Carlette Oswin: Chief Mouthwatering Officer at Foondee Cakes

"I am a lover of beautiful things and delicious tasting food and I work hard to ensure that a balance between the two is met, with every baked item that leaves my kitchen. I want my creations to take people on a sensory journey; one that is pleasing to the eye and a blessing to the tummy. The same principle is applied to the healthy range of baked goods: I want people with allergies and the like to also enjoy something delicious. Sugar free, gluten free, dairy free or vegan need not taste like cardboard and I work hard to ensure this is not the case."

If these cakes don't make your mouth water I don't know what will.

Carlette Oswin is the Chief Mouthwatering Officer who runs her own business, Foondee Cakes. It's not just cakes by the way, its edible works of art.

She started baking for family and friends and when she realized how much joy the cakes brought to peoples lives, she thought why not expand and get this gift out there to others? And that is how Foondee Cakes was born.

"As the popularity of my business grew, the tougher it became to juggle a demanding corporate career (which I loved) and my love of baking. After much deliberation, I eventually opted to focus on my love of baking and live my purpose - which is to provide delicious treats that bring people together. While it has had some challenges, it has been nothing short of phenomenal!"

Carlette brings to light a sound take on what it takes to run a business:

1. Share the load

It's okay to ask for help. I think many entrepreneurs might think that asking for help makes them appear weak, which is far from the truth.

Trying to do every single thing by myself all the time was a learning curve for me. I have learnt that asking for help with various processes in the business does not make me any less of a powerful business woman. Also, that sharing my struggles or challenges I face, with my trusted confidants has definitely eased the stress factors that most entrepreneurs face. There is a lot of truth in the saying "A problem shared is a problem solved".

2. Test you idea first

If you're currently working, I would advise that you test out your business as a side hustle before quitting. Evaluate whether there is in fact a market for your product and use this time to build a solid client base.

3. Persevere

Perseverance is key when on this entrepreneurial journey because no two days are the same and you have to find a way to bounce back from challenges faced.

4. Know your worth

If I had the chance to go back and do things differently, I would not be afraid to charge what the cakes are worth. When I just started my business, I was operating at a loss and thankfully after a lot of fine tuning, I am able to break even.

"I am the team (haha) for now of course. I am responsible for the creative design, baking, administration, sourcing of supplies as well as delivery of cakes. I do have assistance though from my mom and gran who are always willing to help with the cleaning up (which is a challenging task - trust me!). My incredible sisters are my sound boards when I need to discuss the creative designs or the administration of the business and my amazing boyfriend helps wherever he can - he has even learnt how to make buttercream! What a man! So while I am the person physically doing the creating and running of the business, I have an amazing support structure in my family and friends that I hold dear."

Having recently won second place in the @947breakfastclub "Best Chocolate Cake in Joburg" competition, the future can only be bright for Foondee Cakes.

"Going forward I want to market to a broader audience so that more South Africans can experience the sensory journey. The cakes I make are works of art and I would love for these masterpieces to be served at more events and gatherings. Other future aspirations...well these are a work in progress but it definitely includes something different to a standard coffee shop. Stay tuned."

Instagram: @foondee_cakes

Facebook: Foondee Cakes