Check Out Mallory Kvek’s Story

Today we’d like to introduce you to Mallory Kvek.

Hi Mallory, it’s an honor to have you on the platform. Thanks for sharing your story with us – to start, maybe you can share some of your backstory with our readers.
For as long as I can remember, I’ve wanted to be a cake decorator. My mom has a picture of me in diapers making chocolate chip cookies from scratch, and my happiest memories of my childhood are when I went to the bakery my mom worked at to visit her on the weekends- she’s a cake decorator too! Both my mom and my daughter are the driving forces behind Lilycakes. It’s a tribute to my mom and a legacy I hope my daughter will keep going. She’s 3 and already kneading challah dough, mixing cookies, and icing cakes and cupcakes herself! My mother mentioned to her the other day that she was going to be a chef, and she firmly replied that she would be a cake decorator! I honestly can’t tell you the first time I iced a cake or a cupcake; it’s been my entire life. Weekends were filled with baking, making taffy or lollipops, and decorating with my mom. I would help out during holidays on the weekends at the local bakery my mom worked at, and I officially got a part-time position as a cake decorator in high school. After graduation, I got a job with a local specialty grocery store as an Assistant Bakery Team Leader and worked up to Bakery Team Leader. There I learned how to run a business and immersed myself in scratch baking. My husband and I moved from California to Arizona in 2018, and I found a full-time position doing what I truly love- cake decorating.

I founded Lilycakes in August 2022 after finding out about the Arizona Cottage Food Program from a coworker and decided to take the plunge. I registered in an afternoon, made an Instagram and Facebook page, and was in business, just like that! It started small with friends and families as clients, then their friends and family. As time has passed, new clients find me through neighborhood groups or have seen others recommending me on various social media platforms, so they reach out. I can trace referrals from past cakes 4-5 cakes back and see the chain of word of mouth. Seeing my clientele group grow is exciting, and I have amazing customers to thank for that!

Through a mutual friend, I met a truly wonderful person who I wouldn’t be where I am without- Jackie Shappell. Jackie owns Cake This in Queen Creek and has been my mentor and friend, and is an incredible decorator and businesswoman. Jackie has gone above and beyond answering questions and showing me the ropes to owning your own Cottage Food business, and was kind enough to refer some of her business to me, which has been incredibly helpful in getting leads on the types of cakes she knows I’m passionate about- sculpted cakes and fondant figures.

The most important person I need to call out here is my husband, Alex. We both work full-time jobs, take care of our daughter on separate days off, and try to carve out time together when possible. Running a successful cake business on top of that is very challenging, and he’s been there every step of the way, troubleshooting, supporting, and helping out where he can. He has been amazingly supportive of me, making my dream a reality, and I wouldn’t be where I am today without him!

Can you talk to us about the challenges and lessons you’ve learned? Looking back, would you say it’s been easy or smooth in retrospect?
There’s been a couple of bumps in the road, but overall it’s been a smooth first year! I’m finally starting to see a profit and get a handle on how many orders I can reasonably accommodate per weekend. That was my biggest challenge in the beginning- time. It still is, to be honest. Balancing a full-time job, a family, and my own business is very challenging. Especially in the beginning, I never wanted to turn away orders. I would figure out how to get it done. Often, that meant sacrificing sleep, which just wasn’t sustainable. I’ve made strict boundaries, and I am still building on those today to ensure I don’t overbook myself.

Another struggle I’ve had is getting exposure locally and standing out from the crowd. Something invaluable to me is clients recommending me to their friends and on neighborhood Facebook groups. Interestingly, I’ve gotten a fair share of people booked with me that we’re just scrolling through, not even the person asking for a recommendation. But I struggle with how to jump out at them in a mass of 30 different bakers in the East Valley, all on the same post. When I first launched Lilycakes, I found Leslie Presnall, a Local Marketing Coach who hosts a fantastic podcast, Grow Your Local Business, and owns the Localprenuer Academy. She has given me excellent tips on how to find people in my city, stand out, and turn them into clients. I implemented what I’ve learned from her daily, and while it’ll be something I’ll always work to build more and more, I have overcome the hurdle and seen growth in my business! Thank you, Leslie!

Thanks for sharing that. So, you could tell us a bit more about your work.
Lilycakes produces custom cakes, cupcakes, decorated sugar cookies, and scratch challah, with seasonal cookies peppered here and there. I specialize in sculpted cakes and fondant figures- that’s where my passion lies and what I’d like to be known for. I’m very ambitious and love a good challenge. I haven’t said no to any seemingly crazy requests yet, and I don’t plan to! If you can dream it, I will make it out of cake for you!

I use buttercream, fondant, chocolate, and isomalt in my designs. I use my Cricut to create custom designs and cake toppers for last-minute cake orders or those needing more budget for fondant toppers. I make cakes for various occasions, but my biggest seller is kids’ birthdays. What sets Lilycakes apart is my great attention to detail and level of craftsmanship. I customize all the details on a cake tailored to the individual; the details always shine and leave the recipient with a lasting impression. My attention to detail is great, and each of my cakes is produced to the absolute best of my ability with the highest quality ingredients. I take great pride in my work and the Lilycakes name.

If we knew you growing up, how would we have described you?
I was definitely known as a quiet and shy kid. I always loved reading, learning, and anything cake related. I loved making different types of candy with my mom on the weekends. We’d make things like caramel, pulled taffy, and lollipops. My favorite candy to make, though, was always English Toffee. I loved melting the sugar down and watching it caramelize to the perfect shade of brown. Once cooled, I would crack this great big piece, shattering it into smaller pieces I’d dip in chocolate and decorate. I sold it for a short time in small stores before it became too hard to manage schooling, a job, and a candy-making business when I was a late teen. Growing up, I had always wanted to attend culinary school, but life got in the way, and I couldn’t afford it. Everything I know has been taught by my mom, other decorators I’ve met throughout the years, or by teaching myself through trial and error.

Contact Info:

• Website: Lilycakesaz.com
• Instagram: https://instagram.com/lilycakesaz?igshid=OGQ5ZDc2ODk2ZA==
• Facebook: https://www.facebook.com/profile.php?id=100084572024170&mibextid=LQQJ4d