Finding Sweet Success

What does it take to follow our dreams, to make our passions a reality? For some it might take a persuasive slide deck and a bit of seed money, but for Deidre Lotecki at Sweet Relief it mostly took a dose of courage.

From an early age, Deidre found solace and joy in the kitchen, whether she was concocting culinary marvels or snacking upon her latest baked delight. The practice eventually served as an outlet for her as she progressed into higher education. “Baking was a great way to relax between studying and gave me a reason to eat a bunch of cookies!” she reminisces.

However, as Deidre embarked on her journey through University, she soon realized that her Science degree lacked the creative outlet she craved. So, she pivoted, diving into the precise and heavenly world of baking and enrolled at the Culinary Institute of America. This decision soon paved the way to a summer job at a local bakery, where early mornings and flour dusted countertops only fueled her passion for the craft. 

Entrepreneurial Epiphany

While initially content with her work crafting pastries and desserts for prestigious hotels, Deidre soon felt dissatisfaction creeping in. “The creativity got lost after a few years, so I started working in smaller bakeries and ultimately coffee shops.” she reflects. It was here, amidst pots of freshly brewed coffee and the early morning rushes, that she discovered her love for creating custom cakes, leading her to start her own business.

Evolution of Sweet Relief

As Deidre’s entrepreneurial journey unfolded, so did the trajectory of Sweet Relief. What began as a modest endeavor to create wedding cakes blossomed into a bustling bakery situated in downtown Calgary. “When I started the shop, I literally thought I just need a legal kitchen to make wedding cakes in, and then if we sell some baked goods out of the front that's great," As Deidre’s business evolved so did her product offerings, custom cakes gave way to store front sales and before long she found her original plan has completely diverted, with one bakery eventually becoming two.

“My newest endeavor is a second bakery called Biscettes where we have a strictly cookie menu.” Which is the only rule within Biscette’s walls, otherwise you can find flavours such as Red Velvet, PB & J, Baklava, Birthday Cake, Lucky Charms, and Mini Eggs. While the offerings may have amassed their own cult-like following (including the team here at Guildstreet), the decision to open an additional shop was also logistical.

[Biscettes] is allowing us to expand our business at this location and at Sweet Relief by creating more kitchen space for cookie dough production and wholesale opportunities. We focus on a simple and more streamlined storefront model and so far it's been working great!

A Day in the Life

For Deidre, each day is a whirlwind of activity. “My day usually starts at the grocery store, then I head to bakery #1 to help with the morning cookie bake and getting the team organized for the day.” From there her enterprise requires maintenance like any other, administrative tasks like adjusting schedules and answering a flooded inbox while serving customers. “Then I’m off to bakery #2! I see if there are any fires I need to put out, I see where they're at for orders and hop onto the cookie or cake decorating until the end of the day. It’s fun and exhilarating, and my team is awesome. I love it!”

Sweet Success

Providing for the team that keeps her cookies on the shelves has always been a priority for Deidre. “Being able to grow my team and provide them with health benefits was a big milestone for me.” Not only do they keep the patrons well fed, but her staff keep the business afloat in the rare occasion that she is able to take some time away. “Going on vacation without answering any emails or doing any administration for a week was a wild dream! I went to Disney world with my niece and nephew!”

Overcoming Obstacles

Yet, Deidre’s journey has not been without its challenges. From navigating staff conflict to sourcing quality ingredients, she has encountered unexpected hurdles along the way. “Learning to say no to customers who don’t fit our brand and dealing with unhappy customers.” she reflects was a particularly large hurdle, acknowledging the complexities of balancing customer expectations.

Milestones

Ever modest Deidre struggles with this one, “I am really bad at celebrating milestones because I am always moving onto the next thing, but I am trying to get better at doing this.” Luckily her fiscal success stands out in the day-to-day juggling act that is the entrepreneurial calling. “I like to look at my financial numbers and see the sales growing, that makes me feel really proud.”

Key to Growth

When asked about the key to her business’s growth, Deidre attributes it to the unwavering support of her partner and the dedication of her enthusiastic staff. “A very supportive partner who believes in all my wild ideas and helps me build them, and great staff that are enthusiastic and excited about the business,” she emphasizes, underscoring the importance of surrounding yourself with a strong support network.

A supportive partner in business has also taken some critical tasks off Sweet Relief’s plate, “Guildstreet has greatly impacted my business!” Diedre emphasizes. “[It’s] allowing us the opportunity to focus on baking and building the business, instead of worrying about accounting.”

“I’m so happy I found Guildstreet, they are always there to answer my questions and help whenever I need it and make sure I have all my ducks in a row come tax season.”

Words of Wisdom

Deidre’s story reminds us that the path to success is often paved with unexpected detours and challenges. Yet, through determination and unwavering passion for her craft, she has turned her vision into a thriving reality. Her story reminds us that greatness lies in the twists, turns, and triumphs along the path to success. So as you embark on your own entrepreneurial journey, remember Deidre’s words: “It is so much work but if you love being busy and following your own vision it's the best thing!” Let her story be the spark that ignites your own pursuit of passion and purpose.

 Interview written by Justine Beaulieu