Conversations with Carmen Waugh

Today we’d like to introduce you to Carmen Waugh.

Carmen, we appreciate you taking the time to share your story with us today. Where does your story begin?
My journey began with a love for baking and recipes passed down through three generations, starting with my grandmother, Lottie. Those recipes became the foundation of Custom Cakes by Carmen LLC, where I combine family tradition with a modern twist.
At the same time, I have spent more than 31 years working in healthcare and earned associate’s, bachelor’s, and master’s degrees. Balancing a demanding medical career, motherhood, and entrepreneurship has not always been easy, but each experience has strengthened my work ethic and determination.
What started with custom cakes has grown into a broader dessert brand featuring my Triple Chocolate Gourmet Cake Mix, specialty dessert boxes, Cakie products, and nationwide opportunities through platforms such as Goldbelly, Amazon, and Walmart Marketplace. I have also earned women-owned business and supplier-diversity certifications that have helped position the company for continued growth.
Today, my goal is to grow Custom Cakes by Carmen into a nationally recognized brand while preserving the love and tradition behind every recipe. As a single mother, I am building more than a business—I am creating a legacy for my son and showing others that it is never too late to pursue a dream.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It has definitely not been a smooth road. I have built my business while working full-time in healthcare, raising my son as a single mother, continuing my education, and managing significant personal and health challenges.
Like many small-business owners, I have faced limited access to funding, rising production and shipping costs, inventory challenges, and the difficulty of getting products in front of larger retailers and the right decision-makers. There were times when I had to invest my own money, learn unfamiliar parts of the industry, and adjust my plans when something did not work as expected.
One of the biggest challenges has been balancing everything without giving up. There have been long days, setbacks, disappointments, and moments when progress felt painfully slow. However, those experiences taught me to be resourceful, flexible, and persistent. Every obstacle has helped me become a stronger businesswoman and reminded me why I started—to honor my family’s recipes, create opportunities for others, and build a lasting legacy for my son.

As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
Custom Cakes by Carmen LLC is a gourmet dessert brand rooted in three generations of family recipes. Although the business began with custom cakes, it has evolved into creating distinctive products that can be enjoyed and shipped nationwide. We specialize in our Triple Chocolate Gourmet Cake Mix, curated dessert gift boxes, and signature “Cakie” creations—a unique combination of cake and candy-inspired desserts.
We are known for rich flavors, beautiful presentation, and creating products that feel both nostalgic and modern. Every item is inspired by recipes passed down from my grandmother, Lottie, but reimagined with my own creative touch. Our products are designed for celebrations, corporate gifting, special occasions, and anyone who wants an elevated dessert experience at home.
What sets us apart is the story and purpose behind the brand. This is not simply a dessert company—it represents family, perseverance, and legacy. As a healthcare professional with more than 31 years of experience and multiple degrees, I bring discipline, attention to detail, and high standards into everything I create. I am also proud to be a certified woman-owned business with supplier-diversity credentials.
I am most proud that I continued building despite the obstacles. Seeing my products reach customers through my website and platforms such as Goldbelly, Amazon, and Walmart Marketplace has been incredibly rewarding. I am equally proud of being able to give back to the community through food donations.
Ultimately, what sets Custom Cakes by Carmen apart is the combination of authentic family tradition, innovative products, premium presentation, and a mission to build something meaningful that can be passed down to my son.

In terms of your work and the industry, what are some of the changes you are expecting to see over the next five to ten years?
Over the next five to ten years, I believe the dessert industry will become even more focused on convenience, personalization, and memorable experiences. Consumers still want products that taste homemade, but they also want them beautifully packaged, easy to prepare, and available for delivery directly to their homes.
I expect continued growth in gourmet baking mixes, nationwide shipping, curated dessert boxes, corporate gifting, and unique hybrid products that combine familiar favorites in unexpected ways. Social media will also continue influencing what people purchase, with presentation, storytelling, and shareable moments becoming almost as important as flavor.
Customers are also becoming more interested in the story behind a product. They want to support women-owned, family-owned, and purpose-driven businesses with authentic values. At the same time, brands will need to offer more options for different dietary needs, clearer ingredient information, sustainable packaging, and smaller portion sizes without sacrificing quality.
Technology will make it easier for small brands to reach national audiences through direct-to-consumer websites, online marketplaces, retail partnerships, and more personalized shopping experiences. However, relationships and authenticity will remain extremely important.
For Custom Cakes by Carmen, that means continuing to transform our third-generation recipes into innovative, giftable products that can be enjoyed anywhere. My goal is to expand our Cakie product line, grow our presence in retail and online marketplaces, and become a nationally recognized brand while preserving the family tradition that makes us unique.

Pricing:

• Triple Chocolate Gourmet Cake Mix: $10.99 per package
• Specialty dessert products and curated gift boxes: Pricing varies depending on the product selection, packaging, and shipping requirements.
• Nationwide offerings through Goldbelly: Pricing may differ from our website because it includes specialized packaging and nationwide shipping.
• Corporate, wholesale, and bulk orders: Custom pricing is available based on quantity and order specifications.
• Current products and pricing are available at www.customcakesbycarmenllc.com.

Contact Info:

• Website: https://www.customcakesbycarmenllc.com
• Instagram: https://www.instagram.com/customcakesbycarmenllc
• Facebook: https://www.facebook.com/customcakesbycarmenllc