Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Aurelia Lambrechts, Owner and Baker at Philosophy of Yum, located in Cape Town, Western Cape, South Africa.

What's your business, and who are your customers?

I help home bakers create a Home Bakery business with consistent orders, so they never have to worry about a stable income.

Tell us about yourself

After getting a bachelor's degree in architecture, I got my first desk job working for an architect. Within three months, I had to start taking anxiety medication to help me cope with the stress of corporate life. To help me cope, I started baking Thursday evenings - and this quickly became the highlight of my week!

Long story short, I ditched architecture for home baking and made it my full-time career. I could even stop taking anxiety meds! For six years, I earned a full salary baking for direct & wholesale clients. Other home bakers started asking me on Instagram HOW I became a full-time home baker (without any training in baking, business, or marketing). So, I started blogging about it to help them on their home bakery journey, giving them the direction, encouragement, and help that I didn't have on my journey. I still bake, but only for Fridays due to some physical struggles.

Home bakers have SO much to offer the world. Their treats bring comfort, love, and joy to people on their darkest days. But they often lack the confidence and business skills to turn their passion for baking into a stable income. I help them grow in these areas so they can confidently share their treats with more people and ultimately make the world a better place.

What's your biggest accomplishment as a business owner?

There's a clear distinction for me between my "biggest" accomplishment and my "most meaningful" accomplishment, so I'll share both. Biggest: In one of my online course launches, SO many students joined - I was blown away! In just one week, I made $28k. It was shocking. Most meaningful: In the first module of my Home Bakery Pro course, I teach students to THINK like a business owner so they can make great business decisions. In this module, we go deep and deal with the lies you've heard in your life that result in self-doubt, comparison, impostor syndrome, fear, etc.

This is a transformative experience for students, and testimonials like this one make this whole journey worthwhile: "I didn't realize just how much my thoughts affected my actions. Learning how to get harmful thoughts out is mind-blowing. The printouts from Module 1 are up on my fridge for everyone in the house to see! The "Know What Makes You Valuable" lesson made me cry so hard, but it was very much needed. I never realized just how terrible my thoughts were with failure and disappointment. I plan to take my kids through the exercises, so hopefully, they won't struggle for so many years as I have."

What's one of the hardest things that come with being a business owner?

To accept that, realistically, things won't always go your way. That's normal. And then, when things don't go your way, it's hard to be scientific and look at the data so you can make adjustments and try again. When the business is struggling, it's SO tempting to sink into self-pity and take the results personally and blame everything & everyone else for our results. But self-pity is a luxury that successful business owners can't afford. It's hard to be scientific about our results, but that's what we've got to do! We are responsible for the results we create.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Don't expect everything to go your way because it won't. Getting sales has almost nothing to do with luck, or someone else is "more blessed than you." Getting sales is a scientific thing that anyone can learn, so research those things.
  2. Not all your friends or family will be excited about your idea to start a business - and that's okay :) Don't cut them off. Still, be kind. You don't need everyone to support your business for you to be successful. There will be people who understand what you're trying to build. Appreciate and treasure those people.
  3. Starting a business WILL expose all your weaknesses and strengths. You'll need to grow and change in this process. Don't resist that. Here's a quote from small business expert Michael E. Gerber: "Your business is nothing more than a distinct reflection of who you are. So, if your business is to change – as it must to continually thrive – you must change first. If you are unwilling to change, your business will never be able to give you what you want."

Is there anything else you'd like to share?

Starting a business is not easy, but it's totally worth it!!! Being in charge of your own schedule is amazing. The growth and change you go through are staggering and priceless. Creating a home bakery and an online business has changed my life. And by starting businesses, we increase our reach and ability to touch others' lives.

  • Take your gifts seriously.
  • Work with what you have.
  • Do your research.
  • You can do this!

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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