I am always excited to hear stories from women who have started a business – what was their inspiration, how did they start, their proudest moment, the worst failure and so on! It is such a huge accomplishment to get a business off the ground – especially when you are a mom and you already have a big job!
In our Mom Boss series this week, I am profiling local entrepreneur Elfie Weiss – founder and owner of Hotcakes bakery. I have always been a fan of Hotcakes - the cupcakes are divine and the custom cakes really make a splash at every event I do. I feel lucky to know Elfie personally – our children go to school together – for many reasons but especially because she brings us treats sometimes. Because of this, I have discovered so much more about her shop and the goodies you can find there. My kids are gaga for the pastries (hello chocolate croissant) and I find the quiches to be the best anywhere in LA. What really tops it all for me though is the French cake roll with whipped cream and strawberries – so delicious. I am beyond excited for her to open up her café next door for an array of breakfast and lunch goodies! It’s been an honor to get to know Elfie and I am excited to share her story. So while I sit here salivating over desserts, read on and be inspired!
Please tell me about Hotcakes and why you started the bakery?
Hotcakes is a full-service bakery. We bake cakes, cupcakes and a variety of classic French and American pastries. We also have a wholesale part of the business.
I started Hotcakes in 2005, it was a time in my life where I needed to reinvent myself; I was recently divorced and my previous career as an actress and singer was not substantial anymore to support myself and my son. It was a challenging time, the end of a chapter amidst the uncertainty of a new one.
What was the hardest part of opening Hotcakes?
The hardest part of opening Hotcakes was definitely the fact that I knew nothing about the baking business or business in general. The only experience I had was baking with my father as a child and the candid memories that came from that time. I opened my business unconventionally, I did not have a business plan or any plan for that matter. I just did it. I opened the doors of Hotcakes and started to bake. I gave a ton of cakes and pastries away for free, and I prayed to God and all the Angels daily to help me! It was really hard - I think that if I had known what I was getting myself into, I probably would not have done it. The fact that I knew nothing about it gave me a certain innocence, I guess you don’t fear what you don’t know! Fear only comes when knowledge is involved and when you can evaluate the risks. Now my biggest challenge is to finish the expansion of Hotcakes into a café where we will serve breakfast and lunch. The construction has been an exercise of patience! But I hear I am not the only one in that boat!
3. How do you balance being a mother and a business owner?
I started my business so I would not have the constraint of a boss or a fixed scheduled.I needed freedom, I was and still am a single mom and taking care of my child and being there for them was and is essential to me. I am very lucky now to have a good team working for me so I can delegate, but it was not always the case.
4. When you have downtime, what do you love to do with your family?
I love escaping to Hawaii with my family…swimming with the turtles gives me the most incredible joy. I am also an avid Tennis player and spend a lot of my downtime painting and writing.
5. What advice would you give to anyone who wants to open a business but is not sure how to start?
Fearlessness - I believe - is the most important component of becoming an entrepreneur. Don’t think too much with your regular brain but rather let yourself be guided by your real brain, your gut! Take it one day at a time because there is only today. Do not project yourself too much into the future as the future is only going to be another today. I feel it is good to have a plan but it is also very important to be flexible and to let your path unfold. Trust the Universe, it always has your back! You will make mistakes, you will trust people you should not have, those are the ones that will make you better.
