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Conversations with the Inspiring Lindsay Corona

Today we’d like to introduce you to Lindsay Corona.

Lindsay, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
My mom tells the story of my 2nd birthday party often. She says after all the other little kids left the table to play, I walked around to all their plates and finished eating their cake. I guess that’s when it started, and my love for all things sweet blossomed from there. I’ve always been fascinated with confectionery art, and when “Ace of Cakes” aired in 2006-2007, that show inspired me to learn more about the cake industry. I got a part-time job at a local bakery in 2007 while I was in college, having zero culinary experience other than baking things at home, and they took a huge chance on me. Within six months, I was decorating wedding cakes and having the time of my life. I loved the craft, the smell of buttercream whipping and fresh cookies in the oven, the camaraderie that comes with working 16 hour days, and the “Friday Night Wine” we all shared after pouring our heart and souls into making beautiful and unique cakes for our customers’ special occasions.
Three years later, I graduated from college and left the bakery. Not long after, I was hired on at a corporate job. All the while, I had friends and family asking from time to time if I would make a cake for their special day, and I usually obliged, only charging for what the ingredients cost. I married my husband in 2013, the same year that Texas passed the Cottage Food Law, which allowed home bakers to sell baked products without having a commercial kitchen. In 2014, after seeing my creative hobby blossom, my husband convinced me that I should open a business, and he even promised to do the dishes after cake orders were done (he didn’t know what he was getting in to). That was the year that The Velvet Crumb Bakery was born.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Owning a business, starting from nothing, has been full of obstacles. I’ve had to learn (and I’m still learning) how to do it all – administration, marketing, mastering my craft, etc. I learn so much from networking with other small business owners. Instagram has been a great help in connecting with people, especially in Houston. We can find each other and share stories and struggles, lending each other a helping hand. There is no standardized path to owning a small business. We all have to pave our own road. The cake industry is competitive, but there is enough room for all of us to have a seat at the table. One of my struggles has been letting myself be seen, putting myself out there, sharing my photo and telling my story. I do have to remind myself from time to time that aside from my products, the unique part of my business is actually me. I bring something to the cake-buying experience that my clients enjoy. So, my advice for anyone wishing to dip their feet into entrepreneurship is to remember that YOU are the draw for your business, you make the experience unique for your clients, so lean into that.

What should we know about The Velvet Crumb Bakery? What do you guys do best? What sets you apart from the competition?
My business is built on creating totally custom orders for special occasions. Desserts, especially cakes, are usually the centerpiece at an event, so my clients expect a certain level of detail, in both appearance and taste. My confections are all made from scratch, hand-piped, decorated piece by piece, by hand. I’m a one-woman shop, I do it all, so in that regard, I only commit to a number of cake orders to which I am certain I can dedicate the appropriate amount of time. Plus, there isn’t a worry that the person who took their order, who understands their vision, might not be the same person who actually builds their cake.

Looking back on your childhood, what experiences do you feel played an important role in shaping the person you grew up to be?
Absolutely! My parents owned a chain of restaurants when I was growing up, and they both taught me a ton about owning a business. I’ve always been a saver, a calculator of risk and consequence, and those qualities have fared well for me as an adult. I am most comfortable when I have outlined a plan to reach my goals.

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Image Credit:
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