We were lucky to catch up with Erin Givens recently and have shared our conversation below.
Erin, thank you so much for making time for us. We’ve always admired your ability to take risks and so maybe we can kick things off with a discussion around how you developed your ability to take and bear risk?
When my husband Devin and I both lost our jobs last October, it was definitely a tough moment for us. But that circumstance pushed us to really evaluate what we want for our future. We realized that we had nothing to lose by taking a risk together, so we decided to pursue our passion for owning a business together, something we had always dreamed about.
From there, we quickly learned to embrace uncertainty and hit the ground running as owners of Sugar Spell Bakery LLC in a little under a month. There’s a quote we both really love, which is “If you don’t sacrifice for what you want, what you want becomes the sacrifice”. See, risks are part of the journey, and each setback could be a learning opportunity. Supporting each other emotionally, along with building confidence and trust in one another, has been key. Every little success—like perfecting a recipe or getting positive feedback at Farmer’s Markets—reinforces our belief that we have what it takes to make this work.
Ultimately, it was that shared experience of losing our jobs and that really solidified our bond and made us both more willing to take this leap together. It’s been a wild ride so far, but facing challenges head-on has only brought us closer.
Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?
Thank you for the opportunity to share our story! I’m the owner, CEO, and cake artist at Sugar Spell Bakery LLC, which I run alongside my husband, Devin. Our journey began last October when we both lost our jobs. Rather than seeing it as an ending, we decided to view it as a chance to start fresh and pursue our passion together. By combining our backgrounds – mine in Interior Design, and Devin’s in Operations – we’ve been able to create a unique bakery experience for the city of Louisville & those in surrounding KY communities to indulge in.
At Sugar Spell Bakery, we specialize in custom cakes and treats that bring a little magic to every celebration. What excites me most about what we do is the creativity and collaboration involved in bringing a client’s vision to life—brainstorming and personalizing ideas into edible art that leaves a lasting impact. Each order tells a story, whether it’s a whimsical birthday cake or an elaborate wedding dessert bar, and we love being part of those special moments.
What makes our brand special is the personal touch. We prioritize using intention in everything we do and aim to create experiences that go above and beyond for our clients. In 2024, we know that ordering a custom cake for any special occasion is a luxury investment; making it our responsibility to ensure that each order is not only beautiful for every client, but also uniquely theirs.
Currently, we’re thrilled to announce Sugar Spell Bakery’s first birthday in November! Through this journey, we’ve learned that resilience and creativity go hand in hand. We’re so grateful for the support we’ve received, and are excited to keep growing and sharing our passion with everyone. Thank you for allowing us to share our story!
If you had to pick three qualities that are most important to develop, which three would you say matter most?
1. Creativity: This has been crucial in every aspect of our business, from designing cakes to developing our business process. To nurture creativity, I recommend setting aside time to experiment without pressure and surround yourself with inspiration, whether it’s through art, nature, or other bakers and business owners.
2. Resilience: The journey of entrepreneurship is filled with ups and downs. There were plenty of moments when things didn’t go as planned, but each setback teaches us valuable lessons. To build resilience, practice reframing challenges as opportunities for growth. Surround yourself with supportive people who encourage you during tough times, and remember to celebrate small victories to keep your spirits high.
3. Effective Communication: Working alongside Devin, we’ve learned that clear communication is key to our success. It helps us make decisions and keep our vision aligned. To improve communication skills, practice active listening and encourage open dialogue with your partner or team. Regular check-ins can also help ensure everyone is on the same page.
For anyone just starting out, my advice is to embrace a mindset of continuous learning. Seek out resources—books, online courses, tutorials, or mentors— anything or anyone that can help you develop your skills. Don’t be afraid of feedback, always stay curious, and find a self-care outlet for any stress you may feel along the way. Every step you take is part of your unique journey, and each experience will help you grow!
What is the number one obstacle or challenge you are currently facing and what are you doing to try to resolve or overcome this challenge?
Right now, our biggest challenge is running Sugar Spell Bakery while planning our very own October wedding, which we never dreamed of doing before we lost our jobs just a year earlier. As word spreads and orders increase, it’s been a balancing act to ensure we can meet demand without compromising on our standards. Not to mention the financial investment and challenges we experience on a day-to-day.
To tackle this challenging time, our main focus is to stay on top of our mental health and financial planning. By keeping our vision aligned with our values, we’re able to prioritize what’s important to us. For our wedding, that means keeping everything centered around family and our unique love story (and yes, we’re baking our very own wedding cake!). When it comes to Sugar Spell, that translates into keeping an open line of communication with our customers and managing expectations regarding availability and design capacity (no new techniques for me at the moment!). By being transparent and proactive, we hope to build even stronger relationships with our community as we navigate this exciting phase.
There’s definitely no textbook for how to plan a wedding while starting a business! We plan to use what we’ve learned to inspire others and elevate our client experience, by understanding what our clients’ needs might be – and how to bring their vision to life for their special day.
Contact Info:
- Website: https://sugarspellbakery.square.site/
- Instagram: https://www.instagram.com/sugarspellbakeryllc/
- Facebook: https://www.facebook.com/sugarspellbakery/
- Linkedin: https://www.linkedin.com/in/erin-givens-1047bb162/
so if you or someone you know deserves recognition please let us know here.
