Doanh (Dee) Ho is the owner + baker behind Sugarfold, a handcrafted macaron business. Her pop-up business recently turned one. We talked to her about her experiences starting her own business.
What inspired you to start your own business?
I come from a family of entrepreneurs. My mom, uncles, and grandparents came to the US from Vietnam and made a life for themselves. They were able to build their lives here and own their own businesses. I grew up in my mom’s salon, helping her answer phone calls and make appointments. I’ve always wanted to follow a similar path and start a business of my own. I had been making cakes and macarons for years for friends and family. They urged me to start sharing my creations. The pandemic made me slow down, and while I was at home, I decided to start researching how to get started. I filed my business in February 2021. I had a friend help at the beginning, and now I run every part of this business myself.
What are some of your favorite KC woman-owned businesses?
I owe a lot of my success to Cafe Cà Phê. In order to get my name out there, I offered macarons for exposure. I stopped into Cafe Cà Phê for a coffee and gave them some macarons. Madoka and Jackie were working at the time. They were so nice, and before I knew it, Jackie shared it on their Instagram stories. About a month later, I did my first pop-up event with Cafe Cà Phê. It was so successful, and it snowballed from there. I’ve met so many amazing woman-owned businesses along the way. I met Serina, owner of Tie Dye Pop, at that first pop-up, and we’ve become great friends. Another woman-owned business I love is Sweet Tea Pie Company. Amy makes delicious, unique pies. I found her on my personal Instagram page, slid into her DMs with a question about business and without hesitation, she answered. Not only was she so kind, her pies (and more) are so good.
When did you learn to make macarons?
I learned to make macarons on a whim while on maternity leave with our first born in 2017. I found a photo of them and thought they looked beautiful, so I tried my hand at them. I was baking them on and off for years and worked on perfecting my technique two years ago.
What has been your favorite macaron design and/or flavor to make?
It’s so hard to choose. I recently made some lime macarons that could be a drink garnish. I loved that design and want to make more that can be used as drink garnishes. Some of my favorite designs would have to be the dragon with a Vietnamese flag for Cafe Cà Phê, ice cream cones for Cookies and Creamery, and the sour lips for Fetch. I love switching up flavors and creating new ones. Without the overhead of a storefront, I have the flexibility to create and play around with flavors right now, and I love that aspect of my business.
How long does it take for you to make macarons for a pop-up?
I spend the entire week prepping for pop-ups. I usually schedule one pop-up a week because that’s what I can handle. I also take on custom orders every week. Some weeks are more challenging than others. It depends on the intricacy of my custom orders and if things go to plan for the week. It’s definitely a balancing act and lots of sleepless nights.
How did you come up with your brand name?
It’s so tough coming up with a name for your business. I reached out to my cousin, Lan, in Chicago who had just started her business Fat Miilk, a Vietnamese coffee brand. We spoke about what I was thinking, the ingredients in macarons, the process, and how I wanted to expand and offer more than macarons. We landed on Sugarfold, which plays on the technique of folding meringue and almond flour to make the macaron batter. The name was short, simple, and it left room for more in the future.
Your business recently turned one. What has been the biggest lesson you’ve learned?
Balance. I’ve felt mom guilt. I’ve compared myself to others on social media. I’ve taken on more than I can handle. I’ve spent a lot of nights with no sleep and weekends popping up and then preparing for the next week. The biggest lesson I’ve learned is make sure I balance my business with my personal time. I think we all have a fear of failure and because of this, I work overtime trying to achieve perfection and having a hard time saying no. I’m still learning, but I’m working on balancing everything better and staying organized along the way.
Any advice for people looking to start their baked goods business?
It’s hard, so prepare yourself. Make sure you set realistic expectations and know your worth. Don’t compare yourself to others. It’s hard to do, but it helps to focus on yourself and your own growth. Some people learn that baking is more a hobby and turning it into a business isn’t for them, and that’s OK. You’ll never know until you try. Plan, stay organized, make time for yourself, and have fun.
