Sasha Naidoo has taken the art of cake design to extraordinary heights, creating memorable moments in the most special of celebrations through her award-winning business, Sugar Coated Cakes.
Image: Supplied
Durban-based entrepreneur Sasha Naidoo has taken the art of cake design to extraordinary heights, creating memorable moments in the most special of celebrations through her award-winning business, Sugar Coated Cakes.
Born and raised in the vibrant city of Durban, Naidoo’s journey into the world of baking began as a passionate hobbyist. Still, it blossomed into a full-time career after she graduated in fashion design.
Starting in 2009 as a creative outlet post-graduation, her initial foray into baking involved crafting delightful cupcakes and cookies, which soon turned into weekly orders.
As her kitchen filled with the sweet aroma of fresh bakes, she ventured into crafting small birthday cakes. The journey was not without its challenges, but the inevitable snowball effect led her to become a celebrated wedding cake designer, proving that dreams can indeed rise like perfectly baked confectionery.
“Being a business owner is akin to participating in an extreme sport,” Naidoo quips, likening the multifaceted challenges of entrepreneurship to an exhilarating adventure.
Her self-taught journey exemplifies resilience and a commitment to continuous learning, ensuring that she remains at the forefront of an ever-evolving industry.
“Staying relevant requires embracing new skills and techniques, and I love being able to express my creativity,” she adds.
Reflecting on her entrepreneurial journey, Naidoo reveals that the most considerable challenge was starting from scratch. “I was too proud to ask for help and too scared of making mistakes,” she admits.
Those early years tested her resolve with long hours filled with doubt. Yet, it was the day she cleared out her sewing machines - solidifying her commitment to cake design - that fueled her determination to pursue this sweet path.
With 16 years in the industry, she has learned the invaluable lesson that hard work indeed pays off. As Naidoo puts it, “Putting in the time and effort is the only way to see positive results.”
Her love for art, architecture, and technical fashion design details has been instrumental in shaping her signature wedding cake style. Utilising her knowledge of textiles and design, she translates traditional techniques into edible masterpieces.
“When designing a cake, I often find myself referencing techniques I learned during my fashion studies - from pleating to embroidery, all with edible mediums,” she notes.
Naidoo’s approach to cake design, however, goes far beyond aesthetics; it's about crafting edible works of art where taste and visual appeal intertwine seamlessly.
By adhering to the well-known "10,000-hour rule," she has dedicated herself to recipe development, mastering baking from scratch, and refining her decorating techniques, ensuring she's always on top of contemporary trends.
“I take pride in my attention to detail and my commitment to exceeding client expectations,” she explains.
One of the wedding cakes Sasha Naidoo and her team has baked, and designed.
Image: Supplied
One of the most enjoyable aspects of her work is bringing her clients' whimsical visions to life.
“The best part of being a wedding cake designer is the ability to make dreams come true,” Naidoo says.
With a commitment to using only the finest ingredients, her cakes not only look stunning but taste divine. She offers an array of over 20 flavours, allowing brides and clients to tailor each tier to their preferences.
“Cake tasting is always the highlight of the process!”
When not immersed in her kitchen, Naidoo’s love for travel serves as a refreshing escape. Alongside her husband, she finds joy in planning trips that enrich their understanding of different cultures and cuisines.
“Traveling teaches you so much about yourself, patience, kindness, and tolerance,” she reflects warmly.
Naidoo’s talent has not gone unnoticed, with accolades including the Best Wedding Cake award at the Good Food and Wine Show in 2014, judged by renowned cake artists.
Despite her recognition in international wedding planning and cake decorating magazines, her greatest achievement remains being part of special moments in people's lives through her bespoke cakes.
Looking ahead, Naidoo expresses excitement about expanding her reach beyond KwaZulu-Natal to create her now-famous oversized wedding cakes for extravagant brides across South Africa.
With an unwavering commitment to her craft, Naidoo continues to write her sweet success story, one cake at a time.