Therapy in the Pause: Callie Simons Talks Rebuilding a Creative Business - Created By CTB

A cease and desist can feel like a career-ending punch, but what if it’s also the moment you finally build the brand you were meant to lead? I’m joined by Callie Simons, the founder and creative force behind Created by CTB (many of you first knew her as Cal the Baker), and she tells the real story behind her rebrand, the trademark opposition that forced a sudden stop, and how she turned that disruption into a clearer business identity.

We talk about the intentional pause and why it’s not a failure, especially for women balancing creativity, anxiety, motherhood, and the pressure of staying visible on social media. Callie shares what it’s like to rebuild through big life changes and relocations across markets, how baking keeps calling her back to herself, and why burnout and “the algorithm” can’t be the boss of your nervous system.

You’ll also hear practical lessons for bakers and creative entrepreneurs: setting boundaries, niching down into signature offerings, getting comfortable with pricing strategy, and accepting that not every client is for you. We end on the reminder that food and dessert don’t just sell, they connect people to milestones, comfort, and a sense of self.

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Transcript

Welcome To Cake Therapy

SPEAKER_00 0:00

Welcome to the Cake Therapy Podcast, a slice of joy and healing with your host, Dr. Altricia Foster. This is a heartwarming and uplifting space that celebrates the transformative power of baking therapy. The conversations will be a delightful blend of inspirational stories, expert insights, and practical baking tips. Each episode will take listeners on a journey of self-discovery, emotional healing, and a connection to the therapeutic art of baking. There's something here for everyone. So lock in and let's get into it.

Meet Callie And Her Vision

Trademark Shock And Forced Rebrand

SPEAKER_01 0:47

Hi everyone, welcome back to the Cake Therapy Podcast. I'm honored to be here today. I'm your host, Dr. Alfredisha Foster, and this is the conversational space for the Cake Therapy Foundation, where we mix healing with the sweetness of the human connection. Our mission is to create a space for women and girls to heal through creativity, connection, and the kitchen. If you haven't yet followed the Cake Therapy Foundation and Sugarspoon Desserts on all social platforms, the links are available for you to join us in the episode description. Today on the Cake Therapy Podcast, I'm honored to welcome Miss Callie Simmons. She is the founder and creative force behind Created by CTB, formerly known or also known as Carl the Baker. You know, Carl is more than a baker to me. She is a creative entrepreneur, an educator, a brand builder who has reimagined what it means to build a business rooted in joy, intention, and purpose. Through Creative by CTB, she has cultivated not only beautiful miniature desserts, but a creative ecosystem, one that celebrates artistry, learning, and reinvention. We will talk about the intentional pause, the power of reinvention, and what it means to enter a new era of creative entrepreneurs. So, everyone, let's welcome Kali to the Cake Therapy Podcast. Hi Kali, welcome. Hi, thank you so much. I'm so excited to be here. We are really excited to have you as well. We've been trying to get this girl on here for so long. So when she said yes, she's gonna come and listen and talk to us, and I I was really excited for myself because I've been a fan of your work just via Instagram. But I want the girls to meet the this girl boss behind all of this. Yeah, so you know, many of us first knew you as Carl the Baker. That's how I've I've always known you, right? And we watch you build this amazing, like amazing brand, this beautiful work that you do. But um what I love about Carl the Baker is the aesthetic. I love that it's evolved since I first started following you. But I must admit that recently when I saw that the rebranding from creative to created by CTB, I was like, yeah, because you really are more than a baker, you know, and and I was happy to see that you actually got there for yourself, and um, because you're a serious creative entrepreneur, you're an educator, um, you're a brand builder, because I see creative, right? And um let's talk about what made you decide to to shift from this brand that everyone knew because you have hundreds, she has hundreds and thousands of followers on her page. Tell me what was the shift? What made you shift immediately?

