From Hobby to Side Hustle: How @ChristinaBakesNYC Found Sweet Success

For Christina, the creator behind @ChristinaBakesNYC, what began as a way to practice baking without wasting cake soon grew into a business that brings joy to others. Read on to hear how she got started, the challenges she's faced, and what the future might hold for her growing venture!

Finding Her Passion

Christina's journey into baking started in 2020. Like many others, she picked up the hobby during the pandemic and quickly realized she wanted more regular practice. But there was a problem: there's only so much cake one household can eat. To solve this, she began posting her creations on her personal Instagram and selling cakes at a low price just to gain experience.

As friends started sharing her work, more people became interested. She briefly launched a dedicated Instagram page but took it down due to privacy concerns. However, in January 2024, she decided to relaunch, this time with a clearer vision and more confidence in handling privacy challenges.

Getting Her Name Out There

Building an audience and finding customers as a new baker isn't easy. Christina got her first big break by offering baked goods for free at public events. One of these was a pickleball community launch event in New York City, where she provided a decorative cake and three dozen cupcakes. The exposure paid off—she estimates that about 30% of her orders from people she doesn't know can be traced back to that event.

When the same organization hosted another event, Christina reached out to them asking if they wanted to work together again, leading to a paid order. This "freemium" approach—offering something for free to gain visibility—helped her build connections and establish credibility in her community.

The Challenges of a Baking Side Hustle

Like any small business owner, Christina faces challenges. Growing an Instagram following is tough, especially in an era where short-form video content is king. While she's tried creating content, she's found it time-consuming with little return. Instead, most of her business comes from word-of-mouth referrals, which she finds more sustainable.

Balancing her baking business with a full-time job and social life has also been tricky. Earlier this year, she took on eight orders per month and quickly realized it was too much. She's currently on a one-month break to reset and find a better balance.

Looking Ahead

When asked about the future of ChristinaBakesNYC, she admits her vision is still evolving. Right now, she's happy with four to eight orders a month, enjoying the creative process and the joy of making something special for her customers' birthdays, engagements, and other milestones. While she's open to the idea of expanding someday—perhaps when she's ready for a career shift—she's not in a rush to turn her passion into a full-time job.

For now, Christina's baking business remains a fulfilling creative outlet, a way to connect with others, and a reminder that sometimes the best opportunities come from simply sharing what you love.