Interview with Miriam Rieder of Taste by Spellbound – Dessert Studio

Interview with Miriam Rieder

Taste by Spellbound – Dessert Studio

Avon, CT

www.spellboundgirl.com

By Kathryn Gordon and Jessie Riley 

Kathryn:   Hi Miriam!  I met you in one of my macaron classes, but how did you get started in your business?

Miriam:  My first business venture was at 10 years of age, decorating cakes after taking a summer class at the local Parks & Recreational department in my area.  My mother enrolled me when she got divorced.  And now we bake together!

Photo:  HartfordMag.com

Jessie:  Did you always want to bake?

Miriam:  I grew up with a love of food but it didn't become a passion until a few years back. 

Kathryn:   How did you find the location for your bakery?  And how many square feet is the bakery? 

Miriam:  I found the location through a family friend.  The bakery is 1,100 square feet. I had saved up quite a bit over the past two years and was able to fund most of it.  We had to take out a small loan as well for our business financing.  I've been very blessed.

Jessie:   You’re very young; when you started the business a year ago, you were 20!  What else is it that differentiates you from other businesses? 

 

Miriam:  The quality of my food and atmosphere of the bakery. 

Kathryn:  You seem to have a pretty clear vision for a general patisserie, from your personal look (retro hairdo), vintage apron collection, business card and photos on Facebook.   The bakery evokes Alice in Wonderland.   How did you develop your vision?

Miriam:   I've loved fairy tales for quite awhile and with my baking business being named Taste by Spellbound, I was able to piggyback off my first business venture (fashion headbands), Spellbound.

Jessie: How many employees do you have?   

Miriam:  There are 2 part time employees who bake with me.  I don't even keep a running log of how much I work.  I just know it's A LOT.  I’m baking, running a business and teaching classes. 

 Jessie: How do you see the role of social media for your business?

Miriam:   It's huge.  Facebook is a major media outlet for the business. I post photos and update my fans daily with what we have in the bakery and fun pictures of all the projects we're working on.  But I also have close to 1,000 followers on Twitter as well.  [Follow Miriam @MiriamHope on Twitter].  And although Twitter is an amazing outlet I think Facebook is still “where it's at.”  You can connect and interact with customers and friends so easily.

Jessie:  Who takes your photographs?

Miriam:  I take all the photos for Facebook and Twitter; I love taking pictures of food.  

Kathryn:  What is the link to the Z100 radio station, and how often do you make an appearance?

Miriam:  I sent Elvis Duran on the Morning Show some of my truffles!  Now I've made 5-6 appearances on Elvis Duran over the past 2 years.

Jessie:  Do you see a spike in internet orders after you're on the radio?

Miriam:  Sometimes yes, sometimes no. But regardless, it refreshes people’s memory about me and the business.

Kathryn:   What advice would you give other entrepreneurs regarding self promotion?

Miriam:   Don't be afraid to put yourself out there and sell yourself. Just keep at it and the fan base will grow.

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Interview with Samantha Ward, Chef/Owner Exquisite Desserts

Interview with Samantha Ward

Knowing How to Bake is Not Enough

Chef/Owner Exquisite Desserts

www.exquisitedesserts.net

By Kathryn Gordon

Kathryn:  Sam, I’ve known you from various pastry industry events since probably 1999! I know in that timeframe, you've opened your own business in Palm Desert California.  I haven’t been able to come out and visit, so can you tell us about it?

Sam:  I’ve been open for about 13 years.  I have 3200 square feet, with about 1000 square feet for retail and the remainder for production. 

I have 6 full time employees, 3 part time and we’re open 7 days a week.  Many of my employees have been with me from the beginning.  We’re a full service, from scratch bakery, including wholesale work, specialty desserts and wedding cakes.

Kathryn:  How many days a week do you work yourself?

Sam:  7!  Actually, I go in 6 days for production, and use the 7^th day to get myself organized for the next week.   The bakery is 12 minutes from my house, so that helps.

Kathryn:  Did you always want to have your own business?