Pregnancy Pause And Life Transitions

SPEAKER_02 4:03

Um, well, for me, I definitely okay. Well, if I backtrack a bit, um, I was kind of put between a rock and a hard place with rebranding. Oh. When I first started my business, I um I didn't really have any real structure to it. Um, everything that I really teach and um preach and educate to other bakers or aspiring bakers or just participants in my classes now is really from a lot of trial and error. Um, I'm like a first-generation business owner in my family. So I did a lot of things the wrong way, just you know, out of ignorance and not really knowing the process and everything like that. Um, and when I first started, I didn't really know, you know, what to call my business and you know, legal matters, LLCs and protecting your brand and things like that. So I was like, I'm just gonna go, I'm just gonna run with my name, you know, and so um that's kind of where my business hovered around Callie the Baker. And then as like my business started to grow, I started working with a business and trademark attorney to kind of protect my brand, lock in like trademarking and things like that. I was getting into kind of um producing a line of baking supplies at the time, and so it just felt like the right next step. Um, in the process of that trademark application, um, I did receive some devastating news. I had gotten an opposition for my trademark that basically I got like a cease and desist, and um, it was another company that um basically told me that I can't use the name Cali. Um, there was a lot of like aggressive legal demands for me to basically stop using anything under that name out of like pure confusion of the mix-up of the two businesses. Um getting more into like legal coverage and trademarking, copyright, intellectual, all of when you start getting into all of those things, like it's such a beast of a different type of world that you enter in business. Yeah, I was very devastated. I had literally just branded um an a huge investment of products to launch and sell for this baking supply line, um, and I basically had to stop selling. I couldn't use the name on any social media handles, no websites, no domains, um, no products that were being sold, anything like that. So um it kind of put me in this position where I had to take some steps back. And um, even though it was a struggle and it was very, very, very frustrating, um, I took the time to kind of really think about the direction that I wanted my business to go in. Because at the time that I started my business, you know, it was just kind of like, oh, I'm just gonna bake and put it out there to the world. Yeah, there was not really a lot of um heavy thought behind like building a brand, you know, it was really just like I'm just baking and I'm sharing because I'm I'm trying to gain clients and I'm trying to reach people that want to place orders and stuff. So as I had gone through the process, um, it became more of like I need to, you know, have a brand identity and actually understand, you know, who I'm trying to reach as far as like my target audience and things like that. You start getting into like understanding, you know, where your business lands. Are you, you know, someone that's wanting to cater to you know, a more luxury, high-end type of clientele, you know, where you're maybe only doing one or two orders a week, or is this something where you're like I'm willing to do 10 to 15 orders a week for you know a more valuable, more cost-sufficient price, things like that. So understanding just demographics and who you're catering to to and stuff like that. So I also wanted to kind of shift because as I went through my journey, like you mentioned, getting into teaching and sharing tips and you know, tutorials and things like that. Um, I wanted to kind of create this umbrella that covers everything that I do and everything that I offer. Um, before I'm a baker, I'm also a foodie, so I did go to culinary school. I studied international hospitality management and food service management. Um, and I really love food. So I also have this vision to kind of grow my business further to offer these options of, you know, like curated spreads, including mini desserts, you know, with food and you know, brunches and afternoon teas and things like that that really would be like a creation, you know, desserts or baked goods or things like that. It's really like um like a full package of for foodies, basically. I create. So that was my vision. I took a long time to kind of land on the name, um, but I'm really happy with where it landed. I really wanted people to understand that it is based around food, which is why I bolded the word like eat into word creative, so you understand that um, you know, that that is the that's the intention behind the brand. For you to like enjoy good quality food, good quality desserts. I really am a strong believer in thinking that food like brings so many people together in various different ways from all around the world, different cultures. I feel like people always come together to celebrate, or you know, whether it's a funeral or birthday party in any type of capacity, there's always food involved that really bring people together. Yeah. So that is that's my vision. That's kind of the progression. Yeah. So it's some there's some disappointment in there, but kind of just learning how to pivot and use that to keep going, I guess.

SPEAKER_01 10:26

Yeah, absolutely. So let me um, so with that, them contesting the name, did that force you into a pause because you did step away and then came back with this bold new idea? Um yes and no.

SPEAKER_02 10:44

So I did pause from that at the same time. Um, personally in my life, was going through so many changes. So um at the time that I received the cease and desist, I was actually in my first trimester of pregnancy. So I was expecting my daughter. Um, so this was 2021, early 2021, January 2021. She was born in July. So, yes, um, there was a pause because I did need to take some time to kind of just figure out what direction what my business was going in. But at the same time, I was also entering a new chapter in my life. I've never been a mom before, so mother um also presented itself, um, which also required more of an intentional pause for me as well.

unknown 11:36

Mm-hmm.

SPEAKER_01 11:38

So are are you Bermudan? Because you were operating out of Bermuda and now you're in Chicago.

SPEAKER_02 11:44

Um, I was in Chicago actually, and then yes, I'm originally from Bermuda. Um that is home to me, so that's where I was for the last from about 2020 to 2024. So I went back home for about four years, and then I relocated. I'm actually back now in the DC, Maryland, Virginia area. Okay. Um, so that's now where I'm um, I think I'm probably just gonna just stay put because I if people that have been following me for a while have probably seen a lot of movements. Um, I started in the DMV and then I did move to Chicago where I was for um a short period of time. Then I moved to Nigeria, and then from Nigeria I moved back here, and then I moved back home to Bermuda. So I have moved a lot in the last five to six years. Um, so those have that have been kind of with me through my journey from the very beginning probably are like where to next. And I do I do feel like um I will be I'll be staying put.

Building Business Across New Markets

SPEAKER_01 12:51

I'll be staying put. Tell me a little bit about a difference that you've observed in all those markets.

