Scaling Your Brand While Staying Focused on Your Vision

Zahra  

So welcome, everybody to another episode, I am so excited to introduce my guest topic today. So I'm going to read her bio in a second but I just want to say that this is a founder that I respect tremendously, somebody who I've worked with for years. And so this is going to be a fun episode for me because just talking about all the success that she's had, and watching her bust her you know what to get there is just tremendously gratifying for me as a colleague, as a friend of this to see her, you know, have the success that she's had and always her attitude has been an inspiration to me. So I am super excited to share her wisdom and all her energy with you guys today. So let me introduce Adesuwa Elaiho. She is the founder and Executive Chef of Asukar, a premier pastry company specializing in artistic pastries. After receiving her degree in food science from the Colorado State University. Adesuwa went on to study Culinary Arts in Paris, France at the Le Cordon Bleu after she graduated Adesuwa spent the next five years driving growth in sales for National Restaurant Brands, such as Hard Rock Cafe and Longhorn Steakhouse to name a few. It was during this time Adesuwa reconnected with her desire to pursue her passion for pastry. As she laid the foundation for cigars she stayed dedicated to her deeply rooted respect for traditional French cuisine. However, Adesuwa was also inspired by the art that surrounded her, she began to experiment with the shape form and overall design to her culinary pieces. The result was inspired and Elaiho was soon thought out by the most elite events requesting these pastries showpieces from suspended pastries, to complex sugar arrangements. Adesuwa has established herself as one of San Antonio's foremost culinary artists. Adesuwa this was also active in her community serving on the boards on boards, such as ILEA, where she proudly represents black female owned business business owners in the San Antonio area. So that doesn't even touch on how amazing she is although that's a pretty good summary but Adesuwa in her community, she does events with children. She's been featured on the Food Network, she's a TV personality, she has done so much. And it's brought a lot of I believe beauty and a lot of people would agree with that. Just beauty and respect for the culinary field because I think sometimes and I guess I'll just talk you know, bring it to Adesuwa. I think sometimes we get like, this idea that culinary is especially pastry, culinary arts, you know, in pastry, it's either pretty, or it's tasty, right? It's either like looks delicious, but it's got layers of fondant that tastes like junk, or it's super tasty, but it's not very impressive looking. And I have had and experienced your pastries and I think what you have created is nothing short of miraculous like it is amazing. You know that traditional French training shines through and every piece that you make it truly inspired creative cuisine, but then it looks like it takes which is rare. And I think you know, coming from a branding perspective, we always say like you've got the goods, but the packaging doesn't always match the product and with you like really and truly the packaging matches, you know, the product, like your designs are just as stellar as what you're getting when you bite into one of your cakes so. 

Adesuwa  

Well, thank you. So sweet. 

Zahra  

Well, welcome. I'm super excited to have you here. So one thing that people might not know, probably not a lot of people know is that you and I, like started out almost exactly together, you know, you were one of my first maybe maybe three or four clients in so we were babies together in this, you know, entrepreneurship journey, busting it out. And so I always, I always say, you've always been an inspiration to me to keep pace and your energy and I feel like there's always that kind of connection there. And so beyond even just that client, you know, relationship, just having, you know, you was a friend and like having that person to kind of bounce ideas off of and hey, struggling here, or, Hey, this was really helpful here, you know. And so I've always just appreciated you as a human as a person, you know, and everything that you've done so I just wanted to say that. 

Adesuwa  

Well, I think I appreciate our friendship and I know we did start around the same time. And it's been fun to have a partner in crime as you're trying to figure things out and then be like, okay, when completely different industries, completely different industries, but kind of finding similar successes and struggles and opportunities, and then being able to kind of help each other through the tough times and pull each other back sometimes and remind each other why did you really want to do that, I thought we didn't like that, you know? Those things why are we doing this to ourselves kind of thing, which I appreciate too.

Zahra  

I'm having to go in reverse order from where I wanted to start this, but we kind of got into it early, but like I want to talk about that because you know, I always say that business and entrepreneurship and like business success is like 90% what happens between your ear lobes, you know, like, it's mindset. It's about like having the right support system because it is hard, it is lonely and people don't get it. And I feel like majority speaking, what is a rare find is to find somebody in business that will challenge you and make you rethink will give you that tough love when you need it and be like, Hey, I'm reflecting back on you. And this is what I hear is it just gonna give you lip service, but then also can have a conversation with you isn't always like preaching at you like you need to do this and you need to do that. And really have somebody who's supportive in your circle. Tell me like from your perspective, having those people in your life and your because I know you get a lot of that also from your family, like your mom has been your rock, like she's always you know, there for you. So tell me what that is what it's like to have that how important you think it is. And like how much of a focus like is that should that be in as you as you navigate entrepreneurism to make sure that you have people in your sphere that will do that for you.

