Today we’d like to introduce you to Fernanda Aller.
Fernanda, we appreciate you taking the time to share your story with us today. Where does your story begin?
My love for decorating cookies started 6 years ago. I think my passion had been in me for a long time, but I did not see it. However, after going through different challenges in my life like moving to a new country, facing the language barrier, and some difficult personal situations, I started a personal search and thought about where to put all my love and energy beyond my family.
My cookies began as a hobby. I saw cookies decorated for special days in all the coffee shops, and I always thought “I would like to do this”. One day, I signed up for a cookie decorating class and since then I haven’t stopped making them. I fell in love with them. I watched tutorials, learned techniques, took online courses, made a lot of mistakes, and tried again. Little by little, I went from giving them to my friends and family to selling them. Soon enough, this hobby eventually became a small business. Each new order is a challenge for me, and I love it!
I think at some point in life, one asks oneself, “what makes me happy?” My answer to that question was to make custom cookies for important moments in people’s lives. As a result of my personal connection to people through my cookies, I began to connect with my childhood, remembering the afternoons I spent in my grandfather’s bakery in Argentina, my native country.
When ordering cookies, you want them to be special. I make sure that they are. My cookies are completely artisanal and made from scratch with quality products and most importantly–with love.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
No, it has certainly not been a smooth road. Building a business from scratch requires a lot of patience, long hours, and learning through trial and error. I have learned not only about decorating cookies, but also about social media, marketing, pricing, managing the orders and how to interact with clients. For example, I have learned and improved with making promotions, taking pictures of my cookies and finding ways to advertise my brand. As a result, I was able to get more sales than through the traditional word-of-mouth. Additionally, I have gotten better at interacting with clients as well, catering to their own specific desires. I began with a very limited pool of designs that I could make, but now I am able to use the designs my clients send me and make them come to life.
Despite the challenges, I have persevered by fine-tuning my approaches. Regardless, I still look forward to learning new ways to improve my craft.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
I run a home bakery, specializing in baking and decorating custom cookies with royal icing for all kinds of events, ranging from birthdays and baby showers to weddings, corporate events, holidays, and brand launches. I love the challenge of creating new designs for every order! I always try to put my personal stamp on everything I do and pay attention to detail. It’s a job I really enjoy; I do it with love and respect for my clients, and it brings me a lot of joy. I focus my efforts on providing personalized service and ensuring the product is of excellent quality. I believe that the flavor and texture of the cookie are just as important as its design and packaging.
After a few years in this business, I am really proud of the journey so far, everything I’ve learned, and that my clients keep choosing me!
Where do you see things going in the next 5-10 years?
I’m very enthusiastic, so I would love to keep growing my small business and start teaching cookie-decorating classes soon.
Contact Info:
- Instagram: @flowerinlovetx
- Facebook: Flour in love
- Other: cookiesbyfer@gmail.com