Sam:  Yes, I did.  My dream started when I was working in San Francisco after finishing culinary school.  My mother passed away and I saved the inheritance I received.  This business is my mom’s blessing to me.

Kathryn:  Did you write a business plan? 

Sam:  No, I never did.  I’m more of the flighty, artistic, social type!  I am still learning how to be a better business person.  My key to success has been my perseverance and determination.

Kathryn:  You have a very extensive menu, compared to other bakeries!

Sam:  Actually, the published menu is only a fraction of what we really do.  Primarily, I am the personal pastry chef to many of the top country clubs in this area.  I work off of my repertoire, but produce whatever they want and need for their clients, so it is continuously evolving.

When I first came to Palm Desert, the clubs were getting their product wholesale from large frozen-dessert manufacturing companies.  Only about 3% had in-house pastry chefs.  There was a clear need to offer an alternative to mass-produced frozen desserts.

It really helps to research your competition.  There was originally one competitor, but they couldn’t keep up with the demand.  The choice to open my business among so many country clubs was an obvious one.

Kathryn:  How were you able to become acquainted with all of the country club chefs?

Sam:  Actually, I joined the American Culinary Federation.  Most of the country club chefs were members, and they were my target market.  There isn’t too much turnover within the country club staffs – the executive chef jobs are lucrative.  However, the club members can be demanding, so I’m in an intermediary position to produce exactly what the executive chefs need to successfully satisfy their clients.

Essentially, I am in service to the chefs and not directly to the country club members.  The success of my business has been the result of word-of-mouth.

Kathryn:  What percentage of your business would you say is wholesale?

Sam:  It has fluctuated over the years.   Probably in the first 7 years we were open, 75% was wholesale.  Now with my upcoming retail location, Exquisite Desserts’ name is better known, and it’s balanced.  This is helpful because the country club market is very seasonal with peak business taking place from November to May.

Kathryn:  What sector have you seen the highest growth in?

Sam:  Definitely the retail cake and wedding cake market.  Last year, between October and November, we did 45 weddings!   Weddings can account for 40% of our profit.

Kathryn:  Have you seen any trends in the wedding market?

Sam:  Petite pastries and dessert bars in place of cakes have been a big seller this year. 

Kathryn:  You recently took on a specialty cake decorator, so you wouldn’t have to do the large cakes all yourself? 

Sam:  Yes, she’s a real go-getter and does beautiful work.

Kathryn:  When you take a cake order, do you charge a deposit?

Sam:  I request $150 down and payment in full 2 weeks prior to the event.  It only didn’t work out one time – it was a project for a minor celebrity, and I had to take them to small claims court before I received payment.

Kathryn:  What counts more, appearances or taste?

Sam:  It took me a long time to develop my desserts so that they taste delicious and are also well-decorated, and I have to protect that.  People shop with their eyes and as such it’s important to invest in quality photographs of the product – but people don’t just care about the outside of the cake.  A great pastry chef knows how to bake, and the result is great-tasting product.  That brings customers back, and that’s how I’ve stayed busy.

Kathryn:  What do you mean, exactly, by protecting?

Sam:  No one person in your employment should know every aspect of your entire business.  Otherwise you could be creating your own competition.

Kathryn:  Is there anything you wish you were doing differently?

Sam: I would like to be more tech-savy.  I could be 3 times as busy if I utilized internet exposure. The market is increasingly digital, and the first place people go to find things is the internet.

Kathryn:  What other advice would you give to someone trying to open a brick and mortar bakery?

Sam:  Have money to invest.  It isn’t enough to be skilled and know your market.  I had $60K to open but it would take a lot more these days.  Things were easier when we began, but it’s not as simple to just open a business any more.  Everything has become more expensive.  I was lucky that my husband could help with the physical construction, which saved $100,000 in costs.  So marry a handyman!

  

Kathryn: Thank you Sam, speak to you soon! 

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Dosha Pops

Dosha Pops

Batches Made With Love

Interview with Peggy Andrews

www.doshapops.com

By Kathryn Gordon 

Kathryn:  Peggy, how did you get the idea for your business?  I know a bit about Ayurveda because I've traveled to India and know it involves balancing food intake for body types, but can you explain a bit more?