Adesuwa  

I think I'm I'm definitely a creative. I remember the first time I met you, I came to you because someone had a friend who was on TV, and I was like, why is she on TV, I should be on TV. I'm like local news and I was like, I'm an expert. And my one friend looked at me and said, well, because you have a hobby, not a business. And you know, and then it was this quest to how do you take a hobby, which in my opinion, is the beginning of a dream, right? How do you take that and turn it into something that you can sustain yourself with that not only feed your soul, but also feed  your pocket bucks a little bit, too. And so I remember speaking with you and be like here's and laying it all out there, here's my education and background, here's what I can do. Here's everybody that I am, now what should I do with it? And I think what I've realized is that, you know, I say this all the time is that my friend circle, my support group is always five steps ahead of me, like when I remember looking at you when we open the cafe. And when I found out I was going to when I told you I was on Food Network, and you had tears in your eyes and it's like, because you saw that happening for me. And I was still like, still didn't even believe it could happen, you know, and really has only been I mean, I guess since we started, the process was really going into four years of business. So this is still, in my opinion, a very baby small business. But I do think that you have to have an army of people around you that understand and appreciate what you're trying to do. But it can also reel it back in for you and remind you who at the end of the day you are and what sometimes when you can't dream anymore for yourself can still see you very clearly, like I still see you very clearly in your moments of struggles, I can tell you, give you good advice on what to do. Because I know I remember the dream, you know and I think every day we are trying to create that dream and so my mom is a huge support. Actually, if the network didn't even show a picture, which everybody was laughing about, like your mom's would helps you the most. She has a TV but my mom is like really my biggest fan my biggest support, she still gets in the kitchen with me, she still helped me load a car. And what she has been for me is more in that CFO role in my business of just being like is this is I see you I see the struggle, I see what you're doing, I see the effort, but isn't making you money. So she's the one who I give credit to for turning my dreams and my hobby into truly a business because she's the one who brings it back to the dollars and cents, which I don't always see it. I feel like I lead a lot with my heart, I want to create these beautiful things. I want to do these extraordinary things but there's a cost associated with that, right. And so sometimes in the quest of creating art, I forget that I actually I ended up at the if you do the math on it, I'm in the negative because I've spent so much time creating this gorgeous cake that I've now pretty much gave you your cake for free. Actually, I paid you to eat my cake sometimes and so my mom is the one who's like, okay, let's roll this back. And let's think through it, you know, for you, I think in my life, like you've been really good about just understanding the brand. And you need someone that understands the brand and can understand like the potential of the brand. And so when I am explaining to because I come to you with a lot of crazy ideas, my crazy ideas, I'm gonna open this website and you remind me why you want to do that. I heard you say that three or four years ago now so it's not crazy idea, you're just getting you're now getting to it and so be somebody that can help you kind of weave it all back together. So I do think it's important to have an army I can't imagine how I could navigate the sea of voices in my head without having those people who are just going to tell you the truth sometimes. And I think I'm fortunate between my sister, my mom, my dad, you know you, our PR company, just everyone my good friends, like just the army of people that I can just say, okay, hey, I think I'm gonna do this now, who can kind of redirect me or reassure me, but I think most importantly, what I'm learning this year in business is I have to I think for a while I was very dependent on everyone to tell me what to do. And now I'm starting to now tell myself, I'm realizing that I have to be confident in telling myself what we're going to do. And I have to lead this thing, like, it's no longer I can't just sit by as a passenger in the plane, I've got to drive the plane, you know, and so I have to tell everyone else what we're gonna do. And I have to have the capacity and space to make these decisions and I think that's the new shift for me, it's like, you have so much good advice to start also trusting yourself.

Zahra  

Yeah, I think that that's really important. And I think, you know, one thing that I've always admired about you, and one thing that I've always seen is, as you were talking and describing, you know, the different roles, I just had this flashback memory, you know, to us sitting in your kitchen, tasting cakes. And, you know, we were trying to figure out how we were going to compose everything into offers, right, and I remember the, you know, I was attacking it from the aspect of what we need signature item lines, you know, what's the packaging and look like? What's the standard gonna be to really make this, you know, consistent, and then saying, you know, and then asking about food costs, and your mom took the food cost piece and was like, taking notes. I mean, I just remember her taking and writing down and go back and repeat that and, you know, like costs of this and pricing out units and yield, and then you coming in and you'd be like, okay, because you know more about the industry in order to be able to produce this, this logistically speaking is what would have to happen, is it feasible, or is it not, and is this in alignment with what we want to be doing. And so it was just kind of like this, you know, army, so to speak, like, everybody kind of took aces in their places, everybody knew what it was, and then all of that gets checked, you know, back against you like, okay, is this still in brand vision? Is this still what we're talking about? Or is this like your worst nightmare, if we build this, and you have this, like, the death of you. And so I just always have admired, you know, because it's funny that you say, like taking ownership, I've always seen you as that person, who it takes a lot of humility to listen to a lot of people, and not be the expert in every subject, and allow yourself, you know, to not be the smartest person in the room, and then take all of that and say, okay, but I am smarter. I am the expert in my brand and based on everything that I've heard this, and this, and this is what we're gonna do. And like, I've always thought that I've always attributed that characteristic, or that skill set of yours as like one of the driving forces behind all of your success, because a lot of people come to me and say, we want to make it big. We want to franchise one day, we want to be on TV one day, not all of them do it, you know, and you have definitely had some huge wins, and you're definitely on that path. And you've definitely started those things and put those things in motion and have accomplished a lot of those goals because you stuck to you who you are, you've had that confidence to do that. 

Adesuwa  

Our at that evolution stage like I think that's what's interesting now is like, Okay, what is building? What is the evolution of this thing? When you get, could you get comfortable in your comfort zone of doing that one thing, and then now you start evolving, and you kind of get back so you feel very uncertain. But I think too, that's again, where that having that army is helpful, is as you start, you learn some things like you know, it's funny, the packaging, that we had this whole packaging conversation, we got the mock up, we never got the packaging, because at the end of the day, I would have put the price of the product so far out of line that nobody would have bought the product, right. But now to be sitting here and say, Okay, well, we need some kind of packaging. What are we going to do like now? Now fast forward now I'm like, well, our brand is here, we have to have something that matches it. But we can't but also still the pricing, not less. It's not any cheaper. It's more expensive than it was back then. So it's kind of interesting to be back at that conversation again, in my circle of like, okay, well, we got to do something, what can we do that feels nice with them what we have, but also is not the Cadillac, we're not the Cadillac level where I want to have 1000 boxes, how do we play the game better, too, and I think it's comforting. It's like a blanket, because you feel comfortable being real and honest to people and I think, you know, I think the things that I do well, because I tell the truth, like I don't, I don't sugarcoat it. I'm not Willy Wonka, I don't hide behind the illusion of like, everything's perfect over at Asukar and I think people see it online and in TV and I'm like, Oh, her life, she must be killing it everything's wonderful. But yeah, a lot of things are wonderful and some things are not and so when I do have the opportunity to spend time with my circle, I just lay it all out there and I tell the truth of how I'm feeling and I and I don't hide it and I think because I am vulnerable allows people to also provide me that information. So I guess my advice to people too is like let down your shield put down your guard inlet, find the right people because not everybody is in your circle like that everybody that probably is in your circle truly wants the best for you. I do believe that like not everybody wants the best for you right? They want you to do so well to a point but there are people around you that truly do just want you to win and will celebrate you winning more than they will celebrate themselves. And I think those are the people that when you have that moment of to say, this is where it's not going, well take advantage of that and don't be afraid to let people in.

