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sally holding sprinkle cake with number 10 candles

When my husband took this photo, I had just brushed buttercream out of my hair and wiped a confectioners’ sugar explosion off the floor. My daughter helped decorate this sprinkle-loaded 6 inch cake and we’re celebrating something huge!


A significant marker in our lives pinpointing a momentous event. This month, I reached one and I hope you’ll celebrate with me. Afterall, I wouldn’t have reached it without you!!!

In December 2011, I started a food blog that unbeknownst to me would someday host 1,200 recipes used by millions of bakers all over the world. I still cannot wrap my head around it.

I feel I could easily turn this post into a novel with all that has gone into building this career over the past 10 years, but I will keep it short because truly– what I want to convey is just how thankful I am for everyone who bakes, trusts, shares, and enjoys my recipes as well as everyone who helped me get to this point including my absolutely wonderful and mighty SBA team.

When I pressed publish for the first time 10 years ago, I had no idea how much weight that mindless click would hold. My intention was to put cookie recipes in a place for my friends and family to see them, a solution I thought would be easier than emailing recipes to loved ones. I had a full time job and was absolutely not looking for a career change– heck, I had no idea that people even made a career out of food blogging. (It was rare back then.) I took pictures of cookies on paper plates with my fancy new smartphone. I typed vague instructions on my blog, uploaded a photo, and forwarded the link to loved ones. That’s it. That was my food blog. Instagram and Facebook pages were barely new at the time– social media for content creators was in its infant stage. Recipe videos were mostly limited to cooking shows on TV.

So what happened in the past 10 years?

Well, I built a brand from scratch! In 2011, I had never picked up a fancy camera before, never wrote professionally, never owned a business, never managed employees, never wrote a book, and knew nothing about website development. But I had passion and grit– and I believe both are the secrets to entrepreneurial success. I began to build a community who would soon share my recipes with others and before I knew it 1 follower turned into 100 and then 1,000 and then 100,000 and now there are millions of bakers looking at my recipes and sharing heartfelt stories, memories, and traditions based around the content I’ve created.


It’s no secret that baking can spread joy and perhaps it’s become your hobby or an activity when you need to relax or escape. Thank you for making my recipes part of your world.

What’s next? A website refresh & redesign coming in January! Finishing my cookbook proposal so cookbook #4 can happen! Developing quality baking recipes, authoring my blog posts, taking all of my own photography, and managing a trusted and knowledgeable team! These are my professional priorities for (hopefully) more decades to come. But after 10 years of hustling, it feels remarkably rewarding to slow down and reflect on what I’ve created. And without YOU + my supportive family, friends, and team + all of the blogging friends I’ve met along the way, I wouldn’t have been able to do it.

Thank you so much for being here. Bake something delicious today!!!!

Happy Baking xo,


6 inch vanilla frosted cake with sprinkles and number 10 candles

Reader Questions and Reviews

  1. I have always enjoyed baking and recently took up bread making. I searched the web for recipes and found your site to my delight! Almost every recipe has turned out wonderfully and has been enjoyed by all my family! One of my favourites is your Crunchy Cinnamon Bread (so far) and I find myself wanting to try them all! Your site is one of the first sites I go to when looking for something new to try!
    Congratulations on ten years! I am so happy to have found you! Thank you for all the wonderful recipes, videos and sharing all your great tips! Makes trying something new easy!❤️

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