Meet Genesis Israel of Basima’s Sweet Treats in East Valley, Mesa

Today we’d like to introduce you to Genesis Israel.

Thanks for sharing your story with us Genesis. So, let’s start at the beginning and we can move on from there.
I started baking when I was 18 years old. I always watched the cake decorating shows like cake wars and cake boss with my mother. I didn’t know the first thing about baking, I just always would come home delicious treats prepared by my mother. We have a common egg allergy that runs in the family, so store cakes and cupcakes were usually out of the question. I remember having seen this picture of simple but beautiful cups on a DIY magazine. I asked my mother to walked me through making some cupcakes so I could decorate them like the photo. Their cupcakes were wonderful, the decoration not so much. However, it fuels my passion to learn cake decorating. One year, I was gifted a cake decorating certificate from my best friend to Michael’s. I completed up to class 3 and earned certification. I finally found my passion after changing my college major three times. I decided to take the culinary course in baking and pastry arts. In December 2015, nine months pregnant I graduated with an Applied Science with a major in baking and pastry arts. Unfortunately, my mother passed in 2014, but I knew she would have been proud. I found work at a local grocery store as a cake decorator. I knew I wanted to have my own business but was unsure how and where to began. I wanted to make something I believed in but also beautifully done. That moment, I decided I wanted to do vegan baking. As I know the struggle to want to have beautiful birthday cakes and cool looking cupcakes. So, in 2018, I registered for my az baked goods and confections. I am now doing local farmers markets, events, and personal orders. I’m still learning but the feedback and loved I’ve received has been amazing. It fuels my drive to keep going.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
It hasn’t been a smooth road. A new business is a learning process of do’s and don’ts. Some struggles I’ve had is just getting my name out there and not having a storefront. It makes some reluctant to even giving you a chance and trying your goods.

Basima’s Sweet Treats – what should we know? What do you guys do best? What sets you apart from the competition?
If I had to give my self just one title, it would be a cake decorator. I specialize in dairy and egg free treats. I’m known for my bundt cakes of many flavors. I’m also known for my custom cakes and designs. I’m most proud of my ability to spread veganism through food. All of the people I meet at markets who haven’t had vegan desserts have a preconceived notion about the taste. I offer samples at almost all my event and the “wow this is vegan” moment is always priceless. What sets me apart is my originality.

What moment in your career do you look back most fondly on?
My proudest moment has been being accepted into the ASU prepped entrepreneurs program. I was honored and taken back as I know so many applicants apply. I felt honored the chosen my business to help further along and guide.

Contact Info:

• Website: www.basimasweettreats.com
• Phone: 4807889282
• Email: basimasweettreats@gmail.com
• Instagram: Basimas_sweet_treats
• Facebook: www.facebook.com/basimasweettreats

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