Labor Pains - Cake Decorators Unite by Detra Denay Davis

One of the biggest challenges facing cake decorators today is the lack of appreciation by the public for this intricate art form. The skill and creativity have perhaps been over-exposed and although it is wonderful to marvel as these artists create magic from cake, icing and various sugar concoctions, it appears few want to pay what this work is worth.

It is obvious both sides, the decorators and the public need to be educated about the cost associated with creativity. There are some cake decorators who vastly under rate and under charge for their cakes, while others place an exorbitant price on the cakes, pricing themselves outside the market.

The main challenge for many decorators is how to account for time, labor, ingredients, material cost, and even specialized technique. All too often customers want the most unique cake possible without any consideration for what will go into making it. If you present your portfolio of handmade gum paste flowers in different venues, the first thing a customer will ask is, "How much will it cost to have that?" There are other bakers who honestly believe that one day the right customer will drop from the heavens and pay what the cake is "really" worth.

The truth is customers who want your product and can afford it will purchase and those who cannot afford your prices will go to a local grocer. Learning your worth and believing in what you are worth is two different things. You will learn to respect your time, labor and skill as you become a seasoned decorator. In the beginning you may think you can't possibly charge a particular amount because you are “just starting-out." However, it matters not what you do over time if you never really think you are worthy of the dollar amount you place on your products.

At some point in your career you have to say, "I charge $425 for this cake, take it or leave it, because you know the value is equal to the amount of time, labor, effort and skill you have put into the cake; and those who want to purchase it will know that you are all about quality and integrity.

Unfortunately there are cake bakers who don't care and make it bad for everyone else. If you start a pricing war both the customer and the baker loses. All too often customers don't have a cue what goes into making these lavish cakes and some inexperienced bakers don't have a cue how to calculate their time and derive a fair price. One thing bakers can do however is educate their customers about what is involved in decorating a cake. Start by simply offering a sophisticated selection of cakes. Many decorators have moved away from this but the grocers have not. If you have a portfolio it should showcase a simple cake, gingerly decorated, then a slightly more elaborate cake and so forth.

We all know if a customer sees a portfolio filled with beautifully decorated cake they will want a bit of this and a bit of that, but when they view the progression and see the price rise with the addition of intricate details, they should have little question about cost. You are sending a clear message that you get exactly what you pay for, a little or a lot.

About The Author

Detra “Denay” Davis is the author of How to Start a Home-Based Bakery and a former home based baker. Denay is a writer, cooking instructor, caterer featured in Bon Appetit who works with food crafters in the development of gourmet baked goods and specialty food products. Contact Denay at denay@homebasedbaking.com and visit http://homebasedbaking.com

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