Both bakeries are beloved by their clientele and both Cheryl and Krystal have a devoted following that admires not just their delicious sweets, but also the business ethos behind them. So they sat down together to see how their paths have been similar (and different) and to discuss the lessons they’ve learned at each of their stages of life and business.

Is there a quotation or saying that inspires you and motivates you to be yourself and do what you love?

cheryl: Maya Angelou’s quote “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” This quote always inspires me to create a lovely experience for all who visit our bakery.

krystal: I love Maya Angelou! Have you ever read her cookbooks? She is a major hero of mine and I have a photo of her at my desk. Such an inspiration! My quote is rather long, but it comes from The Prophet by Kahlil Gibran. “Always you have been told that work is a curse and labor a misfortune. But I say to you that when you work you fulfill a part of earth’s furthest dream, assigned to you when that dream was born. And in keeping yourself with labor you are in truth loving life. And to love life through labor is to be intimate with life’s inmost secret.” That quote reminds me why what I am doing is so special. While work is most often fun, it can at times be a bit draining. That’s when I think of that quote and remember that I am fortunate to be doing what I love for a living and that what I do can be enjoyed by others.

What is the characteristic about yourself you’re proudest of?

cheryl: I have been told that I am a trailblazer and I have a knack for spotting trends.

krystal: My ability to be up front and open with others. I’ve found that it has really helped keep my personal and professional relationships meaningful as well as allowed them to grow and thrive.

What was the inspiration/reason for starting your company?

cheryl: The inspiration for starting Back in the Day Bakery was to do something I am passionate about and to live a creative life. I wanted to re-create the feeling of visiting neighborhood bakeries from my childhood growing up in Los Angeles; to build a business that supported a community and help revitalize a Savannah neighborhood and help it thrive again.

krystal: When I started BLK//SUGAR, it came out of wanting to continue on my creative path, grow in my love of baking, and also just be stable and fulfilled. I guess I just wanted to live my “best life” and inspire others to do the same. Over time my purpose evolved and now I feel BLK//SUGAR is filling the void of young black female bakers and owners in the food scene. I often try to incorporate representation and feminism into the work we do and organizations we support because I want to build more meaning into my work. As a worker/owner I always wanted to try and make a difference as much as I can. For me it’s natural to do this through my business because that is really all I have time for and I think it makes the combined effort of advocacy, business, and activism more impactful.

What is a day in the life of your job like?

cheryl: Nearly sixteen years in—and I am still very hands on in the daily operations of Back in the Day Bakery. Most days we put the key in the bakery door at 4 a.m. (earlier during holiday season) and I am at the bakery until about 5 p.m. (even later if we have a community event). I spend the wee hours of the morning baking with my team, but most of my time is spent ensuring a positive customer experience in every way I can. I spend my evenings studying and researching my craft and the history of Southern baking, and I am currently writing my third cookbook on this subject.

krystal: For me my days vary depending on orders. We have a number of wholesale accounts in the Baltimore area so I’m up at 3 to 4 a.m. on weekdays baking for orders. Then it’s off to make deliveries. I also spend my time scheduling CTAs (calls to action or content that will drive dessert sales, ticket sales, etc.) for the weeks ahead, going over my production schedule, organizing invoices, and preparing for catering orders. I also try to schedule one to two days a week to build content for our website. That could be anything from checking out the thriving food scene in Baltimore to meeting a local maker or artisan for an interview.

What is the thing you’re proudest of that you (or the company as a whole) have done so far?

cheryl: I am proud of everything we have accomplished as a small business independently without the help of any investors. We are not only self-taught bakers but we are also self-taught business owners who have kept our business open even after enduring many obstacles. We have had many high moments of our careers—like writing two successful cookbooks and our James Beard nomination and creating a Savannah food landmark—but honestly if I had to choose one thing that I am proudest of, I would say the fact that we have been able to provide a living wage for our team to be able to live their dreams while they are helping us to live ours.

krystal: I’m most proud of the feedback that I have gotten from customers and admirers of BLK//SUGAR about the fact that I take a stance on current political and social events. It’s a risky approach to running a business, but I often get emails from customers saying how they respect and appreciate the bakery’s values. It reminds me that there is nothing wrong with staying true to what matters to you while also doing what you love. I will also say that another proud moment is being able to have opportunities like these to reflect and share what I’ve learned on my journey. It gives me pride knowing that people can save themselves some stress and heartache from hearing about my journey thus far.

How did you come up with your business’s aesthetic and what inspires it?

cheryl: Back in the Day Bakery is the most authentic representation of myself. I have been inspired by the history of the American South and vintage treasures for as long as I can remember. I collect vintage portraits and African American art and much of my collection graces the walls at the bakery. I went to flea markets with my mother growing up and I wanted the bakery to have a very comfortable, collected kind of feeling that would make folks that were already living in the neighborhood as comfortable as those who visit us from afar.

krystal: The aesthetic for BLK//SUGAR was inspired by contemporary bakehouses on the West Coast, but also my own personal style. The colors of the logo are black and pink. When I was a kid, this particular shade of pink was my favorite color. It’s kind of a Pepto-Bismol pink. As an adult, my favorite color is black. I felt the two forward slashes between “BLK” and “SUGAR” added a contemporary touch. I often like to think beyond logos when it comes to brand development. I wanted the name of the bakery itself to be memorable. To me the bakery is a representation of me as a black woman. We had all kinds of work from women and black artists on the wall, beautiful trailing philodendrons, and marble and glass cake stands and displays for our baked goods. All in all I would say our aesthetic is inspired by my take on the contemporary black woman.