SPEAKER_02 12:56

Yeah, I think it's definitely interesting to kind of hop around and have a business because obviously when you grow a business, you are really dependent on the clientele that um is supporting your business. So with any type of move comes uh an anxiety and a fear that it's like, is my business going to be able to sustain itself in a new location with you know a brand new group of people or you know, this kind of new kind of starting point where I do have to start again, right? I do have to ideally build up a clientele or things like that. For me, it's it's always been like a I don't, I just I can't really escape from this. Like it it's baking is something that's like even through the pauses or the the hiatus or the any type of break or anything like that, it always continues to bring me back to myself. So even in the moments where it's like I've had to take time off, you know, I haven't been able to share content. Um naturally I just feel like I can't wait back to get back in the kitchen, I can't wait to connect with you know other people in the baking community and the cake community. Um, it's like this pool, and I think that's really just naturally where my heart goes. Yeah. So even going to new places, it's like, how can I how can I connect with new people? How can I get my business out there? It's really just like the passion that doesn't really stop burning. So for me, it's like okay, I'm in this new place. I never lived in Nigeria before. I've never lived in Chicago before. Um, but Chicago was actually my most my favorite location where I even saw the the most growth for my business. So um I was nervous when I first moved to Chicago because I was thinking I know nobody there. Nobody. Like this was brand new city, I had never lived there at all, and I said, Oh my gosh, I'm I was putting in out applications like maybe I should just go back to work full time. And it was the strangest thing because I had never had any issues with like getting interviews or anything like that. I wasn't getting any issues, no callbacks, and I said, This is so weird.

SPEAKER_01 15:15

Yeah.

SPEAKER_02 15:16

And so I remember like um getting an email from somebody because before moving to Chicago, I went through my whole Instagram Instagram page and I like went and edited every old post and changed all the hashtags to like Chicago Baker, bakers in Chicago, mini desserts in Chicago, like, and so that as people were searching, they that hopefully I would generate in those searches, right? So I went down all the whole page and was hoping hopefully somebody finds me. Um, and that's something that I did kind of leading up to moving to Chicago. So I ended up getting an email that um an event planning company had found me on Instagram. They were interested in me doing um an order for them. I can't remember, I think it was some type of bar mitzvah or something like that, and they were doing like large parties. I ended up being um a vendor for them for pretty much the whole time I was in Chicago, where they would um keep me very busy, one like large events each weekend, um, or multiple events throughout a month where I was doing like a lot of dessert shooters, a lot of mini desserts, things like that. And that's where I kind of just gained this consistency of like learning my to-dos, my not to-dos, things like that. Um, just going through the trial and error of um building the business um and getting into content and recording and things like that. So um definitely there's been different markets, um, different demographics, different people and what they're interested in, yeah. Um what they like, what they don't like. I think it was an interesting kind of um move going to Nigeria where things in Nigeria are they very grand. They do a lot of large cakes, you know, like big, huge things. So it's like I think things more like mini desserts and stuff is like this is kind of different. This is kind of new, you know, like so kind of just finding my footing there and um figuring out what works for people, what doesn't, um, understanding that not everything is always gonna be profitable in business, you know, it's the wrong move. Um, but you you take notes, you figure out how to move and pivot differently, whatever that may look like, um, to try to keep your business sustainable. And I think sometimes we get discouraged because it's not always profitable. For example, you know, now we're dealing with a different economy, you know, people being back to work full time, or you know, some people not having work at all, like, you know, just different, a difference in dynamic. Back in 2021 or 2022, when I was doing a lot of online classes, classes were full because people had more time. It was a lot of people online, a lot of virtual things going on. A lot of people are back in the offices, they're back in their companies, you know, people don't want people working from home anymore, you know. So shift in the world and in the economy, you kind of also have to shift your business, what works for people, and so you know, I've just kind of learned different things along the way um and understanding the markets, so it's definitely interesting having a business and just learning as you go and rolling with the punches.

The Guilt And Gift Of Slowing

SPEAKER_01 18:36

Yeah, yep. Some you definitely have to roll with the punches. But I must say that each time that you've you've stepped back, I've been following you for a mighty long time because I I remember following you. I don't remember Nigeria, but I do remember Chicago. Um so it's but each time you've taken like a pause or you know, change location, I've I I I noticed because your true followers do, and because you you pop right back up and we're like, oh my god, she's gone. Like, where is she? Yeah. Um what are what is some of the things um like when you slow down in those moments, Kali, what do what does slowing down actually reveal to you about yourself that you probably wouldn't have seen otherwise? I think slow slowing down is hard.

