Like many entrepreneurs, Elaine Adams, founder of Priscilla’s Cakes LLC, started her business on the side while working full time. Inspired by her mom who always baked desserts for her children to enjoy, Elaine set out to test her recipes on coworkers and family members. They were a hit, and she knew she’d need to invest in her business to keep up with demand. As a result, Elaine reached out to Penny Southward, a Birmingham, AL-based financial coach at Operation HOPE, with a very specific request—she was looking for ways to secure a $1,000.00 loan to purchase additional bakeware and equipment. Penny encouraged her to dream bigger, and together they imagined new ways to expand the business. This included leasing space in a commercial kitchen so that Elaine’s business could be considered for opportunities that other local bakers had benefited from.
As the business grew, Penny referred Elaine to Operation HOPE and Shopify’s 1MBB program, as well as mentors, connections and resources through the Alabama State Black Chamber of Commerce, the Small Business Administration and TruFund Financial Services, a Community Development Financial Institution. In addition, Penny introduced her to individuals who could help her business grow.
After her “8 to 5” job was done for the day, Elaine would bake and deliver samples to local grocery stores and restaurants. Her hard work paid off—she caught the attention of Piggly Wiggly executives and now Priscilla’s Cakes are sold in three locations. Positive word-of-mouth about Elaine’s four-inch mini bundts gained her entrance into five local restaurants. “In almost every location, the cakes are gone before I can restock. I run into people all the time that call me the ‘Cake Lady’ and ask when I am going to restock their favorite location,” Elaine said.
With the business growing, it no longer seemed like a pipe dream that Elaine could open her own storefront. Then twin tragedies occurred that tested her personal strength. Her business almost came to a halt when she was diagnosed with breast cancer. She credits her teenage son, Reginald, for being her right-hand man in the business as she underwent treatment. “Reginald helped deliver my cakes. He helped with preparation for baking. He was also the best dishwasher,” she said. Then, in the span of less than two years, the unimaginable happened: He was taken from her a few months after his high school graduation.
One month prior to Reginald’s passing, Elaine realized the first step in her dream, and signed a lease for a storefront. “Reginald was so excited for me! I wanted him to physically be a part of seeing our hard work pay off.” Understandably, Elaine questioned whether she wanted to move forward. “I did not want to continue to build without my son. I did—and still have—long talks with God. I needed God to tell me what my next step is because I thought me going through breast cancer was enough to show that I have faith in Him. Now He has called my son home, and I am left with a huge void,” she added. Ultimately, Elaine decided to move forward with her dream of opening her own storefront. “My son and I worked hard to get my business off the ground, and while it’s so different now that he’s not physically by my side, I continue to bake because it’s my therapy.”
Recently she was approved for a $17,500 loan from Urban Impact Birmingham, which has given her the funding and other resources to begin the buildout of her store. “I love the reviews from my long-distance, business and retail customers. They are cheering me on because they know my story,” said Elaine. Penny also remains Elaine’s champion three years since they first met—continuing to guide her on ways to reduce debts and build her business. As Elaine pursues funding to complete her buildout, she’s excited for the day when she can open her doors to serve customers. “Thanks to Penny Southward and Operation HOPE, I have been able to go from needing to borrow $1,000.00 to opening a storefront.”
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