Wild Flour Bakery
From six cupcakes to a thriving business
“Six cupcakes opened up a whole new creative world,” says Sarah De Schryver (37), owner of Wild Flour Bakery in Hasselt, Belgium. What started as a creative outlet after the birth of her daughter, grew into a successful business with customers coming from far and wide to Hasselt for her magical creations.
From hobby to business
Sarah started baking for friends and family. "When friends of friends started ordering, I knew I was onto something," she says. She decided to invest in herself: "I took courses in baking, decorating, social media... and just tried a lot of trial and error."
Grateful and fully booked
Sarah is now fully booked almost four to five months in advance. "That people drive to Hasselt especially for my cakes remains unreal. I am so grateful for every email and message. Without my customers I would not be able to continue doing this."
A day in the studio
The workday always starts with a cup of coffee and some music. "I cut all the cakes, make the fillings and then start filling them. While they are setting, I work on the decorations. In between, I have a quick lunch, go to the florist or take the dog for a walk, and then I start finishing cake by cake." On Thursdays and Fridays, her day often runs from 9 a.m. to 11 p.m. And then she is also a mother.
The magic is in the details
"I am known for my magical finishing and eye for detail. I make what would make me happy as a child," says Sarah. She knows how to give even the most clichéd themes a magical twist. Her studio is currently located in the attic, where she brings her creations to life.
Personal favorites
The cakes for her daughter are her dearest. "I can really think outside the box with them." She also mentions her own wedding cake as a highlight. Favorites are cakes with flowers and cake magnums: "You can do so much with them in terms of flavors."
Fondant? No, I'd rather not.
"I'm a fan of Lambeth cakes, bows, flowers and sprinkles in all colours. Fondant is not my thing, although I do admire the art behind it." She gets her inspiration from Instagram reels. "My entire feed is cakes. Sometimes I just start and the creative flow comes naturally."
Three golden tips for novice bakers
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Don't give up, even in the face of failure.
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Dare to push boundaries.
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Invest in yourself.
A favorite trick? "When filling, the cake goes into the freezer for a while after each layer. That makes stacking much easier, especially with liquid fillings."
Lessons and challenges
"In the beginning I charged too little, didn't dare to ask the right price. That taught me a lot." Another challenge is translating difficult themes such as Minecraft or Star Wars into her own style: "I never copy a design without permission."
Social media and dreams
About 75% of her orders come via Instagram. "Maintaining it remains a challenge." Her dream? Her own business. "But with a second child's wish, it remains a dream for now."
Future plans and compliments
On her bucket list: learning to make cake sculptures. The best compliment she ever received? "I don't eat cake or buttercream, but wow, that cake was so beautiful and delicious."
The importance of packaging
"For me, packaging is very important. You also eat with your eyes. A luxury product belongs in luxury packaging." She consciously chooses quality and appearance.
Unique request? Plopsa-land!
Although she is often given carte blanche by clients, she mentions an assignment for Plopsa Land as the most special: "I never dared to dream that such an organization would ask me."
Want to know more or follow Sarah? Check out www.wildflourbakery.be or follow her on Instagram: @the.wild.flour.bakery