SPEAKER_02 19:18

Um I'm not gonna sugarcoat that. For me, slowing down is like almost like a a forceful thing. I I'm not like I'm just gonna intentionally take the time. Like I really have no other choice. I really need to kind of disconnect, get my mental right, you know, whatever the case may be. Because slowing down for me is not easy. I'm constantly like, how can I do the next thing? I have all these ideas, and I think just naturally as a creative, overthinking person with anxiety, a little hint of anxiety, yeah. I just feel good to continue going. So for me, a lot of times slowing down is is met with a lot of guilt. It's met with a lot of are people gonna be, you know, are what are people gonna be like where are you going on, you know, they're gonna, they're not gonna be present anymore, they're gonna stick around, you know, when I come back, is it still gonna be the same? Um, are people gonna be interested anymore? You know, it's it's so many questions of like what if and um kind of like you need to get back, like it's like a pressure to get back, but I think that's also that comes with the territory of growing such large platforms that it feels almost almost wrong to desert those platforms first like an extended period of time. So um, you know, I never I never intended to like become like a banking influencer. It wasn't like it's anything I aspire to be. Um, even still like my work, like I don't a lot of times it's a lot of faceless stuff, you don't really usually see me, you know, you just see or time lapses or things like that. Um I didn't really get comfortable in front of like the camera and stuff until I started doing classes. I had a lot of requests for like YouTube and tutorials and things like that, where um at first like I was like, I I can't I can't do any like it's like I know what I'm doing, but like to try to to try to narrate through the process for somebody to have key takeaways to understand fully how to do it themselves. Well I'm not I can't do that. And so you know for a long time I was like, that's crazy. And I, you know, after a lot of requests, I was like, well, let me just try. I did my first YouTube video, and that was um a YouTube was a beast of a platform to enter. Um, I was dragged quite terribly in the comments because I was so nervous, it was so awkward for me. Um, you know, you just set up a camera and you're like, you're just talking to nobody, you're just Talking to a camera because you have to just kind of seem personable and the the angle, like I was just so like, and I kept, you know, I couldn't find my flow of words, and I think people were some people are like, Oh, she did a great job, but I won't come back here until she stops saying um every other word. You know, they people were just they let me have it, but at the same time, I was like, okay, I do need to, you know, if this is something that I'm gonna do for people to understand, you sometimes have to take that constructive criticism, even though some people are harsh, but you know, um, I always say, like, if I had, if I had threw the towel in, you know, I probably wouldn't have even gotten to doing online classes and things like that. Even one of my first online classes, I was so discouraged because I had people join, but nobody turned their cameras on, and I really wanted it to be like an interactive experience. And I felt like I was talking to myself again. So I remember feeling like, oh my gosh, I don't know if I can do that again. And so I was like, maybe I need to kind of approach it differently, let them know like this is what it is. That's why I was like branded. I think branding and descriptions and just let them understand what the expectation is, you know, like setting those expectations, letting them know like this is like a full, interactive, like bake along, like you know that you're gonna have this experience. Like, I can't make people turn their cameras on, but I can help them to, you know, a lot of times people don't want, you know, they might want to see what's going on, but maybe they don't want themselves to be shown or anything. But um, I think it's just about learning and pivoting and trying to stay positive, which is just hard. So even with pausing, it's hard because you're like, there's so much that I can be doing, or that you know, how can my business grow right now during a pause? But at the same time, it's hard for me to imagine continuing to grow in the ways that I did without some of those pauses because sometimes we get worn down, burnt out, you know, we're just gotten to these points where it's like you feel like you're not enjoying certain things anymore, things that you felt once passionate about. It's now feeling like you know, I remember at one point I said, Why are these people emailing me for a take? And I'm like, Because you're you're busy. You're because we are marketing that, you know what I mean? It's like I felt like I had gotten to these points where it's like I was tired, you know what I mean? And I think it is hard in business trying to find the balance. So a lot of times, even though those pauses are met with like the guilt and the oh my gosh, I've taken time off, you also kind of mentally rebuild yourself and you allow yourself to feel that desire miss. Like, oh, I can't wait to to or you start getting excited about flavors or different things you want to try, where sometimes when you don't have that time in between, it's like I'm just I'm on this little hamster wheel and I'm not stopping. You know what I mean? So sometimes the pause does help you to just kind of burn that fire again, the yeah, put the fuel on the fire and get excited about things again because burnout is real. Um, the pressure for like staying in the algorithm is real, and social media and editing and recording and marketing your business, and just all of the energy that goes into it can definitely take a toll on you as a business owner, as a small business owner, or whatever the case may be. So a lot of the times, those types of moments to just disconnect, find yourself again, yeah, and start, not start over, but just just a little break is is good, right?

SPEAKER_01 25:56

Yeah. I I'm I want to find out from you like what are some of the things that actually ground you because you talk about burnout, right? In those moments. Like, what is keeping Kylie grounded um as you're going through this reinvention period?

Evolving Past Expectations And People Pleasing

SPEAKER_02 26:12

This is something that I actually just recently talked about um with one of my baker besties, and I think for me, uh sometimes so when we start, right? We are maybe doing so many things. We're, you know, taking the pictures from Pinterest that people send and things like that. But I think what really grounds me and enjoying what I do and all the things is that over these years I've refined my offerings and my menu and and my shaped my business for it to be something that I want it to be. You know what I mean? Like I don't want to just be a vehicle for whoever finds anything, they just need a baker to make it. I want to create my business to be like this is what I offer. These are my mini desserts. I feel excited about making them. I could make a thousand shooters, and every time I'm excited about it. Every time I'm like every time I line those little shooters up, I'm like, oh my gosh, they're so cute. Like I've not seen them, like I haven't been making them for the last eight or nine years. You know what I mean? So I think as we grow, we understand our business. It's like, what is what is it that you really enjoy? What is it that you like? Because yes, you know, people say, Oh, if you love what you do, you'll never work a day in your life. That is not true. You will, it is work for sure, but the difference is how much you love it. You know what I mean? Like, you do stay grounded in doing something that you actually enjoy. It's different when it's like I used to do chocolate cover pretzels, rice crispies, all the cover treats I used to offer fondant cakes. Oh my gosh, I was one night, 2:30 in the morning, I'm rolling out fondant for the third time on a bumblebee cake for baby shower for twins. I said, I I, you know, and there's some people that specialize in that, but I think grounding yourself in understanding what you specialize in. You know, you're not gonna go to an orthodontist if now you want to get a classic surgery or something. They specialize in tea, you know, and sometimes we have to understand that. Like, that's not my specialty, but you know, and you kind of allow people to know this is your business. People come to me now because they know, like, you know, they've seen the shooters, they've seen the cake slices. So I'm not getting a lot of requests where it's like, can you do this um five-tier Marvel cake with a different type of hero on every tier? Like, that's not something that I specialize in. Now, if you want some little mini desserts on your dessert next to your marble cake, yeah, call me. So I think that does ground me the most is just knowing that whenever I do get the orders or things like that, people, you know, they go on the website, they place the order, they do their retainer fee. I feel like, oh, I'm so excited about this. Yeah, and that grounds me myself, but also in my business. You know, I feel good about what I'm doing, and I think that makes a really big difference. Yeah.

