Jenica Braddock and her mother, Crystal Schaffner, want everyone to have a little sweetness in life – without sacrificing their health. That’s why they started Dreamy Creations, a baked-goods company that uses organic ingredients and provides options for people who don’t eat gluten, dairy and sugar. The two make everything from scratch and can turn almost any dessert – even apple pie – into a cupcake.
Braddock and Schaffner run their bakery out of Northridge, Calif., and deliver cupcakes and other baked goods to locations around Los Angeles. They also ship their cake-in-a-jar products – with birthday, baby shower and other themes – all over the country.
Because their storefront is located in an industrial park, the two thought they would wind up doing most of their business wholesale. But the mother-daughter team have used social media to create a successful retail business, generating foot traffic by posting photos of their unique cupcakes. Dreamy Creations is a two-time winner of Food Network show Cupcake Wars.
Braddock attended a SCORE workshop to help develop her business plan and sought mentoring from SCORE mentor Harvey Finkle. Finkle has helped answer financial questions and give advice as the number of Dreamy Creations employees grew from one to 10.
Braddock advises other small business owners to do research and seek out strategic relationships to help with business growth.