We chat with mother-daughter, Jamie and Clarice Sidwell, baking about their baked goods business, Whisked Kitchen.
Q: How and when did the idea of starting a baked goods business come about?
A: The business is co-owned by myself and my mom. My mom has always had a passion for baking and growing up I always remember family and friends complimenting her on how amazing her baked goodies.
One night, in July 2023, I had this dream to help her boost her gift and fulfill her dream of sharing a sweet and tangible taste of her passion. I am naturally creative and also saw this as an opportunity to jump into the creative side of the business and also do what I am most passionate about.
Q: What inspired you to specialise in cakes and sweet treats?
A: You can literally let people taste your talent! We love being creative and mom is so good with flavours and taste, and what better way than to express this than with baking.
Q: Was baking always a passion for both of you, or did you develop a love for it together over time?
A: It was always my mom’s passion and ever since jumping into the industry with her, I have learnt so much.
Q: When did you officially launch your business, and how has the journey been so far?
A: We officially started on August last year, with the launch of our famous cinnamon buns and things have just been great since then. East London is so limited in terms of the baked goodies that can be found in bigger cities so to be able to spot these ‘needs’ and provide them to our own city has been amazing.
Q: What have been some of the biggest challenges you’ve faced in running your business?
A: The current economy is challenging and it’s tough trying to keep up with all the price increases while also trying to keep your items at a reasonable cost.
Q: How do you divide the responsibilities between the two of you when it comes to running the business?
A: Mom bakes the goodies and does the flavouring and I am on the creative side in terms of how the product is presented, decorated and marketed. Dad also helps with logistics and the children are the taste testers.
Q: What are some of your most popular products, and do you have any signature items that customers love?
A: Yes, our Cinnamon Bun Variety Box has been a hit since day one and we have now come out with our own version of the viral “Crumble Cookies” and are now taking orders for November.
Q: Where do you get your inspiration for new recipes or designs?
A: Inspiration is all around us everyday, especially on social media, so we have been watching what people in our city interact with.
We also listen to their special requests.
Q: Can you share a little about the baking process? Do you use any special ingredients or techniques?
A: We only use A-grade products for our goodies, but we cannot give away any of our secret ingredients.
Q: Do you source any ingredients locally?
A: Yes, we ensure that we always include local companies. As a smaller home-based business, we do outsource for things that are beyond our scope.
Q: Are there any upcoming events or plans for expanding the business?
A: Besides the launch of our cookies in November, no. Things are going at a really good pace with input from everyone within our family dynamic and we have not felt the need to expand as yet.
Q: What advice would you give to anyone interested in starting their own baking business?
A: Family, friends and children are the most honest food critics you can get. Use them wisely!
Q: Where can our readers find you? (contact details/social media)
A: For all updates and adverts, follow us on Instagram: @whisked_kitchensa and Facebook: Whisked Kitchen.
