Dear World,
I once saw a quote about baking that reads, “baking is a science, with precise measurements and exact timing. But it’s also an art, with creativity and passion”. Unfortunately, I have never been able to identify who said it, but I’d like to think that the quote epitomises a local small-scale business owner and baker, Michelle Roberts.
Roberts, a woman of many passions including birding and being a connoisseur of the arts, is a baker and the owner of Creations by Chelle, a cake and pastry business with specialisations for everyone, including people with dietary restrictions. Call her a ‘bakerpreneur’.
At 32 years of age, Roberts has a deep appreciation for nature and birds where she enacts that passion as the current secretary of BirdLife Jamaica. With her love for the arts, she also works with Kingston Creative part time.
With what appears to be her greatest passion as a baker, her enthusiasm for baking is a testament to her desire to bring joy to others. “I love baking,” she says emphatically, as for her, it’s not just a hobby.
The Base Layer
Roberts’ journey into baking began at the tender age of 10 when she joined a 4-H Club in primary school. The joy of creating delicious desserts left a lasting impression on her, even though she didn’t pursue baking extensively at the time. Years later, her passion for baking was rekindled when she decided to bake the cake for her thirtieth birthday.
“I don’t normally like celebrating my birthdays, but I said, ‘you know what, let me just do something for my 30th’,” she shares. The decision was partly driven by the high cost of customised cakes. Determined to make something special, Roberts took an online course and followed tutorials from bakers on Instagram and YouTube, and set out to create a vanilla cake with strawberry filling and Swiss meringue buttercream.
Despite never having stacked or decorated a cake before, her determination paid off. “That cake came out so beautifully,” she proudly states. The cake, which she made for both herself and a friend, marked the beginning of her professional baking journey.
“That’s the cake that started everything!” she says with a laugh.
Special Dietary Needs
The focus on special dietary needs came into play when her mother was diagnosed with breast cancer. This diagnosis made Roberts acutely aware of the impact of certain foods on health, particularly sugar. Additionally, an aunt for her then boyfriend was on a strict no-salt diet due to many health concerns. “She has problems eating anywhere she goes,” Roberts explains, expanding that she even met a customer with celiac disease, further motivating her to create desserts for those with dietary limitations.
To cater to their needs, Roberts began experimenting with baking that accommodated special dietary restrictions. “I’d make patties, small treats, and special cakes for birthdays,” she says. This experience opened her eyes to the broader need for specialised products and led her experiment with alternative ingredients, thus creating desserts that cater to those with dietary limitations.
For instance, the Creations by Chelle owner mentions alternative sweeteners like coconut sugar and monk fruit sweetener, which is derived from the monk fruit and does not raise blood sugar levels. She also uses alternative flours, such as breadfruit flour and cassava flour, to cater to customers with gluten sensitivities or allergies. Doing this, she ensures that her treats are both delicious and health-conscious.
Generally, Roberts employs alternative ingredients. So, in addition to alternative sweeteners and flours, she uses flax and chia seeds as egg replacements and opts for dairy-free options like almond milk, oat milk, or soy milk, tailored to her customers’ preferences and allergies.
Her meticulous approach extends to understanding the complexities of dietary needs and the importance of accurate labeling. She is aware that some products marketed as “free from” certain ingredients may still pose risks due to cross-contamination in manufacturing facilities. This awareness underscores the importance of thorough research and communication with her customers.
Research is a crucial part of her process, ensuring that she uses safe and appropriate ingredients. Her process, for example, begins with thoroughly understanding her customers’ dietary restrictions and preferences.
“Whenever someone contacts me about any creation that they’d like me to make, I ask them about their special dietary needs. Based on their responses, then I’ll know what exactly I am able to use in their creation. So, it’s to get an overall overview of the person’s likes, dislikes, their illnesses, and their allergies. Then, I’ll curate the baked good, or the creation to their needs. I ensure that I research, because that’s extremely important in this kind of business,” shares Roberts.
“The other day, I had someone request a wedding cake. The person told me that they were Vegan. She wasn’t only averse to cow’s milk or butter. She’s also averse to cane sugar, which contains an ingredient that comes from animals. So, it’s just really important to do your research, find out as much as possible about all the different illnesses and being open and listening to the customer,” continues Roberts.
