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Meet Tracey West of Tracey West Irresistible Pound Cakes in Southwest

Today we’d like to introduce you to Tracey West.

Thanks for sharing your story with us Tracey. So, let’s start at the beginning and we can move on from there.
I started my business out of the love and respect for my Aunt Ola and her famous pound cake. As a kid, this pound cake was the centerpiece of every family event. Everyone would take their time eating this cake, just enjoying each bite even the crumbs.

When my aunt made her pound cake it was a family affair. She believed in using each opportunity as a teachable moment. She would have her kids assist in the kitchen as she explained the purpose of each ingredient. She creamed the butter and sugar until they were light and fluffy, which was essential to mastering the texture of the cake. The batter became thicker, once the eggs and flour were added. Aunt Ola would then allow the kids to take turns assisting. During my aunt’s time, there were no electric cake mixers; everything had to be mixed by hand. They creamed and whipped the batter with a wooden spoon for what seemed like hours in a hot kitchen with no air conditioning, which were typical living conditions in the South. No one complained because they knew if they did, they wouldn’t get a chance to lick the bowl – and licking the bowl was the best part! This cake was so good we would be mad when it was gone. After my aunt passed, no one wanted to carry on her tradition. I knew how special this pound cake was to my family so I decided to carry on her legacy.

In 2012, I started as an internet based business. I attended conferences and expos as a vendor, which allowed me to reach more of my target audience translating into increased sales and brand recognition.

Business coaches have also made a pivotal shift in my business. Through their help and direction, I have been able to position my business for increased volume and growth. I am currently pursuing opportunities to have my products offered in wholesale and retail locations in 2018.

My business is certified with the Georgia Minority Supplier Development Council (GMSDC) and with the Greater Women’s Business Council (GWBC).

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Starting a business has its own set of obstacles to overcome. In the beginning I made some pretty big mistakes entrepreneurs typically make when starting. These mistakes cost me financially resulting in less profits for the business. I operated alone and what I discovered was that I wasn’t moving fast. I knew I had something special with my pound cakes but my business didn’t have much momentum.

There were also some challenges with having an online business. I had to make a compelling online presence when no one knew who I was or had tired my products. Another challenge was accepting some missed opportunities from local customers who wanted to pick up their order versus having it shipped.

I had to remember to always remain in constant motion while pursuing my business goals no matter what obstacle came my way. There were times when things did not work out as planned. When this happened, I had to first evaluate what went wrong, identified the lesson I had to learn then made the adjustments to avoid repeating it. It’s not about the pursuit of perfection but the pursuit of progress.

So let’s switch gears a bit and go into the Tracey West Irresistible Pound Cakes story. Tell us more about the business.
Tracey West Irresistible Pound Cakes is an online business and we are known for specializing in flavored southern style pound cakes. We offer pound cakes in two sizes – an 8 inch and individually wrapped minis. We also offer customized packaging for our mini pound cakes. This is a great idea for businesses to include their company logo.

Our flavors include butter, lemon, chocolate, red velvet, and butter rum. All our pound cakes are inspired by my Aunt Ola’s original pound cake recipe that has been passed down through our family history.

The company’s mission is to “wow” each customer upon first bite. I love to see the first reaction on customer’s faces when they try my products. I take pride in incorporating my aunt’s three secret ingredients of patience, kindness, and love into each product. All products are currently handcrafted and made with love. Although pound cakes are usually very dense, my cakes maintain the denseness but are also light and moist.

I am most proud of my business for being featured in the 2016 September issue of ESSENCE Magazine and in October 2016 for being featured on CBS Atlanta Plugged In.

Has luck played a meaningful role in your life and business?
The most important reason for my success is the impressionable memory my aunt’s pound cake left on me as a kid. If my aunt had not made her amazing pound cake, I would have never started my business. I always try to honor her in everything that I do and this reflects in the taste, quality, and flavor of my irresistible pound cakes.

My family has also been a source of inspiration with their unconditional love and support throughout this process.

I am also happy that I can attract new customers and maintain repeat customers as my business continues to grow.

Pricing:

  • $40 for 8″ pound cakes
  • $48 for mini pound cakes (packs of 7 or 8 minis)

Contact Info:


Image Credit:

Ahmad Barber

Getting in touch: VoyageATL is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.

1 Comment

  1. Nikole

    September 10, 2018 at 5:45 pm

    Love ❤️ love 💗 love the wonderful delicious pound cake!
    It was a big hit for my sister birthday. She absolutely loves your pound cake. I will be placing more orders in the very near future.
    Thank you so much.

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