Name: Zuirrae Mitchell
Business/Location: She Imagined Sweets/Newark, NJ, with delivery to Union and Essex Counties
Your specialty: One of a kind bite-sized cheesecakes
What problem does your business solve?: Portion control when it comes to desserts is more important than we think. The last thing we want to do is scare customers away with just the words " Would you like to see a dessert menu?" after everyone is already stuffed. She Imagined Sweets’ goal is to offer portion-sized cheesecakes that are small in size but immense in flavor and texture. We solve the problem of customers overeating. She Imagined Sweets cheesecakes are 1 1/2 inch in size and are made with high quality ingredients which make them light, fun, and just enough.
What makes your business unique?: She Imagined Sweets offers more than a great bite-sized cheesecake. She Imagined Sweets is all about the experience of enjoying a beautiful small dessert that takes you on a ride. There is a build up from the look, smell, and taste of our cheesecakes. She Imagined Sweets is sure to wow any client with our unique presentation. Every individual cheesecake comes with a mini shiny fork which is inserted in the middle. Along with its unique presentation and artistic design we bring back the fun to a dessert with She Imagined Sweets dessert ladies. Hosting various events throughout NY and NJ, we give guests a bite-sized cheesecake party. The whole idea is to "Feel Like a Kid Again" and have fun with it.
What’s your story?: She Imagined Sweets was started after I finally decided to build on the natural God given gifts I was given and to just do what I naturally loved. My spirit spoke to me and reminded me that I was an artist. I love all forms of art, and the art of desserts was at the top of the list. I always loved eating and creating beautiful desserts growing up. She Imagined Sweets was started after I went back to school for baking skills and began providing apple tarts and cupcakes to close family and friends. I knew over time I wanted to focus and create one small unique dessert that was memorable so that's when I decided to look into the cheesecake market. Everyone was doing cupcakes so I said why not cheesecake? I listened to the reactions of my customers after tasting my one of a kind bite-sized cheesecakes, and I knew they were what I would stick with and build on. Customers would tell me that they are not cheesecake lovers but She Imagined Sweets cheesecakes has made them a believer. I created a cheesecake that is unique, small, and just undeniably delicious.
What is one piece of advice you have for other food entrepreneurs?: My advice for food entrepreneurs is to never stop being an artist. There is art behind food and dessert, and where there is art, there is passion, imagination, and creativity. Consistently exercising these is essential in your growth as a food entrepreneur.
What do you wish you had known before you started your business?: I wish I would have known earlier that the connections I make would be the main building blocks to the success of my business. Over time, I have learned to value my connections and keep them closer than when I first started She Imagined Sweets. Your business starts off being a really cool idea, but then there comes a point when your business starts to challenge you as an individual. You have to remember that you never stop being a student. There is constant growth and learning to be done. When you grow, your business grows. I know now the learning never stops, and it is a journey through many highs and lows. Overall, it is very rewarding.
What’s your greatest challenge in your business, and how are you overcoming it?: My greatest challenge is being unique and memorable compared to all the other desserts businesses. There is so much on social media that potential customers come across every day. Ever since I was able to specify my market, I have been able to create posts and imagery that capture my market’s attention. My logo plays a big role in making She Imagined Sweets a memorable brand as well. The majority of my social media posts are customized animations for my brand which keeps my site and social media channels fun and unique capturing my appreciation for art overall .
What are you most proud of about your business?: The fact that I came up with a delicious unique bite-sized cheesecake that is memorable to customers makes me very proud. I am also proud of my growth working with the resources that I have been provided. I had the opportunity to be featured on the WTNH Morning Show showcasing my one of a kind bite-sized cheesecakes along with working with one of the top catering companies on Yelp numerous times. The relationships I have built during this journey as a business owner has helped grow me as an individual and as a business owner.
What do you love most about being a food entrepreneur?: I love making people happy through the art of food. I am making my mark in the world of cheesecakes, and I constantly feel rewarded when someone has a bite. I truly know I am doing a great job with living up to my childhood dreams.
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