HOME BAKERY TIPS, TOOLS & COURSES
You don’t have a baking problem.
You have a “why does this feel so hard when I’m doing everything right?” problem.
Your baking is deeelicious.
You pour so much love into everything you do.
You’re trying your freakin BEST.
And yet… you’re still stuck in the cycle of:
bending over backwards for customers,
working nights and weekends,
and constantly chasing the next order.
You've probably wondered:
"Is it just me? Am I missing something?"
Because it feels like no matter how much effort you put in… it’s just not translating into consistent orders, a steady income, or the business you imagined.
But you didn't start a Home/Micro Bakery to make your life more stressful or feel overwhelmed with marketing, did you?
You started your business because you freakin LOVE baking!...
You wanna share the joy and comfort that only delicious home baking gives, to do something meaningful & useful, and to feel that grateful glow of accomplishment that comes from creating a beautiful business you love waking up to.
Where do I come in?
Hey! If we haven't met yet - I'm Aurelia (pronounced something like oh-really-huh). I help home bakers build calm, profitable, lasting businesses that fit their lives.
HOW?
Not by telling you to post more, follow trends, or bend over backwards for customers...
But through:
→ replacing harmful, sabotaging thought patterns with true, solid belief in yourself,
→ building a business around who you really are as a person ('cause then it flows naturally), and
→ human marketing strategies (based on science and 10+ years of experience) that actually feel good.
THE RESULT?
You stop making decisions from a place of “I’ve gotta prove myself”… and finally feel what it’s like to be chosen for the value the real you brings.
…because when you trust the value of what you create — and know how to communicate it — you stop blending in, and the right customers finally SEE you & that you're exactly what they’ve been looking for.
Just like this...
A different way
to build your
Home/Micro Bakery
- FROM THE INSIDE OUT -
Behind every fragile, unstable business is a set of beliefs that quietly shaped it.
Here, we don't start with OUTSIDE questions like:
❌ Which baked goods are selling the best right now?
❌ What's my logo gonna look like?
❌ What am I posting on social media today?
We start with INSIDE questions like:
✔ What makes me valuable?
✔ Who am I really, and what do I like?
✔ When & why did I start believing I need to be more like other people to be successful?
✔ How have I been suppressing my uniqueness?
✔ How's that been impacting my business?
✔ How can I shift harmful thought patterns so I can build a strong business that lasts?
- BEING THE REAL YOU -
If you want to stand out, build your business on the most unique thing there is - you.
When you finally stop trying to alter yourself, your menu, your brand, and boundaries ONLY according to what customers want, it'll feel like fresh rainfall in a desert that starts sprouting the most gorgeous flowers you didn't even know existed!
You don't have to choose between your & your customers' happiness.
You'll discover and fully understand that basing your business on who you REALLY are doesn't only make your business flow naturally, but is, in fact, the only way to truly make your customers happy too.
- PROVEN MARKETING METHODS -
You need an evidence-based marketing system that doesn’t just make you “feel busy”, but actually brings in orders - consistently...
I know everyone (and ChatGPT) tells you...
"Post consistently to stay top of mind",
"Post in local Facebook groups",
"Hand out free samples & business cards", and "word of mouth is gonna kick in!"
And sure — that used to work.
But this isn’t 2018 anymore.
Relying on those tactics just drains your time, with little to show for it… leaving you burned out and doubting yourself.
Because marketing isn’t just a few last-step tactics.
Marketing is the salt in your recipe that should be mixed into your entire business right from the start.
Good marketing = your uniqueness + finding a REAL problem to solve + knowing how to communicate how you solve that problem + WHO you communicate it to.
- REACHING REPEAT CUSTOMERS -
Spend your time marketing to people who are the most likely to become repeat customers.
We all start our Home Bakery with sincere dreams of baking for our community...
Being the go-to local baker that warms everyone's homes with freshly baked goodness...
Buttt life doesn't always work out that way.
I learned this the hard way - and more than half my students have shown up in my programs with the same disillusioned tears.
But the BEST news is...
→ There are many income stream options for Home Bakeries - ones that are so much more worthwhile than direct customers!
Stop assuming a direct 1:1 customer will = a repeat customer. You can't create consistent orders with people who only order for "special occasions".
Spend your time marketing to people who are the most likely to become repeat customers.
