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Rising Stars: Meet Deja Alexander

Today we’d like to introduce you to Deja Alexander.

Hi Deja, so excited to have you with us today. What can you tell us about your story?
In October of 2016, I made a candy apple for myself and decided to post it on Facebook. There was no intent to sell. A few people commented saying they would like to purchase one.

I had no idea what I was doing but I knew I was going to figure it out. Soon candy apples turned into chocolate-covered strawberries. By February of 2017, I was preparing to sell strawberries for Valentine’s Day. I made the strawberries at Mizzou, put them in a cooler, and drove two hours home after an exam to deliver them.

Strawberries soon turned into cakes and other treats. I began to use my craft to get me through college. By the time, I graduated college my business had grown so much.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall, and if not, what were the challenges you’ve had to overcome?
It wasn’t easy starting out.

When I first started baking, I was using a $10 hand mixer until it gave out on me. I used to travel to a friend of mine’s house to use their mother’s kitchen aid mixer, bake the treats, and then go home to decorate them. I knew baking was something I wanted to do so I made the commitment to get it done. No matter what I had to do.

I learned a lot about myself while building my business. I wanted to take every order and please everyone. I was discounting orders and lowballing my work. About a year ago, I started getting burned out. I didn’t feel like taking orders and I’d just wait until the last minute.

I realized then it is important to set boundaries. In order for me to continue being the best at what I was doing, I had to set rules that worked for me. Setting those boundaries has helped me grow so much because it wasn’t always easy saying no when I was used to saying yes.

Also, I learned a lot about consistency. When I first started out, I’d go months without orders. I would post my work and only get a few likes. But I kept going. I posted everything I made no matter if it was perfect or not. With time my skill started to grow as well as my clientele.

Today, most customers find me through word of mouth and referrals. Being consistent then created a growing business today.

Thanks – so what else should our readers know about your work and what you’re currently focused on?
I own bakery business. I specialize in birthday cakes, chocolate-covered treats, and fondant sugar cookies.

I am known for my super moist cakes and delicious buttercream icing. I am most proud of my cakes. I always get so many reviews about how moist the cakes are even a week later.

I think what sets me apart from others is the relationships I build with my customers. Most of my customers are repeat just based on the relationship I have built with them.

What matters most to you? Why?
Family.

My family is the most important thing to me. The love I have for my family keeps me going.

The dream of being able to grow my business so big that I could treat my family excites me on a whole new level. I wouldn’t be where I am today without the love and support of my family.

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1 Comment

  1. Francoise

    July 26, 2022 at 1:27 am

    good jobs im so proud of you

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