We had the good fortune of connecting with Cassandra Bell and we’ve shared our conversation below.

Hi Cassandra, can you walk us through the thought-process of starting your business?
After experimenting with flavors and techniques of baking, I wanted others to experience the beauty of homemade sweets.

What should our readers know about your business?
I am a a self taught baker who cares about flavor and the integrity of homemade sweets. I started baking over 20 years ago using fresh fruits and flavors rather than boxed cakes and mixes. I would go so far as to crack a coconut and use the milk from the meat of the coconut to mix into my coconut cakes. I would use seasonal fruit to cook down and fold into my batters for a more intense and delicious experience. Using the best butters, flavors, chocolates and sugars are always important to me because it has memory for the customer. They will always remember the flavor of your product and that is what sets me apart. The satisfaction of my clients/customers for so many years was more important to me than the cost of of the product. This ideology left me underpaid and tired most of the time. I began to lose the passion of baking cakes, cheesecakes, trifles, cookies, etc. What I didn’t lose was my desire to learn how to create custom cookies made with royal icing. I made several attempts but couldn’t get it right. Then the pandemic came and I decided to give it another try. I watched YouTube, different Cookiers on Instagram, took online classes and spent hours practicing and learning how to decorate cookies. After 3 months of non stop practice, I made my first sale of custom cookies June 2020. Success immediately followed and I have had a constant flow of clients since that time. So much so, that I only provide Customer Cookies instead of cakes and other dessert items. I am still able to incorporate all the flavors that started my business. I am constantly trying new recipes and so far I have more than 8 flavors that are offered with Custom Cookies. I no longer hold on to customer satisfaction being more important than the cost of the product. They are equal. I charge according to my time, skills and the effort that goes into making not only delicious cookies but beautiful cookies that enhances any event. The business side of being a business owner when you are a creative is difficult at times because the art has to be central and sometimes the money over shadows that. I hope to continue to balance both as I want to continue to succeed.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I would take them to Downtown Detroit and visit the River Walk. I would take them to Campus Martius Park to ice skate in the winter or put your feet in the sand and listen to live bands in the summer. I would also take them to The Capital Grille for lunch and hang out at Belle Isle and feed the deer.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
My sister Dr. Cheryl Neely, PH.D. She gave me the name of my business and she has sacrificed her waistline to countless taste test!

Website: Sweethereafterdesserts.com

Instagram: sweet hereafter_desserts

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