Instagram isn’t just the space for sharing bikini-clad selfies or holiday snaps, but the social media platform is proving itself a formidable tool when it comes to accruing and establishing a business. Stacy Brewer is someone who understands its potential first-hand, utilising Instagram to grow a customer (and fan) base for  Stacy Brewer Cakes w. delicious. recently spoke to Brewer about the peaks and troughs of the platform.

How did you come to become a cake maker?
“My obsession with sweets and desserts are the reason I decided to become a pastry chef. Nothing excites me more than the dessert and sweets cabinet of a patiserrie. Coming from a career in beauty and fashion, the creative field is where i feel at home! Why not combine the two, creating beautiful works of art that also taste amazing at the same time.”

What inspired your Instagram-friendly aesthetic?
“My influences span from many places, quite often from 5am visits to the flower markets, where beautiful florals and seasonal blooms inspire the colour palettes to my cakes. I often take inspiration from textures and formations seen on oil based canvas and such artworks. I like to think my cakes are individual and each creation is made to suit each customer that comes my way, no two cakes are ever the same.”

Has social media had influence on what your customers order?
“Customers have so many resources and people influencing their own style, the secret is to really understand them and what excites them creatively. It is easy to get caught up in so much social media noise. My job is to help them through this process.”

What role did social media play in establishing the company?
“Social media played such a massive part in the start up to my business. That’s how I got off the ground; putting up a simple post saying “Hey everyone, now taking cake orders” and away I went. Digital engagement is such an important part of building a successful brand. You need to be constantly on it and always engaging.”

What is the most popular cake?
“When it comes to style, it is without a doubt the orchid cake. It is an absolute crowd favourite; you bring this cake into the room and you will have heads turning. In regards to most popular flavour, I would have to say the vanilla bean cake paired with vanilla buttercream, fresh lychees, and raspberry.

Who is your general consumer?
“Our main customer base are weddings, showers, birthdays and corporate events; anyone who is after an elegant and sophisticated cake to spoil that special someone or make a statement.”