It all started as a kid...
My childhood was filled with baking...
My sister and I baked our way through a gingham-covered children's cookbook. I was always looking for an excuse to bake!
And every single Saturday, I made a giant batch of pancakes all by myself... and then ate them while watching Titanic (without the PG13 bits 😂) for the thousandth time in my pjs.
Architecture please!
Of course, "baking is just a hobby", and since I was 8, I'd wanted to be an architect.
In 2008 I started studying architecture - it was WILD... it felt like a grueling, fascinating brain makeover! It makes you problem-solve differently.
I thought I'd do my bachelor's degree, work for a year, and then complete my honours & master's degrees...
Cue anxiety & insomnia
... I had my respectable degree.
... The stable job.
... The path everyone approved of.
But the architecture world is harsh and stressful. Behind the scenes, I was battling anxiety-induced insomnia. It got so bad that I had to start taking meds in 2012.
I was "too soft" for this career I'd always wanted. I wasn't coping at all.
Side-hustle baking
Baking had always been my happy place...
So, in 2012, I reached out to my friends and started selling 1 dozen cupcakes a week to cope with life (and get a bit of extra cash!)
After a few months, I was selling out 200 items every single weekend!
One Thursday night, while frosting cupcakes at 1 am — using a borrowed hand mixer and an ugly yellow mixing bowl...
I felt something I hadn’t felt in months: calm.
That's when it hit me...
"... it’s easier to bake through the night than survive a single day at my job."
That moment changed everything.
But changing my career wasn't a "cute and cozy" fairytale.
Starting over again...
A lot changed in a short time!
In Dec 2012, Adriaan & I got married!
We moved cities.
We had $40,000 in student debt.
I was jobless, and he was earning $700 a month.
I wanted home baking to become my full-time career, but I had no network of friends or family to sell to this time!
I printed 200 Valentine’s Day flyers.
ZERO orders came in.
A different approach...
I was crushed. But that failure forced me to think differently.
Instead of building my own customer base from scratch… I thought, “Who already has the customers I need?” So I pitched my baked goods to 5 coffee shops.
At first, all 5 said no. Then one changed their mind and said, "Yes"!! Within 3 months, I was earning more than at my architecture job.
→ For 6½ years, my Home Bakery earned me a full-time income.
But here's what surprised me...
Replacing my salary didn’t automatically bring peace. From 2013 - 2015...
... I was still undercharging.
... Still saying yes to every order (even last-minute orders on weekends).
... Still overworking myself because I believed that’s what “committed” people do.
... Still hurting my marriage because I was constantly exhausted, busy, and stressed.
What transformed my Home Bakery?
Not better recipes, a bigger kitchen, more equipment, or money from an investor. Nothing outside me changed.
It came from shifts inside me... unlearning the beliefs that my worth was tied to:
#1: How much clients liked me, and
#2: How hard I worked.
When I learned to deeply trust who I really am & anchor my value in something outside my performance or what people think of me, everything changed...
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My menu, pricing, HOW I approached marketing my business, my income, and my peace changed.
My Home Bakery became calm, profitable, and finally freakin sustainable!
It finally supported my nervous system & life instead of consuming it.
Since 2018, I’ve mentored over 500 home bakers to build businesses the same way...
NOT by telling you to "post more", or "bake this popular thing", or bend over backwards for customers...
But through:
→ replacing harmful, sabotaging thought patterns with true, solid, healthy belief in yourself,
→ building a business around who you really are as a person ('cause then it flows naturally), and
→ human, proven marketing strategies (based on science and 10+ years of experience) that actually feel good and not forced.
My Journey
to helping home bakers create freedom, consistency, and stability.
I didn’t start my Home Bakery because I was brave.
I started because I was anxious, exhausted… and couldn’t afford proper groceries.
If you love baking - and you’re tired of feeling guilty for wanting a calmer, more creative life...
I want you to know...
You don’t need to prove your worth by forcing yourself into work that slowly destroys you and burns you out.
You don’t need:
more talent,
a bigger kitchen,
perfect recipes,
more equipment,
an investor,
or a perfect plan.
→ You need belief in yourself — and a trusted path forward.
If you’re ready to build your Home/Micro Bakery from a place of
Calmness & Clarity
instead of pressure & performance...
I’m here to help 😊