For many people, the dream is to be able to take something you are passionate about and turn it into a business. Amy DeGiulio, the owner of Sugar Flower Shop, is living the dream. Her company’s star creations are unique flowers handmade entirely from sugar. Organic and sustainable, these flowers can be used on wedding cakes or cakes for other special occasions, as decorations, or as Valentine’s Day and other special day gifts that, because they are made from sugar, will last a lifetime.
DeGiulio came by the idea for Sugar Flower Shop almost by accident. An avid baker her entire life, she had never contemplated going into business until she took a course to brush up on some of her piping skills. The last few classes in the course were on the art of creating gumpaste flowers. It was then that DeGiulio realized she had a real aptitude for creating flower decorations made entirely of sugar. Inspired, she created a website, intending to start a small side business. But her confections caught on and now her work as appeared on the likes of the Style Channel and in the upcoming Dean & Deluca Valentine’s Day catalog.
Sugar Flowers have become a hit for brides, party planning moms, and connoisseurs of unique gifts, among others. Other bakers even buy DeGiulio’s sugar flowers. Often, bakers in charge of elaborate cakes will order stand-alone sugar flowers from the Sugar Flower Shop to compliment their creations. The willingness to sell her flower creations alone, and even ship them overseas, is just one of the many extras, like careful sourcing of their ingredients, that sets the Sugar Flower Shop apart from other bakeries. Of course, Sugar Flower Shop is also a full service bakery, offering wedding and special occasion cakes decorated with their signature flowers.
Like many hobbyists turned business owners, DeGiulio’s main misconception about business ownership was that she would be able to do what she loved – create sugar flowers – all day every day. “There are tons of other hats that I also have to wear on a daily basis. I knew that I would be involved with some of them, but others were much less expected. As a small business owner, I maintain my own website, social media and marketing strategies, plus have to be an educator to members of my staff and be constantly on the lookout for new business opportunities.”
DeGiulio also wishes she had brought other people into her business sooner. Taking a class called FastTrac Business Venture through NYC Small Business Solutions gave her some concrete ways to get others involved and expand her business, and even gave her the confidence to form her relationship with Dean & Deluca.
One of her smartest moves, DeGiulio says, was to name her shop after her creations. “So many people come across my site by Googling ‘sugar flowers.’ Through a little bit of SEO and the choice of business name, I always appear in the top of the list.”
What’s next for Sugar Flower Shop? DeGiulio will be featured in more media appearances, and plans to partner with another baker to introduce “a completely new style of cupcake to the marketplace.”
Amy is also offering Outright blog readers a special treat! Mention this post when ordering and she will give you 10% of your order. Surprise someone today with a flower that will last a lifetime! Tweet this post to your flower (or sugar!) loving friends.
Sugar Flower Shop owner Amy DeGiulio runs her New York City cake boutique with one goal: to create masterpiece cakes for weddings and other occasions by using the freshest, high-quality products from local farms and New York City’s Greenmarkets. Inspired by her original location in the bountiful Hudson Valley, Ms. DeGiulio continues to use locally sourced ingredients. Her cakes, with artistically designed flowers she custom-makes from sugar, have been featured on the STYLE Network and in Martha Stewart Weddings magazine.
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