Ayomide Charles is a baker and the founder of Durabakes and Edibles. She tells MOTUNRAYO AKINRUN about her career and other issues
What inspired you to go into the baking industry?
It has been an awesome ride as the Lord has been helping me. Besides, my bosses in the industry and my colleagues have also been supportive. My journey has been challenging due to the fact that competitors come into the industry every day. I just have to do some things differently to get my own clients. It was pure passion that made me go into baking, not money. I went into it because I love anything that has to do with edibles and from there, I realised I could also make money from it.
How much was your initial capital and how did you raise it?
I did not start the business with an initial capital apart from the fact that I learnt with some amount of money and I started selling my practical tips. With the money I got from my sales, I started buying my instruments little by little to date. The money I used to bake is N70,000.
What do you consider to be the highlights of your business?
Running this baking business allows me to express my artistic talents through cake designs, flavours and decorations. I can create unique and personalised cakes for various occasions – from weddings to birthdays and many more. The recent highlight of my business is getting a grant from a non-governmental organisation because they recognised my artistic work and the effort I put into training my students.
Another highlight of my career was when I went for an advanced class. It was financially draining, but it was worth it because I learnt to be a better baker.
What are some of the biggest challenges you have faced in running your business and how have you surmounted them?
The prices of essential baking ingredients like flour, sugar and eggs can vary significantly, which affect profit margins. Managing these costs while maintaining product quality is a perpetual challenge. Another challenge is competition. The baking industry is a crowded space. Everyone, one way or the other, is related to a baker and it makes it quite challenging because one will have to put in all the efforts to have a consistent customer base.
In addition, some customers sometimes do not want to pay the delivery fee. It is even worse now that fuel is expensive.
What skills do you believe are essential for success in the baking industry?
They include marketing and interpersonal communication skills. It is essential to have a good relationship with people.
How do you handle competition and maintain a unique identity for your brand?
I am aware of my competitors. I analyse their products, prices, strategies, strengths and weaknesses, and I use it to my own advantage. I also know my unique selling points, which are my products, customer service and how I appreciate my clients.
Also, I understand my customers’ needs, preferences and I tailor my products and services to meet their needs. I invest in quality ingredients and processes to deliver consistent excellence.
What is your educational background?
I had my primary education at Dominion International School, Ibadan, Oyo State. For my secondary education, I attended Royal College, Ibadan, Oyo State. Then, I studied Mass Communication for the Ordinary National Diploma at The Polytechnic, Ibadan, Oyo State. I just bagged a degree in Mass Communication from Oduduwa University, Ipetumodu, Osun State.
What’s the toughest job you have ever handled?
That would be when I had the order to make 3,000 pieces of spring rolls, 3,000 pieces of samosas and about 5,000 pieces of puff-puff. It was almost a difficult one to handle, but I hired people to help me. Nevertheless, it was really stressful and demanding.
How do you stay up-to-date with the latest baking trends?
I stay up-to-date by continually doing research and analysing the latest baking trends. These include exploring emerging flavours, techniques and styles of presentation. I also do regular training to keep up with new trends both online and on-site.
Furthermore, my customers’ health is my priority as I don’t want to endanger their lives by using chemicals or any hazardous ingredients in my products.
How do you handle stress?
I handle stress by ensuring that I have adequate sleep to help my body recover from stress. I equally eat nutritious food and I hang out.
What is the most valuable lesson you have learned in your journey as a young entrepreneur and baker?
My journey as an entrepreneur and baker has been marked with countless moments of doubt, exhaustion, and even moments when success seemed like a distant dream. But it is during these times that I have discovered an inner strength and determination that I never knew I possessed.
Every setback became an opportunity to learn, to refine my skills, and to strengthen my resolve. I have the willingness to pivot, re-invent and remain committed to my vision even when the path ahead seems uncertain. I’ve learned that success is not measured solely by financial gain or fame. Rather, it is measured by the tenacity to keep going, the courage to take risks, and the passion to create something meaningful.
It’s about celebrating the small victories along the way and knowing that they are the stepping stones to greater achievements. I have learned to embrace resilience, for it is the secret ingredient that turns dreams into reality and setbacks into stepping stones toward a brighter future.
What advice would you give to people who are interested in starting their own baking business?
I will advice them to start with a genuine passion for baking. It’s the foundation of one’s business. Having love for what one does will sustain one through challenges. It is important to define one’s purpose and know what distinguishes one’s bakery.
Also, one should understand why one wants to do this business beyond just making money. There will be challenges and setbacks along the way. Nevertheless, one should stay persistent and resilient in the face of adversity. Learn from failures and view them as opportunities for growth. Be adaptable and open to change. The business landscape evolves, and one must be willing to pivot when necessary. One should improve one’s baking skills and stay updated on industry trends.
