“Being a business owner is akin to participating in an extreme sport,” Naidoo quips, likening the multifaceted challenges of entrepreneurship to an exhilarating adventure.

Her self-taught journey exemplifies resilience and a commitment to continuous learning, ensuring that she remains at the forefront of an ever-evolving industry.

“Staying relevant requires embracing new skills and techniques, and I love being able to express my creativity,” she adds.

Reflecting on her entrepreneurial journey, Naidoo reveals that the most considerable challenge was starting from scratch. “I was too proud to ask for help and too scared of making mistakes,” she admits.

Those early years tested her resolve with long hours filled with doubt. Yet, it was the day she cleared out her sewing machines - solidifying her commitment to cake design - that fueled her determination to pursue this sweet path.

With 16 years in the industry, she has learned the invaluable lesson that hard work indeed pays off. As Naidoo puts it, “Putting in the time and effort is the only way to see positive results.”

Her love for art, architecture, and technical fashion design details has been instrumental in shaping her signature wedding cake style. Utilising her knowledge of textiles and design, she translates traditional techniques into edible masterpieces.

“When designing a cake, I often find myself referencing techniques I learned during my fashion studies - from pleating to embroidery, all with edible mediums,” she notes.

Naidoo’s approach to cake design, however, goes far beyond aesthetics; it's about crafting edible works of art where taste and visual appeal intertwine seamlessly.

By adhering to the well-known "10,000-hour rule," she has dedicated herself to recipe development, mastering baking from scratch, and refining her decorating techniques, ensuring she's always on top of contemporary trends.

“I take pride in my attention to detail and my commitment to exceeding client expectations,” she explains.

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From fashion design to wedding cakes: the sweet success story of Sasha Naidoo