From Office to Kitchen: San Ramon Baker Shares Her Major Career Change

Merav Landsman of San Ramon talks about following her passion for creative desserts and starting an online business despite having little baking and business experience.

For San Ramon baker Merav Landsman, no dessert is ever "too sweet."

Despite having no formal baking education or experience, she never wanted to let go of her passion for creative deserts. This drive was what sparked her to start her own business, Sweeeeet.com three years ago.

"I can be in the kitchen for hours but if feels like 30 minutes, tops," Landsman said.

From layered cakes and cupcakes to chewy cookies and whoppie pies, Landsman serves desserts based on the best seasonal, local ingredients.

"I wouldn't sell anything I wouldn't feed my own family," she said.

The Sweet and Mellow Truck also picked up on how popular Landsman's desserts were getting. She recently worked out a deal with them to sell some of her cupcakes and cookies out of their truck.

After having to move to the U.S. for her husband's job, she found herself missing the bakeries in Israel. She never had any formal baking experience other than working at a chain bakery in Israel. Her career background was in human resources and she studied psychology in school.

However, she didn't let that stop her from sharing her desserts. Landsman began volunteering to make her desserts for special occasions and parties. With the support of her family and friends, she decided to begin her own business.

"I loved it more than working behind the computer," she said.

Sweeeeet.com (the five E's representing her favorite and lucky number) offers desserts ranging from $1.50 for cupcakes to $70 for a 12-inch cake. Landsman said she is able to cater her desserts to each customer depending on their preferences or allergies.

When it comes to promoting her business, Landsman said relies on word of mouth through her customers along with reviews on Yelp. She also stays connected with her fans by sharing recipes through blogs on her website and even on Patch.

Though she currently makes most of her desserts out of her home, she often rents a kitchen in Pleasanton for larger orders. However, she hopes to eventually open her own shop one day.

"It's in my business plans," she said.

To learn more about Landsman, Sweeeeet.com and her deserts, visit her website or Facebook page.


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