Peggy:  Dosha Pops are the love child of my passion for food and my latest lifestyle change to achieve physical and spiritual balance through Ayurveda.  Ayurveda is the 5,000 year old science of life.  The inspiration came from years of striving to balance a legal career with social justice volunteering and still maintain a rewarding personal life.

I embarked upon the practice of yoga and meditation, a pathway that eventually led to exploring holistic natural healthcare, and an Ayurveda lifestyle. One of the primary components of my Ayurvedic lifestyle is daily consumption of herbal teas.

Still wanting to indulge, I started crafting these artisanal lollipops with Ayurvedic herbs, spices and teas. Realizing that others want a healthier candy indulgence too, I created Dosha Pops.

Kathryn:  Is there a specific significance in the name?

Peggy:  The name Dosha Pops came to me as soon as I thought of creating Ayurvedic herbal tea lollipops.

Ayurveda asserts that each individual contains a unique combination of doshas or energies. According to Ayurveda, the 5 elements of nature  (space, air, fire, water and earth) combine in the body as these 3 doshas known as Vata, Pitta and Kapha. Ayurveda focuses on balancing these doshas for optimal physical, mental and spiritual health.  Ayurveda focuses on balancing these doshas for optimal physical, mental and spiritual health. 

My lollipops are made of herbal teas, spices and herbs that are meant to balance your dosha. Hence the name Dosha Pops was born.

Kathryn:  It’s pretty unusual, to mix in tea, spice and herbs when you cook sugar syrups (which tend to crystallize with “add ins.”)  What else makes your lollipops different from others?

Peggy: What makes Dosha Pops unique is that they are designed with ingredients you need to balance your unique dosha.  Figuring out which of the Dosha Pops are best for you boils down to your unique doshic energy type.

You can take the “Dosha Pops test” at www.doshapops.com

Kathryn:  What kind of spices do you use, and how many flavors do you offer?

Peggy:  Our herbal tea recipes blend the flavors of these different botanicals with the most highly regarded Ayurveda spices- such as turmeric, ginger and cardamom to name a few - resulting in a variety of herbal infusions that are great for your health and taste great too!

We have 6 flavors including:

1.                  Chai Me Up which is made of organic sugar, holy basil tea with chai spices and toasted coconut flakes

2.                  Velvet Rope which is made of organic sugar and chicory root tea

3.                  Inner Glow which is made with organic sugar, turmeric root tea, ginger and lemon

4.                  Mytea Pomegranate is made with organic sugar, rooibos tea and pomegranate 

5.                  Head Over Hibiscus is made with organic sugar and hibiscus flower tea 

6.                  Wishful Pinking is made with organic sugar, pink rose tea and a dusting of rose petal powder

Kathryn:  After prototyping at home, you found a unique commercial kitchen space.  I visited you there soon after you had set up.  How is the production going now that you have a regular production schedule?

Peggy:  I found the perfect commercial kitchen space for a small startup business. My kitchen is at an Ayurvedic Institute and Yoga studio. It’s an open kitchen space. There is a storage room that I share with a small Bed & Breakfast hotel that is upstairs. During the mornings the hotel uses the kitchen space to serve continental breakfast. I use the kitchen after breakfast on weekends.

Production is still very small batch.  The kitchen space has given me the opportunity to learn how to increase production in a legal space, devote my evenings to marketing efforts for the company, and be able to grow with the demand for Dosha Pops. 

Kathryn:  You ordered custom silicon lollipop molds from the Chicago Mold Making School.  I know you were a bit hesitant about the prototype because of the expense – but you couldn't find anything on the ready-made-market that worked for your product.  Do you like the molds?

Peggy:   The silicone molds are wonderful!  They are much more durable than my old plastic molds. Additionally, I don’t have to oil the silicon molds. My custom molds have given me the opportunity to add the Dosha Pops logo, which is the tea leaf. I chose the tea leaf because my lollipops are made from herbal teas. Plus the tea leaf keeps my branding consistent.

