Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Sarah Annan, founder of Sara Tett, located in London, UK.

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

Sara Tett is more than just a baking business to me. It’s about bringing my customer’s dreams to reality. I make bespoke cakes for different occasions, From birthdays to weddings, to corporate events. I also teach bakers cake decorating skills. I am big on sharing my skills as I really believe in investing in myself. Recently, I have branched out into hosting events where my customers can immerse themselves into the cake decorating experience in a fun and entertaining atmosphere. Perfect for fun days out, birthdays, bridal & baby showers, etc.

Tell us about yourself

I had always had a passion for baking. However, when the first lockdown happened, I started to pursue it again. It was a weird time to start a baking business, especially when there was a shortage of flour at the time. My friends and family, however, kept encouraging me, and my business took off! I remember we had to buy a much bigger bag of flour, and I was like, "I'm never going to finish that!" But then I finished it all in around two weeks. I was shocked, to say the least! I am motivated each day by amazing feedback and smiles on my clients' faces when they receive their cakes.

What's your biggest accomplishment as a business owner?

My biggest accomplishment as a business owner was moving out from baking in my kitchen at home to getting a separate space just for my kitchen. It made it all feel real and also expanded the opportunities I could have with the business. There’s no giving up now!

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

One of the hardest things that come with being a business owner is the fact that I can never switch off! I eat, breathe and sleep Sara Tett, and I’m always coming up with new ideas or new ways of doing things. It’s one of the things you learn the hard way because the usual assumption of owning a business is the fact that you can do things in your own time and not answer to anyone. However, even when you’re not actually doing work for the business, you can never stop thinking about it. Especially when you’re the only one in the company and have no one to share responsibilities with.

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

  1. Don’t overthink it, and just start! The worst you can do is fail. However, you learn from that and can start again even better than before!
  2. You’ll never know if something will work out until you try.
  3. Don’t give up.

Is there anything else you'd like to share?

It’s hard, very hard, and I doubt it will ever get easy, but once you’re passionate about something, go for it. The rewards will definitely outweigh the stress. Also, be sure to take care of your mental health and keep people around you who will still believe in you, even on the days that you may not believe in yourself.

Where can people find you and your business?


If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email; we'd love to feature your journey on these pages.

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