SPEAKER_01 29:22

So that that would be my answer. You know, you speak you speak so confidently about how you ground yourself, but how you've made decisions about your business, because so often, as creatives, our work is so intertwined with our identity, right? So, what is like, what are some of the what was the the hardest part of actually allowing Kali to evolve beyond who people expected you to be? Because it's in Kali the baker, right? They expect you to make fanatic cakes and all that stuff, as you mentioned. Or who but or who you even thought you were supposed to be. What is the hardest part of allowing yourself to evolve?

SPEAKER_02 29:58

I think that it's probably letting go of the thoughts or you know, the what if that you're going to lose clients or you're going to disappoint people or things like that. That is hard for me, especially personally in therapy, getting to the point where I've understood certain things about myself, maybe people pleasing tendencies and not being able to say no and taking on all these things when I know it's really not something that I want to do.

SPEAKER_01 30:29

Yeah.

SPEAKER_02 30:30

But when you're trying to evolve and and and really stay true to yourself, especially in a business, it's hard, right? Because people want what they want. They they they come to you, they want what they want. Maybe they've seen your work, but it's like, oh, I want her to make it. But it's like, that doesn't really align with what I want to do. And I think that's hard because a lot of times we think, is this price gonna make, are they gonna be okay with these prices? Are they gonna want this? You know what I mean? And I think, like what you said, kind of building up the confidence and the thick skin that you won't be able to make everybody happy, you know, you won't be able to cater to everybody. And as you're evolving in your business, you have to be firm in knowing that this is what it is, you know what I mean? Like this is what I offer, this is my business, you know what I mean? Like, you if I was a holistic, you know, all natural baker, you know, and then somebody comes and they're like, oh, I want all the what are artificial, I need these. And it's like, oh, we don't use any artificial colors. You cannot, if I'm firm in that, you cannot tell me, oh, I need this, that, the other, this, then I'm just maybe not the baker for you. Yeah. And I think that has helped me to evolve because you have to understand that sometimes that is the case. I'm you maybe you're not the client for me, and I'm not the baker for you. There's no hard feelings. And sometimes that feels like, oh my losing business, or whatever, whatever. But if they're not aligning with your business, it has was it lost at all? You know what I mean? So I think it is hard because sometimes we think we need to, you know, there's this whole customer's always right, and we need to cater to everybody, and we need to take on all these things, but at the same time, we're human. Yeah, it goes back to you know, the burnout and the the actual enjoyment of your work, and the fact that we are building our businesses and everything like that. We want to be able to have the freedom and the joy to do what we want to do. That is the bottom line, I think. You're building a business. We don't want to go to work at I mean, most of us, you know, we started at corporate jobs or you know, working for other people, and it's like there's freedom in in starting a business. There's it's a lot of other things that come with it too. But some of the pros is that there's freedom for you to be able to run it how you would like to run it and offer the things that you want to offer. Yeah, you know, you are you are the business owner, so um, just kind of evolving into that role and understanding that that's what it is. You won't be able to cater to everybody, everybody won't always be happy, or you know, the price is this, and it's like okay.

SPEAKER_01 33:16

But what are you know to get to this place, right? What are some of the things that you had to actually unlearn? Because for me, I'm I'm I'm at this place now, but before I was like asking some questions, but there are some things that I had to unlearn about myself to be able to be to have sugar spoon in a space where okay, I'm happy, I'm I'm like I'm grounding myself in doing the work. What did you have to actually unlearn about yourself to get here?