What brands or businesses do you admire?

cheryl: I am inspired by brands that are authentic and have built a creative and caring culture in an approachable way. I admire Star Provisions, Jeni’s Splendid Ice Creams, Hedley and Bennett, and Glossier.

krystal: I’m inspired by brands that have a distinct voice. I’m really impressed by what Chloe Coscarelli and her team have done at By Chloe. I also really admire the following that Moon Juice has built. As a whole, I love what Solange Knowles has done with Saint Heron and what Kai Avent-deLeon has done with Sincerely, Tommy and S, T Coffee.

What have been the biggest challenges of starting/running your business so far, and what are you doing to overcome them?

cheryl: Staffing. Finding talented bakers who are dedicated to the craft of baking and willing to take the long road to learning and growing. It is difficult dealing with real-life obstacles and running a business at the same time. Owning a business makes you very resilient and you have to learn to bounce back from just about anything you can imagine.

I am overcoming this challenge by casting a wider net to find people that want to be a part of the culture that we have created at our bakery. I realized that I have something positive to offer and I have learned to be patient. Also, when things don’t work out, I have learned to recognize this sooner rather than later.

krystal: I would say the biggest challenge that I have faced so far is discernment when it comes to hiring. I learned early on that hiring friends is not the way to go, but I often find myself holding on to employees who are underperforming or not at all a good fit just because they are great people. I think that the best way to overcome that is by trusting my intuition as a business owner. It’s something that is new to me, but I just have to trust my judgment and remember that the future of my business relies on that.

What was the best piece of business advice you were given when you started?

cheryl: My sister was an incurable entrepreneur and she taught me many of my most valued lessons in business and in life. She told me to always be consistent. In the early days when business was slow in the late afternoons and I had already worked a long day, it was tempting to hang the “gone fishing” sign, but I always remembered her words.

I think it is fantastic advice for both the start-up and the established business owner to not rest on your laurels. Whether it is the hours you are open for business or the frequency in posting on a blog, let people know they can depend on you. In our business, I believe that being consistent has been one of the best ways to build our reputation and to grow our business.

krystal: The best piece of advice I received was to do this for me and not anyone else. It sounds simple enough, but it’s easy to forget when customers give menu suggestions or may not necessarily agree with a change we make. You want to make everyone happy, but I have to also remember that not everyone is going to be into what we do and that is okay.

If you could hire a dream employee to help with one thing, what would you need or want help with most?

cheryl: My dream employee is someone who gets as excited about putting the key in the bakery door as my husband and I do. Someone dependable whom I could trust and who would help with the daily operations of running the business and helping it grow.

krystal: A dream marketing assistant! That would leave more time for me to bake (what I love to do the most). They would have a true understanding of the voice of my brand, be great at social media, graphics, and photography, and also find a way to schedule CTAs.

What are the top three things someone should consider before starting their own business?

cheryl: Do you have a story to tell? Are you ready to work really, really hard to follow your dream? Are you doing it for love or money?

I would suggest immersing yourself in the culture of your trade in any way you can. Seek out a mentorship or apprenticeship and/or join professional organizations (and don’t forget to learn the business side of things, too!). I think it is important to take an honest look at yourself and what it takes to be successful in your field of interest.

krystal: Remember why you are starting. The further you progress, it can be difficult to remember the “why.” When you forget that, work becomes less fun and you can become stagnant in reaching whatever goals you initially set starting out. When that happens, is it really worth continuing to invest your time and effort?

Looking back, what do you wish you’d known about running a business?

cheryl: The advice I wish I had been given early on was to stay focused. Don’t think you have to be everything to everybody. Come up with a plan and stick to it no matter what anyone says. Folks will run you into the ground if you let them.

krystal: I wish I’d known how competitive it can be. While I find what we do at the bakery to be equally traditional and unique, there are always imitators and people trying to outdo something original to our brand. While I take most things as a compliment, I also see it as a reminder to constantly be innovative and not get too comfortable doing the same old things.

What are your goals going forward or next steps you’d like to take as a brand?

cheryl: Our goal is to continue to teach the craft of Southern baking and to continue our mission of creating great food at our bakery. We are working toward this goal by continuing to write cookbooks as well as exploring other media outlets such as product development and television.

krystal: My short-term goal is to continue to increase our wholesale accounts. My personal short-term goal is to get back into writing. This could be in the form of journaling for myself as well as for more online and print publications. Every time I see Dr. Jessica B. Harris, she always asks me if I’ve started journaling consistently and I’m always ashamed to say, “No, I have not.” I owe it to my future self to have something to look back on at such a crazy and exciting time in my life. Long term, I want to bring more national attention to Baltimore and its growing food and arts scene. Hopefully that will provide our creatives with more opportunities.

Cheryl, what is one thing you want newer businesses owners to know?

cheryl: That dedication is the key to success.

Krystal, what is one thing you want longtime business owners to know?

krystal: That it’s never too late to pivot or switch things up a bit. Sometimes it refreshes perspective and keeps your dedicated following on their toes.

Cheryl, what is one thing you’ve learned from newer business owners like Krystal?

cheryl: I have learned the importance of creating a visual social media presence to reach a broader network in my industry and beyond, making connections with folks all over the globe.

Krystal, what is something important you’ve learned from longtime business owners like Cheryl?

krystal: To stay the course and not give up easily. And to build community with others in the industry in your city. We are stronger when united.