Zahra  

I agree. You know, one of the best pieces of advice I ever got was from a moment of vulnerability that I had, you know, and I was having a moment of struggle in my business. And I just remember saying, you know, I feel like, I'm not as good as at business as I thought I was. And, you know, this is why and I walked her through it and she said to me, well, what you've uncovered is that your business has grown, and you've outgrown the way you're running your business. Now, you need to do it in a different way and take a different approach. You're running it like a small business, and it's not anymore. And so it was such good advice but I never would have even seen that perspective if I didn't have the vulnerability to say, like, Man, I feel like I don't know what the heck I'm doing anymore. I don't, you know, it's all up in the air. And so I really do think that, you know, that that moment, those moments of vulnerability, give us the biggest, you know, opportunity to grow. Okay, so my next question for you is, because I always see you as like, this kind of unicorn, insofar as like, you're the most coachable, like learning, like open to learn kind of person that I've ever met. But you're also the most like confident, and when you think something is BS, like, you don't have any qualms in saying it, either. And so it's kind of like this balance and so, you know, I know you and I know, you have mentors, and I know, that's like, give me your thoughts on that, like, mentors, coaches, what do you think is better? Is there a preference? Should you have both? Like how have you, you know, developed from you know, and for those of you guys who don't know, Adesuwa's was story, you know, is she kind of alluded to at the beginning, when she started this, this was like, a side hustle, like hobby that wasn't really bringing in any income. And within four years, she's got a full blown loan business, she's opening her next bricks and mortar, she's a TV personality on Food Network. So like, this is not a hobby by any stretch of the imagination anymore. And so I think that there's so much in that getting started time period that everybody just kind of is like, well, how did you go from, I think this would be cool. I've had a couple fails to like, this is this is the future like, this is a real thing, like this is legit. And so and I know that you've always had mentors, and like some sort of mentors or coaches along the way. So can you talk a little bit about that what you find helpful and how you use those people.

Adesuwa  

I think, like, I feel like I've had more mentors than I feel like coaches, in my opinion, are paid coaches with maybe it's a maybe that's my misunderstanding of the definition of what a coach is, right? I have never had a paid coach, I tried to hire a paid coach, the last year with my restaurant, which I didn't have open would have to have been making like I don't even know something like $900,000 a year for them to even consider coach free to be a part of their coaching program. So what I did found find out in my industry with the coaches that I would want to work with is that they all have podcasts, they pretty much have books, and they have YouTube channels, and then they all have some kind of like private Facebook group. So what I did in those instances is if I didn't meet their cashflow threshold to be a part of their coaching, I joined in all the group collectives that they have, and I kind of just soak up the knowledge I can get from it. I have a lot, I have a few mentors, really people from my industry, one in particular that I think consistently helps coach and mentor me every single day. And that's Art Menchaca RK Group and really, I don't know really how I got on his radar to be his friend but yet now we're he's locked in for life. He doens't have a choice but to love me. So hope you loved me. I think what it came from is like I like our K group is the number one family can't own catering company in all of I believe, like South America, like it's the largest one and they do a phenomenal job and their standards are great. And it was started by Rosemary Kowalski, which my understanding of the story is that she was a mom, I think maybe even a single mom and just was trying was catering from her house trying to make money for her family. And she really did in San Antonio history became one of the living legends who allowed women to have a seat at the table when women didn't even have a seat at the table and from that they've built a phenomenal multi string revenue point business that's just a dream for all of us and this has all happened within her lifetime. So within 50 years this has happened so I feel very blessed to be a creative partner of the RK Group because it if nothing else, it's just inspiring and reminds me okay, so that what I'm working for can turn into something bigger than this. I mean, now what they're doing, they have a floral company, they do rentals, they're doing catering. They have a print division, which is crazy, like, what are you bringing, like they're printing things and fabricating things. So it's just evolved but I think too what I would what, what that does for me is when I come to Art with my little small problems, he's able to help me just what he does, what I enjoy the most is he'll hear me out, kind of throw a couple things back solutions at me, and then lead me to sit with them and sometimes I sit with them for a day and I'm like, Okay, here's what I'm gonna decide. Or sometimes I'm sitting with them and a year later, I'm calling him back saying, Hey, I've decided to do this. He's like, I told you that last year, and I'm like, Yeah, I know, but now I've caught up to it. I think you have to when you when you're seeking hate us, and we're like desperation. But when you're starting a business, there's a lot of things you know, and you don't know. So I think there's this like desperation for like someone to tell you what to do. I think also, I feel like I'm back at that point now, because my business has exploded faster than I was ready for it to do it. I had no idea this was coming and I'm in a position of growth right now. And I feel very much everyday like I don't know what what's going on and I don't know what to do and I'm wanting someone to tell me, just hey, the next step in getting to your end goal is to do this. But I think too, if you really look at your industry, no one got there the same way, like no one, no one's recipe is going to equal Star Chef, for example, or Amazing Restaurant Tour like that's not like just because that's how Gordon Ramsay did it. If I did everything, the way that Gordon did, it doesn't mean that the results are on Gordon Ramsay, like, that's not necessarily going to happen. So I think it's about soliciting enough information and making the best decision that you could have. But I would say, as you seek mentors, if anyone's sitting here trying to just boss you around and tell you what to do, they're not a good mentor or good coach for you. What you want is someone that can give you perspectives and ideas and then also maybe tool that will give you opportunities like my network, like they send me leads, and they pitch me and I know for a fact that I have an army of friends and coaches that are out there saying, Oh, hey, you need pastries for that. I mean, RK artists did it for me at RK Group the other day, like they do pastries, I hired a French pastry shop after I worked with them for a little bit. And by that they had an event that didn't meet the parameters, or would they didn't have the ability to I don't know to do it or whatever. And so they I'm they they he told them to call me in their group who the call, that's what she'll get it done for you. So someone who's always looking for opportunities for you're always putting you into the right situations, like sometimes your best lead generating person is not necessarily your best coach, right? Like, are you putting me in position in situations that are making me grow and get better? Or maybe stretching me a little? Or are you just telling me to Hey, like, yeah, def can do 1000 individual Cheesecakes for you know, I can't I don't have the facility for that, right like I wouldn't, I'm not a good fit for that. So I think you have to get the right people to kind of give you the right advice.

