We last spoke in 2018 and the world has changed a lot since then. What did It’s Home Baked look like 7 years ago?
I opened the shop in 2017. I had been baking from home since 2014 and when I moved here and did it for a year by myself, I really underestimated how lonely that was! I was busy but I’m a social person and I really underestimated what day to day would be like.
It was a successful year, but I slowly stopped doing certain things – like wedding cakes – as I was spending lots of time [delivering] to the Southern Highlands, and the fear for me of them collapsing or something happening was stressful! I would literally hover them above my legs while we drove in a freezing cold car.
How did Covid impact the business?
I was lucky that before Covid I did wholesale orders and was very lucky that I built a big enough name for myself in the area through markets that it carried me through.
It made me more mindful about what we should sell and be careful about costs, as I’ve got to make money as well. I don’t scale back the quality of ingredients I use, but the prices of chocolate [has increased] – anybody who buys groceries would see that too.
Sales wise it hasn’t been great since interest rates have still keep going up, but I’ve got such loyal customers that I feel very lucky that they’ve kept me in business.
"It's funny, a lot of the ones that do very well are very polarising. Customers either really love or they don't!"
If you’d known in 2018 what the last seven years would’ve looked like, would you still have chosen this road?
A hundred percent. It’s bittersweet. There are so many days that I remember what it was like in 2017 and to go back to my job that I had left. To sit down in an office and know exactly what you’re going to make for week is a luxury that I miss.
Working for myself and having the flexibility with my husband and my dogs, it allows me to have a life. I have great customers. I’ve had probably one complaint in all of my years and that was just a misunderstanding who eventually gave me a five-star review on Facebook. I feel extremely lucky. There has been highs and lows but it wouldn’t change it.
Baking for me is my passion and you have to wrap your head around the other stuff. I’m extremely lucky that cupcakes people are pretty happy people when they come in and get them. So anytime I doubt what I’m doing, it takes pretty much one pickup and I think “this is exactly why I do it”.
What do you enjoy about running a business in the Illawarra?
I like my location. I’m constantly consider going into town or going somewhere with more high traffic. I’m potentially going to look for a little hole in the wall or something. If I could find the right place that has more traffic, I’d consider having that as a small little sale area.
I like that you can drive up here, there’s plenty of parking and there’s a lot of stuff in Fairy Meadow. I know myself I will avoid places if I think it’s just going to be too annoying to go to. I really enjoy where I am, I’ve been here a long time. The neighbors around here are great.
So, what’s next? What’s happening for the next seven years?
I am hoping to get with the modern times! Get some branding out there, a new website. I get lots of requests for recipe books and classes. I don’t know if I’ll ever actually get around doing it, but they are possibilities.
I’m looking to scale up my sales, whether that’s to take orders for celebrations or baking more than just cake. My cinnamon bun is something that have been requested since I made them years ago. I’ve slowly introduced the brownies or cookies.
I’m going to just start slowly introducing more things and maybe have big sales Saturdays or something where there’s more than just cake on offer. I just enjoy baking. Anything I enjoy eating, I like to share!
Crystal’s Top Cupcake Flavours
1. Lemon pie
2. Banoffee
3. Salted Caramel
4. Peanut Butter & Jam
5. Fairy Bread