This commitment to empathy and customisation has earned her a loyal following and a reputation for creating delicious and health-conscious treats.
The dedication to helping others enjoy delicious treats despite their dietary restrictions has become the cornerstone of Creations by Chelle. With that, Roberts’ journey is a testament to the power of passion, creativity, and a heart committed to making a difference.
A few ‘Creations by Chelle’ (Photos credited to: Michelle Roberts)
Sustainable Practices
Roberts’ dedication to her craft is matched by her commitment to sustainability and mindful practices. In her journey as a baker, she strives to minimise waste and support local agriculture, ensuring that her business not only creates delicious treats but also makes a positive impact on the environment and community.
Sustainability is at the heart of Creations by Chelle’s business ethos and is evidenced in the use of eco-friendly packaging, and Roberts opting for biodegradable materials whenever possible. “I barely use any plastic in my packaging,” she says, highlighting her efforts to reduce environmental impact. Only when biodegradable options are unavailable does she resort to using plastic. It’s always a last resort.
Roberts is also committed to sourcing locally made ingredients. By purchasing from local farmers and markets, she reduces the carbon footprint associated with transporting goods and supports the agricultural industry. This approach is particularly important in her fruit arrangements, where she prioritises fresh, locally sourced produce over supermarket items that may be packaged in plastic and imported.
“I also make fruit arrangements. So, I go to my [local] farmers. I go to the market and obtain those [fruits], instead of going to the supermarket where you’ll find the items are packaged in plastic, and they’re sometimes sourced from overseas,” she explains.
Minimising waste is another key aspect of the business’ sustainable practices. Roberts repurposes cake scraps by creating other products, often sharing these treats with neighbours and friends. Additionally, she finds creative uses for ingredients, such as making bread from beetroot and carrot scraps, ensuring that as little as possible goes to waste.
As she reflects on her business practices, it’s evident that her love for nature and her community guides her every decision. Her commitment to sustainability, health, and local support shapes Creations by Chelle into a business that truly cares for both people and the planet.
Not without its Challenges
Roberts’ journey as an entrepreneur is not without its challenges. As the ‘head cook and bottle washer’ of Creations by Chelle, she faces the hurdles of stunted creativity, limited human resources and financial constraints. These obstacles, however, have not dimmed her enthusiasm or determination to bring her dream to fruition.
“From a creativity standpoint, sometimes it’s hard getting the creativity down because of stressors of life. It’s like writer’s block and it’s hard to get out of your head,” Roberts explains.
Human Resources Challenges
Being a small business owner requires wearing many hats, and Roberts knows this all too well. She is responsible for everything from research and development to baking, marketing, bookkeeping, and even delivery. The lack of additional help means that managing all these tasks can be overwhelming. “There is so much that needs to be done, and you don’t really know about everything that needs to be done until you start doing it,” she admits. To address this, she emphasises the importance of creating clear processes and roles, which will make it easier to scale her business in the future.
Financial Challenges
Financial constraints are another significant challenge faced. While she has accumulated a good amount of equipment over the years, there are still key items she needs to expand her business effectively. “I need a fridge for my baking, a deep freezer, and an air conditioning unit for my kitchen,” she explains. These investments would not only streamline her operations but also improve the quality and consistency of her products, particularly in the hot climate where she works.
Despite these challenges, Roberts finds ways to make things work. She remains resourceful and adaptable, constantly seeking solutions to keep her business running smoothly.
Advice for Aspiring Bakerpreneurs
Drawing from her own experiences, Roberts offers valuable advice to those looking to start a business in the food industry:
- Ask for Help Early On: Don’t be afraid to seek assistance from others. Whether it’s advice, mentorship, or hands-on help, having support can make a significant difference.
- Do Thorough Research: Analyse your thoughts and ideas, and conduct thorough research to understand what you need to get started. This includes understanding the market, identifying necessary equipment, and learning about industry standards.
- Plan and Organise: Create clear plans and processes to guide your business operations. This will help you stay organised and make it easier to manage tasks as your business grows.
- Be Prepared for Challenges: Understand that challenges are a part of the journey. Be prepared to face obstacles and stay resilient in finding solutions.