Zahra  

I think that's really crucial. There's something that I wanted to go back and highlight that you said, because it was like pure gold, right? Like I just was when you talked about like, it's not always the exact same recipe. And I think it's kind of funny, because one of the things that I always say is like, as entrepreneurs, we quit our jobs, because we don't want anybody telling us what to do. And then as soon as we get our business, we're like, Oh, my God, will somebody please tell me what to do because I know what to do and so it's kind of a funny conundrum that we that we find ourselves in. But I think that one of the dangers, you know, is that people are looking for the exact recipe right for success. And they're looking for, like, you know, and there's so many gurus are like, I took this pathway, and I made a million dollars this way. So here's how you're going to make a million dollars, you know, and, but that's not always the case, it doesn't always work that way. Because, you know, I remember, like there's some really good people who, you know, are made multi million dollars, you know, doing email marketing, and email marketing, super important, and it's a huge part of every business, but the way they did it, and they built their brands, you know, back in 2006, was very different, like that recipe, you know, isn't the same recipe as today, it's a different brand. It's a different expertise, it's a different market, there's different software and technology that's available. And so there's not that same pathway, you know, like, and we always say that with building a brand, there are definitely guiding principles that don't change, there are principles that are, you know, stay the course for the most part, but exactly how we build one brand versus how another one is built. It varies you have to be able to adjust, you know, and, you know, I'm not to say that all of your experience is worth nothing, it's worth a ton, you know, and definitely find those people, but it doesn't have to be a template that you follow that is exactly the only way to get there. 

Adesuwa  

I think too, it's like the opportunities like I think about even when we started working on this, I think it was like the end of 2019 kind of beginning of 2020 right before COVID going through COVID like society has changed, the industry has changed. And so like what I don't even know if I started my business today, if I had played the cards the same way that I did back then would I be at the same result? I don't think so. I don't I don't believe that I've made a joke to you earlier about, like not not looking backward, because I'm not going back there. Like that's kind of the thing too, is like how it worked for me doesn't matter. I mean, it matters like yeah, I can tell you you can call me if you have a question on how do I sort of cake business? Sure, but like, but like, okay, is six cake is I've six signature cakes, right that's what we decided. That's what that's what zero told me we needed to do was what we got done? Is six cakes, enough now is that too many cakes? I mean, I'm not I don't I don't know like, I mean, and I think to like your demographic and your market, that's a big thing. I have people giving me friendly advice all the time, like some people are like, You should be charging three times what you're charging charge more. So people are like, you charge too much charge less like at the end of the day like just I think the first step of this is to do something. The second step of this is just to to filter through and then set some goals for your like small, manageable, tangible goals. But I do think having a mentor and also to like my mentor is not in my specific industry like he's in hospitality and food, right. But like they don't he doesn't he's never worked in a pastry company, he doesn't understand pastry at all, you know? And I think he says, understand about me as who I am and like, what am I potential. And so I would say find people that understand your potential and understand your vision and understand opportunities that are also like pretty well connected, like he's very well connected in San Antonio and that kind of helped as well. Because when I get into situations that sometimes were a little bit bigger than me, he's able to add some validity to me so like, because you need somebody that's like a cheerleader, but also need someone who can like kind of say, yeah, you she's good, she can pass, right? So yeah, oh, yeah, yeah, Asukar they're a great company, they'll be able to, they'll take care of you like you need some resume builder people so he's, for me to like, he can get me on the list. And now I can get myself on the list but when you're first starting off, you need someone to kind of say, oh, yeah, yeah, they're good. They're gonna be fine. Trust them. So I think that's, that's the big key thing. But yeah, it's not a perfect recipe.

Zahra  

I agree. As my back when we were talking before this recording, I was telling you, you know, why don't do PR, I was like, because the only PR that I, you know, had executed successfully for someone else was, you know, my husband's business who's a chef. And when we did that, you know, I was able to get him a bunch of really good PR, national publications, all kinds of things. But that was 15 years ago, was a very different landscape and I did it for one company in one industry in that and in that moment in time, what I did was highly effective, would that be effective today? I have no idea. You know, so and that's why I don't sell your services, because that's not my expertise. You know, that's not something that that I know but to your point, it's different. You know, what, what worked in one scenario doesn't always work in others. And so I think, to your point, having a mentor or a coach that understands that and does not like, because it's the way I did it, it is the perfect and only way to do it, and allowing for kind of that open discussion back and forth. It kind of brings me to my next question about how you scaled your business. So you're like the networking queen, there's nobody that I've ever met in this town who doesn't know you or know of you in some way, shape or form, you know, in some capacity. So how important do you think it is to make those key connections, I hear both sides of it, right? On the one hand I hear connections are everything and then the other hand, I hear people say, like, I go to all these networking, and I subscribe and I go to the luncheon, but I never get crap for weeds. And I feel like networking has been one of the most successful things for me along well, it's been one of the most successful things for me long term that and speaking engagements, but because I'm a more personable person, and so it's very difficult for me to do like a cold, reach out to people. It's not my thing, but how do you feel about that and what are your thoughts on networking? And how do you leverage your ability, your like, your networking opportunities and your reputation to kind of build your business?

