Meet Shameka Thompson

Alright – so today we’ve got the honor of introducing you to Shameka Thompson. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Shameka, so excited to talk about all sorts of important topics with you today. The first one we want to jump into is about being the only one in the room – for some that’s being the only person of color or the only non-native English speaker or the only non-MBA, etc Can you talk to us about how you have managed to be successful even when you were the only one in the room that looked like you?

We’re in some strange times, and it feels like our country is experiencing economic uncertainty, political and social polarization. Though I make amazing confections, success is not always guaranteed. A customer’s support or patronage can feel conditional – tied to political or cultural alignment, rather than product quality. These things can cause lack of support and acceptance from every community. As a black woman, I’m prone to be stereotyped as lazy, rude, a thief or democratic. Yes, I’m Democratic, but I also have Republican values. I believe everyone should be given equal opportunities, but I also believe in personal responsibility, and the value of hard work and ambition.

This year, my husband and I decided to take Gem’s Sweets on the road, participating in events in smaller towns outside the city and throughout Texas. I like to call it “dropping jewels”, to align with the business name’s theme. We landed an amazing opportunity in Rockport but, ouch. We were really excited to introduce our creations to a new region. We booked a place that had amenities for us to bake everything fresh like we do at home. The morning of the event, we set up at the venue, customers quickly filled the space, we began greeting potential buyers, and we received no response, no greetings, and no eye contact. That was hard to experience, we’ve never encountered this in the city. We offer free samples at every event, and that was the first time we didn’t give away half. We spent three days in Rockport and made a total of two hundred dollars.

(And we’re grateful to those who gave us a chance! Success is defined differently in each situation; it is not always based on how much you make. In this case, my goal was exposure. It was not financially successful, but I did plant seeds. Since we left Rockport we’ve received an order every week for Too Good To Go, a merchant we sell our leftover cookies at a discounted price.)

Researching things like the number of bakeries in the area, the dominant demographic, and the price ranges of the local confections are important. But I’ll be honest, I don’t think market research would’ve changed anything. Most attendees at this event had one thing in common, their MAGA memorabilia. I’m not one to judge, but I do observe, and it was not welcoming. The state of our society can make connecting with others difficult, especially when you don’t have any identity in common. I’ve succeeded by sticking to my values: maintaining quality of my product, and prioritizing respect and customer service. I had to understand that being the sole minority adds weight, and it requires self-awareness. I strive to make every customer feel welcomed and appreciated, regardless of their beliefs. My experience of vending in diverse locations revealed how important these values are. I’d like to share another encounter I had recently.

My husband and I were vending our savory Texan Rolls at a festival in Gonzales, when two gentlemen ordered. As they waited for their order, one started talking with my husband about their night. The other came around to my prep area admiring our set up. He said something that completely took me by surprise, He called me a “little girl” … Wow! So many things went through my mind. I looked up at him and noticed he was wearing a “thin blue line” hat. I looked him directly in his eyes. His laughter abruptly stopped; he gave off a look of uncertainty or shame. In my mind, of course I wanted to say, “Little girls don’t work, they play”. But I quickly recentered, walked over to the fryer his order was ready I, nicely packed it, walked over, handed it to him and said:

“Your order is ready, sir! It just came out the fryer, so it’s piping hot; please be careful with it. Over here in the front we have a spicy Sriracha or a sweet and sour duck sauce and help yourself to some napkins as well. Thank you, and Happy 4th of July!”

I had a smile on my face, and disappointment in my belly. I prioritized customer service and the reputation of my business over ego. My morals and values shouldn’t stop because someone offends me. But there were differences between Gonzales, Spring Branch, and Rockport. People say it has nothing to do with race, but it sure feels like it sometimes. As a business owner, I’m not trying to sell you politics or church but a gourmet cookie, brownie or a Texan Roll. So, when I’m the only one in the room that looks like me, I become the standard for people who look like me. I remember that my actions can leave a strong impression, and being simply respectful can be impactful to those who do not share my beliefs, opinions or identities. Experiencing that has showed me that a bad experience with one doesn’t implicate the collective.

Thanks, so before we move on maybe you can share a bit more about yourself?

I’ve been around the food industry for most of my life. My mother and stepfather both worked in fast food. As a kid, I would either go to work with my mom or be in the care of my older cousins, who worked at Swedish Bakery in Austin. My cousins work involved cleaning the building, mopping floors, and taking out trash. When I was about seven or eight years old, I’d help them clean the back of the bakery, which I really enjoyed because my cousins would pay me, and I’d have money to buy snacks at the store. One day I was observing a baker decorate shortbread cookies, she invited me over to practice on the broken ones. I also was allowed to try them, I’ll never forget how flaky and buttery those shortbread cookies were. That experience embedded into my memory, I don’t make shortbread cookies often but when I do, that nostalgic taste runs straight back to my taste buds. Shortly after I started attending work with my mother who was a shift lead at Taco Bell. She would task me with cleaning tables, taking out the lobby trash, and filling the hot sauce and napkin containers. In return she’d pay me in nachos, cinnamon twists, or five bucks. This was a pattern through my preteen years. When I turned sixteen, I was already familiar with the ins and outs of Taco Bell and their managers and was hired to work part-time until I turned eighteen. I was then offered a promotion and began training for a shift lead position. I worked there until I was twenty-two. I grew tired of the low wages and started exploring opportunities outside of the food industry. Over the years, I always found my way back into the kitchen.