Kathryn:   How did you go about finding the kitchen space?   And is it working, to share the space with a hotel in terms of storage, ingredients, production space? 

Peggy:  I let everyone know that I was looking for a commercial kitchen space. My Ayurveda doctor, Michael Ferranti, suggested my current kitchen space. 

It’s a tight fit but so far its been working for me. My inventory is kept on dedicated storage and refrigerator shelves versus the hotel. I’m a pretty small business so I don’t need much space.  For the lollipops, I store infusions in the refrigerator and sugar bins hold my dry storage

The kitchen is an open space to the public. The advantage of the open kitchen space is that people can see me making Dosha Pops, which is great advertising. The disadvantage is that people try to talk to me while I’m making Dosha Pops, which can be distracting.

Kathryn:  You’re selling now in some yoga studios and boutiques; if people want to order your lollipops, how do they contact you?

Peggy:  The Dosha Pops web-site should be live by next month. In the meantime, you can purchase Dosha Pops by emailing me at Peggy@doshapops.com or through www.facebook.com/doshapops.

Kathryn:  Thank you Peggy, and good luck with your unique product.

Chef Denisse Ollier tells her story and shows off her latest recipe

Interview with Denisse Ollier

Skills, Ability and Knowledge

Chef, Entrepreneur, TV Personality and Latin Community Leader

www.Denisseoller.com

By Jessie Riley

(Note: Read through to the bottom for a special recipe from Chef Ollier)

Jessie:  Hi Denisse, I know I’ve known you a very long time from fundraiser events, and then we reconnected at ICE a few years ago.  How did you wind up at ICE, for the culinary and management programs?  

Denisse:  I always loved good food.  As a child, I would spend hours watching and helping Grandma Juana as she created magic in her small, but wondrous kitchen in San Juan, Puerto Rico.  My mother, however, pushed me away from the kitchen. She wanted me to be a career woman, which I became.

As luck would have it, I chose to be an international correspondent, traveling and tasting foods from all over, which, once I got home, I had the urge to recreate.  One cookbook after another led to a pile of recipes, and how to and a need to know more.  In 2005, I enrolled in the Professional Culinary Arts program at ICE…   Life would never be the same. I became hooked, obsessed with learning more.  And I wanted to explore the possibility of having my own restaurant---thus, I also took the Management course.

 Jessie:  Was settling into kitchen life a difficult transition for a TV anchor?

Denisse:  I did both courses at ICE while still a senior female anchor at Univision NY and while doing an externship at Le Bernardin,  and having a weekly morning segment called Riquisimo con Denisse.  It was brutal. Really crazy!!!!

Leaving my TV job was liberating, but at the same time I lost the routine, the stability, the rhythm of a 9-5, well, in this case 2:30-11:30 pm job. I lost the daily feedback of our audience and the working routine with my colleagues.  Most of all, I missed covering breaking news.

In turn, I gained my freedom…  My creative freedom, my freedom from living by a set of rules that tied me down with a lists of do’s and mostly don’ts that extended to my off time.  After more than 20 years of being in a business that rewarded loyalty and discouraged self-expression and creativity, I was ready to see what else was out there.

It was not an easy transition---there were lots of adjustments to be made- but, for the first time, I was able to run my life—to experiment- to see what works and doesn’t work and where I can go with my skills, abilities and knowledge.

Jessie:  I know you issue periodic online newsletters, with beautiful food photography.  How long have you had your marketing newsletter?  How do you find it helpful?  Do you also do Facebook, Twitter, etc.  How do you think most of your fans keep up with you? And do you have a publicist -- or are you your own?

Denisse:  I have had the monthly letter on and off since 2008. I stopped writing for a while because of  health issues.  Now I send my monthly newsletter regularly, plus I am very active on Facebook and Twitter.  I do not have a publicist.

Jessie:  I saw online that you are also selling a line of cook wear.   How did you develop your line of pans -- was it your idea or Fagor's?  How long did it take to develop and what was the process?  Are you planning to sell more kitchen ware type products?  Do you have to travel around and/or do promotions for them? Provide recipes that people can use?  