Adesuwa  

Like I couldn't tell you I would not be here. I could probably be here I would not be here but without probably my Lea Donna, listen, actually, I remember I had met her from like, first started my business or got involved or started before we before we even did Asukar like but I have Alexa, which is my LLC I am so she gave me my first opportunity in the industry. And she's like, you've got to be a member of ILEA you're gonna meet everybody and literally my best friend in the world. Carrie Webber, who gave me the ideal for pastry bars who hired me to do my very first wedding cake which was really a one tier small cake that was melted. I did cream cheese frosting on the outside which I will never do again and was melting and the whole thing and then she gave me the idea for the pastry bars and was so thin, I met her through ILEA. Right, and literally to have dinner with her last last night and it's a friendship that is, again, people just looking out for you. And as I look at my number one clients, as she's with the group of planners that she works with those are that is my number one client, like I do my most business comes from her in that group. Why not just because we're good friends, but because also I offer a phenomenal product and she has really great clients who want a phenomenal product. So I think it helped me align with the circle and network that I needed by having her as a relationship right? Through ILEA I met several other great planners, and photographers and people like that, that can also to say my name, because what I've learned, since we started this business, we really came in into the wedding market, I was already kind of in the wedding market. So that's kind of where we've lived for a while now we're branching out and expanding, but you need it's not just one impression. It's several impressions, it's helpful when, when you're hearing, hey, you should look at us, from your planner, your photographer, your dress, the dress maker from, you're hearing my name a lot and so by the time that you get to me, it's like, hey, where did you hear about us? Oh, so my vendors told me which vendors, I think all of them did, you know, we're, oh, you're on the preferred vendor list here. Like I'm on a preferred vendor list that I know for a fact a planner got me on that list. Like I didn't, I never had a conversation with this venue, the venue wanted me to come down, I was scared to come down so I just didn't go. And literally they the planner got me on that list and I found out that I'm on the list from a bride that called me from the list. So I think it's you have to have people out there advocating and that to me, that's what networking is, it's creating an advocacy network for yourself. So what I have is a bunch of people who talk about me, tell my story will pitch me to clients that are vetted and that's important for me too, you get a lot of people hitting me up on Instagram saying I want a cake well, we're not, we're not your introductory cake, we are your luxury brand. So you need what I need is I need people to know that my product is the best I need them to understand my pricing, I need them understand what we do my story. Well, what's happening with my network is they're telling people exactly who I am, they're matching me to client who meet my needs, or who I can actually serve serve them correctly. And so what I found is I really don't do a lot of marketing for my wedding cakes, like I don't do shows and all of that kind of stuff. Because my network is by referral is giving me all my referrals. And so that's kind of how my business has been what I'm finding is that now as we continue to grow and evolve as okay, we need to expand the network because my network is really good. It's a really good sales funnel for this one thing that I do, but as I want to do more than that these people as what I did, when I started offering new things like we're offering some online cakes, I was like, hey network, I'm selling online cakes, go sell it for me pretty much was like dead, and then I got nothing from it, because those aren't the right people for what I need. And so or maybe when I got into the restaurant game and needed some different type of friends I didn't have because all my friends are wedding based. So I don't I think networking to me is so crucial and I think also I'm social and outgoing. I have but it's also give and take like if you just show up to the meetings and save on the walls and drink the free wine. You're not gonna get much from it you're gonna have to get involved like I've been president a few organizations, I think I'm sitting on currently, like four or five different boards right now, trying to like give back to them. I only join organizations that I'm passionate about to like, I don't just do it just because it's not I'm not going to join your organization because I expect much in return. I'm doing it because I actually believe in what you're doing actually like the right direction that you're going and when I don't like what you're doing what you're what you're where you're going, it's okay, I walk away and go find something else. Networking is extremely time consuming so I will tell you that like I would be cautious of what you sign yourself up for. Because I think it can help your business and hurt your business like if you sign up for a group and you say you're gonna do something and then you fail to do it because you got busy in your business and probably what you're doing is free then like those businesses that are there, remember that. And so I've seen that networking work really great for some of us and it'd be a downfall for other people and kind of ruin them, not ruin them but like hurt them hinder them hinder their growth because like people are like, Oh, I don't trust this business because they are supposed to provide the service for our gala and they just flaked they'd no call no showed us and so now all the people that were involved in that network are kind of avoiding that business altogether. So I think too, it's like you if you decide to do it, you need to show up for it. But I would definitely there's there's so many different organizations for everyone. I know like my new thing is like we are in a growth perspective. So I think the hardest part about this year has been reevaluating, like, the networks that I'm in and are not in the network, you don't lose your friends, right? But like, just like, okay, is this organization serving me still? Am I still benefit? Am I benefiting at all? Or am I just giving right? Because I do feel like there should be some level of there is a give and take, but you should be able to get something from it. Like it's a it's you should have some type of return on investment, am I getting anything from being a part of this? Or am I just giving everything away for free, right, and then making decisions on like letting things go. And that's been like the hardest part, because a lot of these organizations use you don't forget that they helped you get where you're going. But if you don't open yourself up to something new, then you're never going to be able to continue to grow. And so I have let some organizations growth that go so that way I can get into some other organizations that I feel like will better serve me for where I'm at now, because I am. I like the mentorship and I like the assistance. And I like the advice and I feel like you are only as good as your network of friends. And if you're trying to level up, you need people who are also at the level that you're trying to get to and that's just the unfortunate reality of networking. 

Zahra  

Yeah I agree, I would say like you are the average of the five people that you spend the most time with. And I think that that's definitely definitely true. And I've seen that for sure. And I love the way you put that you know, like about having to let go of some organizations once you've leveled up. And the way I see it is you're opening up a spot for the next person who wants to accomplish what you've accomplished. And so I've done the same thing where there have been boards where I've had to step down, you know, farm because it's no longer you know, serving me and so that I move on to something else. But that opens up a spot for someone who's where I was when I started, who wants to be, you know, in that spot, and now I've given that opportunity for them as well. So the next thing I'm going to ask you, and I'll try not to keep you too much longer. But what I really wanted also people to understand about you is like you have a really strategic mind for business. And so I remember, you know, when we were first getting together, we're building the brand of like, what a super is going to be the two things that I remember very vividly that you are on board for is like mastering one path first, like focusing on what that one path was. And I remember we had like the corporate side or the wedding side, you know, and kind of like going back and forth on what that was going to be. And then you decided that the wedding path was going to be like the the pastry of the wedding was going to be where you were going to focus because that's where you have the most traction. And that's what you were going to do. And you know, you took your time to make that decision and kind of evaluate, like, what would it look like if we did these six, you know, mini cakes and this and that. But when you decided you went with that, and you ran with it, and you became the expert, and like you said, you built your sales funnel, you build your network, you've got that like a well oiled machine. And it reminds me of like how Nike did it like they focus on that track running shoe. And for years, that's all they sold was a track running shoe. And now you can buy sweatpants and headbands and gym bags and socks and underwear and all kinds of things. But they started you know, and so I love that you were able to focus, you know, which I think is kind of hard because you're an artist and a creative by nature. And so what I really respect about what you did was you were creative and how you did it, but you kind of like stuck with an idea. And like made it work, and then say okay, now we're ready for growth. It wasn't like, No, I think I can do them all. I can launch the corporate and I can launch the weddings, and I can do this thing. And I can have the restaurant all tomorrow, let's do it. Let's open it all, and let's just make it fly. Let's make it a thing. So tell me a little bit about your journey in making those kinds of decisions as a creative as someone who loves to create beautiful things, who doesn't like the same old boring cookie cutter kind of stuff. No pun intended, but like, you know, that kind of thing. And and how it's helped you, you know, in your path as a as a business owner, like the artists versus the business owner? How do you how do you balance that?