During my stint outside of the food service industry, I met Dere, who would eventually become my husband. He helped me edit my resume to highlight my food service experience. I was hired for a position as a cook at a State Supported Living Center. There, I learned about different food textures, special diets (like gluten-free), weight management and liquids. Dere and I updated my resume to highlight my healthcare experience, I applied for a Direct Support Care position at the same facility. Once I transitioned into direct support, I learned more about thickened liquids and dining room set-up. I worked in direct support for about a year and a half and decided it was not a good fit for me. I decided to seek new opportunities by having Dere to revise my resume once more. I landed a rehab therapy tech position. I had culinary, healthcare, and management experience, so that helped. Once I began working as a coordinator, my job duties were to train incoming direct support workers and any other employees that work closely with the residents. I gained more knowledge about menus, dietary restrictions, and customized utensils. Hosting potlucks was popular in HAB Therapy, and I’d always bring something. Brisket nachos was my signature dish, and everyone in the office loved them. Eventually, word had got around to another part of the facility, when a coordinator gave some to someone. The gentleman told me how good they were and inquired if I would make them for his birthday party. I was not interested in doing anything like that, so I declined and wrote the recipe down for him.

On my twenty-seventh birthday, I ordered a custom cake that was supposed to feed 150 guests. When I picked up my order it was a personal-sized cake, very beautiful, but not what was promised. I felt disappointed, which made me wonder how much it costs to make a cake. I started buying materials, looking up recipes, and tweaking them to my liking. Once I was comfortable with the results, I started giving them out to my HAB therapy co-workers, for feedback and they loved them! My aunt’s birthday was coming up and I wanted to give my decorating skills a try by making an edited replica of my overpriced cake. At her party, one guest loved the cake so much she got my contact information and placed an order. Afterwards, I posted the cake on Facebook and others started ordering.

I officially created and announced Gem’s Sweets in 2018 and focused on making custom cakes and cookies. In 2021 we decided to do market research for dinner plates. We decided to offer brisket enchilada dinner plates through Facebook, which was very successful. Then, we began selling a variety of dinner plates, cupcakes, cakes and cookies. As the business progressed, I knew I needed to figure out how to sell food while following health department guidelines. After doing research and learning about concession vending, I started applying for shows and were getting accepted. We started concession vending at markets and festivals in 2022. People loved our Texan Rolls, and we’ve been concession vending ever since. Recently Gem’s Sweets participated in the Whiskies of the World & Heritage Fire tour, where we made eight hundred bites for over a thousand guest. There was a vote taking on which culinary team created the best dish. Unfortunately, we didn’t win but we did a great job. We’ve also been focusing our attention on planting seeds throughout the great state of Texas, by traveling to Houston, Rockport, Gonzales, Spring Branch, Lago Vista, and Bee Caves with our creations. Our next move is to start applying for shows in Dallas, and expand to other states such as Oklahoma, and Louisiana. My favorite part about running Gem’s Sweets is seeing our customers’ reactions and exploring how food unifies and creates happiness. Ultimately, sharing that joy keeps me going. We update our website and socials with our upcoming scheduled events. We also do “behind the scenes” videos for customers to see our process. Customers can request catering quotes by email.

If you had to pick three qualities that are most important to develop, which three would you say matter most?

The quality that contributed most significantly to my journey is confidence. Throughout my upbringing, I often faced comparisons with my siblings: my older brother excelled academically, maintaining a 4.0 GPA, while my younger sister graduated as valedictorian. In contrast, my younger brother and I adopted a more relaxed approach. Overcoming negative projections and stereotypes from those I admired was challenging, prompting me to pursue therapy to address childhood wounds and foster healthier relationships.
My early experiences at the bakery instilled a sense of responsibility and belonging; even small tasks like taking out the trash were meaningful to me. I fondly recall practicing icing techniques on shortbread cookies—although I did not master the skill, I vividly remember the technique, and the cookies’ unique flavor profile. Working alongside my mother as a child also prepared me for leadership and independence, and those skills have been essential in running the business with my husband twenty-seven years later.
My advice is to first cultivate unwavering self-belief, as it will help you fight self-doubt, and help you push through difficult challenges. Second, before embarking on a business venture, conduct thorough research on your target audience, and understand their demographic and demands. This will help you make the most informed decisions possible. Lastly, maintain consistency, whether through an online presence or engagement within your community. This directly contributes to my first two bits of advice. Staying engaged with my customers, and consistently attending different events reinforces the conviction that my creations have value and cultivates my drive to improve. It also helps me get constant feedback and data that I use to make decisions.

Who has been most helpful in helping you overcome challenges or build and develop the essential skills, qualities or knowledge you needed to be successful?

My husband has been my constant support since the very beginning—helping with deliveries, assisting with equipment and tech support, merchandise packaging, conducting business meetings, proofreading emails, and even investing in the business when funds are short. He encourages me through tough times, teaches me patience and communication, and reminds me to take breaks. Our bond is symbolized in the longhorn in our logo, because I am a native-born Austinite, and he is an alum of the University of Texas. My family and friends have also played vital roles. My mother and stepfather bought us our first commercial fryer, and my best friend got us our first double fryer once we started doing public events. My younger sisters have worked some of our events, and my little brother has helped us with our trailer and loaned us his generator. Their assistance and support have been vital to our growth. Lastly, I am immensely grateful for our loyal customers and their ongoing encouragement. Seeing familiar customers at multiple events lets me know that I am creating something valuable, and their feedback and perspective are a source of inspiration for my creations.

Contact Info:

• Website: https://www.Gems-sweets.com
• Instagram: https://www.instagram.com/Shameka.thompson.7
• Facebook: https://www.facebook.com/profile.php?id=100040267278628
• Linkedin: https://www.linkedin.com/in/shameka-thompson-16a10515a
• Youtube: @Shameka.thompson.7
• Other: https://linktr.ee/gems_sweets?utm_source=linktree_profile_share&Itsid=a4d061f6-9463-46bf-82b9-76de650d9ffe

Image Credits

Shameka Thompson
Joritsdere Stanley-Ikhilioju
Willie King