Today we’d like to introduce you to Sheila Steele.
Hi Sheila, can you start by introducing yourself? We’d love to learn more about how you got to where you are today.
My name is Sheila Steele. I am the owner/cakeologist at Sweet Serendipity in Moab, Utah. I have been creating custom cakes for over 10 years. I have always been drawn to the arts, even from a young age. I have dabbled in drawing, painting, sculpting, and crafting, and I have a love for playing music. I can easily get lost in the expression of it. Art has helped me navigate some of the most challenging phases of my life. For me, the cake is edible art.
My business started organically. I made a fondant-covered cake for my sons’ 2nd birthday. It was the first I used that medium and the artist in me fell in love with it. A few parents at his party asked me to make a cake for their children, and it just took off. Word of mouth.
My previous career was in Human Resources so it’s interesting where we can end up, if we are open to possibility. I was working a nine-to-five job as a single parent of two children. After the kids were in bed, I would work on cake orders for my friends and family. As my reputation grew, I started receiving more interest from not only locals but visitors of Moab. I am so blessed to now create celebration cakes for people from all over the world.
After years of juggling a day job and baking, I am now in a position to split my focus between my business and my family. This journey has taken me full circle. I love how serendipitous that is.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It definitely hasn’t been smooth. And I’m thankful for that. I don’t believe there would be growth if things were always easy. I’ve struggled financially as a single mother. And as a business owner, I haven’t always placed a high enough value on my work. I have plans to grow my business and I look forward to where this artistic adventure will take me. I am a busy baker and currently, a one-woman show, I take on as many clients as I can and allow grace for my limitations. I am extremely grateful that there is a need for what I do.
Offering a little sweet spot for the amazing people that visit this town is a blessing. I get to be part of so many love stories and celebrations and that inspires me. It sets my soul on fire that I get to use my creativity for someone’s special day. On a personal level, I met my husband almost five years ago and he has been such a huge support to me. I was able to take this business full-time because of his support. We are a blended family and in January, we welcomed a daughter a week before I turned 44. This baby girl is pure magic and she has made our family of nine complete.
Less than two years ago, my husband was in an accident. He suffered a traumatic brain injury. It was life-changing to sit at his bedside for over a month while he was in a coma. We have had to learn to navigate and balance the recovery of a TBI, a business, the loss of his career, and a high-risk pregnancy, in less than two years. From near loss to new life, I have learned to be present in the moment, and not take anything for granted. Our family has been shown tremendous support and I will forever be grateful to not only our friends and family but our small-town community.
The way this little town can rally behind a resident in need is so impactful. It makes Moab special in a way that isn’t visible to the tourists.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I was born in Moab and I have multigenerational roots here. So it always makes me laugh when I meet someone and they say… “Oh! You’re the cake lady.” I’ve been making cakes for over a decade and many of my cake pans have made cakes in this community for over 60 years.
The majority of my clients are planning a wedding or an elopement, but I also love working with clients that are here for a birthday or retirement. Moab has an influx of visitors and it is my privilege that those visitors chose to celebrate with cake. There is so much incredible talent in this small town and I love being a small business owner in my community. If I had to pick something that set me apart, I would say my sculpting abilities.
Do you have recommendations for books, apps, blogs, etc?
I am a huge advocate of skill development both personally and professionally. I constantly seek knowledge in the sugar art world as well as in the mental health field.
I work daily to be a better version of myself. I am self-taught and tenacious. I’m not afraid to try new things. I dive into any resource available to help me expand my skill set. Online courses, classes, YouTube, TikTok, and customer feedback. I soak it all in. The very first cake artist that influenced me is Liz Marek with Sugar Geek Show.
Contact Info:
- Email: Sweetserendipitymoab@gmail.com
- Instagram: https://instagram.com/sweetserendipitymoab?igshid=NTc4MTIwNjQ2YQ==
- Facebook: https://www.facebook.com/sweetserendipitymoab?mibextid=LQQJ4d