Adesuwa  

I think I remember like my fear of deciding on the six cakes was that it was going to get boring, right? I remember telling me, I don't want to have only six things like I'm not I'm, I'm this amazing chef, I can do whatever they want right and you were I remember you telling me like well, this is why explaining to me painfully, I'm sure for you. Like over and over and over again about the why we needed to define like what why we needed the signature offering, right, because it was overwhelming for the consumers to to decide what they wanted. We needed something that people could approach right. And so I think the creative freedom has always been with us as far as our pastry side of our company with the pastry bars because with that we let them tell us whatever you can imagine it's Willy Wonka over there like you know whatever you can imagine we will make it happen for you. And so that's where we get all the weird, creative crazy ideas that I get to the dream on sleep on and decide how we're going to present them better you know, because you can literally if you can imagine it we will make it for you on that side. You want hot Cheetos and big red macarons I got you girl like that. I got is the pastry side of the business. But with our cakes, we allow some flexibility, but we really don't like it's still going to be, we have our six miniature cakes, you want some weird flavors, sure we'll play with you on them. But the structure of the cake, like the recipe, we're not writing new cake recipes ever, like will change flavors in the cakes, but we won't write a new cake recipe for you. So I think that was really helpful to me as we when we decided to roll out some other things was like, okay, cool. Like, for example, I'm going to be launching a cake club this year, like it's like, we're going to have our signature cakes, and we're going to have six creative cakes that are going to be part of the monthly cake club and you can kind of get a little bit of everything, it's going to be fun and exciting and inviting. But still, that's the those six cakes aren't going to be anything that's going to make me sweat or I have to try, I'm not over exerting myself to try to figure out maybe instead of having a white cake, it's a coconut cake today. So it's not going to be anything too crazy. As far as me again, writing recipes, because the time consuming thing in this process is writing and designing and creating new recipes. I think where we got a little bit crazy was that we did I forgot that we started with a signature line of products and we stayed in our lane. And I think midway through 2023 It was just like, let's do it all over, we're missing all these things, let's just start ticking off the boxes. And what's happened is I've decided to edit myself and say, Okay, now like, Okay, we're gonna do cuisine, and we kind of went to cuisine, without the structure. So we went into the cuisine side of things, saying, Sure, we'll design you a custom menu of whatever you want, whatever five course dinner you want, will make it for you. But what happened is, is that the time that I was spending writing these menus, like we weren't even able to get the quotes out the door because it takes a long time to write a menu. And so now where we're at is building out six, this I don't know what the six came from with us, I don't really remember. But we're gonna have six entrees. It's like, here's your six entrees. Like, here's your six, our six signature entrees is what we're working on now. It's like, what is my, what is my signature pasta dish? What is my signature chicken dish was my signature beef dish was our signature fish dish, so on and what's our vegetarian options. So we're going to have six entrees that fit into a category and literally, we're going to put them on our site for corporate business or home or whatever, for four to six people, eight to 10 people are eight to 12 people, like here's your kit, here's your items, if you want something custom, sure, we can do it for you. But what that's allowed me to do is do it at a cost. And so I think you have to have some structure, there's got to be your word, not much strategy around around this thing, we can't just throw it out there and be like, okay, world, I'm doing it now bite, like, that's not how it works. And so sometimes, the helpful thing is to go back to the foundation, and I find even on our cocktail menu, we design out our signature cocktails, it was alright, we're gonna have six, we have six cakes, it's six cocktails, and now we have six cocktails to again, pushing back into that that brand, because the hardest thing when you're expanding for me was like, how do I make this all makes sense you know? How does it not become a discombobulated mess a cluster. How to tell a cohesive story, right? Like I retelling the story, like how does this even fit in the story. My one thing to you, when I call you is like, I think I want to make this does this make any sense? And so I remember having conversation with you about tea, like, how am I going to open this restaurant now and it makes any sense. Like our name is sugar, and now we're doing savory and so the one thing that I think we landed on was like, Okay, there's always a sweet element in everything that I do, there's always a baked element in what we do, right or some sweet or baked in there some kind of pastry in that, whether that's a little bit of a sweet vinegar in our sauce, like I don't know, but there's some sugar. And then the one thing I think you can put those with Jamie as well, we didn't quite go that. We said we're gonna make our own sugar cubes, which was a pain so we're gonna ground sugar, but it's like, I was like, Oh, that's so smart. We're gonna have a sugar menu. And so now we make our own sugar, which is really cool as a kid, but then we looked each other after we said that, like can even make your own sugar. So the whole thing, but...

Zahra  

You ask a non chef, like sugars, flavorings...

Adesuwa  

How hard could it really be? What are they doing over there? You know, we're in America, we can do anything. 

Zahra  

You could probably trade horror stories.

