“I think beyond aesthetics, the taste of the cakes makes people come back for more,” Sticky Sweet Bakehouse CEO, Demilade Omisore
Five years ago, Demilade Omisore was working her way up the ladder at a bustling law firm in Lagos, but like so many of us, quietly nursing dreams of making beautiful cakes and building a thriving business out of it. Having now, in 2022, achieved her goals, Sticky Sweet Bakehouse can boast of a recognised name, loyal clientele and more order requests than it can often handle.
In this interview, the lawyer-cum-baker talks cake, capital and what it takes to stand out from the crowd.
EatDrinkLagos: Why did you decide on the cake and confectionery business?
Demilade: I’m a lover of sweet things; I always have been. I’m also a comfort eater and certain types of food just lift your spirits. I always made cakes – for family, friends and all — and so one day someone suggested, “Why don’t you just start a business from this?” I initially resisted but honestly, it all came naturally. I started off right after University and viola! Officially registered my business with the Corporate Affairs Commission in 2017.
EatDrinkLagos: How did you source the initial capital for your business?
Demilade: I had a friend lend me N300,000 to start off. It was more of a gift because they could see how passionate I was about it. I remember scouring through the baker’s section of the market on Babs-Animashaun in Surulere for my very first bits and bobs. Very exciting times.
EatDrinkLagos: How do you decide what to include in your product line? Based on demand or trial and error?
Demilade: I constantly challenge myself. Sometimes, by taking a glance at what others are doing, but mostly by engaging with my inner spirit animal (YouTube *cough cough*) to see what else I can add to the product range. No, but for real if you look through our menu, you’ll see a lot of products you can find in your typical bakery in Lagos... and then, you’ll see a bunch of stuff only a handful of folks make.
Demand is a big factor (cake slices, for instance), but trial and error is also super important because the market communicates and gives feedback instantly on what it wants and doesn’t — which is perfect.
EatDrinkLagos: Can you describe your creative process when decorating a cake?
Demilade: I think of my client (I usually have details of their gender, age, maybe profession, etc.) and try as much as possible to interpret creatively what they are most likely to like. I dig deep and try not to churn out the same old design for every cake. I try new techniques — for instance, stencilling is a new fave, sometimes accessorise, sometimes use wafer/rice paper — just to get a finished product that I’m proud to market as ‘from Sticky Sweet Bakehouse’.
I think we’re all infinitely creative and I know I haven’t even begun with my creativity.
EatDrinkLagos: What’s one thing you believe has given you a competitive edge?
Demilade: I think beyond aesthetics (the big puller), the taste of the cakes makes people come back for more. I spend a whopping amount of time brainstorming about better and tastier ways to do the most basic things. I challenge my small team every day to keep doing the same. I also try to keep a personal touch, as it can be quite endearing to customers. I sell myself wherever I can.
EatDrinkLagos: What do you do to stand out from the competition?
Demilade: I can’t really say, but from my standpoint, I pay a lot of attention to quality, taste and aesthetics — the winning combo!
EatDrinkLagos: In what ways do you find running a business most different from being employed?
Demilade: Flexibility. I can be Netflixing and chilling on a Monday morning at 8am. I decide my schedule (largely LOL – much love to my last minute customers!) and I can be overwhelmingly busy on a Sunday morning. The ability to work around my schedule presents the opportunity to experience freedom. However, there are benefits on both ends of the spectrum, let no one kid you.
EatDrinkLagos: What’s one of your most memorable experiences as an entrepreneur?
Demilade: I met someone on a trip to London and she goes, “You are Sticky Sweet? Oh, I love your cakes so much.” When I meet people who tell me they like my products, it’s the most self-affirming experience ever. It means I matter, and what I contribute to the world matters. It’s a brilliant feeling and I wouldn’t trade that for anything.
EatDrinkLagos: What do you find most rewarding about running this business?
Demilade: The bottom line – money LOL. No, but it truly is magnificent having created something from nothing. It emboldens you to do crazier things. Who knows what else you can “get away” with?
EatDrinkLagos: What does the ultimate success of Sticky Sweet Bakehouse look like to you?
Demilade: Repeat patronage, overwhelmingly consistent positive feedback, and more product ranges. Maybe on shelves in supermarkets? And a massive baking building where I can bake my hours away while listening to my Spotify playlists loudly on repeat.
The success of Sticky Sweet Bakehouse really looks like impacting people in the long term. It’ll start from their taste buds but it’ll definitely have a much more far-reaching impact.
Learn more about Sticky Sweet Bakehouse here!
