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A simple love of baking can grow into something much bigger - just ask Roxy from Roxy's Cakes & Fudge.

What started as an enjoyment of baking and a form of meditation evolved into a thriving sweet treats side hustle. From cakes and sweets to edible images, Roxy's journey is a reminder that backing yourself and staying open to new opportunities can lead to something truly rewarding.

1. Can you tell us about when you first realised you wanted to start your sweet treats business?

I've always enjoyed baking; it's my form of meditation. In 2017, I decided to take on the challenge of turning my hobby into a business. After 12 months of doing cakes and purchasing images from other places in my area, I decided to expand into the edible image market.

2. Starting and running a business can be a wild ride! What challenges have you faced while building your business, and how have you overcome them?

Setting up a business to begin with and finding out what's required is challenging and takes a fair bit of research to understand.

Scope: I started off just doing cakes, then expanded into sweets, then into edible images.

Supplies: Building up supplies takes some time and money. When it comes to edible images, there are a few different products on the market. I went with a Canon that does A4 & A3 sheets.

Pricing: Trying to get the price right when establishing is quite difficult because you want customers, but also want to cover your costs. I started out pricing on the cheaper side to attract customers, then provide them with quality products. I have adjusted my pricing over the years to stay competitive.

Promotion: I started out with a website, a Facebook and Instagram page, which expanded as I grew. I used Google and Facebook advertising, but found that promoting my work on my social media was the cheapest way to promote and gain customers. I then created a secondary Facebook page dedicated to edible images called 'We Print Edible Images'. I now have two edible image customer bases.

Separating my day job from my hobby/business: Having a job and running a business can be challenging at times. I found that planning and time management are crucial to not becoming overwhelmed and losing track of time.

Payment: When I first started doing edible images, I allowed customers to pay cash if they wanted to. This led to a problem with some customers not collecting, and leaving me with a custom image that I couldn't resell. I learnt very quickly to request payment before printing, and found that I haven't been left with any images now.

3. What has starting and running your own business meant for you?

It has provided me with a sense of accomplishment. It also provides me with an outlet from my day job. When completing this, I couldn't believe that I have been doing it for 9 years now.

4. Can you explain the advantages of incorporating edible images into your sweet creations? 

You can create custom designs to suit your needs.

When you break down the cost for a sheet, they are very cost-effective, which allows you to keep your costs down for yourself and your customer.

Time is a big advantage. It's way, way, way quicker applying edible images to any sweets, rather than piping, buttercreaming or playing with fondant.

5. We're curious: what design gets your creative juices flowing, and why is it your favourite to work on?

I love doing one-off designs. Nothing better than a customer coming to you with an idea, and you can design the image to suit their idea. Then, getting a photo sent to you after they've applied it.

6. What are some of the latest and greatest trends in the world of edible images you're seeing?

'I was 6, now I'm 7', TikTok trends, retro images from the 2000's, the 'in' kids shows and personalised one-off creations.

 

7. Have you received any wild or wacky image requests that still make you smile? Do tell! 

Yes, sure have. 18+ warning lol. I was requested to make a couple of bags of sugar cookies with edible images. One bag was a 'Bag of ♂︎ [censored]', and the other was a 'Bag of ♀︎ [censored]'. Not pictured.

Also, Edible images with the TikTok face-pulling trend. And, Sugar cookies with edible images with divorce sayings.

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8. Can you share some of your tips for printing and applying edible images effectively?

I always apply edible images on fondant using a paintbrush and a touch of water. Not too much water, though, just enough to make the fondant sticky to adhere to.

With printing, I only use quality products from Edible Image Supplies, such as A4 & A3 sheets, edible ink refills and cartridges, and cleaning cartridges.

I found that when printing, if you pull the sheet just enough to apply some tension, you don't get the overrun lines at the bottom.

Run the cleaning program through the printer regularly, and keep an eye on the ink levels (you don't want to waste too many sheets).

9. Do you have a favourite cookie and/or cake flavour?

Chocolate mud cake or a sugar cookie.

10. Self-care is crucial! How do you take care of yourself while running your business?

Planning is essential. I don't over-book myself, and downtime is important.

11. What business-related achievement are you most proud of, and why does it hold a special place in your heart?

I love my supercars and sponsored a local Super2 driver, Tyler Everingham. My business got a mention, and my logo got some airtime during the broadcast at the Townsville event, and my logo got some airtime during the race at Bathurst.

I have also sponsored a local rugby union player to go overseas and a local sprintcar drive