“We remember where we came from. That’s everything,” says Susan Sarich, Founder of SusieCakes, one of California’s top destinations for all things sweet. After graduating from Cornell University’s School of Hotel Administration, she spent 25 years holding a variety of positions within a number of renowned hospitality groups. Realizing that women tended to leave the industry around the time they decided to get married and start families, she set out to create a space where women could continue to work throughout all of life’s changes.

SusieCakes pays homage to her grandmothers, Mildred and Madeline, by bringing the treasured recipes they passed down to her on 3 x 5 index cards to her customers. Since opening her first shop in 2006 in the Brentwood neighborhood of Los Angeles, she has since opened in 26 locations across California and Texas, and now ships classic Midwest desserts like layer cakes, cookies and pies, nationwide. In October of 2022, she was included in Forbes’ 50 Over 50 list, which spotlights women over 50 who are shattering age and gender norms across all sectors. Linday’s own grandparents played a large role in shaping who she is today, so it’s fitting that Susan and her legacy business is the subject of Dear FoundHer’s 100th episode.

Highlights from today’s conversation include:

• The importance of grassroots marketing. Get your product into as many homes and events as possible.
• Don’t be afraid to go against industry norms to build a business that works best for you and your demographic.
• How to accept and roll with being the face of your brand.
• Staying true to your brand and values, true to the reason you started, and trusting your gut.

Quotes

• “Do not let anybody tell you your idea is a bad idea. Just push naysayers aside.” (47:10-47:18 | Susan)

• “Trust your gut instinct, always.” (47:23-47:25 | Susan)

• “Make sure that you are being true to the reason you started out. Be true to your values. Because a lot of people lose their path once they start getting successful, or the things in life change. They forget about who they were. So one of the values of our company is that we remember where we came from. And for me, that's everything.” (47:41-48:06 | Susan)

Connect with Susan Sarich:

Instagram | http://www.instagram.com/susiecakesbakery

Instagram | http://www.instagram.com/susiesarich

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