If you need something sweet, classic, simple and healthy, call on Candy, whose real name is Tinuade Ibrahim, a well-known pastry blogger in Lagos state. Exquisite magazine got the opportunity to interview her, so let’s read up on her story!
Tell us about Yourself
My name is Tinuade Ibrahim, also known as Candy in the food space. I’m a pastry blogger, recipe/content creator and baking influencer based in Lagos, Nigeria. My content is all about showcasing classic, simple, healthy, and achievable baking recipes for the modern world.
What does your business do and how it started?
My blog exists mainly for home bakers to teach them how to make healthy baked foods in the comfort of their home and erase the misconception of Nigerians who believes that apart from bread and cake, all other pastries belong to the Western country as they are something that can’t be made at home. I also influence brands that sell baking products or healthy products which can be used in recipe development by showcasing their products in my recipes to reach a wide audience and gain more visibility.
The blog started over a year ago but only got active on putting content out just some months ago because when I started, I was a little bit confused about what path to take or how exactly to go about it.
How do you solve your customer’s challenge?
I really can’t say if I have been able to solve every single problem for them, but I can assure that I have always tried my best to resolve their challenges to the best of my ability.
Who are your ideal customers?
My ideal customers are brands looking forward to promoting and advertising their products in the face of the world and most importantly, showcasing the diversity of their products and not limited to the knowledge people have about them.
Can you describe/outline your typical day?
I always plan my day ahead so my typical day revolves around researching new ideas/recipes, shooting recipe videos, engaging with my followers on my various social media platforms and researching for brands I can work with.
How has being an entrepreneur affected your family life?
It hasn’t really affected me much and, if I must say, it has been a sort of blessing to me and my family as I produce the baked foods they eat at home and in turn monitor whatever they consume and how they consume it for health purpose and this has given us an opportunity to eat healthier.
What motivates you?
Nothing motivates me more than seeing people’s reviews on how my blog have pathways for them in their dreams of becoming a blogger just like me or solving a problem for them in baking healthy treats for their family with my recipes.
What is your greatest fear?
One of my greatest fears remains not being able to achieve all my dreams and reach my goals in the food space.
How do you define success?
Being able to pave path where no one thought there is and being able to uphold it despite many challenges is what I call success. Though it might be hard to keep going but it is always worth it at the end of the day.
What is your favourite aspect of being an entrepreneur?
One of my favourite aspects is being able to work and learn at my own pace without any outside factors affecting me. Another one is also being able to have a lot of people look up to me and be like ‘Hey Candy, I love your work and I sincerely wish to be just like you’ That for sure is one of my proudest ones.
If you had the chance to start your career over again, what would you do differently?
I would invest more in knowledge and equipment that would have make my work easier and better at the start. And of course, get started sooner than when I did.
What would you say are the top three skills needed to be a successful entrepreneur?
Critical thinking skill
Who has been your greatest inspiration?
I have quite a number of people I look up to as a source of inspiration both international and local and I would say some of them have helped me come this far because without them, there might actually not be enough zeal to keep the ball rolling. And my followers? There is no greater inspiration than them because their comments, reviews, dm’s and all have also been my greatest source of inspo.
What advice would you give to people who want to become entrepreneurs?
I don’t have much to say than, whatever space or industry you find yourself in, always try your best to impact values there and to never give up no matter how hard it gets because sometimes the day you plan to give up might be day you have a breakthrough. And lastly, its not always rosy and jolly so always expect a few bad days.
What business-related book has inspired you the most? (or, What is your favorite book?)
I have read a lot of business-related books and all I could is that every single one of them is an absolute best but here are some of my favs: Become a Better You, Secrets of the Millionaire mind, Zero to One, Think and Grow Rich.
If you were to write a book about yourself, what would you name it?
I would simply name it “it’s never too late” for a reason so personal to me.
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