Noticing a gap in the local market, Maree O’Shea decided to establish Sweeter than Sugar over 14 years ago, creating joy for Townsville residents though baked goods. More recently, her continued desire to make people smile inspired her recent purchase of local boutique event business, Hello Picnic.
Tell us about yourself and your business.
I have always been the kind of person who loves to bring joy and happiness to people’s lives, and I’d like to think that’s exactly what I do every day by sharing my cupcakes and cookies.
I started Sweeter than Sugar over 14 years ago when I was planning my daughter’s first birthday party and saw a gap in the market for cupcakes. I saw this as a perfect opportunity to fill the gap, whilst having an outlet for my creative side to flourish. I’ve always enjoyed being creative, making things and making people happy, and cupcakes were the perfect vehicle to combine both. I jumped straight in and Sweeter than Sugar was born.
As word of mouth got around I had to expand quickly, and within the first 12 months I was planning a shop fit out. I worked day and night and just after my first year in business I opened my very own store on Charters Towers Road. From there I continued my business of making cakes and cupcakes.
I was working more and more, and as I worked I discovered a new passion for giving back to the community and, after five years of Sweeter than Sugar, I decided to pursue this new passion and close up shop. I kept my creative side open by taking limited cake and cupcake orders during this time. However, after an injury I returned to the comfort of baking for people to help myself recover both physically and mentally. I found myself relishing in the joy my products gave people and I began to flourish again creating delicious baked goods. When Covid struck, people needed the joy I brought to them with sugar cookies and cupcakes, and I have been busy ever since.
Despite being so busy, I found myself wanting more, and saw a picnic business for sale, which made me think, “Hey, picnics make people smile and I love to make people smile, let’s do it!” So, I asked my husband if we could buy the business and he said, “Yes, why not? Who needs sleep?!” And so earlier this year we purchased the amazing local business – Hello Picnic, providing luxury boutique picnics and dining events to locals.
Already my creative side and attention to detail has allowed me a new outlet to bring even more joy to people, which has complemented Sweeter than Sugar better than I could have hoped for.
What has been the most challenging aspect of being a business owner?
My most challenging aspect of being a business owner is that I can’t say no, as I love to bring joy to people. I am your classic people pleaser. In being driven to please, I feel my work-life balance is neglected, but it is something that I am learning to take control of.
What is a fun fact about yourself?
We recently returned from an amazing trip to Vegas where we eloped in the Nevada Desert.
What is the best piece of career or business advice you have ever received?
My father always said work hard and the rewards will follow. He ran his own business that was successful for many years, and I think he passed that on to me with not only his advice, but the work ethic I saw from him.
Going forward, what is next on the cards for you or your business?
Going forward, I want to expand Hello Picnic into more special occasions for the people of Townsville, all while continuing to spread joy with the delicious treats of Sweeter than Sugar.
Main image – Maree O’Shea
Images Credits – All images supplied.
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