SPEAKER_02 33:45

That's a funny question because sometimes, and I don't remember where I saw this, but sometimes you realize like even you are not the client for your business, right? So even if you are trying to build this really big luxury brand or whatever, maybe you want to be a celebrity baker and you only want to cater towards you know the top, top tier, you want to be in Hollywood or whatever the case may be, you know. But I think you have to kind of unlearn certain things because a lot of times my mentality is like, oh my goodness, like the pricing for me was like, oh my gosh, what when I started like pricing and understanding, like but people are not gonna pay this, you know, like and I have to unlearn that mentality because there are people that are gonna pay it, you know what I mean? There is a target market, there is a specific percentage of people in every single service industry, there's always tiers and levels to everything that's offered, you know what I mean? So I always say that like you could stay in like a small little motel, or you could stay at a big five-star resort where you're getting a fresh warm towel and you know it's all part of the experience, right? Same with flying first class or on you know, Qatar Air, you got the little airplane that has a van and the TV and the butler, like, or or you can fly basic economy where you barely even get a seat. Yeah, so I think in business that is really hard because a lot of times you I do feel like we struggle with that because it's like who's gonna pay this? Is this price too high? People are asking for discounts, things like that. So I think unlearning that just because that's my mentality, you know what I mean? Like that doesn't mean that there aren't other people that are willing to pay that are gonna value that and things like that. So it's like, yes, I see the value in it from a business standpoint, but sometimes personally, you know, we do have to unlearn a lot of things where it's like growing up, we were able to get one snack. We got one snack at the store, we're so excited, you know what I mean? So it's like now I'm trying, now I'm like marketing things that are you know 50 plus dollars a dozen for something, you know. So that is just it's interesting in business when you get to those points, but you also are introduced to so many different things, you know what I mean? Like corporate companies, a lot of places that are willing to spend, you know, people that as soon as you send the invoice, thank you so much, this has been paid, there's no hassle, there's there's no back and forth. Like some of the first few times that happens, and you're like, Oh my gosh, I'm mind-blown. They just paid a$1,500 invoice, you know what I mean? Whereas at one point, somebody was going back and forth with me about$24 a dozen for some pretzels or something, and so there it just kind of shows you sometimes we get so stuck in the way that we think because that's what we've been used to as a consumer, or certain things like that. But a lot of times we do have to unlearn, take that hat off and put on a business hat, and that will help.

Trusting Reinvention Through Hard Seasons

SPEAKER_01 37:09

Yeah, yeah. You know, most of our or um our listeners are new bakers, um, women and girls in our program who are enjoying or finding their healing in the kitchen along with uh most of us. I want you to to share with them as they're listening, if any of them are actually standing on the precipice, the edge of reinvention, what would you tell them about trusting their next chapter? Because you talked about stepping into your next chapter um and moving to the DM, moving back. What would you say to them?

SPEAKER_02 37:42

Oh, there's so much to unpack with that question. I think that as women, it is very hard for us naturally to trust ourselves, to trust our instinct, our intuition. A lot of times we, you know, are in these positions, certain different positions that allow us to basically put ourselves on the back burner. And like what you said, you know, a lot of us are finding ways to heal in the kitchen, and that's kind of goes back to what I was saying before about um baking has always allowed me to find my center. It brings me back to the center and the core of who I am every single time. I always feel like I've gotten emotional about orders. I've had people that I've made things for like each milestone, you know, a bridal shower and then a wedding, and now they're having a kid, and then it's their kid's first birthday. And it's certain things that make me so emotional, especially after certain pauses where I come back and it's like I still in in some way, shape, or form, even if it's in a different capacity, I still feel the support. So a lot of times, you know, we are struggling with feeling, you know, discouraged, unmotivated. You know, it's hard to kind of pick ourselves up, especially from a dark place. So for me personally, I did go through a lot of life changes. I went through a lot of life changes in general in the last few years, but in the last two, going through a separation and learning how to solo parent um is very hard. Yeah, I think that is so my latest kind of break stemmed from moving, moving back home, um, living with my mom, and trying to get myself back on my feet with my daughter and organizing my life in a way where um, you know, I can find my footing again, but also things look different when you're doing some alone, especially like raising a child, um solo. Um, there's a lot that comes with that territory that makes it hard to feel confident in business.

SPEAKER_01 40:08

Yeah.

SPEAKER_02 40:08

Um, so the rebrand for me, the launching created was basically a promise to myself. Like after, you know, like after feeling so crushed and like at a very low point in my life that coming back to something that I know has always been so passionate for me that I know is always going to be there.

SPEAKER_03 40:33

Yeah.

SPEAKER_02 40:33

Um, so really trusting that if that's your passion, if that's something you're creative, you feel creative, or you know, whatever, if it sparks something in you, yeah. Um, I do feel like there's a reason why God gives some of us these types of crafts that allow us to, you know, connect with people, or work with our hands, or whatever the case may be that helps you feel it, it's just a way of feeling that I that I have. So, you know, I think it's very intentional with those types of situations, especially, you know, some of us relationships are hard, and you know, I do I think marriage is beautiful and things like that, but I think getting into trusting yourself after trusting that this craft or this passion or something that maybe is brewing in your head, and you're like, oh, I would really like to start this business, or I'd really like to put myself out there, but I don't know how, or you know, um, I I did some orders, but I didn't get a lot of you know interest or things, you know, we get discouraged a lot of times, but really it's just finding the motivation to keep pushing through, no matter what it is, because it it also helps you like there's nothing that you're gonna be able to do to grow by not doing it.

SPEAKER_03 42:00

Yeah, you know what I mean?