Adesuwa  

Exactly, of the things that we come up with but it's it's like you have to have like, again network back to the network. You got to have creative mentors and friends and be like, Hey, I'm doing something new. How do I not look stupid when I'm doing it? But now it's like every single year your sugars I don't have sugars and I even have a gift box like it's a whole thing but I think it's just like you know, but again, everything happens for us and sixes that's the number that's what we landed off the cake so that that kind of is like cohesive line of storytelling, and then also to like really kind of getting in there and trying to decide Alright who like, Well, I think asking him like, no, Chris Coval always tells me like, No, you're wise. Like he's a really great DJ been in business for a long time, he's one of my mentors as well in San Antonio. And he tells me all the time he his big thing to me is no, you're wise. Like, why are you doing this? Like, why did you sign up for this? Why did you agree to be on that board? Why did you Why are you even in the room today? Why did you wake up today and go in your kitchen? Like why? Like, why? What is that thing brought you here today? And so I think really kind of understanding like, Why do I want to have savory products? And not just like, Why did everybody tell me to do it? But like, Why did I want it? And then how am I going to position myself? And what makes the most sense to me and I think that goes back to just understanding the brand as well.

Zahra  

Having that vision like I remember sitting down with you and it was like because you wanted people to experience that sweeter life like that bit of luxury that bit of like, you know, decadence and whatever experience you created for them that that you know you weren't there. No offense Chili's, you weren't there to give them like the chili standard, like you are the decadence.

Adesuwa  

So I think even now, like when we so we have the cafe which was like our little test spot, ground zero, right with all that, and then now we're getting into our real restaurant in South Town. And so the big conversation with that is like okay, why am I doing this? Like, what is it like not this what does it look like to you? Like, are we are we your basic brunch spot? Like, are we like, Okay, you come in and you get scrambled eggs? Like is that a cigar? Like that's the fun thing that's happened now is like, Okay, what is a cigar? And I think really like what you just said is true is like it's for me, it's always been about creating experiences. And so now, once I landed on, okay, what am I doing here? Like, I want you to, I want you to have that childhood fluttered moment, like when you come to our pastry bars, we want you to come to them and have that moment of like that childhood panic, like, what do I do this for me.

Zahra  

Guilty pleasure.

Adesuwa  

Like make sure your moment I want you to have an experience. Like we do weird things on our like, we blow torch things, we're splitting things with alcohol, we're doing all these fun, little whimsical experiences for you throughout all of our stuff. And again, so for me with the restaurant, it's like, alright, we need to stop like I first became, at the beginning of it, it was like this really generic half thought out plan. But now with a new space, I'm like, Okay, we're gonna go back to our sixes, we're going to have a really cool experience. So when you come in there, you're going to feel something, you're going to have something that you just can't get anywhere else, you're going to need to you want to have that experience, and you're gonna have to come back to us for that. And trying and I think that's been the new thing is like life is a little sweeter with a su car. But also the experiencing of life is a lot sweeter with a suit car at your table, you know, because we're here with you 100.

Zahra  

And love that and I think it just goes back to like staying vision focus. And I think that's the thing is, you know, I always you know, and I've said it once I've said it a million times, it's like, it's a nerves me, you know, when I hear you pivot, because it became such a kitsch word during COVID. And it's appropriate when we talk about maybe consumer segments or product, you know, but as a brand, if you're constantly pivoting your vision, you end up in the same space, you're just burning energy, the point is to evolve it. So like what it meant to give your customer base, a taste of the sweeter life in 2018 is gonna look a little different in 2023 and 2024. The vision is the same, like it's sort of given that experience. But what that means, you know, it's like a web experience. If you want to give the ultimate web experience, what that looked like in 1996 is different as we approach like web 3.0 really a different experience. But the intent is the same division, you know, you evolve that vision, but the evolution is, what is the next iteration? What does it mean to be this in 2025, through 2035, versus what it looked like in 2015, through 20, you know, 20. So I love that you kind of zeroed that in because as you've gone through different offerings and different segments and different, you know, you know, moving it from like a pastry to catering to you know, and now going into the restaurant like you what you've remained, what's remained constant. And what has allowed you to bring your fans along for the ride. And each of these places is that the vision is the same, the promise is the same. It just looks a little different based on what products are offering you're interacting with. And I think that's super cool that you've been able to, to stay true to who you are like through this, you know, through business through life through entrepreneurship. I think that's really cool. So final question, and then I will definitely, you know, let you get onto your date. But the the question that I really wanted to ask you is like this year, you've spent a lot of time focusing in on your personal brand. So can you talk a little bit about why you did that and how it's helped a su cars brand and how maybe people can rethink, you know, the leverage that their personal brand can have on on there. 

Adesuwa  

I think like, I don't remember like I was having conversation with us back when we were doing the break towards the end of the getting the brand once we longer kind of almost wrapped up. My mom was the first one I think that said, what about a Tesla here? And for whatever reason, I think at the time, we were like, well, we just need to launch a C car, right. But I think we are in such a consumer, like the consumer habits in my opinion right now. Like they want to know who's behind the story like before, like with Walmart, I think about like, I don't need I could not tell you who owned Walmart right now with the family person looks like I could walk by them and they could be my neighbor, I would not know who that person is and that's okay. But the one thing I can say about my as we once we figured out the brand, got all the collateral started selling the brand, like I love my clients, my clients and I we are still friends, I had lunch with one of them the other day, one of them's having a baby, we're gonna go have a baby shower with her for another one. Like, it's just like, we all stay together, we all stay connected. You know, when I was on through network, it was amazing. I didn't really know that people actually liked me, like, you know, to see them. My clients were like, she made my cake and like, you're there, you're posting me and tagging me more than I'm posting and tagging myself. So I think like, you know, that those relationships are important to me. And part of the style the thing is, is like I tell everybody, like if I can get you in front of me, I can probably get you to buy from us because but when I had other people doing the Salesforce, it wasn't really converting. Because there because people wanted to buy from me they wanted to know who was gonna create their stuff, they wanted to have that reassurance. So really, I think it was our PR company that was like, hey, you know, a lot will move started looking at pr with the Food Network coming out, they're like, well, on your, on your social media, like nobody doesn't really talk about you at all. It talks about your cakes and all things but you're you're not there, you're not present, you're not forefront and center. And we really need to get you to be in the front of the business and so this is a new development of talking more about who I am. But I think who I am in the business, like our ethos is the same. Like, we're able to do all these creative pastries, because I went to the best culinary school in the world. And I was the first student to get all their diplomas, you know, I'm able to think about how to put, you know, use some of these fun, edible chemicals in your food because I'm a food scientist like so I think it's just telling a cohesive story and really making sure that the world understand the story by talking about who I am in the brand and that's really fulfilling. I think that it also like with me speaking more on me, then people start feeling like they're not but it doesn't feel so corporate. Like I know we were pivoting towards corporate but it doesn't feel so corporate because, um, you feel like you're buying from you realize, I mean, I am a small business, you know that you're buying from a small business because you see my face on it, you know, like people ask all the time, like, oh, wish they were they're surprised when I deliver their cake. Like you're delivering our cake. I'm like, Yeah, girl, I baked it for you, I frosted, you are bringing your cake. You know, like, It's fun when I get places that are okay, where I'm like, where's the cake? Are you to come and sign for my cake. I was like, Kevin, take it out of the box for you. Let's take a picture and make sure we have it like, Oh, my husband, Berto take a photo, like what do we need to do like, that's what the brand is all about. And so, again, in that sense of creating experiences, you can't create an experience with a billboard, but you can create an experience with personal touches. And I think that's why that's what they were getting at. When they were telling me we needed to go more, you know, personal, I still feel like we have very personal professional, polished look, that's what I wanted. Like I'm I am witty, and I'm pretty creative. And we have good time, right friends, but I do feel that it's still very professional and polished, you know, on things that we put out there. But people need to understand who I would encourage everyone to make sure people know who you are, and that you're the one who's creating that product for them. 

