We all dream of becoming entrepreneurs. But not all of us actually go through with it. This lady was a stay-at-home mom for 10 years when she finally decided to enter back the workforce as an entrepreneur. What followed next has been nothing short of a success story! In between baking, she took some time to answer some of our questions.
BWR: What inspired you to launch Yum Creations?
Laura: I’m a very creative person and I have a university background in business and marketing. After being a stay-at-home mom for almost 10 years, the timing was right. So I decided to merge my creativity, passion for baking and my education to become an entrepreneur. I actually told my husband of this new endeavour on our drive home from Florida one summer. From then, we never looked back. I needed to be different in this competitive industry, but at the same time respectful of those who’ve made their mark long before YUM Creations.
BWR: Have you always had a passion for pastry and all things sweet?
Laura: I’ve always been creative and innovative in different areas. However, baking and cooking are the roots of my passion. My first glimpse of that was when I was a young girl baking alongside my grandmother. Watching the devotion she put into everything she prepared made a lasting impression on me. It’s the same devotion and work ethic that’s involved in any order I receive…and then making it look really pretty!
BWR: What does a normal work day look like for you?
Laura: I’m a mom of two boys. So it’s no wonder that our family schedule is quite full as is the case with most families. However, with a rapidly growing business and a husband who travels often, I’ve had to ask for help. It’s something that I’m still not comfortable with. But I consider myself very luck to have a family that supports me whenever they can. No matter what, I’m my kids’ study buddy, and that will always be a priority for me.
The days start very early and end very late. I’m usually in production mode until 2:00 am on a regular basis. There have also been a few times where I’ve pulled all-nighters. You do what you have to do in order to care for your family and deliver a quality product to your customers. I’m a night owl and early bird, and in between I try and use my insomnia productively.
BWR: Would you say that Instagram is your number one marketing tool or do you use other marketing strategies to promote your brand?
Laura: Instagram has without a doubt been my major marketing tool. Ironically, social media was the most intimidating aspect of entrepreneurship for me. But, it has become the primary means of communicating my brand, my creativity and my products to my wonderful InstaFamily. I’m also extremely thankful for referrals and repeat customers. That is so important in this industry. I’m surrounded by quite a bit of love on Instagram, something I don’t take for granted.
BWR: What is your biggest accomplishment? What are you most proud of?
Laura: From a business perspective, I’m most proud of completely stepping out of my comfort zone and taking a chance on myself. I had this dream and vision and just went for it. It has allowed me to differentiate myself, build a brand, and introduce innovative dessert options to Montreal.
I trademarked the word “cakesicle”, a word I came up with during a productive night of insomnia! It was the first of many new dessert items that Montreal has never seen. It’s also something I try to do regularly with my creations. I’m also very proud of my Brunch en Soirée fundraiser, an event to raise funds and awareness for mental health. And it’s something I will absolutely continue in the years to come.
BWR: Do you have any regrets? Is there anything that you wish you would have done differently?
Laura: Most decisions I make are thought out and deliberate, but at the same time I rely on my gut and instinct. So there really isn’t much I regret or would change. Except spending more weekend time with my family. Eventually, I hope that works more in my favour.
BWR: At BWR, we focus on women entrepreneurs. We understand the challenges that they face and the daily struggles compared to male entrepreneurs. Can you tell us if you’ve faced any challenges as a women entrepreneur?
Laura: As a woman entrepreneur, I can say I’m fortunate enough to have support and encouragement from men and women in this industry and from outside this realm. I think the main challenge as a woman entrepreneur for me is also being a mother. Finding some sort of equilibrium with different responsibilities, different expectations, heavy feelings of guilt and a hope that in the bigger picture you’re doing a great job at everything. My entire heart goes into what I do so in the end I’m hoping it all balances out.
BWR: Where do you see yourself in 10 years? What is your main goal?
Laura: My mind never rests. Therefore, I aspire to continue to grow creatively in such a fun but demanding industry and always introducing Montreal to innovative, modern and pretty dessert options. I hope to grow my Brunch en Soirée fundraiser, to teach classes and to inspire men and women to follow their passion and to take a chance on themselves. I hope to always be supported by a wonderful InstaFamily and to have my own family right beside me on this journey wherever it takes us. If you dream big and never give up, you can do anything!
To find out more about Laura and her delicious creations, make sure to follow her on Instagram @yum.creations