Cake Club And The Power Of Treats

SPEAKER_02 42:01

So either you do it or you put it out there or whatever, you only get one order. That's one order, that's more than you did when you weren't doing anything. You know what I mean? Absolutely. So it it allows you to have this empowerment and fulfillment in yourself to have something for yourself, you know what I mean? Like um, that just kind of uplifts you and and brings you back to yourself. I don't know, even with food and you know, if anybody has ever done any type of community work or you know, working in shelters or things like that, women's shelters, it's very inspiring, it's so impactful, like the way that like food can bring people together and I think that it's just for me, it's just so much passion behind it. Yeah, so even when it's like you're trying to figure out like rebranding or just reinventing yourself or whatever, it's like no matter what low point you might be at, or you know, a tough part of your life, you know, some of us are trying to put ourselves through school, or we only got two dollars and thirty-two cents in the account, and you gotta stretch that. You know how you're gonna stretch it, but make it work, you're making it work, you know. Like it, I think just realistically, so many of us are dealing with whatever different, you know, stories or battles or whatever we're dealing with. But at the same time, it's so beautiful to have something that you feel like it fulfills you, and then it also gives to people, like you are there to celebrate people's milestones, their their life events, you know, these big moments, small moments, whatever the case may be. Um, and so it kind of just it keeps you like excited, you know. Yeah, dealing with all these other things, it's like, oh my gosh, like I think I remember my cake club, like it's one of my favorite things that I did. I did a monthly cake club, and you know, when I first started it, I didn't have a lot of interest. People, I didn't do Any type of like marketing, people didn't know. I just posted this is what I'm gonna be doing, and there was no pictures for you to understand what it was gonna be that you were getting. So, you know, I think I only had like four or five people, and so I was like, Okay, whatever, that's fine. We'll see how it goes. So the first month I posted, um, and I was doing them in quarter sheets, and I figured, well, you know, I was hoping for like 10 or 15 or 20 or something. So I said, okay, I think at the last minute, I think I got to like seven um when the month started, and I did them in batches of the eight. So I still had one extra cake left over from this first month. So I had posted it online, and um after I posted it, people could see the visual, and well, you know, the first few um K Club members got it, and um I started posting every month, but I was like, I'm just gonna keep it at this at this number, right? So people started gaining interest and all this stuff was picking up traction. They're like, how can I join this K Club? And I said, Oh, it's it's booked. I'm so sorry, you know, you have to join the wait list. And I could have taken on more if I wanted to, but also that's a marketing tactic because a lot of times supply and demand, when people know they cannot have something, yeah, the second it becomes available, it's like gotta have it, you know? And the second I opened the K Club, I had jumped from that to 24. And then I was like, I think 24 is good because I was doing them in three-quarter sheets, so each month I had to do the four-layer jump slices. I was like, I think that's good amongst all the other orders and everything I was doing.

SPEAKER_01 45:40

Yeah.

SPEAKER_02 45:40

And so I ran my K Club for 17 months, a year or almost a year and a half. And I remember when I had let everybody know, like, I was gonna, it was gonna be ending, and oh my gosh, like just the feedback and the connection that I got throughout the whole time. But like in some of the last like few months leading up, and the members that were saying, like, oh, you know, we're gonna miss you, and oh, I had so many conversations, and one conversation in particular, one of the ladies was like, um, I just wanted to let you know, like, I know that maybe you're just thinking this is you know just a monthly slice of cake, but she was like, for me, she was like, This is it's been each month, and she was there from the beginning, she was one of the OGs all 17 months. She said, from the very beginning, this has been like a little treat for myself. It's something I looked forward to every single month for like just for myself. And I think for us as women, it's so unfortunate how much we feel like we lose ourselves in just so many things, you know, being pulled in all directions, work, motherhood, whatever the case may be, where we just feel like we we lose so much of ourselves pouring into so many other areas.

SPEAKER_01 46:58

Absolutely.

SPEAKER_02 46:59

And for somebody to tell me that this little tiny box of cake that they get every month was so impactful for them, just to feel like they have something for themselves, a treat for themselves. It always makes me so emotional because even for me, it's like, oh, sometimes we think, oh, it's just cake and flour or you know, flour, butter, sugar, eggs. But it's so much more than that, you know, it gets so the especially for women, you know, the the the way that we can celebrate ourselves, even if it's small like that, you know. So I think if anybody is, you know, like even if they're like a hobby baker, sometimes you're a hobby baker and you're trying to decide, should I make this into a business? You're kind of on the fence. I feel like regardless, whatever it is, whether you're choosing to do it, do it just for fun, or you decide to make it into a business or anything like that, the beautiful thing is that you still have something that is yours, that's fulfilling you. Um, and I think as you build on that, you do all the things that continue to fulfill you. And if you feel like it's draining you, that's when you pause and you say, I I want to pour into this passion. I want it to drain me. I want to continue to feel, you know, this goodness from it, you know, especially in business, because it's hard in business, yeah, you know, with the annual reports and taxes and all the things that come with the not so fun parts of the business. Yeah. But that's why I think it's so important to to find, you know, your footing and to be grounded in what you're doing and to be happy with it.

SPEAKER_03 48:43

Yeah.

SPEAKER_02 48:44

Um, because I just think that you know, it's going to avoid you having the burnout and things like that. So even when you are going through this roller coaster of life or you know, just the way that business has its ups and downs, you still I'm still so committed to baking. Like it's so creepy.

What’s Next For Created By CTB

SPEAKER_01 49:03

Yeah. Let's talk about like what's what's next for you? Like, what excites you about um being in the DMV and you know, moving forward with this new branding and this new you, I would say. Um, yeah, what are you most excited about?

