Finding The Sweet Spot

Walking into the Brown Sugar Bakeshop in downtown Little Rock is a treat unto itself. The smell of pastries perfumes the air. There is music, usually of the R & B variety, playing in the background. And, then there is the clanging of pots and pans in the kitchen to create a homey ambience.

Kristi and April Williams started the Brown Sugar Bakeshop in a kiosk in the River Market in 2009 after deciding to turn a favorite pastime into a business opportunity. The sisters describe the shop’s baked goods as “old-fashioned”. They were trained by previous generations of family bakers and knew a mean Sock-It-To-Me cake could fetch a following.

“Enjoying time with our grandmothers in the kitchen…that was something that was real big in our family,” Kristi said when asked about the inspiration for their bakery. The Williams sisters realized they could satisfy an addiction to sweets and preserve the family legacy of owning a small business by selling the cakes and pies they made in their spare time. Armed with a business plan that banked on old-school simplicity, they  “figured other people had that same connection…and were missing that feeling.”

The sisters are hands-on owners. Their day begins in the kitchen, kneading dough and baking. April leaves the talking to Kristi who also keeps up their online presence, promoting the bakeshop through social media. She says, “In the sixth year, we’re still doing what we were doing in the initial location. A lot of people think that you start something, and you’re just back in the office with your feet up.”

The Williams’ charming Brown Sugar is decorated in hues of pink and brown and beckons from one of downtown Little Rock’s busiest streets. They describe the area as surprisingly inviting for start-ups. “Downtown Little Rock is shockingly…not necessarily in other markets…not as expensive to start up a place like ours.”

Six years of success, and it’s clear the idea for Brown Sugar isn’t half-baked. But, even old-school sensibilities need a pinch of new age flair like the Mountain Dew, Doritos, and Chicken and Waffle cupcakes offerings. The sisters are seasoned businesswomen and quick to avoid sugarcoating the challenges of owning a business.

“Do a lot of research,” Kristi suggested. “Get a mentor in that industry, someone who’s willing to give you the in’s and out’s.” She pointed out that with the advent of crowdfunding sources like Kickstarter, it may be easier to secure and sustain funding.

For more information about Brown Sugar Bakeshop, you can visit www.brownsugarbakeshop.com.