Zahra  

I think that's hugely important and I think that it also helps leverage, you know, the brand because people know you, there's authority built within you and it's and you understand the value of what you're getting. Because the cake that you make them is not the same as the ATB case they're getting right at the Big Shot, there's a difference. And you don't really understand that truly, until you understand the mastermind behind it. The thought the steps, the creativity, the experimentation, you know, all the years that it has taken you to compile everything that you have in order to produce this, you know, beautiful representation of who you are. I think that's super important and yeah, I love it. I think it's I love seeing more of you. And just on a personal note, like just being you don't see a lot of females in your end. I mean, it's not as bad as it was. My husband's is what you know, Keith is a sharp and so it's not as bad as it was when you know, he was first in the industry 20 years ago, and I don't think he was years before he there was even a woman in one of the kitchens he worked in, like I don't remember, you know, and he started from dish back in what 2004 he was doing, you know, it was very different time but I think seeing somebody who looks like you that is representing a group of people who wonder like, am I gonna get elbowed out? Is there a place for me? You know, can I stand now, I think that's super important and that's part of what makes your legacy and you know, like, and what you're giving.

Adesuwa  

I was watching them Next Level Chef, and they're shot by each on there and I was just like, I mean to see a black chef, like, I mean, I remember I told Carla Hall like, wouldn't even seeing her. Like, I remember watching Carla Hall, on Top Chef, when I was probably like, I don't even know 15 16 years old and to see her career develop as a woman as a black woman, like, you know, you just didn't see like it. It was just not a lot of representation and I'm not one to I feel like you get what you get on your merits right. Like, I do feel like you have to put in your education, you've got to earn your bones and your stripes right. But yeah, I think it's important to to see the diversity that's happening in this industry, because I think a lot of people don't take opportunity because they don't see themselves they don't see anyone that looks like them on the table. 

Zahra  

In fact, that table you know, is qualified themselves before anybody else even does just right. 

Adesuwa  

Because it's gonna be hard and the Oh, it's gonna there's no one like me there. There's no women chefs that are really being successful. I only see Gordon Ramsay and you know, these guys all the time. But it's like, okay, when you start peeling back the layers, it's just really cool. I think right now what's happening in culinary arts is just amazing. With the amount of diversity that we're getting, I think the way that James Beard to look what the two or three years ago when they made their big diversity push, like I think that like, the diversity and engagement that's happening in in color and giving people the space to be able to play and not say, Okay, your restaurant has to be this way in order to fit into the label of what it is, is. It's exciting. I'm excited for it.

Zahra  

I think it's amazing. Okay, so at the end of every episode, I always ask a couple rapid fire questions. Are you down to play with play? Ready? Do vacation go? 

Adesuwa  

Dubai. 

Zahra  

Okay, favorite San Antonio spot right now.

Adesuwa  

Oh, Rebel. 

Zahra  

What entrepreneur is your inspiration by Gordon Ramsay and then what book or podcasts are you into right now?

Adesuwa  

Why do you think it's why Your Restaurant Sucks is what I'm listening. 

Zahra  

I think it's like a chef's staple.

Adesuwa  

Why your restaurant needs? What yeah, you're rushed. It's your restaurant sucks great but...

Zahra  

One is just, well, what one single piece of advice would you give to a mom who doubts whether she can be a great mom and a great CEO.

Adesuwa  

Your kids will survive and they are going to learn so much more from you by watching you create something and they would watching you not be happy. So just go make yourself happy.

Zahra  

I love that. Okay, that's the one. Thank you so much for joining me today. How can we get in touch with you if we need an amazing cake or we need some more inspiration. How do we connect with you?

Adesuwa  

Definitely follow us on Instagram or Facebook at MYASUKAR that's myasukar. Or you can even call us like call us from or on our phone or visit us on our website, which is asukar.com, come hang out with us.

Zahra  

Amazing, for those of you guys who are driving, we're going to have it all linked up in the show notes so you can just click away. And I know you've got a fun project on the works, you've got you mentioned it a little bit earlier, you've got a restaurant opening up in South Town sometime next year. Do you want to tell us a little bit about that and how we can keep up to date so that we are there for the grand opening.

Adesuwa  

Definitely follow along on Instagram working on this really exciting project and South Town we're going to have amazing brunches and a really cool vibe and even dessert pop ups once a month. And then if you really wanted to get something some of our delicious food in your belly, you can order that on our online ordering site.

Zahra  

Awesome and then don't forget to check out your website of course to see all of your cool things that you've been involved in including your Food Network debut. Super cool, I encourage you guys to watch. That was an awesome, awesome series. So alright, well thank you again so much. It's been a pleasure. Really excited that people have been able to hear from you and learn from you today. It's really thank you for your time.