SPEAKER_02 49:20

Um, I am excited. There's a few things. So I am working on trying to get back into like more of an online platform. Um, I had grown my YouTube for a while, and then I got into a lot of virtual classes, like I had mentioned before. Um, but I am excited to kind of get back to like more pre-recorded options just to kind of understand and cater to um what would be best for the greater percentage of my audience. I'm also excited, really more so for mostly classes. So, in that capacity, kind of pouring into the YouTube platform where people could kind of watch in their own time and things like that, but at the same time trying to get into more hands-on in-person experiences. Um, I do have this vision to kind of create these smaller segments of created where um it's kind of beyond just desserts. So um meals and um afternoon tea, things like that, that kind of, you know, it's like a curated experience by creating. Um so really getting into a lot more experiences with classes and things like that. So that's kind of my it's baby steps to get there. Um, but that's what's kind of on my radar, but also still remaining, which is hard, remaining happy and proud of really just kind of how getting to this point. Because for me, it did, I did struggle with a lot of um feeling discouraged, um, a lot of unmotivated feelings or feeling like, oh, it's been so long. And I think that that kind of sucks, even with you know, entering motherhood and the way that I used to work and operate and go through my production schedules before is so different now. You know what I mean? You have a kid, it's a lot of stop and go, you know, it's a lot of um unexpected changes, and oh, that just spikes my anxiety so bad. So for me, it's been very hard to um work with some of the changes that have come with just lifestyle changes because a lot of times goes on aligned with business, you know. I'm used to working in a certain way and organizing my production in a certain way and having all my you know my inventory and my shopping done, and then I get like organized and prep strategically, and you know, it's very different in motherhood. So, you know, there's been a lot of struggle for me over these last few years to kind of pull myself out of this place where it's like I feel like I can't do it again. Like I I was like, oh, I I saw the height of my I was telling myself everything, I saw the height of my baking career already. You know, I don't know why I'm thinking that I'm gonna be able to. I was struggling really bad. So even though I have goals for where I would like to get, I'm most proud that I even have gotten back here to be back offering things and you know, doing what I can because a lot of times it's just so hard, and a lot of us will just be like, oh, you know, and then when you look five years, ten years, fifteen years pass, and you feel regretful because you never did X, Y, Z, or you you were baking at one point in time and you let life slip through your fingers, you know. So I I think that's my two cents. It's very hard. Um, and I and I fully understand, but I think just not allowing our circumstances to cripple us to the point where we feel like we can't do it because we can do really anything.

Mindful Moment And Ways To Support

SPEAKER_01 53:24

Yeah, I'm I'm I'm so proud of you. I'm I'm proud of I'm proud of your journey. I'm I am proud of the strength that you show in getting back here. Um and I'm I'm proud that you've showed up for yourself um in spite of all the changes, I'm not gonna say challenges, because you did not describe them as dust, you described them as changes. Um, so I'm I'm happy that you're here. Um I I certainly missed you as you paused. Um so I'm I'm grateful that you you've decided to hold space on our podcast for our girls because there are a lot of women and girls who are listening who listen religiously to um our conversations who have experienced similar things, right? And continue to show up for themselves and reinvent themselves. But you show up with so much wisdom and grace and honesty about your journey. And uh, I appreciate your openness today um to have this conversation with me. So thank you so much for being here. Yes, thank you for having me. I really appreciate it. Yeah, this is great. So, um, as usual, today's mindful moment. Um, my takeaway from Kali's conversation is that pause isn't a failure. Um, that pause is actually an invitation for you to allow yourself to grow and thrive. Um, and that's Kali's message today that lean in as women, as business owners, and become who you're destined to be in spite of all the challenges. Um, Kali shows up for herself. Go check her out at Created by CTB. If today's conversation resonated with you, follow Created by CTB. She's on Instagram, you can't miss her. She's all over um YouTube as well, right, Kyle? Yeah, she's on YouTube as Kylie the Baker. Is that still it? Or have you changed your hand? Yep, it's still it's Kyle the Baker on YouTube. Yeah, she's Kyle the Baker on YouTube. So go ahead and follow her. Um, follow the Cake Therapy Foundation on your social media. I will be posting the links um in the episode description as you go. So please grab a copy of my book, Cake Therapy, How Baking Changed My Life and Lessons I Never Learned from My Father. They're available on Amazon. Um, so check them out. I want to thank you again for listening to our podcast. And until next time, be gentle with yourself and keep stirring love into everything you do. That sounds very AI because it is. Um keep stirring love into everything that you do. Thank you all for listening. It's been a pleasure, Kali. Thank you so much for joining me. Thank you.

SPEAKER_00 56:10

Thank you for tuning in to the Cake Therapy Podcast. Your support means the world to us. Let us know what you thought about today's episode in the comment section. Remember to subscribe wherever you get your podcast. And if you found the conversation helpful, please share it with a friend. Also follow Sugarspoon Desserts on all social media platforms. We invite you to support Cake Therapy and the work we do with our foundation by clicking on the Buy Me a Coffee link in the description, or by visiting the Cake Therapy website and making a donation. All your support will go towards the Cake Therapy Foundation and the work we are doing to help women and girls. Thanks again for tuning in, and we'll catch you on the next episode.