Did you know that cheesecake supposedly originated in ancient Greece and was served at the first Olympic Games? The oldest existing written recipe is credited to Roman politician Marcus Cato around the first century B.C.
Fast forward to today, I find myself sitting in a cafe with a cup of steaming hot coffee and a piece of Japanese cheesecake, feeling like I’m eating a slice of history. On that note, today I am specifically dreaming of a slice from ‘Just Cheesecakes’ from Aizawl.
Introducing Amelia Lalremdiki – the mastermind behind the brand, to learn about how it all began and how her hobby evolved into a successful business. We caught up with her to discover how her passion for baking led to the creation of ‘Just Cheesecakes’.
Imtee: hi Amelia, could you start by telling us a bit about yourself and your background in baking?
Amelia: My name is Amelia Lalremdiki, born and brought up in Aizawl. I recently finished my Masters in Mass Communication. My interest in baking stems from a deeply rooted love for food.
Imtee: Tell us about your venture, Just Cheesecakes. What’s so special about it?
Amelia:’Just Cheesecakes’ is a business venture born out of my passion for baking. I started experimenting with baking around two years ago as I couldn’t find any cheesecake that met my standards in my hometown. Despite having no formal training, my love for cheesecake and determination to perfect my craft led to the creation of ‘Just Cheesecakes’. I love marketing and the idea that I could merge it with my hobby to create a brand seemed perfect!
“It first started as a hobby, served as a dessert in countless gatherings with friends and family.”
Imtee: How did you come up with the idea to start ‘Just Cheesecakes’? What inspired you to turn your hobby into a business venture?
Amelia: Just Cheesecakes was launched on 9th September 2017. My aim is simple; provide the best cheesecake, without compromising on the quality. I am currently working from my kitchen, but I’m hoping to give the brand its own commercial space. It is purely a passion project and I’m aiming to create a culture around it. I want it to be more than just a ‘cake brand’, so I’m giving it a personality. I have another venture called ‘Occasional Nerd’ with Matthew Sailo, an online media platform where we aim to celebrate and promote individuality and culture through different art forms.
Imtee: Did you always envision yourself as an entrepreneur? If not, what did you aspire to become? And if yes, what motivated you to pursue this path?
Amelia: I love the freedom that comes with being an entrepreneur, being able to make your own decisions, and building your brand exactly the way you want to. I cannot imagine myself holding down a 9 to 5 job and with the power of social media, building what you want is at your fingertips. The possibilities are endless, so I’m aiming to capitalize on its influence.
Imtee: What are the biggest challenges you’ve faced so far in this business?
Amelia: My biggest challenge is entering a saturated market with limited customers and distinguishing my brand from my competitors. I’ve learned that quality speaks for itself, so I give my best with every box that I sell. My main marketing is through social media; I’ve learned the importance of public relations and being consistent in your marketing platforms to remind people of your presence in a densely populated space.
Imtee: Where can we buy them? What are the price ranges and, any special mention about your cakes?
Amelia: I sell baked cheesecakes, mostly with blueberry toppings. I currently sell them in two sizes, 1 kg (Rs.1200) and 2 kg (Rs.1800). They can be ordered through Instagram and Facebook.
Thank you so much, R&L for getting in touch with me and giving me the opportunity to be featured on your blog. I am so glad to be part of such a positive community and I celebrate the team for your vision. I wish you the best in all your future endeavors and will support you in whatever way I can.
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