CO.STARTERS Spotlight: How Sweet It Is by Tim and The Value of the Customer’s Feedback
Written by Maddie Steele
My first interaction with How Sweet It Is by Tim was when my mom surprised me by getting a cake ordered for my birthday this past year. Usually, I’m the friend that bakes all the birthday cakes, but who was going to bake the cakes for my own birthday? When my mom ordered this cake for me, it was my favorite flavor, strawberry, and was a great memory to share with all my friends who celebrated with me.
These are the moments that are most rewarding for Tim Hayes, owner, and mastermind behind How Sweet It Is. The moments where customers gain joy through the products he produces. Tim started baking cakes in 2014 for a boutique bakery in Humboldt, where he won multiple rewards during his time there. He has been featured on The Food Network, The Cooking Channel, and Netflix, and his desire is to create a tourist spot for people who come to Jackson, as well as provide locally made desserts. Tim started his own business by baking out of his own home, and although it grew very rapidly, now that they have opened their shop in Jackson, they have expanded tremendously.
How Sweet It Is specializes in pretty much any sweet treat you can imagine, like specialty cakes, wedding cakes, cookies, birthday cakes, and cinnamon rolls. Tim creates homemade baked goods that are hometown based, and he has a team that serves his customers well. Tim manages the business and oversees everything, however, he has hired bakers and other employees, which allows him to dream about what might be next.
“The most rewarding part is seeing the smiles on people’s faces and all the good reviews,” said Tim. “When I’m out and about and people see me and they say they’ve been to my place and they love it. It’s just a joy. I love seeing everyone enjoy a product that I inspire, and to see how far our business has grown.”
Tim went through CO.STARTERS right before he opened his storefront location, and although he didn’t get to complete the entire program, he still benefited from the meetings he had with Ben Harris and even found his accountant through theCO. Finding this accountant through CO.STARTERS has been one of the most helpful aspects of running his business.
Now, How Sweet It Is has clients as far as China, Poland, and different parts of the United States. As people learn about Tim’s business and cakes, people from around the world want him to make their wedding cakes, birthday cakes, or other desserts. His business has grown from a small bakery in his own home, to make products for people all over the world.
You might think someone who bakes these award-winning cakes would be a cake connoisseur by now, but it’s the opposite for Tim. Surprisingly, Tim doesn’t even like cake, and he trusts the taste of the batter and the opinion of his customers to perfect his recipes. His favorite dessert is cinnamon rolls, which he makes almost more than cakes. He values the honest opinions of his customers and their loyalty more than anything because after all, it’s the customers who have shown their loyal support and grown his business.