Denisse:  Fagor is a worldwide leader in cookware. They approached me almost two years ago to develop a line of cookware that was both affordable and of excellent quality.  We even checked the Pantone color wheel to match the exact color that I wanted.  It was a very creative process, stressful at times, but ultimately satisfying. Yes, I do travel to promote my line and my e-store is part of my official website so people have access to my recipes.   www.Denisseoller.com

Jessie:  A while back we were talking about you developing on a line of cookies, and looking for a producer, what happened to that project?  

Denisse:  I started Boca Dulce, my line of delicious cookies with Latin flavors, on September 2008, a week before the financial collapse. It only goes to show that timing is everything. I was able to hang in there and actually, sell my cookies for the next six months. Thanks in part to promotional efforts of my own and to my good chef friends. In the end, I didn’t have the infrastructure to fully establish myself. I had to fold the business. I learned a lot, especially the importance of planning every step. 

Jessie:   When you do your TV demos, like your weekly Hispanic cooking and nutrition segment for the AARP, who decides what you will cover?  You and producers?  Any words of advice to another entrepreneur who might have a TV gig that would be helpful to share, since this is your field???

Denisse:  The producer and I consult to see what would be a good fit. Sometimes it depends on the air time available and others, on the time of the year (Christmas, spring and Mother’s Day). It is a collaborative effort. My best advice to anyone who wants to be on TV is to be yourself and to communicate in a friendly fashion. 

Jessie:  And recently, you’ve taken on a position at Seton Hall University.  

How is the transition to an academic environment?  

Denisse:  When I’m not cooking, I am the Executive Director of the Unanue Latino Institute at Seton Hall University.  In its essence, this job is also about communicating, which is my calling in life.  I thoroughly enjoy all aspects of this position, from event planning to fundraisers to being in touch with our students on a daily basis.  As a matter of fact, they enrich my life.

Jessie:  What's next for Denisse?  What else would you like to be doing?   

Denisse:  I have a great food business at Denisseoller.com, I am a top collaborator for AARP, and I work as executive director of the Latino Institute at Seton Hall University, plus I am a spokesperson for several entities whose message of health and fitness and empowerment I embrace. I make a great living and I decide when to go on vacations and for how long!! What more can I ask for? 


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Sautéed Spicy Chicken Breasts with Fresh Mango Salsa

Yields 4 servings

Ingredients

4 boneless chicken breasts, lightly pounded

4 ounces smoked bacon

1 garlic clove, minced

8 ounces baby spinach, washed and rinsed

4 ounces soft goat cheese 

1 tablespoon olive oil

½ teaspoon cayenne pepper

2 teaspoons salt

Freshly ground pepper

3 tablespoons canola oil

Mango Salsa 

2 fresh mangoes, finely chopped

1 red pepper, small dice

½ medium red onion, small dice

3 tablespoons fresh cilantro, leaves only, finely chopped

1 tablespoon sherry vinegar

1 tablespoon lime juice

Salt and pepper to taste

Preparation

Preheat oven to 375ºF

1.      Mix all ingredients for the mango salsa in a bowl, cover and place in the refrigerator until ready to use.

2.      Place bacon in skillet and fry at medium heat until crisp. Place on paper towels and proceed to chop in small bits. Set aside.

3.      Remove all but one tablespoon of fat from the skillet and sauté the garlic and spinach. Set aside to cool.

4.      In a bowl, combine the spinach mix with the goat cheese and 1 tablespoon olive oil. Add bacon.

5.      Into the thickest part of each chicken breast cut a 3-inch pocket. Stuff with the spinach-cheese mixture. Close with a toothpick.

6.      Mix the cayenne pepper, salt and pepper. Season each breast with the mixture. You may cover and refrigerate for one hour or up to a day ahead.

7.      Heat a large oven proof skillet at medium high, add canola oil and once it is hot, place the chicken breasts and sauté 4-5 minutes until golden brown. Turnover and cook 3-4 minutes.

8.      Transfer to oven and roast for 10-12 minutes or until a meat thermometer registers 165ºF. Remove from oven and keep warm until ready to serve. 

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