When Justin Ellen obtained a “random” direct message on Instagram asking if he want to be a part of a Netflix present referred to as “Is It Cake?” — he thought it was “very sketchy.”
It was solely after they stated there was an interview that he realized, “OK, it is legit,” stated the youngest contestant of the favored baking present.
After a Zoom interview and a month of ready, Ellen — who was 18 at the moment — was picked to take part.
It was very overwhelming, he admitted.
“As a result of I used to be tremendous younger … and I spotted I needed to fly and keep in a resort on my own. Filming was a complete month. I’ve by no means been away from my household for that lengthy,” he informed CNBC Make It.
Ellen even needed to skip his highschool commencement for the present’s recording.
“Is It Cake?” is a baking contest, the place cake artists create edible replicas of on a regular basis objects — comparable to sneakers and purses.
At first look, the 19-year-old didn’t appear to have as a lot expertise as the opposite contestants. The younger baker solely began creating hyper-realistic desserts two years in the past. Considered one of his opponents began baking even earlier than Ellen was born.
But, earlier than showing on Netflix, he was already operating his personal profitable cake enterprise, Every thing Simply Baked.
I spotted that I did not need to suppose small. There’s a lot you would do within the discipline … take into consideration each lane you would go into.
Justin Ellen
Proprietor, Every thing Simply Baked
“Final 12 months, we grossed $100,000 in gross sales,” stated Ellen, who’s from New Jersey.
“With [the] Netflix [show] popping out, I have been getting like much more inquiries … my calendar is flooded. I am tremendous grateful for it.”
Exhausting work and failure
Ellen realized learn how to bake from his mom and grandmother when he was simply 7 years previous. They used to bake collectively throughout holidays like Thanksgiving.
From breads, to pies and cookies, they baked every part — however surprisingly, “by no means desserts.”
Justin Ellen began baking along with his mum since he was 7 years previous.
Justin Ellen
However he shortly outgrew being an assistant and when he was 14, went down the rabbit gap of cake tutorial movies on YouTube and received impressed to begin his personal creations.
“I simply watched movies of different folks doing it, YouTube’s an amazing factor. You simply received to essentially apply and take the time to be taught,” he informed CNBC Make It.
“I’ve failed numerous instances … I will suppose it is such a straightforward cake after which every part’s going flawed.”
But, Ellen was undeterred. He was in highschool when he started immersing himself into baking — which was “positively arduous” as a result of he didn’t have numerous free time on his fingers. He recollects collaborating in a baking competitors and getting to high school at 5 a.m. to apply.
“I used to be tremendous busy. [But] for those who’re actually decided, you will discover the time,” stated Ellen.
Understanding your value
The most important problem Ellen confronted as a younger entrepreneur was realizing his value — he was pricing his desserts like he was procuring along with his personal pockets.
“Again then, I did not notice how useful my artwork is. I requested my mother and my mother’s similar to me, she’s low-cost. Like, ‘I am not going to get a $100 cake.’ However right now, persons are simply paying that.”
Within the early days of the enterprise, Justin Ellen was promoting a six-inch cake for $60, however now it is “simply $150 for a similar dimension.”
Justin Ellen
When he first began, he was promoting a six-inch cake for $60, however now it is “simply $150 for a similar dimension.”
From January this 12 months, he began incomes as much as $12,000 a month after operating his enterprise full-time.
Artwork is tremendous useful and other people can pay for it. Actually, my worth barely goes up day-after-day … relying on my temper.
Justin Ellen
Proprietor, Every thing Simply Baked
“I spotted persons are shopping for designer purses for hundreds of {dollars}. You’ve got to make your prospects perceive the value in your model and what you are offering them as a result of the cake tastes nice and [I] use high-quality components.”
Though the costs of his desserts have greater than doubled in worth through the years, that has not stopped him from constructing a “very worthwhile enterprise.”
“Artwork is tremendous useful and other people can pay for it. Actually, my worth barely goes up day-after-day … relying on my temper,” he stated.
And if a buyer asks why his desserts prices this a lot? “I will simply be sincere and say, day-after-day I progress in my ability, so the worth has to go up. You are paying for somebody’s experience … it took me 5 years to discover ways to try this.”
No stopping now
Dreaming large has actually paid off for Ellen. What he envisioned for himself got here true — he now sells cake mixes and baking instruments on-line. Sometimes, he holds courses for aspiring bakers too.
Ellen added that he accepts round 6 orders per week and they’re “greater orders now.” On a typical day, he could be up at 8am, engaged on his orders in his dwelling kitchen single-handedly.
“Actually, most of my purchasers do not select hyper-realistic desserts, they’re extra like wedding ceremony desserts.”
His dad and mom are actually “positively satisfied” that he has made the appropriate determination to pursue baking as a profession — actually, Ellen, who began as an assistant within the kitchen, is now the boss.
“My mum works for me now,” he stated gleefully. “She helps me rather a lot with the backend stuff … like deliveries.”
Whilst he marvels at what he has been capable of accomplish at simply 19 years previous, the younger entrepreneur is just not carried out dreaming.
It may take numerous time. However in the long run, you will notice it is utterly value it.
Justin Ellen
Proprietor, Every thing Simply Baked
“Continuous, I am desirous about my enterprise and new methods to raise it. I need to have an appointment-based studio … however my ultimate purpose is to be like Wilton, the cake adorning firm.”
Headquartered in Illinois, Wilton produces a variety of bakeware, decorations, baking instruments and components which are widespread amongst bakers.
“My purpose is to be similar to that … [Everything Just Baked] is minority-owned, black-owned and I feel we’d like illustration as a result of there’s like no main minority manufacturers within the baking group.”