” I also recommend that you apply to competitions,” she adds. Roberts received funding from two organisations as she entered pitch competitions and was successful. She won monetary prizes from the Academy of Women Entrepreneurs put on by the US Embassy and the DIA Urban Lab for Youth Innovation in 2022.
In addition to the primary four pillars of advice and the extra fifth, Roberts adds a sixth when it comes to handling difficult customers. She draws on knowledge gained from sessions with her Cognitive Behaviour Therapist with a technique she calls “six packing”, and her general calm and patient nature to stay empathetic and provide the best service possible.
From her therapy, Roberts shares, “I learned something in therapy. It’s called six packing. I use it for almost every situation. Think about it in the sense that the [customer] isn’t giving you a hard time because of you, the individual. It’s because of something that the person is going through. So, you think of six things that that person could possibly be going through and consider that the onset of a negative supplier-customer experience happens because of what the customer is going through,” she explains.
Interestingly enough, “six packing” is a concept in customer service – a field known all too well by Roberts. In that context, six packing refers to the six key dynamics or pillars that drive customer experience (CX) and business success. These dynamics are often referred to as the “CX six pack” and include:
- Demand: Understanding and forecasting customer demand for products and services.
- Accessibility: Ensuring customers can easily access products, services, and support.
- Reliability: Consistently meeting or exceeding customer expectations.
- Responsiveness: Reacting swiftly to customer inquiries, concerns, or issues.
- Empathy: Understanding and sharing the feelings of customers.
- Assurance: Providing competent and courteous customer service.
These six dynamics are essential for creating a positive customer experience and building long-term relationships with customers. Dare I say that Roberts unknowingly applies these principles alongside all her other tools when dealing with all her customers and people in general.
As the bakerpreneur’s reflects on the challenges she has faced and the lessons she has learned, her story offers valuable insights and inspiration for aspiring entrepreneurs and those looking to make a positive impact through their work.
Relatable Life Lessons in Baker life
Throughout her journey, Roberts has learned valuable life lessons:
- Adaptability and Openness: Being open to change and seeking help when needed is crucial for success.
- Building Connections and Trust: Building trust with customers leads to loyal relationships and positive word-of-mouth.
- Resilience and Resourcefulness: Overcoming challenges requires creativity and determination.
- Empathy and Customer Service: Providing excellent customer service, even in difficult situations, is key to a successful business.
Future Plans for Creations by Chelle
Looking ahead, Roberts envisions expanding her impact by teaching others the art of baking and decorating. “I want to teach others how to bake and decorate so that they can start their own businesses,” she shares. This will expand on what she has some experience in through cupcake decorating sessions she has led by way of an opportunity with Kingston Creative.
This desire to empower others aligns with her belief that her purpose is to help people become their greater selves.
One of her plans includes conducting workshops and classes across Jamaica to share her knowledge and skills. This initiative not only supports budding bakers but also fosters a sense of community and shared growth. Roberts’ commitment to sustainability and mindfulness will undoubtedly influence her teaching, promoting practices that benefit both individuals and the environment.
While she plans to scale back on large-scale baking, Roberts remains dedicated to her craft. “I don’t want to stop doing it altogether because I really do love it,” she says. Balancing her passion for baking with her desire to teach will allow her to continue making a positive impact while finding fulfillment in her work.
Final Reflections
Roberts’ resilience, creativity, and commitment to helping others have shaped Creations by Chelle into a business that truly cares about its customers and community. As she continues to grow and evolve, her story will inspire many to follow their dreams and make a difference in the world.
She is a force of nature in the kitchen, driven by her passion for baking and her desire to make a positive impact through her creations. While she plans to scale back on large-scale baking, she remains committed to making cakes and pastries, especially for special dietary needs. Her future vision includes teaching and empowering others to start their own baking businesses.
As Roberts reflects on her journey, she is grateful for the support of her friends and family, even her ex-boyfriend, with whom she remains good friends and shares a business partnership. Her dedication to making a positive impact through her baking is evident in every creation she produces.
Find Creations by Chelle on Instagram @creations_by_chelle
Signed,
The Suburban Girl JA®
The Suburban Girl JA® 