it relates to my classes and studio events, I believe my level of understanding of how others learn, has equipped me with the ability to be able to teach people how to bake and cake decorate in a way that they both understand and enjoy it.

Have you learned any interesting or important lessons due to the Covid-19 Crisis?
Covid 19 taught me that people love to snack when there isn’t much to do lol. My sales actually doubled because people wanted desserts throughout the week and just because they were bored. I was getting calls and texts like what do you have today. I was constantly getting tagged on dessert recipes on Facebook.

But all jokes aside, Covid-19 taught me that I always have to think ahead in business and that I must be prepared to reinvent my business to align with what is happening in the world.

Pricing:

• My cakes are priced based on servings and the amount of details.
• Our party room rental begins at $500.
• The smaller studio space rents for $275/4 hours.
• 1 on 1 class begin at $300

Contact Info:

• Email: sweetaroma@sweetaromabakedit.com
• Website: www.sweetaromabakedit.com
• Instagram: @SweetAromaMemphis and @SweetAromasDessertStudio
• Facebook: @SweetAromaTreats and @SweetAromasDessertStudio

Image Credits
Torielle Finch and Eric Echols